Research On The Protection Of Character Merchandising

Character merchandising is an important way of sales promotion. The study on character merchandising in China is comparatively late. In recent years more disputes have occurred in this field and the theoretical and judicial circles pay much attention to character merchandising. But there are some mistakes about the legal protection of character merchandising neither in the theoretical field nor in the judicial practice. By means of comparative study the article pays close attention to the legislation and judicial practice of the countries which start study on character merchandising comparatively early and give comparatively good protection. The article points out the mistakes existing in the study of character merchandising in China and tables some legislation proposals on the legal protection of character merchandising. The article is intended to give a new angle for the protection of character merchandising.The article consists of four parts:The first part analyses some basic concepts, such as character, merchandising and character merchandising etc. This part also investigates the different stages of development and classification of character merchandising.The second part, by comparative method this part concerns the legal protection in some countries, such as, USA, Japan, Britain and etc. Some new guidance will be provided for the legal protection of character merchandising in China.The third part exploring the ways to protect character merchandising. Some scholars in China advance some proposals which are difficult to put into practice. The existing law can give comparatively perfect protection for character merchandising.The fourth part emphatically points out the existing difficulties in the protection of character merchandising in China and puts forward some new views by means of the legislation and judicial practice abroad.