体育赛事隐性市场透析及其消解策略研究

Sports Events Ambush Marketing and Its Digestion Countermeasures

隐性市场问题受到了国内外各方的重视,并连续出台了相关政策性文件。但是,关于这方面的学术性研究尚属欠缺,多数学者仅仅从法律方面加以解释,以市场整体视角展开研究的极少或深度不够。为了加深人们对体育赛事隐性市场的认识,以及有效地防范其负面效应,借鉴国内与国外相关文献研究,诠释体育赛事隐性市场的内涵,深入剖析了隐性市场存在根源与负面效应,并在理论与现实的基础上提出促使隐性市场消解的可行性对策。

The problem of ambush marketing behavior is paid attention to by the relevant mainland authorities in international and domestic department, and they continuously draw up the policy documents. However,it is still inadequate in academic research. Most scholars only explain the issue in legal aspect,and few people research the issue in a whole market perspective, or research it cursorily. In order to deepen the awareness of sporting events, as well as prevent its negative effects of ambush marketing behavior effectively, the authors analyze deeply ambush connotation of marketing behavior connotation, the existing root and negative effects, and propose the possibility of marketing behavior based on theoretical analysis.