【作者】 常云成；

【导师】 叶桦；

【作者基本信息】 复旦大学 ， 药剂学， 2009， 硕士

【摘要】 药品是一种特殊的商品。药品广告的真实性对于消费者尤为重要,因而加强药品广告的监督管理十分必要。近些年来,我国违法药品广告屡禁不止,药品广告的监督管理日渐成为热点和难点问题。鉴于此,加强我国药品广告监督管理制度的研究具有重要的理论和现实意义。本文运用药事管理学、行政管理学、行政法学、广告学、经济学等相关理论,遵循“政策制定科学程序”的逻辑思路,集中于“政策问题确认、政策问题根源分析、政策方案研制、可行性论证”环节来分析我国的药品广告监督管理体系。本文的主体结构为三部分:我国违法发布药品广告的问题分析、我国违法发布药品广告的原因分析、我国药品广告监督管理制度设计的建议。着重从违法发布药品广告的现状、特点和危害确认了研究对象的问题所在,从行业自律、社会监督、政府监管三方面阐述了目前药品广告监管存在问题的原因及对策建议。在论述过程中,界定了本文研究的药品广告的范畴,提供了药品广告监管的理论支持,并借鉴了国外对药品广告监督管理的经验。更多还原

【Abstract】 Drug is a special kind of merchandise.The facticity of drug advertisements is more important to consumers,so it’s very necessary to strengthen the supervision and administration system of drug advertisements.In recent years,because of repeated illegal drug advertising in China,the supervision and administration of drug advertising is becoming a hot and difficult problem.So it has important theoretical and practical significance to have a study of the supervision and administration system of drug advertising in China.Applying Pharmacy Administration,the Administration of Science,Administrative Law,Advertising,Economics and other related theories,following logic thinking of the "policy making scientific procedures" and focusing on "confirmation of policy problems,analysis of the policy problems causes,development of policy programs and feasibility study",this paper analyzes China’s supervision and administration system of drug advertising.This paper mainly contains three parts:problem analysis of illegal drug advertisements in China;cause analysis of illegal drug advertisements in China; suggestions on the supervision and administration system designing of drug advertisements in China.By focusing on the actuality,characteristics and hazards of illegal drug advertisements,the problems are confirmed in the study.From the aspects of "Industry self-discipline,social supervision and the government administration", some causes and proposals are discussed on the current regulation of drug advertising. In the process of discussion,this paper defines the scope of drug advertising and provides theories support of drug advertising and learns from the foreign supervision and administration experience on drug advertising.更多还原