2009୍1ᄅ֒սࣜ࠶॓࿐ֻ31ज ֻ1௹ ࠎႿ౦ۋொݺ֥இഥଆࠣࣜ࠶ٳ༅朱红红,孙曰瑶(תն࿐ࣜ࠶࿐ჽ,ת࠶ଲ250100)ᅋေ:21ൗࡀ൞౦ۋཨٮ֥ൈսb౦ۋஇିܔࢹᇆ߰ބૹೌ֥׳ҳ৯,ᄎႨႅҟᄝದো౦ۋМު֥ᆇᆞ৯ਈაཨٮᆀ๙ބࢌੀbЧ໓ᄎႨࣜ࠶࿐ࠣஇࣜ࠶ં,ᄝؓགྷႵஇഥσ২ࠣં࣮ࣉྛٳ༅֥ࠎԤഈ,ႄೆ౦ۋၹ,ܒࡹࠎႿ౦ۋொݺ֥இഥࣜ࠶ଆ,ؿགྷ౦ۋᆷඔ࠻ିܔᄝᇉ่ࡱ༯႕ཙཨٮᆀ࿊ᄴொݺ,Ⴛିܔ๙ݖ႕ཙোطቔႨႿ࿊ᄴӮЧ;ӌഅஇഥӮۿაڎ౼थႿھӌഅஇაఃᇉӁ֥இ֥౦ۋᆷඔᆭࡗ֥ܱ༢bܱՍ:౦ۋொݺ;இഥ;ࣜ࠶ٳ༅ᇏٳোݼ: ໓ངѓ്:A ໓ᅣщݼ:1002-2848-2009(01)-0050-09 21ൗࡀ൞౦ۋཨٮ֥ൈսbᄝݖಀ୍֥ࠫ གྷႵܱႿஇഥ࣮ીႵՖ۴Чഈࢳथஇᇏ,ൗࢸᆞᄝՖၛࠏఖູႇྦ֥۽ြ౺֥ࣜ࠶ཟഥ֥ࠏ໙ี,ࠧஇഥ่֥ࡱָ֞൞હ,Ⴍၛದູ৯֥ࣜ࠶ሇэ,ᄝದЧ౺֥ࣜ࠶,ཨٮః൞ીႵՖࣜ࠶࿐࢘؇ᄎႨࣜ࠶ଆࢳஇഥᆀؿߨሢथקྟ֥ቔႨb5୧ჿൈБ6֥၂໓ᅣӮϧ֥ܱၹbЧ໓ᄎႨࣜ࠶࿐ࠣஇࣜ࠶ඪ:֡/ᄝݖಀ֥50୍,ࣜ࠶ၘࣜႮၛളӁູࠎԤં,ᄝؓஇഥσ২ࠣଆࣉྛٳ༅֥ࠎԤഈ,ႄሇэӮၛཨٮູࠎԤbၘࣜႮྟ֥ٓԐശ֞ೆ౦ۋၹ,ܒࡹࠎႿ౦ۋொݺ֥இഥଆ,ѩམ֥ݓ؇,Ֆग़ܴэథູᇶ,ܴ֞ղྏ֥ؓఃࣉྛࣜ࠶ٳ༅bݓb[1]0෮໌இഥ,൞ᆷႨჰஇԛᇉ҂၂a໓ངሸඍܒ֥ྍোљӁ,ൈ҂ڿэჰஇᄝଢѓཨٮᆀݓຓܱႿஇഥ໙ี֥࣮ᇶေࠢᇏᄝਆ۱ྏଢᇏ֥ো؇bஇഥିܔϺᇹఒြϥຂൈॢٚ૫:இഥ႕ཙေaஇഥࡎᆴܙbᄝࠣሧჷཋᇅ,ঔն႔০ॢࡗބӻࣲྟbࣜݖؓᇙ؟இഥ႕ཙေٚ૫,ఔކ؇aஇ৳མ¹ࠣӁടஇഥσ২֥࣮ؿགྷ,ᄝӁࣩᆚॢభࠗਛೆºӱ؇ᄝஇഥᇏ֥ᇗေ႕ཙቔႨၘФޓ؟࿐ᇉ߄གྷའᇗ֥൧ӆ֒ᇏ,Ӂࠣஇᄝ/౦ۋ0ᆀބ࣮ᆀ෮ᆣൌbஇഥࡎ֥Ӯݔᇶေุགྷଽಸٚ૫֥ҵၳၘࣜӑᄀࡎ,۬طӮູཨٮᆀथҦᄝࠫ۱ଆ֥ࡹ৫ބᄎႨ,ࠧ౦ۋథ၍ଆaླ৳ྛູ֥ܱၹbམଆa҅࠺ଆ»ބٳোଆ¼b ൬۠ರ௹:2008-10-21 ቔᆀࡥࢺ:ᇫޣޣ(1981-),୯,תസ຺٘൧ದ,תն࿐ࣜ࠶࿐ჽѰൖ࣮ള,࣮ٚཟ:இა੪ႳြؿᅚંაႋႨ;ჾဧ(1963-),תസକཅದ,תն࿐ࣜ࠶࿐ჽ࢝൱aѰൖള֝ഽaஇࣜ࠶࣮ᇏྏᇶ,࣮ٚཟ:இࣜ࠶࿐ંb¹ இ৳མ,ࠧஇหק৳མ,൞ᆷࡼ၂۱இაఃࣩᆚஇཌྷљ֥หྟࠇ০ၭׄbº ཨٮᆀؓྐ༏֥൬࿙קၬູ/Ӂടೆ0,ടೆӱ؇൞Ӂაཨٮᆀྖ౿aླބࡎᆴ֥ۋᆩཌྷܱӱ؇b» Њ࠺ଆಪູ֒ದؓଖ൙֥ಪᆩԛགྷބჰ༵ؓھ൙ಪᆩؿള҂၂ᇁൈ,߶ؓჰ༵֥ಪᆩࣉྛטᆜb¼ ٳোଆಪູದؓ൙֥ಪᆩ൞๙ݖٳোটປӮ֥,༵ࠧϜଖ൙݂උႿଖ۱োљ,ಖު۴ऌၘࣜᅧ֥ᆃ၂োљ֥൙֥ᆩ്ট؎ھ൙b50
