| As a low input high return marketing behavior, Ambush marketingis widely used by non-sponsors, which not only damages the commercialinterests of the official sponsors, but also reduces the attractiveness ofactivities for the sponsor. With the emergence of more and moremarketing behaviors which damage the legitimate interests of eventorganizers and corporate sponsors, the regulation of ambush marketingbecomes very important. On the other hand, many successful cases ofambush marketing increased the activities influence and brand value to acertain extent. Too much emphasis on the protection of the monopolyinterests of the event organizers and sponsors will undoubtedly causedamage to public interests. In order to balance the interests of rightholders and the public, We should allow the existence of ambushmarketing behavior which does not directly infringe intellectual propertyrights.This paper is divided into three sections: The first section focuses onthe concept，the causes, the harm and the criteria of ambush marketing;The second section point out some exceptions of ambush marketing through the analysis of domestic and foreign classic case; The thirdsection analyzes China for the regulation of ambush marketing, pointedout that the counter-attack to ambush marketing should balance theinterests of all parties. |
