我国医药广告市场概况分析

Market analysis of China′s medical advertising

本文以医药广告市场基本特点为切入点,结合政府部门的统计数据分析其市场需求的积极方面和消极方面。另外,还通过国家广告行业的监管模式以及相关的法律法规、广告行业自律等几个方面来探讨目前的医药广告市场的现状及其存在的不足,进而提出一些建设性措施。

In this paper, we make the basic characteristics of medical advertising market as an entry point, then analyze statistics data, which is released by government departments. We could draw the conclusion of the positive aspects and the negative aspects of market demand. In addition, we also think of the regulation mode of the advertising industry and related laws and regulations and its self-regulation to explore the current status of medical advertising market and its shortcomings,and then put forward some constructive measures.