摘要
伴随体育产业化的发展,营销成本不断攀升,隐性营销这种成本低廉的搭便车方式应运而生。其中,针对奥林匹克标志的隐性营销面临行为认定困难和各方利益平衡等问题,存在规制的困境。2018年,我国修订了《奥林匹克标志保护条例》,以平衡合理使用和私权专有为立法思路,对奥林匹克标志使用和隐性营销规制进行了规范。分析现有立法和实践,尚需要在提高专门法位阶,明确对隐形营销的规定,强化奥林匹克标志作为传统知识产权保护,加强国际合作等方面进行完善,以提升我国对奥林匹克标志的保护水平。
With the development of sports industrialization, the marketing cost keeps rising. Ambush marketing, a low-cost "free-rider" behavior, emerges at the historic moment. The ambush marketing of the Olympic Symbols are facing the difficulties in identifying the behavior and balancing the interests of all parties. And there are special difficulties in legal regulation. In 2018, the Regulations on the Protection of Olympic Symbols was amended in China to provide regulation on the use of Olympic Symbols and ambush marketing, with the legislative idea of balancing rational use and private exclusive rights. By analysis of existing achievement of current legislation and practice, it’s concluded, that in order to improve the protection level of the Olympic Symbols in China, it is still necessary to improve the level of special law, to define the provisions of ambush marketing, to strengthen the legal protection of the Olympic Symbols as traditional intellectual property rights, and to enhance international cooperation.
作者
李智
季晨曦
LI Zhi;JI Chenxi(Fuzhou University,Fuzhou 350108,China)
出处
《中国体育科技》
CSSCI
北大核心
2020年第4期61-68,共8页
China Sport Science and Technology
基金
福建省社会科学规划项目(FJ2016B 164)。
关键词
奥林匹克标志保护条例
隐性营销
近似标志
Regulations on the Protection of Olympic Symbols
ambush marketing
approximate symbols
