公众人物代言虚假广告的经济学分析

运用经济学的寻租理论分析当前普遍存在的公众人物做虚假广告现象,正是公众人物利用自己的名气、地位、声望、权威和影响力这一特殊的稀缺资源给企业做虚假广告,为自己和企业获取暴利,对消费者造成伤害。遏制公众人物的寻租行为应加强精神文明建设,提高名人的思想修养;从管理和执法者入手,遏制公众人物代言虚假广告;加大对虚假广告的打击力度;修改和完善《广告法》等。     

虚假广告规制的法经济学分析

广告业在发展过程中很大程度上受到了虚假广告泛滥的危害,加大对虚假广告的治理力度已经成为必然选择。本文运用法经济学理论,对虚假广告出现的原因及现有的法律规制等进行分析,以期改善广告业发展的法律环境,健全治理虚假广告的法律规制体系。     

对虚假广告治理的法律探析

随着我国社会主义市场经济体制的建立,大量虚假广告开始出现。本文首先分析了认定虚假广告应当把握的几个关键点,其次对虚假广告的成因从多个方面进行了探讨。若对虚假广告不予有效规制,将影响消费者合法权益的实现。因此要学习国外治理虚假广告的成功经验,同时结合我国的具体国情,在加强诚信制度建设,增大虚假广告责任主体的违法成本,完善广告监管机制,加强广告媒体的自律,提高消费者的维权意识,完善社会监督体系方面等方面对虚假广告进行治理。     

基于经济学理论对虚假药品广告存在根源的探讨

本文从经济学角度对虚假药品广告出现的根源进行论证,通过调查分析,在宏观、中观、微观三个方面得出综合治理的结论。     

浅谈对虚假广告的治理

随着我国广告业的迅猛发展,致越来越多的虚假广告有了生存的土壤。虽然近些年国家机关及其工作人员对虚假广告加大了打击力度,但是虚假广告利用其隐蔽性强、成本低廉、回报率高等众多因素,使少数违法分子存在侥幸心理并且大肆的从事广告违法活动,这使得广告市场极不稳定而且人们对广告的可信度急剧下降。故当务之急就是从根本上遏制虚假广告行为,切实的保护消费者合法权权益,并且要维护广告市场的权威与稳定。     

公司治理的法经济学分析

随着新《公司法》的颁布,公司治理得到进一步加强和完善,但实际中我国的公司治理仍然存在众多的问题需要解决。本文尝试运用法经济学的方法,从委托代理问题、交易成本和博弈论三个方面入手,将经济学效益或效率最大化作为完善公司治理的最终目标,运用契赵理论、成本一效益和博弈等方法展开讨论,以期能找到解决问题的途径。     

Enlarging the Pie vs. Increasing One's Slice: An Analysis of the Relationship Between Generic and Brand Advertising

Marketing Letters - Generic advertising promotes the general qualities of a product category and, therefore, benefits all firms—regardless of who has contributed to the campaign (e.g....     

基于微分博弈理论的广告竞争研究综述

在详细地阐述近四十年来微分博弈框架下的广告竞争研究的基础上,介绍了微分博弈理论的基本框架和常见的三种微分博弈模型以及寡头竞争条件下的三种扩展形式,并对这些模型的实证研究进行了回顾。最后,简要地评述了这些研究成果,指出了这一研究领域当前面临的困难和未来可能的研究方向。     

造假——打假的经济博弈分析

从经济学角度分析了造假—打假之间的博弈模型及其隐含的经济原理,提出了造假中的“囚徒困境” 和大小公司造假动机的博弈模型,并就此展开论述了打假的对策措施,以有助于有关部门治假。     

Informational/Transformational Appeals in Political Advertising: An Analysis of the Advertising Strategies of 2010 U.S. Gubernatorial Campaigns

