奥运隐性市场行为基本法律问题辨析

Analysis on Basic Issues of Ambush Marketing in Olympic Games

奥运隐性市场行为近来成为社会关注的焦点问题之一,但以现有文献来看,对奥运隐性市场行为的界定及法律规制矛盾重重。采用文献资料分析的方法、比较研究的方法,对奥运隐性市场行为概念加以界定,认为应采取狭义的观点,并确认故意与过失的两种情形,在此基础上对奥运隐性市场行为加以改造,重构为奥运寄生营销。通过对国外立法的比较研究,特别是对国内翻译中存在冲突的国外法律条文进行深入分析,认为对于奥运隐性市场行为无需单独立法,而是要针对不同性质的行为完善相关的法律体系,对隐性市场行为加以综合治理。

Ambush marketing has been the bone of contention recently. There are many discords in the available theses. With the methods of documentary review and comparative research, the study tried to analyze the contract of ambush marketing in Olympic Games. While defining it, the theory of narrow sense should be adopted. And we should distinguish intent and negligence behaviors. Then it pointed out that the concept of ambush marketing in Olympic Games should be reconstructed. Through the comparison of the legislation in foreign countries, especially by analyzing the conflict in translation, the author suggested that our country should not adopt the approach of special law. We need to improve the legal system and aim at comprehensive regulation.