Research On The Social Responsibility Mechanism Of Advertising Information Release In Department Stores

Department store industry is closely related with people's daily lives.In a sense,the distribution of department stores has become an important indicator to measure the economic development of a region.Facing with a variety of commodities in the department stores,advertising information plays a strong guiding role for buyers.Driven by economic interests,issuing false advertising information to stimulate customers' buying desire has become the common trick of bad department stores.Therefore,exploring the social responsibility of advertising information release in department stores is of great theoretical and practical significance.From three aspects of "survival in the crevice between online merchant and shopping center","diversified development of profit model" and "serious department store homogenization and gradual usage of differential marketing strategy",this paper analyzed the development status of department stores,and further analyzed the performances of the lack of social responsibility in department store's advertising information release.Its performance are as follows:false advertising fills with the market;immoral advertising makes use of every bit of time;discrimination advertising seems to be hidden,but actually the more is exposed;"hedonism" advertising exists in everywhere.Also,it analyzed the cause of the lack of lack of social responsibility in department store's advertising information release,from 7 aspects of "profit driven nature of enterprises","lagging law modification and poor execution","imperfect constraint system on corporate social responsibility","incomplete awareness of social responsibility","psychological expansion of rapid economic development","negative influence of Western value culture" and "weak consumer rights awareness".The key to improve the mechanism of advertising information release is to construct the constraint supervision mechanism and evaluation system from system theory.Constructing the social responsibility assessment system of advertising information release in department stores is a systematic project,which must be carefully studied on the first level and the two level indicators.To improve the social responsibility mechanism of advertising information release in department stores should work hard from six aspects.These six aspects include "pay high attention to the role of stakeholders,and innovative enterprise dynamic mechanism";"take various measures to improve enterprise organization responsibility mechanism";"strengthen the legal system construction for advertising release to improve advertising supervision and restraint mechanism";"strengthen the self-discipline of department store industry to improve the mechanism of social responsibility in advertising";"enhance consumer rights awareness to improve the mechanism of loss compensation".