摘要
隐性市场是伴随着大型体育赛事的扩张而发展起来的,其大多针对商业性较强的竞技体育活动而产生的市场营销活动而言。但随着非商业性大型活动也逐步采用商业开发和品牌赞助策略,隐性市场行为也逐渐将触角伸入到这些活动中。2010年上海举办了非商业性质的世界博览会并获得巨大的成功,其对隐性市场的监管和控制思路值得我们借鉴。由于其非商业性质,上海世博会的筹备和运行需要大量的资金,并且需要借助社会的力量一起宣传本届世博会,提升社会公众对世博会的认识,并激发他们参观世博会的兴趣和热情。本届世博会虽然引入了大规模的商业开发计划和品牌赞助体系,解决了一部分的资金来源,但同时隐性市场也相应诞生。世博会组织者需要在保护世博会赞助商的权益、维护世博会的品牌价值与借助社会力量宣传世博会、扩大世博会的影响力之间寻求一个平衡点,使得既能够保证世博会的理念和内涵能传递到公众,又要限制和防范隐性市场的产生和蔓延,维护世博会的整体形象。虽然在商业化环境中隐性市场暂时无法完全杜绝,但在不能够完全有效地控制隐形市场而导致诸多问题出现的情况下,对隐性市场行为进行疏堵结合、借助法律和行政措施进行监管和治理,效果反而会更实际,并有着客观实施的条件。
Ambush marketing is developed along with the expansion of large sporting events,which is mostly for marketing activities produced in commercial athletic sports.But,as non-commercial mega events gradually adopt the strategies of business development and brand sponsor,little by little,ambush marketing also stretches its antenna into these activities.In 2010,Shanghai held a non-commercial world expo,which is a huge success.Its practice of supervising and controlling ambush marketing is worthy of our reference.Because of its non-commercial traits,Shanghai Expo 2010,in preparation and operation,requires a great deal of funds,and also demand using social strengths to publicize the Expo so that the public＇ s understanding for the Expo can be enhanced,and their interest and enthusiasm of visiting the Expo can be inspired.It is during the process of introducing large-scale business development plans and brand sponsor systems that ambush marketing is produced.For the organizer of the Expo,it is necessary to look for a balance between following aspects： protecting the rights of the Expo sponsor,supporting the brand value of the Expo,using social strength to publicize the Expo and enlarging the influence of the Expo.In this way,the principle and connotation of the Expo can reach the public,and the production and spreading of ambush marketing can get restriction.It is true that,on account of the current commercial environment,ambush marketing is not able to be completely eliminated.But,so long as we take a positive,responsible attitude,combine both guide and check for ambush marketing,and use laws and administrational measures to have supervision,a good effect for anti-ambush marketing will surely be achieved.
出处
《上海大学学报（社会科学版）》
CSSCI
北大核心
2011年第4期116-127,共12页
Journal of Shanghai University(Social Sciences Edition)
作者简介
作者简介：刘红（1970-），女，上海人。上海商学院国际交流学院副教授，研究方向：企业管理、营销战略等。
