天津体育学院学报

近几年来,随着网络技术的发展,体育赛事隐性营销行为在虚拟环境中也有了存在与发展空间,并逐渐成为社会公众关注的焦点之一。虚拟空间体育赛事隐性营销行为不仅损害了体育赛事相关权利人的利益,而且扰乱了正常网络体育赛事竞争秩序。从我国网络体育赛事隐性营销行为的概念、典型表现形式出发,剖析其行为的法律适用,评析现行相关立法规制的不足,最后,进一步提出完善反网络体育赛事隐性营销行为规制机制的相关建议。

In recent years,with the development of network technology,The number of implicit marketing behavior is growing,attention has become a focus of their actions damage to benefits related rights of people,disrupted the network sports event competition in order.This paper from starting of implicit marketing behavior typical forms,analyzes the application of the law of their behavior,assessment of the existing legislation related to inadequate system,further improves the anti-network implicit marketing,Regulations against implicit mechanisms of relevant recommendations.