| This paper uses documentation method,empirical analysis,case analysis and comparative analysis.Based on McCarthy's 4P marketing theory and Meenaghan's ambush marketing strategy theory,this paper focus on the ambush marketing of dairy enterprises in the 2016 Rio Olympic Games,analyzes the emergence and characteristics of ambush marketing,the anti-ambush marketing legal regulations,the ambush marketing strategy of dairy enterprises in Rio Olympic Games,and the dilemma of official sponsors to deal with ambush marketing.This paper comes to the following conclusions:In the context of the Rio Olympic Games,four new forms of ambush marketing have emerged,includes Olympic themed outdoor advertising,Olympics-themed event marketing through social media,Olympic themed joint marketing with non-industry Olympic sponsors,and cause marketing with Olympics-themed.The influence of ambush marketing is to grab the attention of media and users in the event environment,thus causing consumers to confuse the advertising cognition of Olympic sponsors.In terms of avoiding ambush marketing,there are also the following dilemmas,including the IOC no longer restricts advertising by non-olympic sponsors.There are conflicts and loopholes in different levels of sponsorship contracts.The laws of the IOC,the host country and the participating country are inconsistent,lack of regulation on network ambush marketing.In the same Olympic Games,the relevant laws and regulations formulated by the national organizing committee,the host country and each country are inconsistent.This paper suggests that the IOC should ensure the coordination of sponsorship contracts between the relevant bodies of the Olympic games and clarify the scope of the use of the rights and interests of Olympic sponsors.National lawmakers should further restrict advertising activities by non-olympic sponsors,define specific symbols and elements related to the Olympic games,and strengthen supervision and regulation of online media. |
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