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医疗广告在我国广告市场上占有重要份额,虚假医疗广告具有极大的社会危害,已引起政府和公众的广泛关注。医疗广告市场存在的信息不对称是虚假医疗广告的成因之一。本文在分析医疗广告市场信息模式的基础上,分析了广告主与广告受众、广告主与广告公司、政府监管部门与广告主、广告公司和广告媒体之间的信息不对称现象,对高质广告主与低质广告主、广告主和广告公司与政府监管部门、广告媒体与政府监管部门之间的博弈模型做出了求解和行为分析。
Medical advertisements occupy a significant share of the advertising market in our country. False medical advertisements have great social harm, and have drawn wide attention from the government and the public. Asymmetric information in the medical advertising market is one of the causes of false medical advertisements. Based on the analysis of the medical advertising market information model, this paper analyzes the information asymmetry between advertisers and advertising audiences, advertisers and advertising agencies, government regulators and advertisers, advertising agencies and advertising media, Main and low-quality advertisers, advertisers and advertising agencies and government regulators, advertising media and government regulators between the game model to make a solution and behavior analysis.