体育埋伏营销成因与防治对策研究  

Causes and Countermeasures of Ambush Marketing in Sports Events

作　　者：张壮 陈美霞 陈有华[1] 梅星 ZHANG Zhuang;CHEN Meixia;CHEN Youhua;MEI Xing(College of Economics&Management,South China Agriculture University,Guangzhou Guangdong,510642;College of Sports Economics&Management,Hubei University of Economics,Wuhan Hubei,43005)

机构地区：[1]华南农业大学经济管理学院,广东广州510642 [2]湖北经济学院体育经济与管理学院,湖北武汉430205

出　　处：《湖北体育科技》2020年第4期288-292,315,共6页Hubei Sports Science

基　　金：广东省哲学社科规划项目(GD2018CYJ01);广东省青年珠江学者岗位支持计划(2019);中国工程院重大咨询研究项目(2018-GD-4-2)。

摘　　要：为在信息化时代抵制埋伏营销对体育赛事赞助的不良影响,对体育赛事埋伏营销成因和防治对策进行了研究。运用文献研究法回顾了体育赛事埋伏营销的历史发展,归纳出体育赛事埋伏营销的概念;运用因果分析法,从体育赛事赞助费用巨大,赛事赞助存在“灰色地带”,赛事赞助诱人利益驱动和埋伏营销问题不易法律化4个角度分析了体育赛事埋伏营销产生的原因并给赛事赞助商、赛事承办方、赛事拥有者提供合理化建议。In order to resist the influence of ambush marketing on sports sponsorship in the information era and provide reasonable suggestions to sponsors,organizers and owners of sports events,this paper studied the causes and countermeasures of ambush marketing in sports events.Using literature research method,this paper reviewed the historical development of ambush marketing of sports events and summarized the concept of ambush marketing.Using causal analysis method,this paper analyzed the causes of ambush marketing in sports events from four aspects,including the huge sponsorship cost,the existence of"gray zone",the attractive benefits of event sponsorship and the difficulty of legalization of ambush marketing,and finally put forward corresponding countermeasures for event sponsor,event organizer and event owner.

关 键 词：埋伏营销 体育赞助 过度商业化 

分 类 号：G80-05[文化科学—运动人体科学]