The so-called intangible assets operation refers to the operation and planning of various intangible assets such as patent rights, trademark rights, copyrights, land use rights, goodwill, etc. owned by the enterprise to maximize its value. value-added activities. It is of great significance for enterprises to pay attention to and strengthen the operation of intangible assets. First, intangible assets themselves have unimaginable value, which is incomparable to tangible assets. British scholar Charles. Handy estimates that "a unit of intellectual property is typically three or four times its book value." Second, the operation of intangible assets can bring excess profits to enterprises. Zhao Xinxian, president of Sanjiu Enterprise Group, said: "Shenzhen Southern Control Factory used to make money from 999 Weitai. Now, Sanjiu Enterprise Group is making money from the intangible assets of Sanjiu Group's goodwill and 999's brand." Third, The operation of intangible assets is conducive to low-cost expansion of enterprises and the realization of economies of scale. Intangible assets, like tangible assets, can realize value appreciation through operations. Enterprises can invest or transfer their own intellectual property rights, management advantages and other intangible assets to external parties to expand their production scale and achieve economies of scale. So, how to effectively operate intangible assets and better utilize their functions to serve the enterprise? This is a brand new topic. Judging from the experience of successful domestic and foreign companies, the following strategies are mainly adopted for intangible asset operations: 1. Extension strategy. It is to use the existing brand and goodwill to produce other products within the enterprise, that is, to gather a large family of series of products under the umbrella of a famous brand to form a "kingdom" of famous brands. Implementing brand extension can help new products enter the market smoothly and reduce the risks of new product launches. At the same time, the promotion costs during the product introduction period can be significantly reduced, and consumers will transfer their trust in the original product to the new product, intentionally or unintentionally. Moreover, brand extension can further expand the influence of the famous brand and increase the value of the famous brand. The famous brand "Wahaha" originally only produced children's nutritional solution, but later expanded and developed a series of products such as Wahaha fruit milk, Wahaha mung bean paste, Wahaha eight-treasure porridge, Wahaha Tremella bird's nest, and Wahaha purified water, all of which were easily marketed in the name of "Wahaha". Occupying the market, the "Wahaha" brand has also gained an amplification effect, forming a huge "Wahaha" family. Another example is Changhong Group, which first relied on the "one-child policy" to create the famous brand "Changhong" color TV. Later, it developed other products such as Changhong VCD and Changhong air conditioner. Relying on the popularity of the "Changhong" brand, the new products quickly opened up the market and greatly increased the value of the "Changhong" brand. Internationally, well-known large companies generally use a single brand in order to pursue the brand extension effect. 2. Financing strategy. It is to use the influence and credibility of intangible assets to expand financing channels and attract funds. Many companies in our country have successfully used this strategy, especially some well-known listed companies, which have raised large amounts of funds from the capital market. Relying on its brand and popularity, Sanjiu Group established a joint venture "Sanjiu Zhengda Pharmaceutical Co., Ltd." with Zhengda Group, and on this basis, it cooperated with 8 parties including Citibank of the United States...More...