The Research On The Application Of Fuzzy Synthetic Evaluation Method In The Pharmaceutical Enterprise Goodwill’s Evaluation

In our assessment practice, attention to tangible assets and underestimate intangible assets, lack a sense of goodwill. For pharmaceutical companies, goodwill is playing an increasingly important role, and intense competition makes it must maintain a good goodwill. So using fuzzy synthetic evaluation method to evaluate pharmaceutical enterprise reputation can make the enterprise find out the advantages and weaknesses of management and development, determine the business development of the enterprise strategy, at the same time can also understand corporate image in the eyes of customers. Therefore, the systematic study of pharmaceutical companies’ goodwill assessment is very necessary.This paper first describes the basis of goodwill and its evaluation theory, and analyzes the definition of goodwill, the characteristics of goodwill, and the goodwill’s role in enterprise resource management. Then, this paper analyses the existing goodwill evaluation methods and make a reasonable assessment of them, find out the applicability and limitations of each method, and find out the feasibility of fuzzy synthetic method in the evaluation of goodwill. Secondly, this paper analyzes the characteristics of pharmaceutical companies and pharmaceutical companies’ goodwill. Thirdly, we set up the valuation model of goodwill applicable to pharmaceutical companies, the model is based on customer surveys and the expert’ opinions, and using AHP and multi-level fuzzy comprehensive evaluation method to build up. Finally, this paper set Jiuzhitang Corporation as an example to assess the value of goodwill, and make an analysis of the results.This article hopes to enrich the ideas and methods of the existing evaluation theory by researching on pharmaceutical enterprise’ goodwill evaluation, and aims to help companies grasp the sensitive factors and weak links influencing the goodwill, and further motivate enterprise attaches great importance to the construction of goodwill, strengthen the management of goodwill.