Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 31009
The Grey Relational Analysis of the Influence Factors of Profit in Cartoon-s Character Merchandising Rights

Authors: Min Li, Tao Li


This paper constructs a four factors theoretical model of Chinese small and medium enterprises based on the “cartoon characters- reputation - enterprise marketing and management capabilities – protection of the cartoon image - institutional environment" by literature research, case studies and investigation. The empirical study show that the greatest impact on current merchandising rights income is the institutional environment friendliness, followed by marketing and management capabilities, input of character image protection and Cartoon characters- reputation through the real-time grey relational analysis, and the greatest impact on post-merchandising rights profit is Cartoon characters reputation, followed by the institutional environment friendliness, then marketing and management ability and input of character image protection through the time-delay grey relational analysis.

Keywords: grey relational analysis, Cartoon characters, merchandising rights, influencefactors

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1366


[1] He Yin, Jiao HT. The thinking of legal protection of the role commercialization rights. Journal of Huazhong Technology University, May 2005, Volume 14, No. 2, 31-34
[2] Xie Jie. Commercialization rights and protection. Journal of Chengdu University, 2005, IV 31-33
[3] Huang Wei. Ten "Blue Cat" and nine false cartoon industries fall into pirated dilemma. /22226 /68486/68498/4979784.html2006-10-31
[4] Bonoma, Thomas V. Marketing performance assessment(J). Harvard Bussiness Press, Boston,1998
[5] Anderson , Eugene W, Fomell, Claes and Rust , Roland T. Customer satisfaction , productivity and profitability: differences between goods and services(J). Marketing Science, 1997, 16, 2, 129 - 145
[6] R Kevin G. Rivette, David Kline. Discovering New Value in Intellectual Property(J). Harvard Business Review, 2006.07