CAJ | 학술논문

通过对2014年“中国王力杯”好质量奖社会组织奖的获得者中央人民广播电台“天天315”栏目这一案例的深入分析，发现媒体参与质量维权将保有持久的社会关注度、获得较高的社会声誉和可观的商业利益等动因，能够激励媒体积极地参与质量维权；媒体参与质量维权还会产生相当的正效应，包括弥补正式治理机制的低效与不足，加速市场对质量的“优胜劣汰”作用；强化消费者在质量关系中的主导性地位，有效促进消费纠纷的解决；通过企业声誉的溢出效应，对企业质量行为形成有效的激励与约束等。要进一步发挥媒体监督在我国转型时期对质量维权的治理功能，要建立法律约束机制、媒体与消费者共促机制、媒体治理与行政介入的衔接机制和媒体与企业的声誉机制等。
통과대2014년“중국왕력배”호질량장사회조직장적획득자중앙인민엄파전태“천천315”란목저일안례적심입분석，발현매체삼여질량유권장보유지구적사회관주도、획득교고적사회성예화가관적상업이익등동인，능구격려매체적겁지삼여질량유권；매체삼여질량유권환회산생상당적정효응，포괄미보정식치리궤제적저효여불족，가속시장대질량적“우성렬태”작용；강화소비자재질량관계중적주도성지위，유효촉진소비규분적해결；통과기업성예적일출효응，대기업질량행위형성유효적격려여약속등。요진일보발휘매체감독재아국전형시기대질량유권적치리공능，요건입법률약속궤제、매체여소비자공촉궤제、매체치리여행정개입적함접궤제화매체여기업적성예궤제등。
Through the case study of “Everyday 315”of China National Radio,the prize-winner of Social Organization Award of 2014 “Wangli Cup”,we empirically find that persistent concerns, high social prestige and considerable commercial interests will encourage the medias to take participate in protecting consumer rights.And it will produce some positive effects:compensating the inefficient and inadequate of formal governance mechanisms and accelerating the decreasing of inferior products;Strengthening consumers’dominant position and effectively helping consumers to solve disputes;forming an effective incentive and restraint for the enterprises through the spillover effect of corporate reputation.To further develop the governance capabilities of media supervision in our transition period,we should establish legally binding mechanism, media and consumer co - promoting mechanism,the convergence of mechanism between media and administrative intervention,media and corporate reputation mechanism and so on.