论奥运会埋伏营销的法律规制问题——兼谈2008年北京奥运会知识产权保护对策

On the Legal Regulation of Ambush Marketing in Olympic Games——about the Protection of Intellectual Property in 2008 Beijing Olympic Games

随着2008年北京奥运会的日益临近,众商家纷纷起锚扬帆,准备借奥运东风抢得属于自己的蛋糕。埋伏营销给奥林匹克知识产权、奥运会及其赞助商利益带来巨大危害。文章针对奥运会市场推广中出现的"埋伏营销"现象,在分析埋伏营销涵义、表现形式、产生原因以及影响基础上,介绍了世界各国规制埋伏营销的立法、司法以及执法措施,并对北京奥运会应当如何规制和打击埋伏营销提出了法律建议。

2008 Beijing Olympic Games is coming. Many companies now is planning to get profits by kinds of measures, including ambushing marketing. 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 coun- tries, involvecl the legislative,judicial and law enforcement measures, then gave the Beijing Olympic Games an advice on the legal regulatory system against ambush marketing.