Research On Trademark Value Evaluation Based On Optimization Of Excess Return Method

With the increasing attention to intellectual property protection in China,trademarks,as a kind of intellectual property rights,have paid more and more attention in society.As an important intangible asset of an enterprise,trademark represents the comprehensive image of the enterprise and the comprehensive quality of the product,which can bring excess income to the enterprise and play a very important role in the development of the enterprise.However,China’s assessment of trademark value is still in its infancy,the appraisal system is not perfect,in the appraisal practice mostly use the cost method,market method and income method of the three valuation methods or the derivative methods of the three methods,although these three methods are simple to handle,but have greater subjectivity and arbitrariness,resulting in inaccurate assessment results.This thesis considers various influencing factors of trademark value,optimizes the excess return method,and evaluates the trademark value.Firstly,this thesis starts from the basic concepts such as the connotation of trademarks and the composition of trademark value,provides a theoretical basis for research later,and then conducts a comparative analysis and applicability analysis of the evaluation methods of trademark value,and finally determines the choice of excess return method to evaluate the value of trademarks.In order to reduce the subjectivity of the appraisal process and make the appraisal results more scientific and reasonable,this thesis improves the excess return method in determining some parameters,uses the ARIMA model to predict the future earnings of the enterprise,uses the gray model(GM)to predict the share rate of intangible asset income,first calculates the overall value of the intangible assets of the enterprise,and then in order to determine the weight of the trademark value to the value of intangible assets,the method of combining AHP-Entropy weight method is used to determine the combined weight.Finally,the value of the trademark is stripped out of the total intangible asset value.In this thesis,through the improved excess revenue method,this thesis selects the "Midea" as a case company to evaluate the trademark value of the "Midea",thereby verifying the scientific,rationality and feasibility of the improved excess returns method.