The Trademark Rights Value Evaluation Method Improvement Research

Trademark rights, is a kind of intangible assets for enterprises, it is to identify an important sign of enterprise produced products, and improve competitiveness to occupy the market as well as the important tool of profit. In real life is also more and more about the trademark rights of business, due to the heat of the trademark rights value evaluation heats up, country protection is also gradually increasing. Always face the trademark rights value evaluation in our country, however, such as unreasonable problems, mainly reflected in three aspects:first, in our country the trademark rights assessment is the main basis of appraiser subjective experience judgment, therefore, to evaluate the value of strong subjectivity; Second, the trademark rights value evaluation method in our country did not form a complete evaluation system; Finally, evaluation theory and evaluation of trademark rights actually not be able to effectively combine. For the above problems, needs from the trademark rights value evaluation theory of evaluation and assessment of evaluation methods were analyzed. From the theoretical perspective, analyze the actuality of trademark rights value evaluation in China can be concluded that the value of the trademark rights value evaluation types of specific classification and produced by the various factors affecting on it. From the point of using the method, by domestic and foreign relevant references in this paper, the premise, points out that the trademark rights value evaluation in our country there are three kinds of most basic method which cost method, market method and income method. Second, the need to analyze the three traditional assessment methods, assessment of the trademark rights value calculated methods should give priority to with income approach. But the current income method exist some shortcomings, the main is the determination of its main parameters. On the basis of these, should adopt the corresponding improvement measures and reasonable trademark by AHP analytic hierarchy model is set up excess earnings expectations. In addition, for the discount rate and the current also should adopt relevant improvement measures, and the combination of theory and case for effective and reasonable assessment of the trademark rights value.