冠名权的拍卖在我国从1993年前后开始尝试。冠名权属于权利类无形资产中的一种名称使用权利,竞买人可以通过购买冠名权从而获得一系列的实际权益并达到广泛的社会效应。此类拍卖对于拍卖公司策划人员的水平要求比较高,运作起来相对于一般标的也有很大的差别。笔者从事拍卖业务时间不长,但接触了几宗冠名权的拍卖,现提出以下几点心得,与广大同行共享。第一,对于冠名权拍卖的策划, Auctions for naming rights began in our country around 1993. The naming rights belong to a kind of name-use right in the intangible assets of rights category. Bidders can acquire a series of actual rights and achieve a wide range of social effects by purchasing naming rights. Such auctions have relatively high requirements for the level of the planners of the auction company, and they also operate very differently from the general ones. The author engaged in the auction business for a short time, but contacted several auctions of naming rights. Now he puts forward the following points of experience and shares it with the majority of his colleagues. First, for the planning of naming rights auctions,