CAJ | 학술논문

目的：对深圳市医药广告发布情况及相关信息进行研究，了解医药广告违法率的影响因素，为医药广告监管和相关政策制定提供参考。方法用率和构成比对监测数据进行描述性分析，医药广告违法率的单因素分析用χ2检验，多因素分析用二分类Logistic回归分析。结果医疗广告监测系统2年共监测到66家医疗机构共发布医药广告202502次，违法42141次，违法率为20.81％。医药广告违法率的高低与季节、医疗机构类别、所在地区、性质1（按资产所有权性质划分）、性质2（按业务范围划分）、医疗机构级别、媒体类别、广告科室等8个因素有关。结论应重视对医药广告违法率影响重大的因素（平面、内科、门诊部、肛肠科和宝安区等），加强定向监管，进一步做好医药广告监管工作。
목적：대심수시의약엄고발포정황급상관신식진행연구，료해의약엄고위법솔적영향인소，위의약엄고감관화상관정책제정제공삼고。방법용솔화구성비대감측수거진행묘술성분석，의약엄고위법솔적단인소분석용χ2검험，다인소분석용이분류Logistic회귀분석。결과의료엄고감측계통2년공감측도66가의료궤구공발포의약엄고202502차，위법42141차，위법솔위20.81％。의약엄고위법솔적고저여계절、의료궤구유별、소재지구、성질1（안자산소유권성질화분）、성질2（안업무범위화분）、의료궤구급별、매체유별、엄고과실등8개인소유관。결론응중시대의약엄고위법솔영향중대적인소（평면、내과、문진부、항장과화보안구등），가강정향감관，진일보주호의약엄고감관공작。
Objective To understand the impact factors about the illegal rate of medical advertising, and to provide references for medical adver-tising regulation and related policy making through a study on Shenzhen medical advertising.Methods Rate and proportion were used to make descriptive analysis on the monitoring data in 2011 and 2012.Chi -square test was used for single-factor analysis about illegal rate of medi-cal advertising.Binary Logistic regression was used for multiple factor analysis about illegal rate of medical advertising.Results Medical advertising monitoring system has monitored medical advertisement 202502 times in 2 years.Among them, illegal advertisement accounted for 42141 times, with the ratio of 20.81%.A total of 66 medical institutions issued medical advertisement.The factors of seasons, medical structure categories, regions, properties ( divided according to the ownership of assets) , properties ( divided according to business scope ) , levels of medical institutions, media categories, departments of medical advertising were associated with illegal rate of medical advertising.Conclusion The significant factors of illegal rate of medical advertising, such as print media, internal curative department, out -patient department, anorectic branch, Bao′an district should be attached importance and directional regulation should be strengthened to further improve medical advertising regulatory work.