本文選題：酒類廣告　切入點(diǎn)：監(jiān)管　出處：《揚(yáng)州大學(xué)》2015年碩士論文

【摘要】：在廣告產(chǎn)業(yè)飛速發(fā)展的時(shí)代,各式各樣的酒類廣告也越來越受到人們的關(guān)注。酒類廣告在傳遞信息、刺激消費(fèi)、增加銷售、促進(jìn)競(jìng)爭(zhēng)、開拓市場(chǎng)等方面發(fā)揮著重要作用。但隨著酒類廣告種類和數(shù)量的不斷增長(zhǎng),各種虛假、夸大、誤導(dǎo)消費(fèi)的酒類廣告屢禁不止。這些虛假和違法廣告嚴(yán)重?cái)_亂了酒類廣告市場(chǎng)正常的競(jìng)爭(zhēng)秩序,損害了其他商家和消費(fèi)者的合法權(quán)益,人們對(duì)加強(qiáng)廣告業(yè)監(jiān)管的愿望也日益迫切。論文運(yùn)用了文獻(xiàn)研究法、比較研究法和實(shí)地調(diào)查法等研究方法,對(duì)酒類廣告監(jiān)管問題展開研究,希望能夠?yàn)檎?guī)范酒類廣告市場(chǎng)秩序、保護(hù)消費(fèi)者合法權(quán)益等提供相關(guān)的建議和參考。在分析廣告監(jiān)管問題時(shí)以信息不對(duì)稱、公共利益理論、管制政策為理論基礎(chǔ),論證政府加強(qiáng)酒類廣告監(jiān)管的必要性,為論文的研究提供理論依據(jù)。論文主要通過研究揚(yáng)州市酒類廣告監(jiān)管的現(xiàn)狀,分析存在的問題及原因,從而提出加強(qiáng)酒類廣告監(jiān)管的對(duì)策和建議,期望能為揚(yáng)州市的酒類廣告監(jiān)管工作提供一些參考。首先從揚(yáng)州市酒類廣告監(jiān)管現(xiàn)狀出發(fā),介紹了揚(yáng)州市酒類廣告監(jiān)管己取得的成效,同時(shí)指出了酒類廣告在監(jiān)管過程中存在的問題。接著,分析、探求問題背后的深層次原因,指出法規(guī)政策制定不合理、經(jīng)濟(jì)利益動(dòng)機(jī)影響、文化宣傳引導(dǎo)不夠、忽視社會(huì)責(zé)任體系建設(shè)是主要原因,從政策、經(jīng)濟(jì)、文化、社會(huì)等多角度闡述政府廣告監(jiān)管難點(diǎn)。最后,在借鑒廣告監(jiān)管相關(guān)領(lǐng)域已有成果的基礎(chǔ)上,提出關(guān)于完善酒類廣告監(jiān)管的對(duì)策,建議通過強(qiáng)化政府監(jiān)管效能、加強(qiáng)政府監(jiān)管力度、引導(dǎo)行業(yè)發(fā)揮自律和推動(dòng)完善社會(huì)監(jiān)管責(zé)任體系構(gòu)建等途徑加強(qiáng)政府對(duì)酒類廣告的監(jiān)管。論文認(rèn)為酒類廣告監(jiān)管問題,單獨(dú)地依靠加大行政執(zhí)法強(qiáng)度和力度來解決是不夠的,必須建立對(duì)廣告違法活動(dòng)的預(yù)警機(jī)制和事前引導(dǎo),同時(shí)政府應(yīng)推動(dòng)廣告行業(yè)自律建設(shè),發(fā)揮社會(huì)監(jiān)督的作用,才能適應(yīng)廣告監(jiān)管的新需要。
[Abstract]:In the era of rapid development of advertising industry, all kinds of alcohol advertising has been paid more and more attention.Alcohol advertising plays an important role in transmitting information, stimulating consumption, increasing sales, promoting competition and opening up markets.However, with the increasing of the types and quantity of alcohol advertisements, various kinds of false, exaggerated, misleading alcohol advertisements are prohibited.These false and illegal advertisements have seriously disturbed the normal competition order of the alcohol advertising market, damaged the legitimate rights and interests of other businesses and consumers, and people's desire to strengthen the supervision of the advertising industry is increasingly urgent.This paper uses the methods of literature research, comparative research and field investigation to study the regulation of alcohol advertising, hoping to standardize the order of alcohol advertising market for the government.To protect the legitimate rights and interests of consumers to provide relevant advice and reference.On the basis of information asymmetry, public interest theory and regulation policy, this paper demonstrates the necessity for government to strengthen the regulation of alcohol advertising, and provides the theoretical basis for the research of this paper.By studying the current situation of alcohol advertising supervision in Yangzhou, this paper analyzes the existing problems and causes, and puts forward the countermeasures and suggestions to strengthen the alcohol advertising supervision, hoping to provide some references for the regulation of alcohol advertising in Yangzhou City.Based on the present situation of alcohol advertisement supervision in Yangzhou, the paper introduces the effect of alcohol advertisement supervision in Yangzhou city, and points out the problems existing in the process of alcohol advertisement supervision.Then, it analyzes and explores the deep-seated reasons behind the problem, and points out that the main reasons are the unreasonable formulation of laws and regulations, the influence of economic interest motivation, the insufficient guidance of cultural propaganda, and the neglect of the construction of social responsibility system, including policy, economy and culture.The society and so on many angles elaborated the government advertisement supervision difficulty.Finally, on the basis of drawing lessons from the existing achievements in the field of advertising supervision, the paper puts forward some countermeasures to improve the regulation of alcohol advertising, and suggests that the government should strengthen the effectiveness of government supervision and strengthen the intensity of government supervision.To guide the industry to exert self-discipline and promote the construction of social supervision responsibility system to strengthen the government regulation of alcohol advertising.The paper thinks that it is not enough to solve the problem of alcohol advertising supervision by increasing the intensity and intensity of administrative law enforcement alone. It is necessary to establish an early warning mechanism and prior guidance to advertising illegal activities, and at the same time, the government should promote the self-discipline construction of advertising industry.Only by giving play to the role of social supervision can we adapt to the new needs of advertising supervision.
【學(xué)位授予單位】：揚(yáng)州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.82

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本文編號(hào)：1711993