Discuss the Goodwill Management in the Business Management

With the development of knowledge-based economy, goodwill has become an increasingly important asset in the enterprise. On the one hand, goodwill can bring considerable excess returns, on the other hand, goodwill crisis may make the enterprise difficult to continue the sustainable management. Goodwill management has become an indispensable part of modern business management. How to better manage the goodwill has become a problem that many companies need to resolve. This article discuss the importance of the goodwill management form the perspective of the enterprise value creation, and put forward several suggestions to enhance the enterprise goodwill management level.