伏击营销的商标法审思

The Trademark Law Review On Ambush Marketing

伏击营销是现代大型文体活动中屡见不鲜的一种社会现象,且行为方式多样、社会评价不一。从商标法角度对伏击营销行为进行剖析,不仅能够明晰伏击营销的基本特性、掌握其合法与非法的界限,而且能够了解伏击营销行为所涉的多重利益冲突。基于利益平衡的思路,提出更好地利用商标法规则化解各相关利益主体的矛盾,从现有制度中找寻解决伏击营销困境的对策。

Ambush marketing is one of social phenomenon with mixed reviews in modem culture and sports activities. In the perspective of trademark law, this paper analyzes the behavior of ambush marketing in order to grasp the basic characterize and the lawful boundaries of ambush marketing and understand the various conflicts of interests during the ambush marketing practices. Based on the idea of balance of interests, it is suggested to resolve the conflict among the all related subjects using the role of trademark law and seek to solution of ambush marketing issue from existed legal system.