我国体育领域隐性市场行为的法律规制

摘要

It is for the purposes to seek ways of the legal regulation of the ambush market behavior in the field of sports, through the case analysis, logic analysis and other methods to explore the sports market sponsor rights and the protection of intellectual property rights and the related legal way. The conclusions are as follows : sports ambush market behavior has not been formed definite legal definition ; Adjustment of our country sports ambush market behavior mainly on the basis of intellectual property law, the general principles of the civil law and other legal clau- ses, the lack of corresponding laws and regulations. Suggestion- perfect intellectual property protection regulation mode, important trademark for the administrative protection ; Try to use the angle of third person creditorg rights in- fringement to regulate sports support market ambush marketing behavior.%文章以寻求体育领域中隐性市场行为的法律规制途径为研究目的，通过案例分析、逻辑分析等方法探讨体育市场中赞助商权益及相关知识产权保护的法律途径。结论如下：体育隐性市场行为尚未形成明确的法律界定；我国调整体育隐性市场行为主要依据《知识产权法》、《民法通则》等法律条款，缺少针对性的法规。建议：完善知识产权保护的规制模式，重要商标可进行行政化保护；探索以第三人侵害债权的视角来规制体育赞助市场的隐性营销行为。