ݓଽܱႿஇഥ֥࣮ಯಖ๔ᄝؓஇۋڭۂٓຶބනམଽݤ¹,Їওܼ؇aധ؇ބ఼؇ഥ֥၂Ϯ࣮,ંaଆაൌᆣ࣮ᄝധ؇ބܼ؇۱ᆷѓ(ೂ1෮ൕ)b֒EC>0ൈ,ཨٮᆀӁളᆞनઋުႿݓຓඣbᄝஇഥଆࠣൌᆣ࣮ٚཟ౦ۋุဒ֥ྏડቀۋ,২ೂॹুaሱྐaൽൡ;֩૫ᇶေႵ:۴ऌA&KטҰൌဒٚمෆࠢᇏݓ֥ဢЧ֒EC<0ൈ,ཨٮᆀӁളڵཟ౦ۋุဒ֥ྏડቀሧਘ,ࡹ৫݂߭ٳ༅ଆ[2];இഥӮۿੱଆۋ,২ೂ७aॣऔaკો;֩ط֒EC=0ൈ,ཨٮᆀ[3];இഥ֥ܙଆ[4];චᇏࢺ႕ཙଆ[5];ીႵޅ౦ۋุဒbӁҵၳ߄֥Ѱᒮଆ[6]֩bഈඍܱႿஇഥ֥࣮۷؟֥ടࠣܵ࿐aႏཧ࿐aྏ࿐aഠ߶࿐ࠣ࠹࿐֩bࣜ࠶࿐࢘؇֥ٳ༅ࡼஇഥ݂ࢲູ൧ӆࣉೆ໙ีbਟୄaДغބօୄغࡼஇഥुቔ൧ӆࣉೆ໙,ี๙ݖࣉೆྍ൧ӆൈஇႪ൝֥ౢ༉ଆധದטҰٳ༅இഥೂޅ႕ཙਔྍӁ൧ӆ֥ࣩᆚ[7]bؽa౦ۋა౦ۋหᆘ21ൗࡀ,ದো໓ૼ֥ᇗྏႮᇉሧჷཟࣚപሧ1 ౦ۋಸਈൕၩჷሇ၍[8]b౦ۋቔູದোࣚപࠃ֥ఏ,ׄؓದোሧਘটჷ:ቔᆀᇅྛູऎႵᇗေ႕ཙb൞ᇉ෮ࠗఏ֥۱ุ౦࿂ѯEC=g(ES,EI,ED),ECI{-],+]},ᄵ,൞၂ᇕऎႵࠏބᆩत֥ࠒࠞ৯ਈ,ቆᆮaົႵ:ӻބᆷ֝ྛູb17ൗࡀ,ᇷ࿐ᆀֲवغಪູ౦ۋ9EC9EC9EC൞॥ᇅದোྛ֥ࠃ৯ၹb1872୍,ղغ໓ᄝః>0,>0,>09ES9EI9EDᇷቔ5ದა֥і౦6၂ᇏࢺകਔॹুa७aES=fs(a1,a2,,,an),EI=fI(a1,a2,,,an),Ⴌ੮aИβaညذaڵቌۋaό֩؟ᇕ౦ۋ֥หED=fD(a1,a2,,,an)ᆘ[9]bཨٮᆀ߶ؓၘႵᇉ০ၭࠇ౦ۋ০ၭ֥Տࠗ༝(၂)෮໌౦ۋၛູӈ,ေЌӻ౦ۋಸਈ҂э,ླေ҂؎Ґ౼۲ᇕՖஇࣜ࠶࿐࢘؇ط,౦ۋ(Emotion),ႻӫႵི֥இҦ,ิۚՏࠗӱ؇,ࠇᆀԛགྷ۷؟֥ྍູஇ౦ۋ,ᆷ֥൞၂۱இᄝۋतބ౦࿂֥Ҫ૫Տࠗºbೂ2෮ൕ,ECіൕ౦ۋಸਈ,sіൕิۚ౦ഈؓཨٮᆀ֥႕ཙაԨb၂۱இᆞ൞ࢹႮ౦ۋۋಸਈ֥இҦ(ิۚՏ఼ࠗ؇,ঔն౦ۋܼ؇,֥ࢌੀሼࣉದૌ֥ളࠃ,აದૌֿࢲԛ၂ᇕ۷ധҪᄹࡆ౦ۋധ؇֩),tіൕൈࡗbෛሢൈࡗtႮ0ሇ၍Ց֥aӻࣲ֥৳༢b౦ۋ൳֞۲ᇕၹ֥႕ཙބᇅ֞t1,౦ۋ఼؇ႮEC0ᄹࡆ֞EC1,ᄝՎᆭުᇯࡶࡨჿbՖັܴҪ૫ط,౦ۋ൳֞ൈࡗaཨٮྏaཨഒ֞EC2bႮՎҩ,҂Ґ౼ޅծീ,ECࡼቋᇔٮߌaྟљa୍ਭa൳࢝ტӱ؇aദุࡲूሑঃaሷཨാbೂݔေ౦ۋಸਈЌӻᄝEC1֥ඣ,ླေ҂࢝ྐဟ่֩ࡱ֥႕ཙ;ՖޡܴҪ૫ط,ഠ߶֡؎Ґ౼ծീ,ࠧႮs1ᄹࡆ֞s2b֣a۽ြ໓ૼؿᅚӱ؇aൈսྟaቂྟaಆ౯߄aת(ؽ)หᆘ༆ٚ໓߄ҵၳ֩ࡼ֝ᇁཨٮᆀ౦ۋ֥҂b1.౦ۋग़ܴթᄝႨa1,a2,a3,...