摘要
目前,我国网络广告正在逐步勃兴,与此同时,传统的广告监督管理体制与网络广告发展不相适应的问题也日益突出,引发了许多矛盾和冲突。面对市场和政府的双失灵,实现由传统的网络广告监管向网络广告治理的转变成为必然选择。网络广告治理是一项系统工程,单纯依靠政府职能部门无法实现预期效果,需要政府、社会组织、民众等多方共同参与,强调服务导向和参与意识,明确各自的责任,从而形成良好的合作网络,实现网络广告的有效治理。
Nowadays, the market of internet advertisement is growing vigorously in China. However, the problem that the traditional supervision system of internet AD does not adapt to the development of Internet AD is becoming more and more serious. This leads to many conflicts and contradiction. Facing the malfunction of both market and government, there will be no other choice but to realize the transformation from the traditional way to the internet AD governance. But this requires a systematic project, not only dependent upon the government＇s functional sectors, but also social organizations and the public. It puts the emphasis on the service guiding, participation consciousness and crystallizing responsibility. In this way will be realized the good network cooperation as well as the good internet AD governance.
出处
《商业研究》
CSSCI
北大核心
2009年第1期188-191,共4页
Commercial Research
基金
2006年度国家社会科学基金项目<政府公共服务职能与建设服务型政府研究>
项目编号:06BZZ030
关键词
网络广告
政府监管
治理
internet advertisement
governmental supervision
governance
