In carrying out capitalized operation activities, enterprises should not only pay attention to the capitalized operation of tangible assets, but also pay more attention to the capitalized operation of intangible assets. The capitalization operation of intangible assets plays an important role in the capitalization operation of enterprises. The capitalization operation of intangible assets requires that every intangible asset element of the enterprise participates in it and plays its due role, so that the overall value can be maximized. For example, McDonald's Corporation in the United States has successfully realized the capitalization operation of intangible assets by using its goodwill, lease rights, franchises, brands, trademarks and other intangible asset elements. Most people only know that McDonald's is a global fast food group, but they don't know that McDonald's is also the world's largest real estate retailer, let alone that most of McDonald's annual profits come from real estate, not from the fast food industry. McDonald's "chain real estate company" leases land and houses from landowners, signs long-term, price-fixed rental contracts, and then rents these lands and houses to people who want to open a McDonald's chain.

With the development of business, housing prices in places with chain stores will continue to rise, and McDonald's rents will also rise, thus making money in the real estate industry. In addition, using intangible assets such as brands, trademarks, trade names, and unified business models to carry out franchise and chain business, and obtaining rich profits by collecting franchise fees from franchisees, can be said to be a "snowball profit" or "snowball" "Profits". McDonald's business model fully reflects the principle of integrity of intangible assets in capitalized operations. With the development of the market economy, the role of famous brand products in market competition is becoming more and more important, and famous brands are more and more important to consumers. The guidance and recognition effect are becoming more and more obvious. Whoever can create famous brand products will be in a leading position in the competition with the same industry. In fact, famous brands have become the largest intangible assets of enterprises, and enterprises can improve themselves by creating famous brands. Economic strength, thereby improving market competitiveness. For example, the reason why Changhong Electronics Group Co., Ltd. has become China's "King of Color TVs" is because the company actively implements the famous brand strategy and concentrates on creating, maintaining and developing famous brands through large-scale and intensive development. Continuously reduce costs, improve quality, enhance product competitiveness, seize the market, improve employee quality, etc.

Therefore, enterprises should pay attention to the name brand effect and strive to create their own brand in the operation process. . Creating a famous brand first requires a company to have high-quality products. Only with excellent product quality can it win the trust of customers and thus have a social reputation. Secondly, creating a famous brand is also inseparable from necessary advertising. The advertising content should be true and relevant. It should not be mixed with any false ingredients; the advertising intensity should be appropriate and consistent with the actual production and operation conditions of the enterprise. In addition, creating a famous brand also requires scientific research and increased investment in high technology. Investment in high technology is to create unique styles and high quality of products. Guarantee. First, we must refine the distinctive and contagious core value and maintain it persistently.

Secondly, use the core value of the brand to guide all marketing and communication activities of the company and make every penny count. All are added to the brand.

Thirdly, complete the refining of the brand's core values, and then plan the brand identification to make the marketing communication activities operable.

Finally, communicate in depth and integrate the core values. The ultimate goal of creating a well-known brand with values ??engraved in the hearts of consumers is to continuously obtain better sales and profits. Since the reuse of intangible assets is cost-free, as long as there is a scientific attitude and superb wisdom to plan the brand extension strategy. , we can make full use of the intangible assets of brand resources through rational brand extension and expansion, and achieve leap-forward development of the enterprise. Therefore, after creating a brand, one of the important contents of brand operation is the following aspects of brand extension. Carry out scientific and forward-looking planning:

① Refining the inclusive core value of the brand and burying a pipeline for brand extension;

② How to seize the opportunity to carry out brand extension and expansion;

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③ How to effectively avoid the risks of brand extension;

④ How to strengthen the core value of the brand and enhance brand equity through extended products;

⑤ How to successfully promote new products during brand extension Products. Enterprises that are good at operating intangible assets mainly do not use their patented and non-patented technologies themselves, but gain benefits through the commercial operation of the technology. Enterprises must maintain a continuous research trend and ensure the advancement of technology. Maintain an edge in the technology trade.

In the commercial operation of technology, we can take the path of integrating industry, academia and research. Enterprises can rely on schools and scientific research institutions for technology development, while enterprises are mainly engaged in the industrialization and promotion of technology.

In short, for the capitalization operation of intangible assets, enterprises must first create a well-known brand and advanced technology, and use this as a basis to effectively operate the brand and technology, so as to realize the intangible assets Maintain and increase value, bringing continuous profits to the enterprise.