Research On The Application Of Trademark Value Evaluation Based On B-S Option Pricing Model

The 2021 National Intellectual Property Protection Work Conference was held in Beijing.The conference pointed out that we should implement the Outline of Building a Powerful Intellectual Property Country(2021-2035),promote the sustained and healthy development of China’s intellectual property cause,and promote high-quality economic development.It can be seen that under the current “knowledge economy”,intellectual property has increasingly become the driving force for the rapid development of economic society.The trademark right is an important part of intellectual property rights.For enterprises,it plays an important role in helping them to remain invincible in the market competition and strengthen their economic benefits.The value of economic activities related to trademark rights should be determined before trading.How to select appropriate evaluation methods and accurately evaluate the value of trademark rights has become a major research topic in this field.Based on this background,this paper takes the value of enterprise trademark rights as the research object,and on the basis of theoretical research at home and abroad,analyzes the limitations of three traditional methods to evaluate the value of trademark rights.In view of the option characteristics and uncertainty characteristics of trademark rights,B-S option pricing model is introduced.Then the parameters of the B-S option pricing model are modified,and the improved B-S option pricing model is established.Finally,by evaluating the value of Shuanghui Development Company’s trademark rights,we use the income method and B-S option pricing model to evaluate its trademark rights,and compare the two evaluation results and analyze the sources of the differences systematically.Finally,the conclusion is drawn through comparative analysis: the evaluation result of the trademark right using the B-S option pricing model is higher than the evaluation result of the income method.Through analysis,it can be seen that the difference is mainly due to the B-S model taking into account the external market environment and the uncertainty of the trademark right itself,reflecting the value appreciation of the trademark right.Using the B-S model to evaluate the trademark right is conducive to enriching the existing intangible asset evaluation theory,To some extent,it can make up for the limitations of traditional methods of evaluation.