摘要
随着我国市场经济的不断完善,广告逐渐成为消费者了解商品的性能、价格与种类的重要途径。但目前虚假广告充斥市场,部分商品经营者通过虚假广告获取超额利润,扰乱市场的正常秩序。本文利用博弈论理论,建立虚假广告主、政府及寻租者的三方博弈模型,对虚假广告的治理模式进行分析,提出了改进虚假广告治理的建议,以期能对完善虚假广告的治理模式有所启示。
Along with improvement of our market economy, advertisements have gradually become an important way for consumers to learn characteristics, prices and types of the commodity. But with false advertisements flooded the market at present, some managers gain excess profits with false advertisements, which disturbs the normal order of market. This paper applies the game theory to set up a three-side game model including advertisers, governments, rent seekers to analyze the governance model for false advertisements and propose some suggestions for the governance in order to improve the governance model of false ad- vertisements.
出处
《企业经济》
北大核心
2012年第9期71-74,共4页
Enterprise Economy
关键词
虚假广告
三方博弈
寻租
false advertisement
three-side game
rent seek
