北京奥运会举办之际,不少商家借着“为奥运加油”、“唱响北京奥运”之类的旗号大打奥运营销牌。然而,这种未经奥组委授权的隐性营销行为,却使许多消费者难以辨清谁才是真正的奥运赞助商。防范隐性市场行为,不仅是维护奥运合作企业合法权益的需 Beijing Olympic Games held on the occasion, many businesses by “fueling the Olympics ”, “sing the Beijing Olympics ” and the like under the banner of Olympic marketing cards. However, such a hidden marketing act not authorized by the Olympic Organizing Committee has made it difficult for many consumers to identify who is the real Olympic sponsor. To prevent hidden market behavior, not only is the need to safeguard the legitimate rights and interests of Olympic cooperative enterprises