發(fā)布時間：2019-03-01 11:03

【摘要】： 商業(yè)廣告的本質(zhì)在于其商業(yè)性，它在信息時代市場經(jīng)濟(jì)下扮演著極為重要的角色，是我國國民經(jīng)濟(jì)的重要組成部分。商業(yè)廣告經(jīng)濟(jì)功能的有效發(fā)揮，可以促進(jìn)我國市場經(jīng)濟(jì)快速穩(wěn)健的發(fā)展。但是目前我國商業(yè)廣告的經(jīng)濟(jì)功能發(fā)揮，在實際中存在若干問題，而相關(guān)的理論研究目前仍有待填充。因此開展對商業(yè)廣告的社會經(jīng)濟(jì)功能研究，不僅是一種現(xiàn)實需要，也是一種理論必然。 本文首先闡明為什么要促進(jìn)商業(yè)廣告經(jīng)濟(jì)功能的有效發(fā)揮。通過簡介商業(yè)廣告的概念和一般功能，導(dǎo)出商業(yè)廣告積極的社會經(jīng)濟(jì)功能和特點，分析了社會經(jīng)濟(jì)發(fā)展水平、政府的作用、媒介的角色、企業(yè)的行為和廣告設(shè)計水平等影響商業(yè)廣告經(jīng)濟(jì)功能發(fā)揮的因素。進(jìn)而結(jié)合我國乳品行業(yè)在其廣告功能合理發(fā)揮的促進(jìn)下實現(xiàn)了行業(yè)發(fā)展，從理論和實踐上證明了促進(jìn)商業(yè)廣告經(jīng)濟(jì)功能有效發(fā)揮的必要性。 接下來著重分析了我國商業(yè)廣告經(jīng)濟(jì)功能發(fā)揮中存在的幾個問題。包括：政府部門和社會大眾對商業(yè)廣告經(jīng)濟(jì)功能發(fā)揮的重視程度不夠，相關(guān)的理論研究和宏觀規(guī)劃有所滯后；商業(yè)廣告活動中，媒介和廣告公司都有比較嚴(yán)重的資源壟斷現(xiàn)象，扭曲了資源的合理配置，影響了企業(yè)和行業(yè)的發(fā)展；生產(chǎn)企業(yè)受到來自內(nèi)部和外部的制約，不能很好的運(yùn)用商業(yè)廣告，導(dǎo)致虛假違法廣告泛濫，缺乏科學(xué)高效的廣告投資行為；相關(guān)的行政管理部門在法規(guī)建設(shè)和約束力度上有所欠缺等等。 最后，結(jié)合上面提出的問題，一一列出合理引導(dǎo)我國商業(yè)廣告經(jīng)濟(jì)功能有效發(fā)揮的對策建議。首先要強(qiáng)化數(shù)據(jù)理論分析，重視商業(yè)廣告經(jīng)濟(jì)功能的發(fā)揮；其次針對媒介資源壟斷現(xiàn)象，健全行業(yè)市場建設(shè)，規(guī)范政府管理行為；而對于生產(chǎn)經(jīng)營企業(yè)來說，要創(chuàng)新廣告經(jīng)營理念，打造企業(yè)品牌形象；最后，無論對政府管理者還是廣大的廣告從業(yè)者來說，都要主動履行責(zé)任義務(wù)，實現(xiàn)自我約束，，完善法律法規(guī)體系，提高自身素質(zhì)，這樣才能讓我國的商業(yè)廣告經(jīng)濟(jì)功能得到充分有效的發(fā)揮。
[Abstract]:The essence of commercial advertising lies in its commerce. It plays a very important role in the market economy in the information age and is an important part of our national economy. The economic function of commercial advertisement can promote the rapid and steady development of market economy in our country. But at present, the economic function of commercial advertisement in our country has a number of problems in practice, but the related theoretical research is still to be filled in. Therefore, it is not only a practical need, but also a theoretical necessity to study the social and economic functions of commercial advertising. This paper first explains why we should promote the economic function of commercial advertising to play an effective role. Through the introduction of the concept and general function of commercial advertisement, the positive socio-economic function and characteristics of commercial advertisement are derived, and the level of socio-economic development, the role of government and the role of media are analyzed. The factors that affect the economic function of commercial advertising, such as the behavior of enterprises and the level of advertising design. Combined with the development of dairy industry under the promotion of its advertising function, the paper proves the necessity of promoting the economic function of commercial advertisement in theory and practice. Next, it analyzes several problems existing in the economic function of commercial advertisement in our country. Including: the government departments and the public pay insufficient attention to the economic function of commercial advertising, and the related theoretical research and macro-planning lag behind; In commercial advertising activities, both media and advertising companies have a serious phenomenon of resource monopoly, distorting the rational allocation of resources, affecting the development of enterprises and industries; Production enterprises are restricted by internal and external constraints, can not use commercial advertising very well, leading to the proliferation of false illegal advertising, lack of scientific and efficient advertising investment behavior; Relevant administrative departments in the construction of laws and regulations and constraints on the lack of, and so on. Finally, combined with the above issues, one by one, the reasonable guide to the economic function of commercial advertising in China to play an effective role of countermeasures and suggestions. First of all, we should strengthen the analysis of data theory, attach importance to the function of commercial advertising economy, secondly, improve the construction of industry market and standardize the management behavior of government, aiming at the phenomenon of monopoly of media resources. And for the production and management enterprises, we should innovate the advertising management concept and create the brand image of the enterprise; Finally, both government managers and advertising practitioners should take the initiative to fulfill their responsibilities and obligations, to achieve self-restraint, to improve the system of laws and regulations, and to improve their own quality. Only in this way can we give full and effective play to the economic function of commercial advertising in our country.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：F713.8

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