Second, the operation of intangible assets can bring excess profits to enterprises. Zhao Xinxian, president of Sanjiu Enterprise Group, said: "In the past, Shenzhen Southern Pharmaceutical Factory relied on 999 Vitai to make money. Now Sanjiu Enterprise Group is making money with intangible assets such as Sanjiu Group's goodwill and 999 brand. "
Third, the operation of intangible assets is conducive to the low-cost expansion of enterprises and the realization of economies of scale. Intangible assets, like tangible assets, can be added by operation. Enterprises can share their own intangible assets, such as intellectual property rights and management advantages, or transfer them to expand the production scale of enterprises and realize economies of scale.
Then, how to effectively operate intangible assets and better play their functions to serve enterprises? This is a brand-new subject. From the experience of successful enterprises at home and abroad, intangible assets operation mainly adopts the following strategies:
1, extension strategy. It is to use existing brands and goodwill to produce other products within the enterprise, that is, to gather a big family of series products under the umbrella of famous brands to form a "kingdom" of famous brands. Implementing brand extension can help new products enter the market smoothly and reduce the risk of new products going public. At the same time, it can greatly reduce the promotion cost of the product introduction period, and consumers will intentionally or unintentionally transfer their trust in the original product to the new product. Moreover, brand extension can further expand its influence and increase the value of well-known brands. The famous brand "Wahaha" initially only produced children's nutrient solution, and later extended the development of Wahaha fruit milk, Wahaha mung bean paste, Wahaha eight-treasure porridge and Wahaha white fungus bird's nest; Wahaha pure water and other products easily occupied the market in the name of Wahaha, and Wahaha's brand also gained amplification effect, forming a huge Wahaha family. Another example is Changhong Group, which first created the famous brand "Changhong" color TV by relying on the "one-child policy", and later developed other products such as Changhong VCD and Changhong air conditioner. Relying on the popularity of Changhong brand, new products quickly opened the market and greatly increased the brand value of Changhong. Internationally, famous big companies generally use a single brand, and its purpose is to pursue the extension effect of famous brands.
2. Financing strategy. It is to use the influence and credibility of intangible assets to broaden financing channels and attract funds. Many enterprises in our country have successfully used this strategy, especially some well-known listed companies, which have raised a lot of funds from the capital market. Relying on its brand and popularity, Sanjiu Group established Sanjiu Zheng Da Pharmaceutical Co., Ltd. with Zheng Da Group, and on this basis, Sanjiu Pharmaceutical Co., Ltd. was established with Citibank and other eight parties, which introduced a large amount of foreign capital and expanded the scale of the enterprise. When Sanjiu Group entered into a joint venture with a foreign company, it was clearly stipulated that all products of the joint venture company should use the 999 trademark, which prevented the company from losing its brand because of the joint venture. The 999 brand grew bigger and bigger, reaching 3.624 billion yuan by the end of 1996, ranking eighth in the country. However, in order to get rid of the predicament of insufficient funds, many enterprises are eager to raise funds. When they see "money", they lose their "brand" and easily give up their intangible assets such as their own brand and sales network. The result is not worth the candle. The former well-known domestic washing brands "Panda, White Cat" and "One Flower" gave up their original trademarks in joint ventures with henkel, Unilever and Procter & Gamble. Although they have expanded their sales and profits in the short term, it is obviously a huge loss in the long run.
3. Expansion strategy. Enterprises can make use of intangible assets such as famous brand effect, technological advantage, management advantage and sales network to revitalize tangible assets, and realize asset expansion through joint, equity participation, holding and merger. The biggest advantage of using intangible assets for capital expansion lies in low cost and less investment. At present, M&A is in the buyer's market, and the dominant enterprises are in a favorable position. Some loss-making enterprises are eager to find merger targets and save themselves from danger; Some local governments are also eager to "get rid of the burden" and actively move closer to well-known enterprises. According to relevant data, Haier Group receives an average of two phone calls or letters every day, and actively requests Haier to merge. As an advantageous enterprise, it can take the initiative in the negotiation, "spend less money", do more things, or even "spend no money" to achieve the purpose of doing things. When Konka Group merged Chongqing No.3 Radio Factory, the original fixed assets of No.3 Radio Factory were valued at 60 million yuan, but the price was 6.5438+0.8 million yuan. For Konka Group, it is obvious that it has taken advantage of the brand to gain the advantage at the negotiating table.
In order to effectively create intangible assets, enterprises should also pay attention to the following issues:
1. Attach importance to intangible assets investment and strengthen intangible assets construction. Intangible assets need tangible input. Enterprises should increase investment in the following five aspects to create intangible assets: first, use intellectual property rights to create intangible assets; The second is to create intangible assets in the quality reputation; Third, create intangible assets in advertising; The fourth is to create intangible assets in talent technology; The fifth is to create intangible assets in management.
A few days ago, China enterprises generally invested little in talents, technology and advertising, which inevitably led to higher product costs, which is the so-called "olive-shaped" economy (two ends are small and the middle is big). In some companies in the United States, Japan and Europe, the proportion of expenses they spend on both ends accounts for 5%- 10% of sales revenue, which is a "dumbbell-shaped" economy with two big ends and a small middle. The most typical ones are Canon in Japan and Atlas in Sweden. Development and sales staff account for nearly half of the employees, and the development expenses are as high as 1 1% of the sales revenue. In the brand evaluation of 1997, "Haier" reached11800 million yuan, ranking third in the country. Fuling Limited Factory came back to life with a 5000 yuan advertisement and developed into today's Taiji Group. Many economists think that dumbbell economy has created a real miracle when analyzing Tai Chi phenomenon.
2. Make full use of and develop the existing intangible assets. Most intangible assets projects are limited by time, so enterprises should make full use of them as much as possible within the effective time, and must not idle and waste. Enterprises should pay full attention to the role of intangible assets and strive to transform existing intangible assets into realistic productivity as soon as possible. Seize the advantages of existing intangible assets, actively carry out various businesses, and give full play to the extension, financing and expansion functions of intangible assets.
3. Strengthen the management of intangible assets. Intangible assets are the wealth that enterprises depend on for survival and are very important for the development of enterprises. Once lost, it will be a fatal blow to the enterprise. Therefore, we must strengthen the management of intangible assets to avoid loss or damage. First of all, we should strengthen the cost accounting of intangible assets; Second, we should pay attention to the value evaluation of intangible assets; The third is to strengthen confidentiality; The fourth is to obtain legal protection in time.