针对体育赛事中埋伏营销的主要几种战略进行分析,并且从法律与道德的角度进行了一个浅析。所有的官方赞助商都认为埋伏营销是一种不道德的行为,并且随着埋伏营销手段的日益成熟,埋伏者开始寻找法律的漏洞进行埋伏营销,从法律上已经很难再限制埋伏营销。为了更好地维护体育市场的正常开发,必须相应的预防措施来限制埋伏营销。 According to the analysis of several main strategies of ambush marketing in sports events, this article also gives a brief analysis from the perspective of law and morality. All official sponsors believe embezzlement is an unethical act, and as ambush marketing becomes more sophisticated, ambushists are looking for legal loopholes for ambush marketing, making it hard to legally restrict ambush marketing. In order to better maintain the normal development of the sports market, corresponding precautions must be taken to limit the ambush marketing.