| 试论奥运隐性营销及其规避措施 |
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| 引用本文： | 肖嵘,毛莉.试论奥运隐性营销及其规避措施[J].广州体育学院学报,2008,28(1):60-63. |
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| 作者姓名： | 肖嵘 毛莉 |
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| 作者单位： | 郧阳师范高等专科学校体育系,湖北十堰,442700 |
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| 摘 要： | 通过分析奥运隐性营销的内涵、争议、取向、成因、载体、策略及其表现形式，对北京2008年奥运会中如何有效规避和打击奥运隐性营销提出了完善法规体系；落实举措，积极防范；提高公众的知识产权保护意识；加强行政执法力度；强调媒体责任，净化宣传环境等规避措施。
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| 关 键 词： | 奥运会 隐性营销 规避措施 |
| 文章编号： | 1007-323X(2008)01-0060-04 |
| 修稿时间： | 2007年10月29 |
Discussing on the Dormant Marketing and Elusion Methods for the Olympic Games |
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| XIAO Rong,MAO Li.Discussing on the Dormant Marketing and Elusion Methods for the Olympic Games[J].Journal of Guangzhou Physical Education Institute,2008,28(1):60-63. |
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| Authors: | XIAO Rong MAO Li |
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| Institution: | XIAO Rong,MAO Li(Department of Physical Education,Yunyang Techers College,Shiyan 442700,China) |
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| Abstract: | The author analyzes the meaning,disputation,tendency,causes of formation,media,strategies and its representation of dormant marketing.And based on these issues,putting out a series of countercheck methods to ambush marketing as follow: perfecting statute system,put into effect some moves,improve public consciousness of intellectual property,enforce the degree of administrative execute the law;stress the duty of media and purify the environment. |
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| Keywords: | Olympic games dormant marketing elusion methods |
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