Research On Value Evaluation Of Trademark Right Based On Income Method And Analytic Hierarchy Process

In twenty-first Century,with the rapid development of the market economy,trademark rights as an important part of the intangible assets of enterprises,are increasing in value.They are emerging at various economic activities with increasing frequency and become one of the most important competitiveness of enterprises.Therefore,enterprises will also pay more attention to the value of trademark rights.In China,the trademark market temporarily has not yet reached the advanced level of the market can find more trade cases rarely,the value of trademark is more stable,in addition,the subjective factors of the value of trademark is strong,the risk is higher,resulting in the value of trademarks in the evaluation is more complex.Therefore,how to evaluate the value of trademark right scientifically and rationally is an important problem.The purpose of this paper is to evaluate the value of trademark rights.Through literature reading,expert consultation,data query and other methods,we analyze the value structure and application methods of trademark right,and take Yunnan Baiyao enterprise as a case to study.1?The main value of the trademark right is to bring the excess earnings of the enterprise higher than that of other enterprises.Enterprises can occupy more market share through trademark popularity,improve market share and reputation,and bring more profits to enterprises,that is,the economic value of trademark rights.2?It is more reasonable to use the income method to evaluate the value of the trademark right.When the trademark right itself exists alone,it can not reflect its value.Only when it is attached to the enterprise and bring the profit to the enterprise,it can reflect its value.By comparing and analyzing the traditional three evaluation methods,we combine the income method with analytic hierarchy process(AHP)to make the evaluation results more convincing.3?In this paper,Yunnan Baiyao enterprise as the case,combining the analysis about income method and hierarchical method to evaluate Yunnan Baiyao trademark value assessment that Yunnan Baiyao trademark value of 22 billion 104 million yuan,and the evaluation results were analyzed,the research method of this paper has certain rationality of persuasion.method to determine the evaluation of trademark value evaluation of the case of Yunnan Baiyao company,Yunnan Baiyao calculated the value of trademark rights,the feasibility analysis method this paper attempts in practice and in the study of the shortcomings,I hope to make a modest for the study of China's trademark value.Contribution.In view of my academic ability still to be improved,this paper still has some shortcomings in the process of research,and needs further research.