论国际赛事埋伏营销在我国的法律规制及其对策

发布时间：2018-02-24 04:50

本文关键词： 国际赛事埋伏营销官方赞助商法律规制　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的发展,国际体育赛事无论是在举办规模、大众关注度还是赛事赞助营销等各方面都获得了空前的发展,吸引着全世界不同文化、不同肤色、不同语言的人走到一起共襄盛举。正是由于国际体育赛事带来的品牌宣传机会,企业期待通过借助赛事赞助的平台以此借用赛事资源对自身的品牌进行宣传。然而面对数量有限的官方赞助商名额和水涨船高的赞助门槛,更多的中小企业甚至是行业内的某些顶级品牌企业只能试图“搭便车”而绕过举办国尚不完善的法律规制,采用“埋伏”策略达到同官方赞助商一样的品牌提升效果。国内对埋伏营销的法律研究起步晚,不多的几篇文献资料多是从经济学或体育学角度的对埋伏营销的策略分析,而我国仅有的几篇对于埋伏营销的法律研究都集中于对奥林匹克知识产权的保护,可谓是范围狭窄。因此本文就埋伏营销行为进行了详细的理论和实践分析,通过探讨我国现有法律框架下对埋伏行为的制裁以期在后文能对未来该行为的法律规制建言献策。本文第一章从埋伏营销的根源——赞助营销说起对埋伏营销的由来、发展做概括阐述,在此基础上结合实际发生的埋伏案例对多年来埋伏营销的法律和道德争论做一个总结,提出笔者对于埋伏营销的观点,以期在后文能对该行为的法律规制进行更深入的探讨。我国现行的法律对于“埋伏营销”没有明确、直接的规定。无论是《奥林匹克标志保护条例》还是《世界博览会标志保护条例》都不能有效地针对埋伏营销行为,仅仅只是对我国特殊知识产权保护的法律补充。本文第二章对埋伏营销在我国的法律规制现状和存在的问题进行了分析,探讨非官方赞助企业为何能在我国现有的法律框架下实施埋伏营销行为以期在后文进一步提出解决对策。第三章笔者将就第二章分析的法律规制中存在的问题提出一些对策,这些对策不仅包括了国家的立法措施,还包括了国家的行政执法措施和司法审判建言,以及对官方赞助商的一些建议。经过多年的发展,我国在埋伏营销法律规制上已经有了突破,尤其是我国知识产权法律体系已经较为成熟。然而面对不断创新的埋伏营销行为,传统形式上的知识产权法律保护根本无法招架,埋伏营销企业不会再直接使用受知识产权保护的特殊标志或者设计,因此我国应该从借鉴国外成功法律经验完善现有法律和填补立法缺失着手,对埋伏营销进行更为完整和详细的法律规制。
[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.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G80-05

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