Research On Evaluation Of Trademark

The advent of the era of knowledge economy has also contributed to the value of trademarks as an important factor in economic growth,because today's trademarks are no longer limited to the distinction and promotion of goods,like other assets,it can help enterprises to achieve financing and value-added,such as business investment Shares,transfer of trademark rights,etc.,is already the production and operation of economic factors.In the process of trademark value assessment is particularly important,can help enterprises to price trademarks,to prevent the loss of their own assets.There are three kinds of traditional methods of profit law,market law and cost method,but the trademark of the enterprise has the characteristics of dependency and no entity,which makes the evaluation business have many difficulties in the real case.In this paper,considering the various factors Under the final choice of income method to assess it.Therefore,it is necessary to study the relevant problems in depth and seek the way to scientifically evaluate the value of trademark rights.This paper first elaborates the research background and research significance of this paper,mainly introduces the domestic and foreign professional researchers on the trademark value theory and evaluation methods of two aspects of the situation,these developments can be seen that the value of trademark rights research is imminent.The following brief introduction to the next article of the research ideas,contributions and shortcomings.The second part introduces the concept and function of the trademark and trademark value evaluation,analyzes the value of the trademark is composed of the cost of the trademark and the economic benefit which the trademark can produce,combs the various factors that affect the evaluation result of the trademark value,For the following more reasonable selection of assessment methods to do a bedding.The fourth part systematically introduces the principle and the applicable conditions of the traditional evaluation methods of the three trademark rights,and finally evaluates the trademark value with the improved and modified income method through the comprehensive comparison.The third part of the income method to determine the need to apply to the parameters,which is an important part of the amount of income and the rate of determination and improvement.In this paper,the correction factor C is introduced when the amount of income is determined,and the influence of such factors is dismissed due to the irrational input of a large number of short-term advertising costs.In the determination of the rate of trademark division is also very cautious,with a fuzzy analytic hierarchy process to determine the revenue share rate,it can be subjective assessment of human quantitative assessment to form a relatively objective criteria,this part also as the focus of the article.The fourth part of the "boss" trademark assessment case analysis shows that the method provided in this article has a scientific rationality,can be effectively used in practice.Finally,the article summarizes the analysis of the article,the operation of the existing problems put forward the proposal,the other article shortcomings can be used as a deeper study of the future direction.