本文選題：醫(yī)療廣告 + 監(jiān)管��； 參考：《南京醫(yī)科大學》2017年碩士論文

【摘要】：在當前"法治中國"的語境下,我國醫(yī)療廣告監(jiān)管立法不能適應實踐需要,醫(yī)療廣告亂象叢生、違法廣告廣泛存在,嚴重威脅著大眾的生命健康和財產(chǎn)權益。政府對醫(yī)療廣告監(jiān)管日益重視,但醫(yī)療廣告監(jiān)督管理的長期效果并不明顯。建立權責分明而完善的醫(yī)療廣告監(jiān)管法律制度是法治中國建設的必然要求。目的:本研究基于受眾對醫(yī)療廣告監(jiān)管的認知調(diào)查,了解社會公眾對醫(yī)療廣告監(jiān)管的認知和訴求,分析目前我國醫(yī)療廣告市場的現(xiàn)狀及違法現(xiàn)象多發(fā)的原因,研究醫(yī)療廣告監(jiān)管立法存在的問題。同時全面梳理與評價現(xiàn)行醫(yī)療廣告管理法律法規(guī),針對醫(yī)療廣告立法缺陷與監(jiān)管問題,借鑒部分發(fā)達國家、地區(qū)立法與監(jiān)管經(jīng)驗,結(jié)合我國醫(yī)療市場化的實際情況,提出相應的立法建議與制度完善措施。方法:本研究將理論研究與實證研究相結(jié)合,根據(jù)我國醫(yī)療廣告監(jiān)管立法與實踐中存在的問題,從醫(yī)療廣告作用及發(fā)布途徑、內(nèi)容要求、政府職責、法律責任四個角度設計調(diào)查問卷,對南京市部分地區(qū)的醫(yī)療廣告受眾進行抽樣調(diào)查。問卷回答采用Likert5級評分法量化評估。對收集的現(xiàn)場調(diào)查數(shù)據(jù),首先使用描述性統(tǒng)計分析,了解樣本受眾總體對醫(yī)療廣告監(jiān)管制度完善的認知情況。然后使用單因素方差分析、非參數(shù)檢驗、兩兩比較法進行統(tǒng)計推斷,對不同人口學特征廣告受眾對醫(yī)療廣告監(jiān)管的認知評價進行差異性分析,探究不同類別受眾對醫(yī)療廣告監(jiān)管立法完善的共同訴求與差異性需要。結(jié)果:(1)受眾對總量表的認知結(jié)果顯示:受眾對醫(yī)療廣告監(jiān)管制度完善的總體評價均值為4.01,說明受眾的總體評價較高,問卷設計較為合理,獲得了調(diào)查對象的較高認同,受眾日益重視醫(yī)療廣告監(jiān)管制度建設。其中,受眾對醫(yī)療廣告法律責任的重要性評價最高(4.40),對醫(yī)療廣告政府職責的評價次之(4.39),對醫(yī)療廣告作用及發(fā)布途徑的評價最低(3.17),對醫(yī)療廣告內(nèi)容要求的評價較低(3.97)。說明受眾更為重視醫(yī)療廣告監(jiān)管過程中的法律責任規(guī)制與政府職責承擔問題。(2)受眾對分量表的認知結(jié)果顯示:醫(yī)療廣告未能充分發(fā)揮信息傳遞功能;受眾希望獲得全面、真實的醫(yī)療相關信息;受眾比較關心網(wǎng)絡醫(yī)療廣告的作用與監(jiān)管;受眾認為政府應加強醫(yī)療廣告審查與監(jiān)管;受眾認為應當完善醫(yī)療廣告法律責任體系。(3)不同類別受眾對醫(yī)療廣告監(jiān)管的認知評價有差異。其中,文化程度、年齡、醫(yī)學教育背景、居住地和職業(yè)是影響受眾對醫(yī)療廣告監(jiān)管認知評價的主要因素。結(jié)論:(1)我國醫(yī)療廣告監(jiān)管立法存在以下5個方面的問題:現(xiàn)行法律限制了醫(yī)療廣告作用的發(fā)揮;網(wǎng)絡醫(yī)療廣告法律規(guī)制尚需完善;醫(yī)療廣告審查與監(jiān)管相分離;醫(yī)療廣告侵權救濟局限;醫(yī)療廣告的違法成本低。(2)針對我國醫(yī)療廣告監(jiān)管立法與制度缺陷,提出如下建議:合理限制醫(yī)療廣告的發(fā)布內(nèi)容;建立統(tǒng)一的醫(yī)療信息發(fā)布平臺;盡快完成網(wǎng)絡醫(yī)療廣告專門立法;優(yōu)化醫(yī)療廣告多部門綜合監(jiān)管機制;完善醫(yī)療廣告侵權救濟制度;強化違法主體的法律責任。
[Abstract]:In the context of the current "rule of law China", China's medical advertising regulatory legislation can not meet the needs of practice, medical advertisements are chaotic, illegal advertising exists widely, and it seriously threatens the public's life and health and property rights and interests. The government has paid more attention to the supervision of medical advertising, but the long-term effect of medical advertisement supervision is not obvious. The establishment of the right to establish medical advertisement is not obvious. The legal system of supervision and supervision of medical advertisement is a necessary requirement. Objective: This study is based on the cognitive investigation of the supervision of medical advertising, understanding the cognition and demand of the public to the supervision of medical advertising, and analyzing the present situation of the medical advertisement market in China and the causes of the illegal phenomenon, and studying the medical treatment. At the same time, the existing problems in the legislation of advertising supervision and regulation, at the same time combing and evaluating the existing medical advertisement management laws and regulations, aiming at the defects and supervision problems of medical advertisement legislation, drawing lessons from some developed countries, regional legislation and supervision experience, and combining the actual situation of China's medical marketization, put forward the corresponding legislative proposals and system improvement measures. According to the problems existing in the legislation and practice of medical advertisement supervision in China, the research designs the questionnaire from four angles of medical advertisement role and release way, content requirement, government responsibility and legal responsibility in four aspects of medical advertisement supervision, which is based on the problems existing in the legislation and practice of medical