本文關(guān)鍵詞： 國際賽事 埋伏營銷 官方贊助商 法律規(guī)制　出處：《復(fù)旦大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著市場經(jīng)濟的發(fā)展,國際體育賽事無論是在舉辦規(guī)模、大眾關(guān)注度還是賽事贊助營銷等各方面都獲得了空前的發(fā)展,吸引著全世界不同文化、不同膚色、不同語言的人走到一起共襄盛舉。正是由于國際體育賽事帶來的品牌宣傳機會,企業(yè)期待通過借助賽事贊助的平臺以此借用賽事資源對自身的品牌進行宣傳。然而面對數(shù)量有限的官方贊助商名額和水漲船高的贊助門檻,更多的中小企業(yè)甚至是行業(yè)內(nèi)的某些頂級品牌企業(yè)只能試圖“搭便車”而繞過舉辦國尚不完善的法律規(guī)制,采用“埋伏”策略達到同官方贊助商一樣的品牌提升效果。國內(nèi)對埋伏營銷的法律研究起步晚,不多的幾篇文獻資料多是從經(jīng)濟學(xué)或體育學(xué)角度的對埋伏營銷的策略分析,而我國僅有的幾篇對于埋伏營銷的法律研究都集中于對奧林匹克知識產(chǎn)權(quán)的保護,可謂是范圍狹窄。因此本文就埋伏營銷行為進行了詳細的理論和實踐分析,通過探討我國現(xiàn)有法律框架下對埋伏行為的制裁以期在后文能對未來該行為的法律規(guī)制建言獻策。 本文第一章從埋伏營銷的根源——贊助營銷說起對埋伏營銷的由來、發(fā)展做概括闡述,在此基礎(chǔ)上結(jié)合實際發(fā)生的埋伏案例對多年來埋伏營銷的法律和道德爭論做一個總結(jié),提出筆者對于埋伏營銷的觀點,以期在后文能對該行為的法律規(guī)制進行更深入的探討。 我國現(xiàn)行的法律對于“埋伏營銷”沒有明確、直接的規(guī)定。無論是《奧林匹克標志保護條例》還是《世界博覽會標志保護條例》都不能有效地針對埋伏營銷行為,僅僅只是對我國特殊知識產(chǎn)權(quán)保護的法律補充。本文第二章對埋伏營銷在我國的法律規(guī)制現(xiàn)狀和存在的問題進行了分析,探討非官方贊助企業(yè)為何能在我國現(xiàn)有的法律框架下實施埋伏營銷行為以期在后文進一步提出解決對策。 第三章筆者將就第二章分析的法律規(guī)制中存在的問題提出一些對策,這些對策不僅包括了國家的立法措施,還包括了國家的行政執(zhí)法措施和司法審判建言,以及對官方贊助商的一些建議。經(jīng)過多年的發(fā)展,我國在埋伏營銷法律規(guī)制上已經(jīng)有了突破,尤其是我國知識產(chǎn)權(quán)法律體系已經(jīng)較為成熟。然而面對不斷創(chuàng)新的埋伏營銷行為,傳統(tǒng)形式上的知識產(chǎn)權(quán)法律保護根本無法招架,埋伏營銷企業(yè)不會再直接使用受知識產(chǎn)權(quán)保護的特殊標志或者設(shè)計,因此我國應(yīng)該從借鑒國外成功法律經(jīng)驗完善現(xiàn)有法律和填補立法缺失著手,對埋伏營銷進行更為完整和詳細的法律規(guī)制。
[Abstract]:With the development of market economy, international sports events have achieved unprecedented development in all aspects, such as holding scale, mass attention and sponsorship marketing, attracting different cultures and different skin colors all over the world. People from different languages have come together to participate in the event. It is precisely because of the brand promotion opportunities brought about by international sports events, Companies look forward to using event resources to promote their brands through the use of event sponsorship platforms. However, faced with a limited number of official sponsors and rising sponsorship threshold, More small and medium-sized enterprises, and even some of the top brands in the industry, can only try to "hitchhike" around the imperfect legal regulations of the host countries. Using the "ambush" strategy to achieve the same brand promotion effect as the official sponsors. The domestic legal research on ambush marketing started late, and a few documents mostly from the perspective of economics or sports analysis of ambush marketing strategy. However, only a few articles of ambush marketing in our country focus on the protection of Olympic intellectual property rights, so the scope of ambush marketing is narrow. Therefore, this paper makes a detailed theoretical and practical analysis of ambush marketing behavior. This paper discusses the sanctions of ambushing under the existing legal framework of our country so as to offer suggestions on the future legal regulation of this act. The first chapter discusses the origin and development of ambushing marketing from the root of ambush marketing-sponsored marketing. On this basis, it summarizes the legal and moral arguments of ambush marketing in the past years in combination with the actual cases of ambush. The author puts forward the viewpoint of ambush marketing in the hope that the legal regulation of this behavior can be further discussed later. The current law of our country has no clear and direct regulation on "ambush marketing". Neither the Olympic logo protection regulations nor the World Expo logo protection regulations can effectively target the ambushing marketing behavior. The second chapter analyzes the current situation and existing problems of ambush marketing in China. This paper discusses why unofficial sponsored enterprises can carry out ambushing marketing under the existing legal framework of our country in order to put forward further countermeasures in the future. In the third chapter, the author will put forward some countermeasures on the problems existing in the legal regulation of the second chapter. These countermeasures include not only the legislative measures of the country, but also the administrative law enforcement measures and judicial judgment suggestions of the state. And some suggestions to the official sponsors. After years of development, China has made a breakthrough in the legal regulation of ambush marketing, especially the intellectual property legal system of our country has been relatively mature. However, in the face of the constant innovation of ambushing marketing behavior, The traditional form of legal protection of intellectual property rights simply cannot be combated, and ambushing marketing enterprises will no longer directly use special symbols or designs protected by intellectual property rights. Therefore, our country should learn from the successful legal experience of foreign countries to perfect the existing law and fill in the lack of legislation, ambush marketing should be more complete and detailed legal regulation.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G80-05

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