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1984年洛杉矶奥运会富士公司耗费巨资成为该届奥运会的全球赞助商,柯达公司则首开奥运会埋伏营销先河。奥运会埋伏营销愈演愈烈的主要原因一是在于奥运的全球赞助“TOP”计划昂贵的入门费用,二是奥运会赞助计划运作体系的复杂。目前奥运会埋伏营销形态五花八门,包括直接侵害奥运标志、赞助赛事转播的主要媒体、赞助次类项目、赞助杰出的运动员、发动与赛事相关的广告战、进行与赛事相仿的促销活动、与没有竞争关系的赞助商合作、策划与赛事相仿的活动、利用赞助商尚未想到或无法涵盖的空白点等,世界各国奥林匹克知识产权保护意识也在不断强化,我国也出台了多项奥林匹克知识产权保护的相关规章,奥林匹克知识产权保护对埋伏营销的警示主要表现在:一是我国埋伏营销侵权法律规制还存在缺陷,二是应当建立清晰全面的赛事品牌保护计划,三是建立公众和企业的知识产权意识。
1984 Los Angeles Olympic Games Fuji company spent huge sums to become the global sponsor of the Olympic Games, Kodak Company is the first Olympic ambush marketing precedent. One of the main reasons for the intensified ambush marketing in the Olympic Games lies in the costly introductory fees for Olympic sponsorships and the complexity of the operating system of Olympic sponsorship programs. Currently, there are many ambush marketing forms in the Olympic Games, including major media that directly infringe Olympic symbols, sponsor events broadcast, sponsor sub-projects, sponsor outstanding athletes, launch event-related advertising campaigns, conduct promotional activities similar to events, and compete with none Sponsors, planning activities similar to events, using the sponsors have not yet thought about or can not be covered by the blank, the Olympic awareness of the world are also continuously strengthening the protection of our country has also issued a number of Olympic intellectual property protection regulations, The warning of ambush marketing by Olympic intellectual property protection is mainly manifested in the following aspects: First, the legal regulation of the infringement of ambush marketing in China is still flawed; second, a clear and comprehensive program of brand protection for the tournament should be established; third, awareness of the intellectual property of the public and enterprises should be established.