How do Time-honored Brands Create New Value?——Analysis and Interpretation of Intangible Asset Value Evaluation Based on Ma Yinglong
The"time-honored brand"is a symbol of history.After a long-term test,some China Time-honored Brand are still growing,while some of the once brilliant time-honored brands are no longer in good shape.So,what are the growth factors behind these still shining time-honored enterprises?How do these enterprises create new value?This paper analyzes the definition and characteristics of intangible assets,and establishes an intangible assets analysis framework for China Time-honored Brand.Analyze the intangible assets of Ma Yinglong Enterprise,use grey neural network improvement income method to evaluate the overall intangible asset value of Ma Yinglong Enterprise,and use AHP analytic hierarchy process to analyze the composition of intangible assets,in order to explore the value driving factors behind Ma Yinglong's rejuvenation.This article provides new ideas for the evaluation of intangible assets of time-honored enterprises,and also provides new insights for the revitalization of time-honored enterprises.
China time-honored brandIntangible assetsGrey predictionIncome methodAnalytic hierarchy process
NETL
NSTL
万方数据
