The Grey Relational Analysis of the Influence Factors of Profit in Cartoon-s Character Merchandising Rights

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—Cartoon characters, merchandising rights, influence factors, grey relational analysis