奥运赞助中的隐性市场行为及其法律规制

On the Legal Regulation of Ambush Marketing in Olympic Games

奥运会隐性市场行为是指一个企业或组织把它自己直接或间接地和奥运会联系起来,以便获得一个官方赞助商应有的某些认可和利益的一个有计划的努力或运动。奥运会隐性市场行为对奥运会及其赞助商的利益构成极大的损害和威胁。针对奥运会市场推广中出现的"隐性市场行为"现象,在分析其涵义、表现形式以及影响基础上,介绍了世界各国规制隐性市场行为的立法、司法以及执法措施,并对北京奥运会应当如何规制和打击隐性市场行为提出了法律建议。

Ambush Marketing in Olympic Games is an effort or movement planned by enterprises or organizations who want obtaining recognition and interests that belongs to the official sponsors, which could directly or indirectly link themselves to Olympics. Ambush marketing cause considerable damage and threats to the sponsorship and interests of the Olympic Games. Based on the analysis of its meaning, forms and the impact, the article introduced the legal regulations in other countries, involved the legislative, judicial and law enforcement measures, then gave the Beijing Olympic Games an advice on the legal regulatory system against ambush marketing.