| 对大型体育赛事中隐性市场行为的分析及其规制方法的探讨 |
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| 引用本文： | 许明思.对大型体育赛事中隐性市场行为的分析及其规制方法的探讨[J].南京体育学院学报(社会科学版),2008,22(3). |
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| 作者姓名： | 许明思 |
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| 作者单位： | 首都体育学院,研究生部,北京,100010 |
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| 摘 要： | 随着企业对体育赛事赞助热情的增长,隐性市场行为也随之而来。这种行为同时威胁到官方赞助商和赛事所有者的共同利益。主要讨论了隐性市场采用的主要策略以及如何有效规制隐性市场行为的发生。
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| 关 键 词： | 大型体育赛事 体育赞助 隐性市场 |
Research on Sponsorship Ambushing and Evasion Tactics in Major Sports Events |
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| XU Ming-si.Research on Sponsorship Ambushing and Evasion Tactics in Major Sports Events[J].Journal of Nanjing Institute of Physical Education,2008,22(3). |
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| Authors: | XU Ming-si |
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| Institution: | XU Ming-si(Graduate.Dept.of Capital Institute of PE; Beijing 100010; China); |
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| Abstract: | As the corporate sponsorship of sports events has grown,so too has the practice of ambush marketing.This behavior reduces the effectiveness of the official sponsors` promotional efforts while simultaneously denying the activity owner potential revenue.This paper examine the main strategies employed by ambusher as well as counter strategies which corporate sponsor can use to protect their investment. |
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| Keywords: | major sports events sports sponsor ambush marketing |
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