企业动漫角色商品化权收益影响因素的灰关联分析

本文通过文献研究、案例分析和实地调研,提出基于"动漫形象资产——动漫角色声誉——营销管理能力——制度环境友好性"的动漫企业角色商品化权收益的4要素分析模型。本文通过灰关联分析显示:对当期商品化权收入影响最大的是制度环境友好性,其次是营销管理能力、企业的动漫形象资产及动漫角色声誉;对后期商品化权收入影响最大的是动漫角色声誉,其次是制度环境友好性,企业的营销管理能力以及动漫形象资产。

The Grey Relational Analysis of the Influence Factors of Profit in Cartoon's Character Merchandising Rights of Small-and-medium-sized Enterprises

This paper constructs a four factors model of Chinese small and medium enterprises’ income in cartoons merchandising rights based on the"image assets-cartoon characters’ reputation-enterprise’s capabilities of marketing and management-friendliness of institutional environment"by literature research,case studies and investigation.The empirical study shows that the greatest impact on current merchandising rights income is the friendliness of institutional environment,followed by marketing and management capabilities,image assets and cartoon characters’ reputation through the real-time grey relational analysis,and the greatest impact on anaphase merchandising rights income is cartoon characters reputation,followed by the friendliness of institutional environment,and then the marketing and management ability and image assets through the time-delay grey relational analysis.