Research On Strategy Of Intangible Assets Management In Publishing

As the integral parts of corporate assets intangible and tangible assets, are of irreplaceable importance in many ways in the era of knowledge economy. Publishing houses, because of its knowledge-intensive characteristics, can be developed and expanded only through effective intangible assets management. Due to long-time neglect of this matter, however, complicated by the intangibility and uncertainty of intangible assets, publishing houses haven't managed to keep pace with the times with the absence of necessary managerial strategies and measures. To maximize the value of intangible assets and its economic efficiency, thereby enhancing the publishing capital strength, its market value and market share, publishing houses should follow a "professional" development strategy and a set of intangible assets managerial strategies and measures to strengthen the management of intangible assets .This paper is divided into four main parts.The first chapter is the first part of the paper. It outlined the main research background, and progress at home and abroad on the theory , the purpose and significance of research methods and techniques line, innovation and difficulties.The second part includes the second and the third chapters in the paper. It outlines the connotation and extension, as well as the development of intangible assets, and makes a clear definition to the intangible assets of publishing houses. It also gives an specific explanation and analysis to the characteristics and value of intangible assets to clarify the significance of effective intangible assets management in publishing houses.The fourth chapter is the third part of the paper. The author gives a description of the publishing houses' intangible assets management of the status quo, and identifies the existing problems. Based on those present conditions and the existing problems, the author analyses the causes leading to the problems, which sets the base for further initiation of countermeasures.The fourth part includes the fifth and the sixth chapters. It is the most important part of this paper, the author brings forward five measures---brand, HR, CI, public relations, knowledge management environment, in response to the problems existing in intangible assets management. The author lists some points that should be paid special attention to in the management process as well.