֩টіൕ౦ۋ֥႕ཙၹ,౦ۋቔູದোᇕቂࣉ߄֥ᆣऌ,൞ದোྛູ֤ᄵႵ:ၛ࿃֥ࠏᇅbದোؓ౦ۋ֥ሔაളऒট,ѩE=f(a1,a2,,,an)ෛሢࠎЧളളթླ֥ડቀ,ሔଽྏ౦ۋླ౦ۋಸਈ(EmotionalCapacity,ࡥӫEC)൞ᆷ౦֥რຬ߶۷ࡆ఼ਛb౦ۋླ,ၘӮູࣂ฿ದૌ൮ ¹ ᄝஇࣜ࠶࿐ᇏ,౦ۋಸਈঔնݖӱॖၛࢳູ౦ۋᄛุ҂؎ᄹࡆ֥ݖӱ,ࠧஇഥݖӱbº 20ൗࡀ70୍սଌ,ྏ࿐ࡅBrickmanؿགྷ,ପུઙґௐᇏնࢂ֥ದૌᄝൌ࠽ളࠃᇏѩ҂бಌఫ֥ದ۷ॹু,ႮՎ֤ԛࢲં,Ϝડቀۋࡹ৫ᄝၘႵ֥Ӯࣼഈ,ડቀۋ߶તતཨാ,ູਔӻ࿃ࠆ֤ડቀۋ,ದૌсྶ҂؎࿙ᅳ۷ູՏ֥ࠗ็ᅞb51
༵ॉ੮֥ླମᇀॗb২ೂ,ুཨٮࣼ൞ཨٮۋ൳,ၛࠆ֤၂ᇕಕุ݂උ֥౦ۋุဒ,ᆃᇕ݂උۋᆀᄝࠎЧളࠃႵЌᅰ่֥ࡱ༯,Ⴎ/ሔॹু0֥რࣇཋႿؓૅݓ໓߄ಪބሔ֥ಕุٓຶᆭଽbຬطӁള֥ཨٮथҦაྛ,ູඋႿ౦ۋཨٮbೂ3෮ൕ,౦ۋোႮᇔ֥ࠞॹু౦ۋҪሇཟՑࠩ౦ۋ۲ҪՑൈ,ෛሢ౦ۋҪՑ֥҂؎ࢆ֮º,౦ۋᄝ఼؇aധ؇ܼࠣ؇ഈनࡨཬ;֮ҪՑ౦ۋ൞ࠆ֤ۚҪՑ౦ۋ֥൭؍,২ೂӌഅေડቀཨٮᆀᇔࠞ౦ۋॖၛҐ౼๙ݖ҂ӁડቀఃÑࠩ౦ۋaÒࠩ౦ۋ,മᇀÓࠩ౦ۋ֥இҦ,ྙᆭᇏঔնӁٓຶ,౼֤۷؟০b4.౦ۋऎႵൈࡗྟ࣐ܵದૌؓ౦ۋ֥ླರၭளᅮ,൞౦ۋ߶2 ౦ۋಸਈэ߄ൕၩሧਘটჷ:ቔᆀᇅෛሢൈࡗ၍તતڿэ,ࠧ౦ۋऎႵൈࡗྟหᆘb౦ۋ֥ൈࡗྟіൕ౦ۋಸਈ֥эؓႿൈࡗэ2.౦ۋླေᇉՏࠗ(MaterialIncentive)౦ۋ֥Ӂള҂ࣇླေႵྏ౦࿂ѯّ֥ႋӱ؇bൈࡗ҂ॖሇ,၂Ϯඪট,ෛሢൈࡗt,۷ླေႵᇉՏ֥ࠗᇯࡶ၍,ཨٮᆀଽྏႮଖᇕ؋௹֥ᇉ০ၭࠇ,၂౦ۋ֥ᇉՏุࠗ҂ື၂b২ೂ,ཨٮᆀ҂ࣇॖၛ๙ݖܓઙଖஇӁ౼֤ᄆ౦ۋ০ၭຓ҆ՏࠗӁള֥౦ۋႮ఼ࡶ,ᆰᇀቋު֥ྏ౦ཨാb܄ൔіൕ:ູ,္ॖၛ๙ݖܴु႕aӇૅൊaᄎࡲദaҕࡆऊ߶,മᇀ၂Ցఅ֥੪ྛطࠆ֤ॹুbߐ$ECᆭECee=-$=-$ECt,ปીႵഈඍ۲ᇕିܔՏࠗྏ֥ᇉྙ,ཨt$tECٮᆀࡼޓ֤֞ॹ֥౦ۋbt3.౦ۋऎႵҪՑྟ౦ۋෛሢ౦ۋಸਈնཬ֥э߄ٳູ҂֥ҪՑ¹bྏ౦ۋ֥گᄖྟथקਔޓࡼದো౦ۋো၂၂ଵও,൞ՖགྷႵં࣮֥ޡܴ࢘؇ট,ुؓॹু(Happiness)֥ሔ൞ದো܋Ⴕ֥ଢѓbӑᄀൈࡗaྟљa୍ਭaሷ࢝ྐဟaഠ߶֣֡aቂྟaת༆ٚ໓߄ҵၳ֩۲ᇕᇅჿྟၹ,౦ۋಸਈ3 ౦ۋҪՑܱ༢ൕၩ࣍රູሧਘটჷ:ቔᆀᇅECv]b౫ॹুඋႿದোᇔࠞ౦ۋbෛሢཋᇅၹቔႨ֥ᄹ఼,౦ۋಸਈࡨཬ,ՎোোරႿླ֥ࡎ۬ྟჰ,ૌॖၛ֤ԛ:౦ۋඋႿՑࠩ౦ۋbՑࠩ౦ۋ۴ऌ౦ۋಸਈ֥҂֮ҪՑ౦ۋ֥ൈࡗྟ၂Ϯࢠն,২ೂ,ଖஇ,ႻॖٳູÑࠩ౦ۋaÒࠩ౦ۋaÓࠩ౦ۋ֩b২ၹູ౦ۋ՜ཧطཨٮᆀӁളܓઙԊྛູ,Վোೂ݂උۋaι౦aӮࣼۋ֩bՑࠩ౦ۋაᇔࠞ౦ۋ֥౦ۋ؟ູหקߌ(അӆٲຶ)ᇏӁള֥֮ҪՑ౦љᄝႿ,Ցࠩ౦ۋ൳֞۷؟