商标价值评估中商标分成率的确定方法

The Method of Determining the Trademark Share-rate in the Evaluation of Trademark Value

商标作为企业的无形资产,其价值越来越重要。商标分成率是商标价值评估的必要参数,但目前其确定方法不尽合理,且理论和实务研究尚不充分,因此亟待提出一种精确且实用的解决方法。由于商标分成率具有模糊性和易变动性,为能较准确计算其数值,故提出运用模糊综合评判法。合理设计评价指标和评语集是准确计算的关键,最后运用总分法得到评判结果。该方法统计相关领域多位专家的判断,且经模糊运算,可降低仅由评估师确定分成率的主观性,尽量做到商标价值评估的客观、公信。

As an intangible asset of enterprise, the value of trademark is of more and more importance. Trademark share - rate is the necessary parameter of brand value assessment,but so far the determination of its method is not completely reasonable, and the research on the theory and practice is not sufficient, therefore putting forward a precise and practical calculation method is a problem urgent to be solved in the area of brand value assessment. Due to the ambiguity and volatility of trademark share - rate, in order to accurately calculate the numerical value, here this paper comes up with the method of fuzzy comprehensive evaluation. Reasonable design of evaluation index and evaluation is the key to the accurate calculation, and the final evaluation results are obtained by applying the method of total score. This method counts the expert judgments of several statistics experts in related fields, and by the method of fuzzy operation, this paper reduces the subjectivity caused by the expert judgments of trademark share - rate by the appraisers alone, let brand value assessment objective and credible as much as possible.