advertisement supervision in China. The questionnaire answers the questionnaire of the medical advertisement audience in some areas of Nanjing. The ikert5 grade method is used to quantify the evaluation. In the field of field survey data collected, first, the descriptive statistical analysis is used to understand the overall cognition of the medical advertisement supervision system by the sample audience. Then the single factor variance analysis, non parametric test and 22 comparison method are used to carry out statistical inference to the different demographic characteristics of the advertising audience. The cognitive evaluation of advertising supervision is analyzed differently to explore the common demands and differences of different categories of audience for medical advertising supervision legislation. Results: (1) the cognitive results of the audience show that the overall evaluation of the audience's overall evaluation of the medical advertising supervision system is 4.01, indicating that the overall evaluation of the audience is higher, the questionnaire is higher. The design is more reasonable, the higher recognition of the investigation object is obtained, and the audience pays more and more attention to the construction of the medical advertisement supervision system. Among them, the audience has the highest evaluation of the importance of the legal responsibility of medical advertisement (4.40), the evaluation of the responsibility of the medical advertisement government (4.39), the lowest evaluation (3.17) of the role of medical advertisement and the way of publication, and the medical advertisement. The evaluation of the content requirements is low (3.97). It shows that the audience pays more attention to the legal responsibility regulation and the responsibility of the government during the supervision of medical advertisement. (2) the cognitive results of the audience on the subscale show that the medical advertisement is unable to give full play to the information transfer function; the audience hopes to obtain the comprehensive, real medical related information; the audience is more concerned about it. The role and supervision of network medical advertisements; the audience believes that the government should strengthen the examination and supervision of medical advertisements; the audience thinks that the legal responsibility system of medical advertisements should be perfected. (3) there are differences in cognitive evaluation of medical advertising supervision by different categories of audiences. The main factors of cognitive evaluation of medical advertisement supervision are as follows: (1) there are 5 problems in the legislation of medical advertisement supervision in China: the current law restricts the role of medical advertisement; the legal regulation of network medical advertisement needs to be perfected; the examination and supervision of medical advertisements are separated; the limitation of medical advertisement infringement relief; the illegal formation of medical advertisement. (2) in view of the defects of the legislation and system of medical advertisement supervision in China, the following suggestions are put forward: to restrict the content of medical advertisement, to establish a unified medical information publishing platform, to complete the special legislation of medical advertisement as soon as possible, to optimize the multi department comprehensive supervision mechanism of medical advertisement, to improve the remedy system of medical advertisement, and to strengthen the violation of the law. The legal responsibility of the subject.
【學位授予單位】：南京醫(yī)科大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：D922.294;R194

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