| 奥运会营销中的知识产权保护与特许权运用 |
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| 引用本文： | 葛建华.奥运会营销中的知识产权保护与特许权运用[J].商业研究,2010(2). |
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| 作者姓名： | 葛建华 |
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| 作者单位： | 中国政法大学,商学院,北京,102249 |
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| 基金项目： | 教育部留学回国人员科研启动基金资助课题,项目编号:2007(24)号 |
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| 摘 要： | 现代奥运会营销的成功得力于对奥林匹克知识产权的保护和市场化运作,其中完整的知识产权体系的建立和日趋完备的法律保护,为国际奥委会和各组办国以特许经营的形式运用奥林匹克知识产权,提高现代奥运会的经济价值和社会价值发挥了重要作用,对促进特许经营在我国的健康发展也具有重要的意义。
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| 关 键 词： | 奥运会营销 知识产权保护 特许经营 |
The Protection of Intellectual Property Rights and Management of Franchise in Olympic Games Marketing |
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| GE Jian-hua.The Protection of Intellectual Property Rights and Management of Franchise in Olympic Games Marketing[J].Commercial Research,2010(2). |
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| Authors: | GE Jian-hua |
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| Institution: | Business School;China University of Political Science and Law;Beijing 102249;China |
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| Abstract: | The success of the modern Olympic Games marketing thanks to the protection of Olympic intellectual property rights and market oriented operation. The establishment of a complete intellectual property rights system and increasingly comprehensive legal protection play an important role on International Olympic Committee and the hosts exerting Olympic intellectual property rights in the form of franchise,and improving the economic value and social value of Modern Olympic Games,and has also important significan... |
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| Keywords: | Olympic Games marketing intellectual property rights protection franchise |
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