企业无形资产运营管理探讨.docVIP

PAGE 企业无形资产运营管理探讨 摘 要 无形资产是企业的一种重要的战略资源，在企业的发展过程中发挥着巨大的作用。无形资产运营的目的是运用市场手段，实现无形资产的价值最大化。长期以来，我国的企业对无形资产的运营不够重视或运营水平很低，从而引起无形资产的流失，造成巨大的经济损失。本文从企业无形资产的价值、增值性和规模化经营三方面指出无形资产运营的重要性意义，进而提出营造企业无形资产的专利战略、质量信誉战略和品牌战略，以及有效运营无形资产的开发策略、延伸策略、融资策略、扩张策略和分配策略，还有扩散、吸收、扩张和聚集这四大运营方法，并仔细分析品牌、特许权和专利权这三个典型的无形资产的成功运营案例，希望能够为广大企业对无形资产这种战略资源的有效利用提供参考。 关键词：无形资产；运营管理；增值性；运营策略；运营方法 Discussion on the Management of Intangible Assets of the Enterprise O Abstract The intangible asset is an important strategic resource, playing a huge role in the development process of enterprise. The purpose of intangible assets operation is to realize the value of intangible assets by using market method, creating market assets method intangible assets. A long time, enterprises in our country do not pay enough attention on operation of intangible assets, which leads to the loss of intangible assets. This article points out its strong position from the aspects of enterprise value of intangible assets, value-added and internationalization and describes its key role from the aspects of value-added, light operation mode, core competence and resources integration. This paper puts forward patents, quality reputation and brand strategy to create intangible assets, as well as development, extension, financing, expansion and distribution strategy of the enterprise intangible assets. At the same time, this paper also suggests that enterprises should pay special attention to the capital operation of intangible assets. I hope to be able to provide our enterprise intangible assets on the effective use of strategic resources for reference. Keywords: intangible asset; operation management; value-added; operation strategy; operation method 目　　录 一、 TOC \o 1-3 \h \z \u 引 言…………………………………………………………………………………… 1 （一）研究背景…………………………………………………………………………… 1 （二）文献综述…………………………………………………………………………… 1 （三）研究目的和意义…………………………………………………………………… 1 二、无形资产概述……………………………………………………………………………… 2 （一）无形资产的含义…………………………………………………………………… 2 （二）无