体育赛事隐性市场行为及其产生发展的根源

Sports Ambush Marketing and its Causes of Emergence and Development of Such Conducts

本文论述了体育赛事隐性市场行为的内涵,特别指出了该行为与侵犯体育赛事专属标志行为的区别;从主体特定性、效果特定性、时空特定性、手段多样性等方面分析了体育赛事隐性市场行为的特征,将其产生和发展的根源归纳为市场竞争、资源缺乏、意识错位、时空限制、制度空白等五个方面,认为出现体育赛事隐性市场行为有其必然性;提出了事先防范和及时制止体育赛事隐性市场行为的若干措施,并指出对体育赛事隐性市场行为的规制要约束在必要和有限的范围内。

This article describes the connotation of sports ambush marketing, especially its differences from sports trademark infringement; analyzes the characteristics of sports ambush marketing based on aspects of subject, effect, space and means; concludes the five sources of its evolution and emergence ： competition, lack of resources, consciousness error, restricted space and time, and system absence, that result in its inevitability; proposes several methods of preventing the action in advance and in time, and points out that the restriction on sports ambush marketing should be limited within some indispensable and definite boundary.