| 摘要: |
| 已有研究认为，价格和广告对于解决消费者和厂商之间的质量信息不对称问题起着关键的作用；但在二元社会保障结构和医疗需求远大于供给的情况下，价格和广告对医疗产品和服务这类经验品的质量信息传递是有局限的，并表现出提供高质量产品和服务的厂商采取“高价格、低广告投入”策略，而提供低质量产品和服务的厂商采取“低价格、高广告投入”策略的特征。对于具备完善社会保障的群体而言，价格的确能起到传递医疗质量信号的作用；但是对于不具备完善社会保障的群体而言，广告并不能很好地发挥传递质量信号的作用；同时，医疗服务市场上存在逆向选择的可能，广告可能误导消费者的选择，而并不能解决信息不对称问题。应建立健全覆盖全社会的社会保障体系，增加优质医疗产品和服务的供给，强化医疗服务监管，并提高广大消费者的医疗素养。 |
| 关键词: 信息不对称 经验品 医疗广告 价格信号 医疗质量 二元社会保障结构 医疗保障 逆向选择 医疗产品和服务 医疗体制改革 |
| DOI： |
| 分类号: |
| 基金项目: |
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| The Limitations of Price and Advertisement to TransmitQuality Information of Medical Goods and Services—Game Analysis Based on Dual Social Security Structure |
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XIE Qiu-shan，XU Yuan-yuan
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| Abstract: |
| The existed research holds that price and advertisement play a key role in solving the problems in quality information asymmetry between consumers and enterprises， under the condition of dual social security structure and medical demand being much bigger than supply，however，the quality information transmission for the experience products such as medical products and service by price and advertisement is limited with the feature of that the firms with high-quality products and service use the strategy of “high price and low advertising investment” but the firms with low-quality products and service use the strategy of “low price and high advertising investment”. In terms of the groups with perfected social security，price can really play a role in transmitting medical quality signals，meanwhile，there is a possibility for medical service market to have reverse selection，as a result，the advertisements may misguide the selection of the consumers，and information asymmetry problems can not be solved. The social security system covering the whole society should be set up and perfected， the supply for excellent medical products and service should be increased，medical service supervision should be consolidated and the medical consuming quality of the consumers should be improved. |
| Key words: information asymmetry experienced goods medical advertisement price signal medical quality dual social security structure medical healthcare reverse selection medical product and service medical system reform |
