基于战略视角的商标价值评估方法研究  

Study on Assessment Method of Commercial Value from Strategic Perspective

作　　者：贺寿天 张传博[3,1] 曹静 

机构地区：[1]江苏省商标协会 [2]江苏省广告协会 [3]南京财经大学 [4]江苏大衍知识产权服务有限公司

出　　处：《知识产权》2014年第9期67-72,96,共7页Intellectual Property

摘　　要：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。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.

关 键 词：商标价值评估 战略视角 评估理论 评估模型 

分 类 号：F204[经济管理—国民经济] D923.43[政治法律—民商法学]