The Research For The Solution Of Ambush Marketing In Sports

2008 Beijing Olympics just past over one year, the International Olympic Committee and Beijing Olympic Organizing Committee is concerned about the official sponsor of the Olympic Games investment protection, but Ambush marketing is still a big challenge to the official sponsors and the Olympic intellectual property protection.The three cases were more detailed comparative analysis through literature consultation, normative research, demonstration analysis, case study, comparative analysis .They are the struggle between Coca-Cola and Pepsi at major sports marketing; the struggle between Adidas, Nike and Li Ning in the 2008 Beijing Olympic Games marketing; the ambush marketing strategy of unofficial sponsor in2008 Beijing Olympics. And summarize the type of ambush marketing the unofficial sponsors mainly take. Then, this paper has a systems analysis from the government level and the official sponsor level, and proposal effective measures to evade ambush marketing.Ambush marketing operations have summarized the main six means:" Surrounding cities", "Copy", "Mimic the activities", "Mass media transfer", "Free rider" and "Anti on PIPA".From the angle of Sports official sponsors, there are three effective measures to avoid ambush marketing. Three measures:(1) whether need to sponsor any sporting events to get current business objectives (2) to prepare sufficient extra publicity fees besides sponsorship fees (3) Marketing plans must as the consumer to be the center. From the government point of view, measures to be taken has the following five points:(1) should improve relevant laws and regulations (2) Through the legislative acts on the specific definition of Implicit Marketing and increase specific protection provisions (3) Event signs should be put into protecting the rights of judicial and administrative enforcement level particularly in administrative law enforcement protection (4) binding ambush marketing in the Sponsor contract between sporting event and the sponsors (5) Self-discipline-written proposal, the signing of the undertaking.