对大型体育赛事中隐性市场行为的分析及其规制方法的探讨

Research on Sponsorship Ambushing and Evasion Tactics in Major Sports Events

随着企业对体育赛事赞助热情的增长,隐性市场行为也随之而来。这种行为同时威胁到官方赞助商和赛事所有者的共同利益。主要讨论了隐性市场采用的主要策略以及如何有效规制隐性市场行为的发生。

As the corporate sponsorship of sports events has grown,so too has the practice of ambush marketing.This behavior reduces the effectiveness of the official sponsors` promotional efforts while simultaneously denying the activity owner potential revenue.This paper examine the main strategies employed by ambusher as well as counter strategies which corporate sponsor can use to protect their investment.