我国白酒广告监管的社会效益研究——以机动车交通事故为例

发布时间：2018-12-20 08:16

【摘要】：白酒是一种成瘾性商品,且其消费具有负外部性,会导致市场失灵。过量饮酒不仅会损害饮酒者自身的身心健康,还会造成严重的经济社会损失。因此,从保障社会福祉的角度对酒类销售尤其是酒类广告进行监管是非常有必要的。然而,学术界对酒类广告监管能否达到预期效果还存在较大争议。为此,解答酒类广告监管的实施是否有助于增进社会福祉这一问题具有重要的现实意义。在构建简单模型的基础上证明了提高白酒广告监管强度有助于减少白酒消费量,并以机动车交通事故为例进行实证分析,发现通过提高白酒厂商的广告成本,我国所实施的白酒广告监管政策能够产生较好的社会效益。
[Abstract]:Liquor is an addictive commodity, and its consumption has negative externalities, which will lead to market failure. Excessive drinking will not only damage the drinkers' physical and mental health, but also cause serious economic and social losses. Therefore, it is necessary to regulate alcohol sales, especially alcohol advertising, from the perspective of social welfare. However, whether the regulation of alcohol advertising can achieve the desired results is still controversial in academic circles. Therefore, it is of great practical significance to answer the question whether the regulation of alcohol advertising can contribute to the improvement of social welfare. On the basis of constructing a simple model, it is proved that increasing the intensity of liquor advertising supervision is helpful to reduce liquor consumption, and taking motor vehicle traffic accidents as an example, it is found that the advertising cost of liquor manufacturers can be increased. Our country implements the liquor advertisement supervision policy can produce the good social benefit.
【作者单位】：中国社会科学院研究生院;中国人民大学经济学院;北京工商大学经济学院;
【基金】：国家社会科学基金项目(项目编号:15BJL032) 北京市社会科学基金项目(项目编号:16YJA005)
【分类号】：F426.82;F713.8

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