發(fā)布時間：2018-02-12 01:37

  本文關(guān)鍵詞： 互聯(lián)網(wǎng)醫(yī)療廣告 政府監(jiān)管 監(jiān)管體制 信息不對稱　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：2016年互聯(lián)網(wǎng)醫(yī)療廣告引起社會大眾的廣泛關(guān)注,百度“血友吧”的高價轉(zhuǎn)讓,導(dǎo)致醫(yī)療信息互動平臺被操控;輾轉(zhuǎn)求醫(yī)的魏則西逝世,其背后是不公正的競價排名;兩大事件一度將互聯(lián)網(wǎng)醫(yī)療廣告推向風(fēng)口浪尖的位置,人們發(fā)現(xiàn)當(dāng)今的醫(yī)療廣告的表現(xiàn)形式多種多樣,甚至到了操縱輿論,購買信譽的地步,普通消費者難以識別,深受欺瞞之苦,互聯(lián)網(wǎng)醫(yī)療廣告對社會大眾的生命財產(chǎn)和健康安全構(gòu)成了極大威脅,也深深的破壞了醫(yī)療行業(yè)和廣告行業(yè)的誠信度,影響其良性發(fā)展。在中國,互聯(lián)網(wǎng)起步較晚但發(fā)展迅猛,借助互聯(lián)網(wǎng)興起的醫(yī)療廣告行業(yè)更是一個新興事物,雖然這方面的學(xué)術(shù)研究較少,但其對社會生活已然產(chǎn)生了重大影響,并對現(xiàn)行的監(jiān)管能力提出了更高的要求,推動著監(jiān)管體系不斷完善。所以筆者從關(guān)注的現(xiàn)實問題入手,即首先將社會熱點魏則西事件作為研究緣起,說明整個事件的發(fā)展經(jīng)過與暴露出的問題,分析在事件中各監(jiān)管主體發(fā)揮的實際作用和有待改善的地方,引入研究主題-互聯(lián)網(wǎng)醫(yī)療廣告。本文從互聯(lián)網(wǎng)醫(yī)療廣告監(jiān)管的相關(guān)基礎(chǔ)理論進行主題切入,為問題的發(fā)現(xiàn)、原因的解析和對策的提出奠定理論基礎(chǔ);接著從互聯(lián)網(wǎng)醫(yī)療廣告的發(fā)展現(xiàn)狀分析中國互聯(lián)網(wǎng)醫(yī)療廣告監(jiān)管存在的問題,以《廣告法》、《互聯(lián)網(wǎng)廣告管理暫行辦法》、《醫(yī)療廣告管理辦法》為依據(jù)進行重點分析,結(jié)合現(xiàn)實情況和新聞報道,得出監(jiān)管存在的問題主要有監(jiān)管部門的協(xié)調(diào)不力與監(jiān)督人員和技術(shù)等力量不足,立法部門的法律法規(guī)不健全不夠細(xì)化,廣告主、廣告經(jīng)營者、廣告發(fā)布者之間的利益勾結(jié)與道德喪失,行業(yè)自律組織和社會大眾的效用沒有得到充分發(fā)揮。并梳理各相關(guān)主體間的監(jiān)管關(guān)系,從信息不對稱、市場失靈、政府失靈的角度分析各利益主體如何在公共利益和私人利益間徘徊抉擇,在監(jiān)管職責(zé)與監(jiān)管權(quán)益之間尋求平衡,最后結(jié)合中國監(jiān)管實際,提出適合中國互聯(lián)網(wǎng)醫(yī)療廣告監(jiān)管的對策,完善互聯(lián)網(wǎng)醫(yī)療廣告有關(guān)的法律法規(guī)體系,使執(zhí)法部門有法可依,強化執(zhí)法部門的監(jiān)管力量,推進廣告信息的透明化和實時監(jiān)測,加強行業(yè)自律組織和社會大眾的力量,給予一定的政策支持。希望通過政府部門、行業(yè)自律組織、社會大眾多方的努力,建立一個有效的多層次監(jiān)管體系,有利于規(guī)范互聯(lián)網(wǎng)醫(yī)療廣告行為,確保人們?nèi)罕姷纳�命健康免遭迫�?凈化互聯(lián)網(wǎng)醫(yī)療廣告市場,促進社會的長久治安。
[Abstract]:In 2016, the Internet medical advertisement caused the widespread concern of the public, and the high price transfer of Baidu's "blood friend bar" led to the manipulation of the interactive platform of medical information, the death of Wei Zexi, who had gone to seek medical treatment, behind which was the unfair bidding ranking; At one time, the two major events pushed the Internet medical advertisement to the forefront of the wave. People found that today's medical advertising has various forms of expression, even to the point of manipulating public opinion and buying credibility, which is difficult for ordinary consumers to recognize. Suffering greatly from deception, Internet medical advertisements pose a great threat to the lives, property, health and safety of the general public, and also deeply undermine the integrity of the medical and advertising industries, and affect their benign development. The Internet started late but developed rapidly, and the medical advertising industry, which started with the help of the Internet, is a new thing. Although there is less academic research in this area, it has already had a significant impact on social life. And put forward higher requirements to the current regulatory ability, promote the continuous improvement of the regulatory system. So the author starts with the practical issues concerned, that is, the social hot issue of Wei Zexi as the origin of the research. Explaining the development of the whole incident and exposing the problems, analyzing the actual role played by the various regulatory bodies in the incident and the areas to be improved, Introduction of the research theme-Internet medical advertising. This article from the Internet medical advertising supervision of the relevant basic theory of the theme cut in order to find the problem, cause analysis and countermeasures to lay a theoretical foundation; Then it analyzes the problems existing in the supervision of Internet medical advertisement in China from the current situation of the development of Internet medical advertisement, and focuses on the basis of "Advertising Law", "interim measures of Internet Advertising Management" and "measures of Medical Advertising Management". According to the actual situation and the news reports, it is concluded that the main problems in the supervision are the weak coordination of the supervision department and the insufficiency of the supervisory personnel and technology, the imperfect laws and regulations of the legislative department, the advertisers, the advertising operators, and so on. The profit collusion and moral loss among the advertisement publishers, the utility of the self-discipline organization of the industry and the public has not been brought into full play, and the regulatory relationship among the relevant subjects has been combed, from the information asymmetry, the market failure, From the point of view of government failure, this paper analyzes how the stakeholders hovering between public interest and private interest, seeking a balance between regulatory responsibilities and regulatory rights and interests, and finally combining with China's regulatory reality. To put forward countermeasures suitable for the supervision of Internet medical advertisements in China, to perfect the relevant laws and regulations system of Internet medical advertisements, to make the law enforcement departments have laws to follow, to strengthen the supervisory power of law enforcement departments, and to promote the transparency and real-time monitoring of advertising information. Strengthen the strength of the self-discipline organizations of the industry and the public, and give certain policy support. It is hoped that through the efforts of government departments, trade self-regulatory organizations, and the public at large, an effective multi-level regulatory system will be established. It is beneficial to regulate the behavior of Internet medical advertisement, to ensure people's life and health from persecution, to purify the Internet medical advertisement market and to promote the long-term public order.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：D922.294

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