大型体育赛事隐性市场行为模式研究--组织管理学视角且以2008年北京奥运会为例论证  

Ambushing Marketing of Major Sports Events And Its Prevention Strategy——By Organization And Management Way and Taking the 2008 Beijing Olympic Games as a example

作　　者：邢尊明[1] 

机构地区：[1]华侨大学体育学院博士,厦门361021

出　　处：《体育与科学》2010年第1期21-26,4,共7页Sports & Science

基　　金：2009年福建省社会科学规划基金项目,项目号:2009B130;华侨大学“国务院侨务办公室”科研基金资助项目,项目号:09QSK09

摘　　要：体育赛事隐性市场行为不同于体育赛事无形资产的侵权行为,大部分的体育赛事隐性市场行为很难进行法律界定与规制。由于隐性市场的法律诉讼成本较高,因此,市场预测监控与详尽的合同管理是国外大型体育赛事防止和规避隐性市场行为的主要方式。本研究对隐性市场营销主客体之间建立"虚假关联"的媒介方式、形式及规律进行了系统的聚类分析与总结。研究认为,大型体育赛事隐性市场行为的实施是以赛事形象系统为核心,借助包括赛事要素系统、赛事机会系统及赛事时空系统在内的四个相互联系、相互整合的系统模式实现的。并在此基础上进一步提出了精简和规范使用大型体育赛事形象系统等赛事组织管理学视角的隐性市场防范策略。Discovering and distinguishing Ambushing Marketing behavior is the basic premise of Preventing and punishing, and is also the weaknesses in the field of Ambushing Marketing research.. Ambushing Marketing behavior is different from the sports infringement of intangible assets, most of Ambushing Marketing behaviors is difficult to definite and regulate legally. Because of the high cost of Ambushing Marketing legal proceedings, market Forecasting and contract management is the main way to preventing Ambushing Marketing behavior of major sports events abroad. The Study suggested that the implementation and achievement of Ambushing Marketing behavior of major sports events is based on Image system, and also by the way of opportunities system, elements system, and space-time system.. The thesis further proposed the strategies of preventing Ambushing Marketing behavior, such as streamlining and standardizing the use of image system of large-scale sporting events and so on.

关 键 词：大型体育赛事 隐性市场营销模式 防范策略 

分 类 号：G811.21[文化科学—体育学]