Research On The Method Of Goodwill Evaluation Based On Interbrand Model

The rapid development of the market economy today, the market competition situation increasingly severe, the enterprise that wants to survive in the market and to develop need to rely on some enterprise or product advantages, such as:enterprise culture, sales channels, personnel quality, management level, the reputation of the history, geographical environment, technological innovation, product design, in order to achieve than the same industry competitors more income to obtain more resources. While the above factors is the comprehensive and goodwill, goodwill is a very important competitive resources today in twenty-first Century for the enterprise, the ability to represent the ability of business to obtain excess returns is the survival and development of enterprises.But, at present, the traditional method of goodwill evaluation did not refer to the core value of the goodwill goodwill value--factors that make a contribution, commonly used in the assessment of enterprise value of the goodwill is the excess earnings method, the total value and the excess earnings method can only provide the goodwill evaluation of contribution of each factor, not sure of the formation of enterprise goodwill on corporate goodwill. Research for the value of the goodwill influencing factors and the contribution is less so far, the research value of the goodwill influencing factors in the literature is made to demonstrate the correlation, did not involve substantial research contribution for taking specific factors affecting the value of.Therefore, the author hopes that by the analysis on the factors influencing the modern enterprise goodwill goodwill value, finds out the factors influence the main contribution factor, giving them a certain weight contribution factor to calculate the value of the goodwill influencing factors to make use of the statistical method of the contribution rate. Then combing through comparison of goodwill and brand concept definition and function of both the similarities and differences, in-depth study of brand value evaluation feasibility theoretical basis model into the goodwill value assessment. And then introduces the Interbrand model to evaluate brand value, Interbrand model based on the prerequisite of characteristics and goodwill goodwill evaluation assessment of the appropriate modifications to evaluate brand value, constructs a Interbrand model for the goodwill goodwill value assessment method, to seek contribution a goodwill influencing factors path value assessment.