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“隐性营销”本身并非法律正式规定和认可的概念,而是一个具有泛性伸缩尺度的概念。隐性营销中侵犯重大体育赛事标志权的行为须具备关联性和寻求商业利益两个属性。隐性营销中侵犯重大体育赛事标志权具有侵权手段的多样化和隐蔽性、侵权空间的特定性以及侵权客体的复杂性等的法律特征。近年来,我国政府已经极大地促进了体育赛事标志知识产权的保护工作,跟进了重大特定体育赛事标志保护的法律条款。完善对隐性营销中侵犯重大体育赛事标志权的法律规制无论在理论方面还是在实践方面都具有相当的重要性。
“Recessive marketing ” itself is not a formally defined and recognized concept of law, but a concept of universal scaling. Implicit marketing in violation of the rights of major sporting events logo must have the relevance and the pursuit of commercial interests of the two attributes. The implicit marketing infringement of major sporting events logo has the diversification and concealment of infringing means, the specificity of infringing space and the legal features of infringement object complexity. In recent years, our government has greatly promoted the protection of the intellectual property rights of sporting event signs, and has followed up the legal provisions for the protection of major sporting event signs. Perfecting the legal regulation of the infringement of the emblems of major sports events in the hidden marketing is of considerable importance both in theory and in practice.