论隐性市场行为及其影响  

On Ambush Marketing and Its Impact

作　　者：易健雄[1] 

机构地区：[1]西南政法大学民商法学院,重庆401120

出　　处：《重庆理工大学学报（社会科学）》2011年第1期24-30,共7页Journal of Chongqing University of Technology（Social Science）

摘　　要：隐性市场行为表现形式多样,内涵也多分歧。认定隐性市场行为时,应采"狭义说"并以"行为"标准取代"身份"标准,不对其作主体范围限制,也不考虑主观过错,而以行为本身为唯一考量因素。判定隐性市场行为的合法性时不能一概而论,应视具体情形将其分别归于"违法"、"违约"、"不道德"等范畴,并加以区别对待。隐性市场行为对体育赛事官方赞助商的利益的威胁更甚于直接使用赛事特殊标志而侵犯知识产权的行为,严重影响主办方的市场开发计划,进而威胁到体育赛事的正常举办,对公众有着间接而负面的影响,对行为实施者则是"短期有得、长远必失",终究会"得不偿失",对其他主体的影响则属反射利益关系而无须为法律所考量。There are many forms of ambush marketing in which the understanding of content is inconsistent.To identify ambush marketing,＂narrow sense＂ should be taken and ＂identity＂ standard should be replaced with ＂act＂ standard,i.e.,do not limit the scope of the subject,do not consider the subjective fault and take the act itself as the only considerations.Determining the legality of ambush marketing should be,as the case may be,attributed to ＂illegal＂,＂default ＂,＂immoral＂ and then be treated differently.The threat of ambush marketing to the official sponsors of sports events is even more serious than the direct infringement of intellectual property.What＇s more,it affects the sponsor＇s marketing plan seriously,thus poses threat to the normal holding of sporting events.Besides,ambush marketing has an indirect and negative influence on the public.To perpetrators,the influence is ＂short-term gain,long-term loss＂ and ultimately,the loss will outweigh the gain.The influence on others is a reflection of the main interests without consideration of the law.

关 键 词：隐性市场行为 概念 表现形式 影响 

分 类 号：D923.4[政治法律—民商法学]