摘要
奥运会隐性营销市场中存在赞助商群体与非赞助商群体的动态利益博弈,在法律政策一味强调赞助商利益保护的背景下,奥运会隐性营销市场规制边界不甚清晰,非赞助商正当生产经营空间保留的必要性凸显,赞助商群体与非赞助商群体之间的利益平衡成为2022年我国举办冬奥会不可回避的问题。奥运会隐性营销规制问题源于市场开发机制,奥运会市场开发同时承载着商业价值和公共文化价值,隐性营销规制边界划分难题反映出市场开发过程中公共性与垄断性的失衡,导致奥林匹克运动涉及的公共领域被不当侵蚀。奥林匹克知识产权的市场开发不仅要保障经济利益的实现,更要服务奥运会公共价值的实现,赞助商群体不能独占奥林匹克标志及相关元素的商业利益,应给非赞助商群体留下正当生产经营的空间。赞助商群体与非赞助商群体的利益平衡需要以公共领域保留为出发点,在公共领域保留视角下奥运会隐性营销与公共领域之间存在一定交叉,行为人利用公共领域内资源实施隐性营销行为具有正当性,隐性营销市场的规制需要准确适用《奥林匹克标志保护条例》第6条,以《反不正当竞争法》为视角,将市场混淆标准作为规制隐性营销的底线。
There is a dynamic interest game between the sponsors and the non-sponsors in the Olympic ambush marketing.With legal policy emphasizing blindly on the protection of sponsors’interest,the regulation boundary of ambush marketing is vague,and it is necessary to protect the interest of non-sponsors.Balancing the interest between sponsors and non-sponsors is an urgent problem needs tackle in the 2022 Winter Olympic Games.The problem arises from the adaption of market development mechanism,which carries both commercial value and public cultural value,the problem of regulation boundary reflects the imbalance between public and monopoly,leading to the erosion of public domain.The market development of Olympic intellectual property should not only guarantee the realization of economic interests,but also serve the realization of the public value,the sponsors shouldn’t occupy the commercial interest of Olympic symbols and related elements,but should leave space for non-sponsor groups.The balance of sponsors and non-sponsors lies in public domain under which the public domain overlaps with the ambush marketing.Non-sponsors should be allowed to use the elements of public domain,the proper regulation of ambush marketing lies in the right application of Regulation on the Protection of Olympic Symbols Article 6 and the Anti-Unfair Competition Law of the People’s Republic of China.
作者
冯晓青
邵红红
FENG Xiaoqing;SHAO Honghong(School of Civil,Commercial and Economic Law,China University of Political Science and Law,Beijing 102249,China;School of Law,China University of Political Science and Law,Beijing 102249,China)
出处
《天津体育学院学报》
CAS
CSSCI
北大核心
2021年第4期405-411,共7页
Journal of Tianjin University of Sport
基金
国家社会科学基金重大项目(项目编号:17ZDA139)。
关键词
奥运会
隐性营销
公共领域
反不正当竞争
Olympic Games
ambush marketing
public domain
anti-unfair competition
