In the embodiment of the invention, asset information of a target object is determined, and target assets in the asset information of the target object are marked, wherein the target assets comprise one or two of entity assets and intangible assets; asset evaluation reference data are acquired, asset evaluation rules are determined according to the asset evaluation reference data, and the asset evaluation rules are used for determining asset evaluation parameters corresponding to different asset categories; and according to the asset evaluation rule, the marked target asset is evaluated to obtain a current asset value of the target asset. Thus, the target assets can be automatically marked from the asset information of the target objects, the assets are automatically evaluated based on the asset evaluation rules, and compared with an existing asset management mode adopting manual evaluation, the asset management automation degree can be greatly improved, the asset management efficiency is improved, errors are reduced, and consumption of manpower and material resources is reduced.