知识产权
知識產權
지식산권
Intellectual Property
2014年
9期
67~72
,共null页
商标价值评估 战略视角 评估理论 评估模型
商標價值評估 戰略視角 評估理論 評估模型
상표개치평고 전략시각 평고이론 평고모형
trademark value evaluation; perspective of strategy; assessment theory; assessment Model
随着商标交易的增多,国家保护力度加大,商标价值评估逐渐升温,如何选用合理的方法评估企业商标价值,已成为知识产权管理领域十分重要的问题.立足于当前企业品牌经营实际,从揭示商标价值规律的角度,借鉴品牌价值评估的理论成果,尝试从商标战略的视角对商标价值评估进行方法创新,基于商标超额收益,将各项指标系统化、模型化、数量化,用科学的数学方法整理和整合评价者的评价,实现定性分析与定量分析的结合,不仅有利于获得更为准确的商标价值评估值,还可以达到强化企业品牌经营导向,引导企业通过实施商标战略推进品牌建设的目的.
隨著商標交易的增多,國傢保護力度加大,商標價值評估逐漸升溫,如何選用閤理的方法評估企業商標價值,已成為知識產權管理領域十分重要的問題.立足于噹前企業品牌經營實際,從揭示商標價值規律的角度,藉鑒品牌價值評估的理論成果,嘗試從商標戰略的視角對商標價值評估進行方法創新,基于商標超額收益,將各項指標繫統化、模型化、數量化,用科學的數學方法整理和整閤評價者的評價,實現定性分析與定量分析的結閤,不僅有利于穫得更為準確的商標價值評估值,還可以達到彊化企業品牌經營導嚮,引導企業通過實施商標戰略推進品牌建設的目的.
수착상표교역적증다,국가보호력도가대,상표개치평고축점승온,여하선용합리적방법평고기업상표개치,이성위지식산권관리영역십분중요적문제.립족우당전기업품패경영실제,종게시상표개치규률적각도,차감품패개치평고적이론성과,상시종상표전략적시각대상표개치평고진행방법창신,기우상표초액수익,장각항지표계통화、모형화、수양화,용과학적수학방법정리화정합평개자적평개,실현정성분석여정량분석적결합,불부유리우획득경위준학적상표개치평고치,환가이체도강화기업품패경영도향,인도기업통과실시상표전략추진품패건설적목적.
Along with the increasing of trademark trading and strengthening of national protection, trademark value evaluation heats up. How to choose reasonable method to evaluate enterprise trademark value has become a very important issue in field of intellectual property management. Based on the current enterprise brand management practice, this article take the perspective of trademark value growing rule and the theory of brand value assessment results, try to innovate the trademark value evaluation methods from the perspective of trademark strategy. Taking into account the trademark excess return, the indicators will have been systematization, modeling and quantification. The scientific mathematical methods will be used to integrate assessment of evaluators, in order to realize the combination of qualitative analysis and quantitative analysis, which is not only beneficial to obtain more accurate value assessment of the trademark, but also can achieve the guidance, which can strengthen the enterprise brand management to promote the purpose of brand construction by implementing trademark strategy.