The Research On Ambush Marketing In The Course Of Modern Olympic Commercialization

With the increasing impact of social media,the Olympic ambush marketing infringement is also growing.In order to solve this problem,this paper uses the method of literature review to collect and sort out the key words such as "Olympic marketing","ambush marketing",focusing on the definition of ambush marketing,combing the historical development of ambush marketing;At the same time,using the method of logical analysis and case analysis combined with the relevant knowledge of marketing and management,analyze the typical ambush marketing events in each stage,pay attention to its core,explore its causes and hazards,and through the comparative study method,through the perspective of law,compare Australia and the United States and other ambush marketing governance between the legal positioning of the leading countries,and then in the regulation setting,department supervision,sponsor,advertising industry moral construction and consumer rights and interests five aspects to adapt to the 2022 winter Olympic games ambush marketing prevention recommendations.Through the research,this paper finds that the ambush marketing of the Olympic games through the abuse of sub-level sponsorship authority,how to achieve the purpose of ambush marketing by means of space-time contact with the Olympic games,clear its harm to the Olympic games,host countries,sponsors and consumers;At the same time,after comparing the anti-Olympic ambush marketing laws of many countries,it is found that China has enacted some laws in this field,such as the Olympic symbol protection ordinance,which covers a far-reaching range,but is restricted by the unclear definition of ambush marketing,the lack of legislative protection scope and the tedious means of relief.