Based On AHP Law And Fuzzy Comprehensive Evaluation Method Of Trademark Valuation

With the development of market economy, the demand of trademark transactions isincreasing. The range is not limited in business combination trademark transfer and otheraspects. More trademark began to be used in the field of mortgages. Trademark as a businessimportant intangible assets, a reasonable configuration of the value of not only conducive tothe optimal combination of corporate assets, also can guide enterprises to establish a modernenterprise system. Therefore, more and more people pay attention to assess the value of thetrademark. Relative to foreign mature trademark valuation theory, our research is still ininfancy. Faced with a huge loss of trademark assets, trademark valuation results imbalanceand other issues, to explore the theory and methods of the trademark valuation has becomeparticularly important.This paper analyzes the status of domestic and foreign trademark valuation study. Pointsout the limitations of traditional valuation methods trademark. and give the analytic hierarchyprocess method to empower. On this basis, the fuzzy comprehensive evaluation methodCombination with the market, and propose Improved methods to assess the value of thetrademark. Finally, in Jiuzhitang trademark for the study, using an improved method ofmarket value study the assessing of trademarks case, proved the feasibility of AHP and fuzzycomprehensive evaluation method.AHP and fuzzy comprehensive evaluation method applied to trademark valuation is toimprove the market approach. The method of using AHP to determine the weight of eachindex, and then use the fuzzy comprehensive evaluation method to calculate the trademark’scomposite score, with more precise mathematical language to describe the degree of similarity,which make up the defects of traditional assessment methods..