| In the increasingly fierce market competition environment, the competition between enterprises directly shows complete competing for customers. Thus, customer relationships become a key intangible asset for enterprises. Enterprises devote significant human and financial resources in developing, maintaining and upgrading customer relations. The Appraisal Practices Board of the Appraisal Foundation released a discussion draft for the valuation of customer-related assets in June 2012 and the public’s attention became attracted by customer relationships as a new object in valuation. Valuation of the customer-related intangible assets is not only the premise to realize transactions of customer-related asset, but also benefit to the clear status of customer-related intangible assets among enterprises’ resources, to promote the management of the customer-related intangible asset and its valuation, and so as to improve the enterprises’ market competitiveness.In this paper, the study method combines the theory study and the practice case analysis. Starting from the theory study, the characteristics of customer-related asset and its valuation were analyzed, and so were the related theories about customer relationship. Then Multi-Period Excess Earnings Method was built and the key influence factors were revised on the basis of theory study. At last the paper try to evaluate the company’ s customer-related assets in China’s household appliance industry and choose Gree as the case enterprise. The valuation of Gree’s current overall customer-related assets was finally measured by the Multi-Period Excess Earnings Method mentioned above.Multi-Period Excess Earnings Method was built in this paper, to evaluate the current overall customer-related intangible assets of the enterprise from a professional standpoint of asset valuation. And application of this method and its process was shown through a specific case analysis, as well as the validation of the method’s operability. |
PDF Full Text Request