Abstract：This article describes the inside of sports ambush marketing, especially on the difference to sports trademark infringement; analyzes the characteristics of sports ambush marketing based on aspects of subject, effect, space and means; concludes the source of whose evolution and emergence are belong to the following five aspects: competition, the lack of resource, consciousness error, restricted space, and system absence, that result in its inevitability; proposes several methods of preventing the action in advance and in time, and point out the restriction on sports ambush marketing should be limited in indispensable and narrow bound .
2008, Vol. 1 
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