่ࡱၹ֥ᇅჿ,ᄝധۋ,ӻ࿃ൈࡗ؋ᄠb֒ཨٮᆀषᆃᇕߌൈ,౦ۋ؇aܼ؇ބ఼؇ഈनႿᇔࠞ౦ۋb২ೂ,ದݝஃܛෛᆭཨാbۚҪՑ౦ۋ֥ൈࡗྟ၂Ϯࢠཬ,২ೂ,࠸,ູਔक़ڛᆃᇕڵ૫֥౦ۋྏุဒ,ࠞ৯ࡼؓॹু֥ሔᇔϴෛದোؿᅚӱ,҂߶ၹູൈሱ࠭ವೆଖ၂ಕ,ุၛࠆ֤݂උۋbॖ१ॖুஇࡗ֥၍طؿള؟ഒэ߄,ၹՎॹু֥ൈࡗྟ࣍ර൞ૅݓ໓߄֥འᆘ,๙ݖԬሢT྿aݿሢॖ१ॖ,ু֩Ⴟ0bஇᄝࣉྛ౦ۋק,໊࿊ᄴ౦ۋಸਈؓൈࡗэཨٮᆀࣼॖၛބఃھஇཨٮᆀซંॖ१ॖুّ֥ႋಌكૹۋ֥౦ۋো,ࠧee<1മᇀee=0֥അѓaөࠇఃӁ,აದࢌੀٳཚሱ֥࠭౦ۋ,ࡼႵ০Ⴟஇაཨٮᆀࡗ౦ۋ֥๙ބ ¹ Ⴟགྷൌ౦ঃ,Ч໓ᇗׄษંᆞཟ౦ۋุဒ,ࠧEC>0֥౦ۋোࠣҪՑbº ࡌקႮᇔࠞ౦ۋཟՑࠩ౦ۋ֥ሇ၍սіҪՑࢆ֮b52
܋૾֥ӻࣲྟބ໗קྟb֥౦ۋऎႵ҂֥౦ۋᆷඔb၂Ϯඪট,ෛሢൈaଆࡗ֥၍,౦ۋᆷඔᇯࡶ༯ࢆb౦ۋᆷඔა౦ۋಸ ਈӮᆞб,ࠧ౦ۋᆷඔᄀ,ۚ౦ۋಸਈᄀնbߐ(၂)קၬᆭ,ೂݔଖ၂ᇕ౦ۋᄀಸၞႄఏ۷؟ದಕӉൈࡗ֥1.ᇉஇ(MaterialBrand)ა౦ۋஇ(Emo-܋૾,ದૌؓఃᄀૹۋb౦ۋҪՑᄀ,ۚ౦ۋᆷඔࣼtionalBrand)߶ᄀۚbᇉஇ൞ᆷၛડቀཨٮᆀᇉ০ၭ¹ླູ(ؽ)ࡌഡᇶ֥இ,౦ۋஇᄵ൞ᆷၛડቀཨٮᆀ౦ۋ০1.ྟࣜ࠶ದၭºູᇶ֥இb౦ۋஇିܔ০Ⴈଖᇕ౦ۋၹ၈ථหਟᙣં¾ࠣնਈ࣮ؿགྷ,ཨٮᆀᆇᆞՏࠗଢѓཨٮᆀӁള่ࡱّഝb֒இ౦ۋՏࠗડ֥ᆦԛᄹӉ۷؟֥টሱႿି۳ളࠃջট۷؟ۋतൽቀཨٮᆀ౦ۋ০ၭླ»ൈ,౦ۋ఼؇նཬؓಪ്ൡބ۷؟ߋু֥Ӂބڛༀ,ط٤ࣇࣇડቀളࠃླࠃ࿊ᄴӮᆞб,ႺఃӁളࠒࠞड़ק֥౦ۋุဒ,ေ֥ႵྙഅࠇᆀରႨཨٮbՖطӁളܓઙྛູ;౦ۋ߶ၝᇅമᇀቅᆸఃࢤ࣍ࠇ౦ۋটჷႿྏѯطӁള֥ડቀۋ¿,طགྷܓઙӁbႵ࣮ಪູ,ྏၹࡼ֝ᇁཨٮᆀྛູ҂ྟࠇ2.இಸਈ(BrandCapacity,ࡥӫBC)ᆀႵཋྟÀbЧ໓ಪ,ູሱദડቀۋ൞ཨٮᆀؓ෮໌இಸਈ,൞ᆷஇିܔഥ֥Ӂٓຶྛູ֥؎ѓሙbؓրଖ၂ྛູ,ຓࢸ٤ྟ֥֥նཬbஇಸਈაஇোa౦ۋ࿊ᄴa౦ۋಸਈק္ྸᆞ൞ཨٮᆀቋડၩ֥࿊ᄴÁbၹՎ,ૌࡼ֩ૡ్ཌྷܱbᇉஇ҂ିܔഥ¼,ط౦ۋஇྟࣜ࠶ದࢳູ:ཨٮᆀՖሱദડቀۋ֥࢘؇ԛିܔഥഥٓຶ൳֞౦ۋಸਈཋᇅbஇ౦ؿ෮Ӂള֥ྛູ൞ྟ,֥ࠧሔડቀۋቋն(ۋק໊ᄀࢤ࣍ۚҪՑ౦ۋ,౦ۋಸਈᄀն,౦ۋൈࡗᇉ০ၭა౦ۋ০ၭሹބ)bྟ࣍Ⴟਬ,ପહஇିܔഥ֥ྍোљӁٓ2.ᇉ০ၭ่ࡱ༯֥౦ۋொݺຶᄀܼ½bෛሢಆ౯॓ࣉ҄ބഠ߶ؿᅚ,ᇉӁರၭ3.౦ۋᆷඔ(EmotionalIndex,๙ӈႨHіൕ)پڶ,ᇉӁÂҪԛ҂౫bӈӈ൞ྍӁ၂ࣜ౦ۋᆷඔ൞ཨٮᆀؓଖ၂౦ۋ০ၭ֥ྏૹۋԛ,ଆٟ၂ޜطഈఽؠ൧ӆॢࡗ,۳ؿఒြᄯӮӱ؇,๙ӈ൳֞ൈࡗa౦ۋಸਈa౦ۋҪՑ֩႕ཙb఼ਛԊࠌlvb๙ݖ౦ۋ০ၭ֥இؓ৫ބٳ৫ট་౦ۋ০ၭ๙ݖ౦ۋᆷඔ႕ཙཨٮᆀིႨ(ொݺ),҂ႄཨٮᆀӮູఒြ఼Ⴕ৯֥ࣩᆚ൭؍b၂֊இა ¹ ᇉ൞ୠࢲႿӁ(ႵྙӁაྙӁ)ᇏ֥หᆘ,ЇওᇉਈaඌaۿିaЇልa֩ᆷѓ,ऎႵஆྟbᇉ০ၭ൞ཨٮᆀՖᇉ֒ᇏࠆ౼֥٤ྏડቀӱ؇bº ౦ۋ০ၭ൞ཨٮᆀՖᇉ֒ᇏࠆ౼֥ྏડቀӱ؇b» ཨٮᆀؓஇ౦ۋՏࠗ൞ڎژކሱദଢѓ֥؎ѓሙູ:ཨٮᆀؓଖᇕӁିܔӮູଖ၂ো౦ۋᄛุ֥ࢤ൳ӱ؇(ॖႮטҰ֤ԛ)b¼ ၂Ϯඪট,ᇉ০ၭაӁሱദۿିหᆘૡ҂ॖٳbӁۿି֥ᄛุື၂ྟหᆘ(ஆྟ)थקᇉ০ၭᄛุمႮ၂ᇕӁሇ၍ᇀ҂োљӁ,҂ᇉ০ၭऎႵ҂֥Ӂᄛุb২ೂ,చӚم౼սൊ/ԉࠕ0֥หྟ,طచӚ/ԛྛٚьॹࢮ0֥หྟဢمഥᇀൊb½ ২ೂ,/9990இՖူഥᇀீࣵၛാϧۡᇔ,طࠝ௴(Jeep)๙ݖஇ൱ಃࡼӁႮࠝ௴Ӛഥ֞ር॰aຓႨaөaທऎa֗ऎaյࠅࠏaશሰaሱྛӚaႉظӚ֩b࣮ఃჰၹᇶေ൞/9990սіူඋႿᇉஇ,/ࠝ௴0ෙಖၛࠝ௴Ӛఏࡅ,ؓႿଢѓཨٮᆀط,ѩ٤ࣇսіᆃ၂ᇉྙ,ط൞/ሱႮն։۱ྟ0౦ۋ֥սՍbᆃ၂ห౦ۋ֥ಸਈ֤/ࠝ௴0இڭۂܼখ֥Ӂਵთb¾ ၈ථหਟᙣં(EasterlinParadox)൞ᆷ൬ೆᄹࡆѩ҂၂ק֝ᇁॹুᄹࡆb¿ ડቀۋ(ིႨ)іൕ۱ุؓᇉ০ၭა౦ۋ০ၭՏ֥ࠗሸކொݺّႋ֥૭ඍ,ෛሢડቀۋӱ؇֥҂ऎุіགྷູ҂֥ྏۋ൳bૅݓήଏն࿐ࣚപࠩྛູ॓࿐֥ህࡅ۬ۚ০#ѵضථᄝఃᇷቔ5ದള֥ᆇፂࠧ൞ડቀ6ᇏ,ಆ૫ॉҳਔದ֥նଷࢲܒބ෮ࠆࣜဒᆭࡗັ֥ཌྷቔႨ,ಪູದোؓଖᇕྛູ֥Ӻ,൞ದૌሔཚু,ࠧડቀۋ֥ࢲݔbડቀۋ൞၂ᇕࠒ֥ࠞaൌൌᄝᄝ֥౦ۋbÀ ҕSimon,Leibenstein֩ದ֥ཌྷܱંbÁ ၂۱ದ჻ၩ8ჭఫܦႛਣंྩࡧሱࡅҤ,҂჻ၩࢤ൳ਣं֥20ჭ,ູྩࡧဢնཬ֥Ҥ(Thaler,1980)bՖຓࢸ/০ၭ0֥؎࢘؇টु,ᆃ۱ದ֥ྛູ൞٤ྟ֥bᄝᆃ০ၭ(ࠊл֥֤ാ)ѩ҂൞थקொݺ֥ື၂ѓሙbྛູࢲݔіૼ,భ၂ᇕྛູջট֥ડቀۋۚႿުᆀb ӁᆭࡗऎႵॖูսྟblv ᅐ༢ਙӁ(ٟવᆩஇӁ֥ᄖஇӁ֥ӫ)൞ఃᇏ၂۱ࠞ؊֥གྷའbૌ၇ौቆልބଆٟᆩஇಣӁ֥ຓྙaඌ֩ఽᅝؽaࠩ൧ӆ,ՎোӁંᄝۿିაຓྙაᆞஇӁनཌྷҵࠫ,ࡎ۬ಏၳӈ֮৷,ࣇ൞ఃࠫٳᆭ၂b53
ཨٮᆀࡹ৫౦ۋ୧ջ,ఃӁьӮູཨٮ൮ေथҦՖӁᇏࠆ֤ᆇൌ֥౦ۋุဒ,Ֆطაஇࡹ৫౦ؓའ,ଆٟޓࢺೆbࠎႿགྷൌ֥ॉ੮,Ч໓ࡌקۋ܋૾;ᄜՑ,ཨٮᆀؓஇԮ־֥౦ۋྐ༏ࣉྛᇉ০ၭཌྷ่ࡱ༯,ཨٮᆀؓ౦ۋ০ၭႵ҂֥؎ބथҦ,ཨٮᆀؓՎো౦ۋऎႵޓ֥ۚྏૹொݺbۋ؇,ѩӁളᆞཟ֥ડቀۋ,ପહ,ཨٮᆀࡼؓھ3.ॏ҃-֡۬ঘථིႨݦඔஇӁაഥԛ֥ྍোљӁӁളொݺطቓԛЧ໓෮ษં֥ཨٮᆀིႨݦඔࡌקູॏ҃-֡ܓઙथҦb۬ঘථིႨݦඔbॏ҃-֡۬ঘථொݺ൞ྟሑਅݺ2.