广告对患者购药行为的影响研究【摘要】目的：药品广告是指使用各种媒体或形式发布药品广告的企业的产品宣传资料，包括药品生产和销售企业。本研究旨在通过调查群众对于如今国内医药广告的看法以及广告对其所可能造成的影响，同时结合我国国情，对比我国与英美等国的医药广告监管制度，对我国现行药品广告市场提出建议性改进，促进我国药品广告监管制度的进一步完善。方法：通过文献参考法，查阅相关文献和药品广告监管审核流程进行研究；通过对中外各国的药品不同广告监管制度进行对比研究分析从而得出改进优化举措。结果：通过收集到的问卷数据以及中外药品广告监管的对比分析，找出中国现行药品广告市场的问题和药品监管制度体系的漏洞和缺陷，借鉴国外经验加以分析讨论，给予建议并提出改进措施。结论：自 2005 年以来，中国的药品广告监管制度在规范的基础上进一步加大了对各种违法广告的处罚力度，逐步使药品广告的监管从“审查批准，侦查”变为“审查，批准，侦查不放松”。提高法律的威慑力。但是，与发达国家相比，仍然存在一些法律未涵盖的问题和内容。【关键词】药品广告；审核监管；对比分析；制度优化注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为：_______________。Study on the influence of advertisement on patients' purchase behavior[Abstract]Objective: Pharmaceutical advertising refers to the use of various media or forms to publish pharmaceutical advertising, including product publicity materials of pharmaceutical production and marketing enterprises. The purpose of this study is to investigate the public's views on the current domestic pharmaceutical advertising and the possible impact of advertising on it. At the same time, combined with China's national conditions, this study compares the regulatory system of pharmaceutical advertising between China and the United States and other countries, so as to promote the further improvement of the regulatory system of pharmaceutical advertising in China. Methods: Through the literature reference method, consulting relevant litera...
