Research On Management Of University Unrecognized Intangible Assets

In the 21st century, with the rapid development of science and technology, there are signs of the knowledge economic on the horizon. The scale of higher education has been continuously enlarged, the category of intangible assets has been continuously enlarged too. Management of Intangible assets shows that:pay attention to the patent, and etc. but neglected the unrecognized intangible assets. To a certain degree, the management of university unrecognized intangible assets has influenced the teacher standard, the quantity and quality of matriculate, the social recognized degree of university graduate, the financial resources, etc. The management of university unrecognized intangible assets plays an important role, as one kind of the economic resource, it also created benefit for the steadily development of university. In the future, the management problems of the culture on campus, reputation, and the relations will become more and more outstanding in the fiercely competitive environment. It needs to explore the management pattern, which not only play an essential role, but also make the best use of unrecognized intangible assets to gain economic benefits.This paper is aimed at explore the place of the Management of university unrecognized intangible assets in university branding process, and try to find some concrete measures for the management of university unrecognized intangible assets. Firstly, the thesis introduces the historical process of intangible assets and the historical development of university intangible assets in china, hackles the historical traces of intangible assets management; secondly, the paper show the current situation ,the problems ,the reasons of the culture on campus, reputation, and the relations class intangible assets; thirdly, in study the case of the Peking University to make a research on the university unrecognized intangible assets; lastly, in order to put forward some suggestions and strategies, the thesis uses the brand theory to analyze the Peking University unrecognized intangible assets.