ଆ֥ҵၳ౷ཌ֥ѓሙׅ,ٓऎႵॏ҃-֡۬ঘථொ(1)౦ۋᆷඔቔႨࠏଆݺ֥ཨٮᆀᄝૄᇕഅഈٮ֥ఫሹ൞ᅝ൬ೆ֥இ֥౦ۋোק໊๙ݖ౦ۋᆷඔՏࠗડቀཨ၂۱ܥקٺح,ٺح֥նཬႮॏ҃-֡۬ঘථݦඔٮᆀ০ၭླ,ႮႿ౦ۋᆷඔοᅶ౦ۋಸਈ(இᇏ֥ᆷඔটथקbᆃࡼ٤ӈႵ০ႿЧ໓֥ଆࡹ৫Ҧ֩၂༢ਙຓࢸՏ֥ࠗ౦ۋ఼؇aஇᄝۋतބބٳ༅b౦࿂֥Ҫ૫ഈؓཨٮᆀቔႨطӁള֥౦ۋܼ؇ބ౦()இഥଆۋ఼؇)֥э߄طэ߄,ط౦ۋಸਈႻა֒ൈ౦ۋ1.இഥࠏᆷඔႵ၂ק֥ᆞб২ܱ༢,ൈॉ੮֞౦ۋෛൈࡗ۴ऌᇉა౦ۋ֥หᆘॖᆩ,ஆྟ֝ᇁᇉ֥၍Ⴟ࣡,ၹՎ,֤֞ٚӱ:҂ିഥ,ၹՎᇉஇمഥ;ط౦ۋ֥ӁളটdH(t)ჷႿᇉՏࠗ,Տุࠗ҂ື၂,ၹՎ౦ۋஇିܔ=AH(t)-BH2(t)(A\0,B>0)dtഥb౦ۋᆷඔa౦ۋಸਈaҪՑྟބൈࡗྟ֩หఃᇏ,H(t)ູ౦ۋᆷඔ,Aູ౦ۋಸਈ,Bູ൙༵ᆘ൞႕ཙ౦ۋஇഥٓຶ֥ᇗေၹbೂޅࣉྛ۳קᆴ,Ⴈটّ႘இԮ־۳ཨٮᆀ֥౦ۋোఞ֥֒౦ۋק໊ѩԮ־۳ଢѓཨٮᆀӮູஇഥ(ো)֥ඔਈ,tູൈࡗ,ٚӱԚᆴູH0bഈൔ֥ࢳ֥ܱ¹bູ:H-At=A/BA+(H-B)e0-AtAvlim=lim)e=t+]tvAA/B+(]H-B+0B֒tv+](ࢳູ౦ۋᆷඔቔႨႿཨٮᆀྏ֥ൈࡗཋࢤ࣍Ⴟཨٮྛູ֥ࢲඏ)ൈ,౦ۋᆷඔቋᇔႿ໗קᆴABb4HA= இഥࠏൕၩBሧਘটჷ:ቔᆀᇅஇഥࠏೂ4෮ൕ,൮༵ӌഅؓஇࣉႮഈൔॖᆩ,౦ۋᆷඔHა౦ۋಸਈAӮᆞб,ྛোა౦ۋো֥ඔਈBӮّбbᄝ౦ۋোB၂ק֥ºק,໊ࠧ౦ۋো֥࿊ᄴb࿊ᄴ֥ҕᅶ༢ູ౦ۋಸਈbႮభඍٳ༅ॖᆩ,இམࠆ֤۷ն่ࡱ༯,HෛሢA֥ᄹࡆطᄹࡆ,ࠧஇؓଢѓܤग़֥இಸਈӁള֥౦ۋՏ఼ࠗ؇ᄀն,ଢѓܤग़ᄝሱദଽ౺৯,ླေᄝؓཨٮᆀ౦ۋࣉྛധೆٳ༅֥ࠎԤഈ࿊ᄴ౦ۋҪՑۚaൈࡗྟཬ֥౦ۋো,২֥ᆞ૫႕ཙ༯,ؓھஇӁӁളᄀ఼ਛ֥౦ۋ,౦ೂᇔࠞ౦ۋaÑࠩ౦ۋ֩;ఃՑ,ᄎႨᆞಒ֥இҦۋᆷඔᄀۚb౦ۋᆷඔෛሢ౦ۋಸਈ֥ᄹࡆطᄹࡆ,ཟଢѓཨٮᆀԮ־இ౦ۋ,২ೂஇഡ࠹aஇط౦ۋಸਈᄹࡆᆞ൞இ҂؎ഥ֥ݖӱbႏཧa౦ۋܼۡaഅြࠃ֩,ཨٮᆀᆇᆞਵ༁ѩᄝ౦ۋಸਈA၂ק่֥ࡱ༯,HෛሢB֥ᄹࡆط ¹ Ⴟൌ࠽౦ঃ,Чଆษં֥இোູ౦ۋஇbº ۴ऌஇࣜ࠶࿐ჰ,ো(Category)൞ᆷଢѓܤग़ܓઙଖᇕഅ֥ֆ၂০ၭׄbૄ၂۱ֆ၂০ၭׄႮᇉ০ၭބ౦ۋ০ၭච૫ܒӮ,ো֥նཬႮো؇थק,ো؇൞ଖ۱ऎุഅѓऎႵֆ၂০ၭ֥ׄӱ؇,ࠇᆷཨٮᆀᄝྏഈࡼଖ۱ऎุஇ֒ቔଖ۱ো֥ྏಪᆩӱ؇b54
ࡨഒ,ࠧোඔਈ֥ᄹࡆࡼ֝ᇁ౦ۋᆷඔ༯ࢆbֆ၂(x1,x2)/9x1Hº1x2োିܔࡼཨٮᆀ࿊ᄴӮЧࢆᇀቋ,֮ՖطӮູቋ M9uRS==H(7)9u(x1,x2)/9x22x1Ⴊ࿊ᄴbႮՎॖ,౦ۋᆷඔ࠻ିܔᄝᇉ่ࡱ༯႕Ⴎ(7)ൔॖᆩ,౦ۋᆷඔ႕ཙਆᇕഅш࠽ูཙཨٮᆀ࿊ᄴொݺ,Ⴛିܔ๙ݖ႕ཙোطቔႨႿսੱb֒H1ᄹࡆൈ,ཨٮᆀ჻ၩ٢ఙ۷؟