This study addressed four gaps in political advertising research: (a) a better framework to replace the issue–image dichotomy, (b) differences in advertising strategies between incumbents and challengers, (c) influence of party positioning on candidate positioning in advertising, and (d) political advertising in state elections. Through a content analysis of 210 advertisements from the 2010 U.S. gubernatorial elections, it was revealed that (a) the concept of information/transformation was similar to the notion of issue/image, and the typology of informational/transformational advertising, after modification, adequately captured the complexity of political advertising; (b) the use of advertising appeals did differ between incumbents and challengers—incumbents used more transformational appeals and positive advertisements, whereas challengers used more informational appeals and negative advertisements; and (c) while the informational advertisements of the Republican candidates appeared to be substantially impacted by issues owned by their party, the influence of party positioning on candidate positioning was quite limited.     

Magazine Advertising: Factors Influencing the Effectiveness of Celebrity Advertising

This study analyzes the differences in celebrity effectiveness in advertisements of different styles as well as the impact of source credibility. This study uses an experimental magazine to test nine fictional advertisements for three products with unreal brands and three advertising styles. The findings show that the advertising styles that generate the greatest effectiveness differ according to the product; the celebrities do not increase effectiveness, but when the respondents recognize the celebrity, effectiveness increases; and credibility influences affective and conative measures. The work also considers how celebrity-product pairings, the existence of negative celebrity information, and the familiarity with the celebrity affect the effectiveness.     

意识形态的制度经济学分析

意识形态不仅是我们这个时代的哲学主题 ,而且也是制度经济学研究的重要课题。意识形态具有政治合法性、团结统一性、价值导向性三个功能 ,并在经济发展中产生了巨大的作用。正确看待意识形态问题 ,对于已经进入WTO、更加融入世界经济大潮中的中国来讲具有重要的意义     

公私伙伴关系的公共经济学分析

公私伙伴关系(PPP)是政府与私人伙伴之间关于公共服务供给的一种协议。PPP理论从三个方面丰富和发展了公共经济学基础理论:首先,提倡政府与市场是一种合作关系;其次,它从公共产品供给主体的创新、放松所有权约束、强调服务供给效果和提升公共支出效率等方面丰富了公共产品理论;再次,它将交易成本经济学、代理理论和产权理论结合起来,置政府、市场和第三部门于一个"市场"内,融合并发展了公共选择理论。     

中国虚假贸易的规模测算及对策研究

本文测算了2000~2012年中国与32个国家的虚假贸易规模,结果表明,虚假贸易规模从2000年的156.7亿美元增加到2012年的4,565.9亿美元,超过贸易总规模的10%,其中进出口伪报规模呈现"U"型特征,复进口以及中国内地对香港地区的虚假贸易规模呈现逐步上升趋势,这与国内利率汇率尚未完全市场化、资本项目不完全可兑换以及其他因素有关,并对中国经济金融产生不利的影响。因此有必要通过转变监管方式,建立与国际接轨的贸易数据统计机制,提高存款利率的上限额度和人民币汇率的波幅以及转变经济发展方式来减少虚假贸易规模。     

基于Lanchester模型的双寡头市场广告竞争研究

通过讨论微分博弈模型——Lanchester模型及其开环解和闭环解,并进行对比,发现闭环策略能比开环策略更好地反映市场动态变化,这意味着闭环策略可能更受营销决策者的欢迎。     

Culture,Perceived Value,and Advertising Acceptance: A Cross-Cultural Study on Mobile Advertising

Abstract

Adverting standardization has been widely discussed since 1990s. Recently, this discussion has been extended to mobile advertising. When it comes to adopt a standardization or localization strategy, it is important that marketers understand how mobile advertising is perceived in different markets. This study examines the impacts of four perceived values of mobile advertising on young Australian and Chinese consumers’ acceptance of mobile advertising. The findings suggest that perceived functional value have the most positive effect on mobile advertising acceptance, followed by credibility and interactivity value. Further analyses reveal that culture moderates the relationships between perceived values and advertising acceptance.