Abstract:

Abstract： 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.