֥അ2ট࿊ᄴӮЧbၹՎ,ؓႿஇط,౦ۋᆷඔ൞இߐ౼അ1bߐᆭ,അ1ࢠഒඔਈ֥э෮ջ۳ഥିڎӮۿ่֥ܱࡱbཨٮᆀི֥Ⴈაഅ2ࢠնඔਈ֥э෮ջ۳ཨٮ(2)ࣜ࠶ଆᆀི֥Ⴈཌྷ֒bᆃඪૼᄝਆᇕഅᇉ০ၭཌྷ่aࡱ༯,ཨٮᆀ۴ऌ౦ۋᆷඔটಒקఃொݺb.ཨٮᆀྛູགྷႵਆᇕ҂౦ۋஇ֥ᇉӁ1ބ2,ఃࡎᄝཨٮᆀིႨቋն߄่ࡱ༯ࢳ(6)ൔ,ॖ֤۬ٳљູp1ބp2,ଖ၂ཨٮᆀིႨݦඔູॏ҃-ླݦඔH1:x1=mH(8)֡۬ঘථིႨݦඔ1+H2p1:abHu2m(x1,x2)=x1x2(a>0,b>0)(1)x2=ఃᇏH(9)1+H2p2,a,bູᆷඔbᄝཨٮᆀყෘ൬ೆm၂ק่ࡱ༯,ཨٮᆀིႨ༯૫ษં౦ۋᆷඔؓཨٮླਈ֥႕ཙbႮቋն߄֤֞ቋႪ࿊ᄴx1H1mH2mH1p2,ॖ֤ॏ҃-֡۬ঘථླݦ(8)(9)ॖ:֤=/=ඔx2H1+H2p1H1+H2p2H2p1(ݖӱ[10]):(10)amx1=(2)a+bpؓ܄ൔ(10)ࣉྛٳ༅ॖᆩ:ᄝ൬ೆܥק҂э่1ࡱ༯,ཨٮᆀؓഅ1ބ2֥ཨٮਈ౼थႿૌ֥౦x2=bm(3)a+bp2ۋᆷඔބࡎ۬bఃᇏ,x1,x2ٳљູཨٮᆀؓഅ1ބ2֥ླp1=p2,ࠧਆᇕᇉഅࡎ۬ཌྷ,ପહཨඔਈbٮᆀؓਆᇕഅ֥ླਈႮ౦ۋᆷඔथקb֒H1>Ⴎ(2)(3)ॖ,֤ཨٮᆀᄝഅ1ބഅ2ഈ֥H2ൈ,x1>x2,ඪૼ౦ۋᆷඔᄀۚ,ླਈᄀն,ّᆭٮᅝሹ൬ೆ֥бᇗٳљູ:ᄵᄀཬbླਈնႻՖҧ૫ّ႘ཨٮᆀொݺ္ᄀ,ۚp1x1p1ama1:2bm=m=(4)a+bp1a+b֒p1>p2,H1<H2ൈ,ࠧഅ1֥ࡎ۬ۚႿഅp2x2p2bmb2֥ࡎ۬,അ1֥౦ۋᆷඔཬႿഅ2֥౦ۋᆷm=m=(5)a+bp2a+bඔ,ପહx1<x2bᄝགྷൌ֒ᇏ,ଖ၂இ֥അࡎ۬Ⴎ܄ൔ(4)(5)ॖᆩ,ཨٮᆀᄝਆᇕഅഈ֥ۚႿਸ਼၂இ֥ᇉഅ,طభᆀ֥౦ۋᆷඔႻ֮ٮᅝሹ൬ೆ֥бᇗႮᆷඔaބbथקbႿުᆀ,ཁಖཨٮᆀொݺ1:2bູਔьႿࡼ౦ۋؓཨٮᆀொݺ֥႕ཙႄೆིႨ֒p1<p2,H1>H2ൈ,ࠧഅ1֥ࡎ۬ۚႿഅݦඔ,ૌࡌק౦ۋؓཨٮᆀᄝᇉ০ၭཌྷط౦2֥ࡎ۬,ൈ౦ۋᆷඔ္նႿഅ2֥౦ۋᆷඔ,ۋ০ၭ҂֥അഈ֥ٮऎႵथקྟቔႨ,ჰ༵ପહx1აx2ᆭࡗ֥նཬܱ༢ᄠൈمљbૌིႨݦඔ֥ᆷඔaބbקၬູ౦ۋᆷඔH1,H2,ॖ֤ࡌקӁླਈx1=x2,ᄵିܔ؎ԛᄝp1>p2֥ႄೆ౦ۋᆷඔ֥ॏ҃-֡۬ঘථིႨݦඔ:่ࡱ༯,H1<H2,Ֆҧ૫ّ႘ԛཨٮᆀொݺ1:2bࣉHu1H(x1,x2)=x1x22 (H1>0,H2>0)(6)၂҄ॖᆩ,ᄝః่ࡱ҂э֥౦ঃ༯,ӌഅࠆ֤֥০ఃᇏ,H1,H2ٳљіൕཨٮᆀؓ҂இ֥ᇉ֥ܱ༢ູp1x1>p2x2,ࠧӌഅ1෮֤০ۚႿӌഅഅx1ބx2౦ۋ০ၭྏૹۋӱ؇֥౦ۋᆷඔ¹b2bՎᇕ౦ঃᄝ൧ӆ֒ᇏ੬҂༷b֒/ᇏݓᇅᄯ0֥ਆᇕഅ֥ш࠽ูսੱູ:۲ᇕ์இӁႆႵളӁӌഅሱ֥࠭അѓൈ,ᆺିӮ ¹ ႮႿॏ҃-֡۬ঘථིႨݦඔ֥ᆷඔିܔіൕཨٮᆀᄝૄᇕഅഈٮ֥ఫ֥ٺح,ط౦ۋᆷඔႻ൞႕ཙཨٮᆀٮ֥ᇗေၹэਈ,ၹՎؓھིႨݦඔࣉྛྩڿ,ࡼჰᆷඔקၬູ౦ۋᆷඔbº Վԩ֥ш࠽ูսੱູधؓᆴb55
