当前我国商业广告经济功能发挥问题研究

发布时间：2019-03-01 11:03

【摘要】： 商业广告的本质在于其商业性，它在信息时代市场经济下扮演着极为重要的角色，是我国国民经济的重要组成部分。商业广告经济功能的有效发挥，可以促进我国市场经济快速稳健的发展。但是目前我国商业广告的经济功能发挥，在实际中存在若干问题，而相关的理论研究目前仍有待填充。因此开展对商业广告的社会经济功能研究，不仅是一种现实需要，也是一种理论必然。本文首先阐明为什么要促进商业广告经济功能的有效发挥。通过简介商业广告的概念和一般功能，导出商业广告积极的社会经济功能和特点，分析了社会经济发展水平、政府的作用、媒介的角色、企业的行为和广告设计水平等影响商业广告经济功能发挥的因素。进而结合我国乳品行业在其广告功能合理发挥的促进下实现了行业发展，从理论和实践上证明了促进商业广告经济功能有效发挥的必要性。接下来着重分析了我国商业广告经济功能发挥中存在的几个问题。包括：政府部门和社会大众对商业广告经济功能发挥的重视程度不够，相关的理论研究和宏观规划有所滞后；商业广告活动中，媒介和广告公司都有比较严重的资源垄断现象，扭曲了资源的合理配置，影响了企业和行业的发展；生产企业受到来自内部和外部的制约，不能很好的运用商业广告，导致虚假违法广告泛滥，缺乏科学高效的广告投资行为；相关的行政管理部门在法规建设和约束力度上有所欠缺等等。最后，结合上面提出的问题，一一列出合理引导我国商业广告经济功能有效发挥的对策建议。首先要强化数据理论分析，重视商业广告经济功能的发挥；其次针对媒介资源垄断现象，健全行业市场建设，规范政府管理行为；而对于生产经营企业来说，要创新广告经营理念，打造企业品牌形象；最后，无论对政府管理者还是广大的广告从业者来说，都要主动履行责任义务，实现自我约束，，完善法律法规体系，提高自身素质，这样才能让我国的商业广告经济功能得到充分有效的发挥。
[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.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8

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