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 variousmedia or forms to publish pharmaceutical advertising,including product publicitymaterials of pharmaceutical production and marketing enterprises.The purpose of thisstudy is to investigate the public's views on the current domestic pharmaceuticaladvertising and the possible impact of advertising on it.At the same time,combinedwith China's national conditions,this study compares the regulatory system ofpharmaceutical advertising between China and the United States and other countries,so as to promote the further improvement of the regulatory system of pharmaceuticaladvertising in China.Methods:Through the literature reference method,consultingrelevant literature and drug advertising regulatory review process for research;through the comparative study and analysis of different drug advertising regulatorysystems in China and foreign countries,we can get the improvement and optimizationmeasures.Results:Through the collected questionnaire data and the comparativeanalysis of Chinese and foreign drug advertising supervision,this paper finds out theproblems of China's current drug advertising market and the loopholes and defects ofthe drug regulatory system,analyzes and discusses them with reference to foreignexperience,gives suggestions and puts forward improvementmeasures.Conclusion:Since 2005,China's drug advertising regulatory system has furtherincreased the punishment provisions for various illegal advertisements on the basis ofstandardization,gradually making the supervision of drug advertising from "review,approval and investigation"to "examination,approval and investigation are notrelaxed",improving the deterrent force of the law.However,compared withdeveloped countries,there are still some problems and contents that are not coveredby law.[Keywords]Pharmaceutical advertising Audit supervisionComparativeanalysis research System optimization目录1前言…12调查背景分析.…22.1我国药品市场的现状....22.2药品违法广告的现状23调查简介....43.1调查目的3.2调查描述43.2.13.2.243.2.3453.4调查资料收集.·63.5取样原则和方法..3.5.1样品选取原则...3.5.26664调研结果与分析4.1调查对象的基本情况..74.2调查对象对药品广告的认知..74.2.1关于药品认知途径的具体分析..74.2.2关于药品广告特点的看法分析...4.2.3关于对药品广告监管的建议分析...…10104.2.5关于对药品广告中存在欺诈行为的看法分析...·10