重大体育赛事隐性营销行为规制  

Regulation on the Ambush Infringement on the Indication Right of Substantial Athletic Games

作　　者：胡峰[1] 王霖[2] 

机构地区：[1]浙江工商大学工商管理学院,浙江杭州310018 [2]安徽工程大学体育学院,安徽芜湖241000

出　　处：《北京体育大学学报》2012年第2期19-23,共5页Journal of Beijing Sport University

基　　金：国家法治与法学理论研究项目"重大体育赛事中隐性营销的理论基础与法律对策"(项目编号:SFB5024)

摘　　要："隐性营销"本身并非法律正式规定和认可的概念,而是一个具有泛性伸缩尺度的概念。隐性营销中侵犯重大体育赛事标志权的行为须具备关联性和寻求商业利益两个属性。隐性营销中侵犯重大体育赛事标志权具有侵权手段的多样化和隐蔽性、侵权空间的特定性以及侵权客体的复杂性等的法律特征。近年来,我国政府已经极大地促进了体育赛事标志知识产权的保护工作,跟进了重大特定体育赛事标志保护的法律条款。完善对隐性营销中侵犯重大体育赛事标志权的法律规制无论在理论方面还是在实践方面都具有相当的重要性。Ambush Marketing per se is not a concept formally provided and recognized by law,but it is one with extensive flexibility.The activities recessively infringe the indication right of substantial athletic games shall meet two requirements： one is the relevance,and the other is commercial interest.The ambush infringement on the indication right of substantial athletic games is characterized by some legal characteristics such as that the infringing manners are diversifying and ambush;the infringing scope is specific;and the infringed object is complex, etc.Since recent years,our government has greatly promoted the intellectual property right protection of the indication right of athletic games and,followed up the legal articles of the protection of the substantial athletic games indication.The improvement of the legal regulation on the ambush infringement on the indication right of substantial athletic games is of significant importance both in theory and in practice.

关 键 词：体育赛事 隐性营销 标志权 法律规制 

分 类 号：G80-05[文化科学—运动人体科学]