限制体育隐性市场行为之理论与对策研究——法律学的视角且主要以奥运会为例证

对体育隐性市场行为做出了界定，追溯了其起源，列举了其表现形式；探讨了其产生发展的原因；分析了其侵害或影响的法律利益；提出并论证了在法律上对其应持的基本态度——限制而非绝禁，分析了对其予以限制的法律现状，并提出了对其予以限制的标准和具体建议。

Research on Theory of Restricting Sports Ambush Marketing and the Measurement——Observation from a Jurisprudential Angle of View and Taking Olympic Games as the Main Illustration

This paper made definition on sports ambush marketing and traced back to its origin as well as enumerating its representations, discussed the reasons of it and analyzed the legal benefits aggrieved or affected by them, put forwarded a proper attitude in law and demonstrate it on the basis of full grounds restricting but not absolute prohibiting. Finally, the author analyzed the actuality of legal restriction on these conducts and come up with the standards of restriction together with some specific measurements in controlling such conducts.