北京奥运会隐性营销分析与规避策略

隐性营销是困扰奥组委、赞助商以及举办地政府的一个难题。本文通过对历届奥运会中出现的隐性营销现象的类型、主要原因以及采用的规避措施进行回顾分析,探究北京奥运会可能出现的一些侵权情况,提出其规避与防范隐性营销行为的策略。

The Ambush Marketing Analysis and Evading Policy of Beijing Olympic Games

Ambush marketing is a difficult problem for Organizing Committee for the Olympic Games (OCOG), sponsor and host city’s government. In this paper, a retrospective analysis was done in the types and the main causes of the ambush marketing in previous Olympic Games, as well as the evading policy. The study inquired into some possible torts in Beijing Olympic Games and put forward the policy of the evading and preventing from the ambush marketing.