The Value Evaluation Research About Goodwill Of Beijing Tongrentang

With the accelerated development of economy,intangible assets of the enterprise play a more and more important role.Goodwill is produced in the long-term process of a company,and it is a particular intangible asset.It is the combination between various resource superiority and good relat ionship of enterprises.At the same time,it also shows the enterprise’s development prospect in the future.But whether in theory or in practice,goodwill evaluation did not draw the attention of scholars.In terms of the pharmaceutical industry,the goodwill occupies a more and more important positi on.Nowadays,the fierce competition enhance their critical consciousness.They realize that they must always make their goodwill under a good condition to make sure their long-term development.Un der such circumstance,That the company use the fuzzy comprehensive method to evaluate goodwill can help the enterprise find out the advantages and disadvantages in the process of their own bu siness operation and develop a more suitable strategy of their own management and development.At the same time,the enterprise can understand their own image in customer’s heart through this method.Therefore,using this method in pharmaceutical enterprise’s reputation evaluation is very necessary.First,this paper expounds the basic concept of goodwill,basic theory of goodwill and the chara cteristics of the goodwill.Secondly,this paper introduces two common evaluation methods,compares the two methods,and make a reasonable evaluation.Thirdly,this paper introduces the fuzzy comprehensive evaluation theory.this paper uses fuzzy comprehensive evaluation method to evaluate enterprise’s goodwill aiming at the defect of traditional evaluation method of goodwill and analyses its feasibility,In addition,this paper analyses the goodwill of pharmaceutical enterprises,and build a suitable goodwill value evaluation model of pharmaceutical enterprises.Finally,this paper takes Beijing tongrentang as an example and get the Beijing tongrentang’s reputation degree score,and in the end analyzes the Beijing tongrentang assessment conclusion.In this paper,we hope to make pharmaceutical companies know what factors significantly affected the goodwill and where is the weak link through the fuzzy comprehensive evaluation method in the Beijing tongrentang,thus to intensify the reputation management and to more effectively build goodwill.