Research On Trademark Evaluation Of Education And Training Institutions

As part of intellectual property rights,trademark rights are an important intangible asset of an enterprise and play an increasingly important role in today's competition among enterprises.It has long been more than a simple product symbol,but an enterprise's external promotion.The window of the image is an advantageous tool for the company's products to open the market.In today's large number of economic activities such as joint ventures,acquisitions,asset auctions,asset transfers,and asset collateral,intermediaries deal with trademark rights.A reasonable assessment of the value of trademark rights is beneficial to companies' understanding of the important role of trademark rights and the full exploitation of trademarks.The potential for development.With increasing public demand for education,China's education and training industry has been booming.However,vigorous development has also exposed some problems.In particular,enterprises have paid insufficient attention to trademark rights.The Trade and Industry Bureau has not adequately supervised trademark rights,which has made it more difficult for the education and training industry to understand the value of trademark rights.This article analyzes the applicability of traditional assessment methods by reading a large number of related literatures,collates and summarizes the optimization of methods,and conducts in-depth investigations on the basis of familiarity with the methods.First of all,from the take part in the entrance exams for postgraduate schools training industry,to investigate business models,collect relevant information,and systematically organize the use of each method.When the use of trademark rights is proposed,market law can be used.After conducting field visits and conducting in-depth exchanges with senior managers of the industry,a comparative index system is proposed.If the trademark evaluation can only be calculated using the cost method,the calculation of advertising costs is a key.This article defines the advertising effectiveness of many advertising methods and collates the advertising coefficient comparison table.After analyzing the income method of trademark rights,the selection and application of each index were systematically explained.The analysis process has been based on the education and training industry.In order to make a better prediction of expected returns,this paper proposes that the operating cycle of the industry should be considered when approving a company's net profit.Through the data analysis of the industry's revenue,itproposes to use the market approach to predict the expected returns of the company.Using the historical data of the first three years of the company as a reference,the impact of each index on the impact of the revenue is calculated,and then To predict the expected return of the company.At the same time,based on the average company's life expectancy,the company's operating term is forecasted by the scoring method.Through the consideration of the discount rate and the analysis of China's market economic conditions,it is proposed that a weighted average of the risk-free rate of return,the industry average rate of return,and the target corporate capital rate of return be calculated to obtain the discount rate.For the determination of the division ratio,two methods are proposed.The first is the customer selection survey method.This method is more convenient for practical operation,but it requires a higher quality of the questionnaire survey.The second is the fuzzy comprehensive evaluation method,which not only considers the customer's choice but also considers other factors of the trademark,and performs fuzzy operations on each factor to reduce the uncertainty of the trademark share rate.On the basis of perfecting the theoretical research,this paper sorts out the assessment of trademark rights of Chongqing Wendeng Education,and subdivides the research on trademark right assessment into every industry.