Research On Evaluation Of The Value Of Goodwill Of Changde Yufeng Food

At the beginning of the creation, every enterprise looks forward to playing anever-ending career platform. It is a wonderful vision undoubtedly, then, in thejourney of100years, As the founder and stage operator of enterprise, how to achievethis long-term goal step by step? The answer is:"the year enterprises rely on luck, the10-year enterprises rely on operating, a century enterprises rely on goodwill."Goodwill is an important part of the intangible assets，is the super profit-earningability of enterprises and the combination between various resource superiority andgood relationship of enterprises. Not only the value of goodwill can reflect anenterprise’s overall quality, such as management level, operating results, salesnetwork, internal control, personal quality, geographical environment, historicalreputation, and so on, but it also reflects the enterprise’s future development prospects.For example,"XueJin" beer have been purchased by value-added rate of850.90%dueto the value of goodwill."SanLu" milk had a brand value of14.907billion were onthe verge of bankrupt, because melamine brought serious negative impact on thegoodwill. This shows that intangible asset of which goodwill as the core is critical tothe market competition. However, in the practice of intangible assets appraisal inChina, people pay more attention to tangible than intangible and the concept ofgoodwill has become weak. Therefore, how to create an efficient and unified appraisalpattern which can reflect goodwill value scientifically equitably legitimately andobjectively is the issue that the asset appraisal field is trying to explore nowadays.Firstly，on the basis of learning domestic and foreign scholars’theoretical studiesof the assessment of goodwill value，this article elaborated goodwill and its valueevaluation theory. Secondly, this article focused on the two mainstream approach ofthe assessment of goodwill value, that Cut difference method and The excess earningsmethod, and compared the description of them. Followly, on the premise ofunderstanding the development background of "Changde Yufeng Food", this articleanalysed the factors influencing the value of goodwill form four aspects concretely.Finally，to determine the three parameters of the excess earnings method，the articleused it to assess the value of goodwill of the case and gave an appropriatetest andanalysis to the exact result.