Abstract: University intangible assets is a vital component of university properties, and it is not only a kind of material wealth, but also spiritual value. Problems lying in the management of intangible assets of colleges and universities are common, such as the weak idea of the assets, the lack of relevant organizations and regulations, the ambiguous patent ownership and low patent percent conversion, the incomplete appraisal system, the unreasonable accounting and the weak idea of brand awareness. Therefore it is necessary to change mind and perfect relevant systems, and strengthen the development of staff. Also it's required to set up the rating system, and complete the accounting system and other efficient measures, so that the management of intangible assets of colleges can be better improved.