The Research On Public Governance Mechanism Of China's Online Advertising

Online advertising of public governance is a systematic project, the supervision and management of traditional advertising and online advertising development system cannot meet the increasingly prominent in the face of regulatory difficulties, the economic characteristics of the network created for the public governance mechanism is the inevitable choice.This article is made of innovative online advertising two mechanisms of public governance: LGT mechanism of government regulation and industry self-regulation ODS mechanism.LGT: Combination of Law, Government and Technology of the government regulation mechanism. We formulate the local online advertising law and regulation when online advertising in the formulation of the legal situation is not ripe. We build a vertical leadership, both within and outside the combination of regulatory mechanisms and structure, so from top to bottom into a network, hierarchical management, regional coordination, and unity implementation. We use the newly implemented network monitoring technology. ODS: Combination of Organization, Development,Self-regulation of the industry self-regulatory mechanism. ODS is the promotion of industry self-regulation, the establishment of trade associations to develop industry specifications and the establishment of industry oversight mechanisms.Research through two mechanisms, and finally propose a model of balance governance, to abandon the traditional monopoly of public administration and compulsory and great importance to cooperation with industry organizations,emphasizing service-oriented, promoting a balance of governance, in the process of the formation of dynamic market stability mechanism and harmony to achieve the effective management of online advertising.