ູ৷ࡎഅ;ط֒ဢ֥Ӂ์ഈݓ࠽ᆩஇ֥ ఃᇏ,Hjູ൧ӆഈაஇBӁᇉ֥ఃѓ്ൈ,ཨٮᆀ჻ၩۚࡎܓઙbՖଖᇕӱ؇ഈটஇ֥౦ۋᆷඔbࢃ,ؽᆀ֥ࡎҵটሱႿਆᇕஇ౦ۋᆷඔ֥҂b౦ᄝཨٮ൬ೆmࠣӌഅളӁӮЧ၂ק่ࡱ༯,ࡌۋᆷඔҵएᄀն,ӌഅᆭࡗ֥০ҵए္ᄀնb༯૫ษં౦ۋᆷඔؓཨٮᆀᄝഅഈ֥ٮᅝഡHc=w11jixi+w22ixi,H=K,܄ൔ(16)эູ:bሹ൬ೆбᇗ֥႕ཙbPHb=ೂݔཨٮᆀཨٮx1ֆ໊֥അ1,ಀpHb+Hm1-w121ixi+w2ixi=j1+Km-c1x1,ᅝሹ൬ೆбᇗູp1x1/m,ࡼఃսೆ܄ൔ(8)֤ཨٮᆀ(17)ᄝഅ1ഈ֥ٮᅝሹ൬ೆ֥бᇗູ:Ⴎ܄ൔ(17)ॖᆩ,ᄝఃၹ҂э่֥ࡱ༯,pӌഅ০౼थႿஇBაఃஇj֥౦ۋᆷඔ֥G1x1p1H1mH11=m=mH=1+H2p1H1+H(11)2োරॖ֤ཨٮᆀᄝഅ2ഈ֥ٮᅝሹ൬ೆ֥նཬb9P9K<0,ࠧPაKӮّб;طKაHbӮّб,KбᇗູაHjӮᆞб,ၹՎKაHbӮᆞб,აHjӮّбb০:pPෛሢஇB౦ۋᆷඔ֥ᄹࡆطᄹࡆ,ෛሢః2x2p2H2GmH22=m=mH=1+H2p2H1+H(12)2இj౦ۋᆷඔ֥ᄹࡆطࡨཬbႮ܄ൔ(11)(12)ॖ֤:ӌഅࡼھஇ༯֥ӁোљඔਈႮֆ၂֥iG1H1H2H1ഥ֞nᇕ,౦ۋᆷඔHbЌӻ҂э¹,ఃೆ֥ളӁG==2H/1+H2H1+H2H(13)2ေೆඔਈࠢކູ(X1,X2121)=[(x1,x1),(x2,ؓ܄ൔ(13)ࣉྛٳ༅ॖᆩ,ᄝ൬ೆ၂ק่ࡱ21212x2),,,(xi,xi),,,(xn,xn)],ളӁݦඔᄵэູ:༯,ཨٮᆀᄝഅഈ֥ٮᅝሹ൬ೆбᇗႮ౦ۋᆷnnඔथקb֒HF12(X1,X2)=aX1+bX2=Eaxi+Ebxi1>H2ൈ,G1>G2;֒ൈH1<H2,G1<i=1i=1G2bඪૼෛሢஇቔႨႿཨٮᆀ౦ۋᆷඔ֥ิ,ۚཨ(i=1,2,,,n)(18)ٮᆀ֥ொݺᄀն,ၩ჻ٮᄀۚbᆃॖၛႨႿࢳཨࡌקཨٮᆀؓஇB༯֥nᇕӁ֥ླਈູٮᆀರӈᆦԛᇏႨႿഖԃ֩ݓ࠽ᆩஇӁ֥ࠢކY=[y1,y2,,,yn],Ӂࡎູ۬ࠢކP=[p1,ཨٮᆦԛ෮ᅝбᇗᄀটᄀۚ,ၹູݓ࠽ᆩஇնp2,,,pn]bᄝ൧ӆनޙ่ࡱ༯,ӌഅ০ູ:؟ູ౦ۋஇ,ऎႵࢠ֥ۚ౦ۋᆷඔ¹b0=PY-C(19)b.ӌഅྛູགྷࡌקӌഅӮЧࣇཋႿളӁေ֥ೆ,ളӁࡌקଖӌഅႚႵଖஇB,இ౦ۋᆷඔູHb,ေೆࠢކؓႋ֥ࡎ۬ࠢކູ(W1,W2)=[(w11,ھஇ༯֥Ӂູi,ఃളӁݦඔູཌྟݦඔ:w21),(w12,w22),,,(w1i,w2i),,,(w1n,w2n)],܄ൔ1212f(xi,xi)=axi+bxi(14)(19)ॖၛэູ:ఃᇏ12xnnni,xiٳљіൕӌഅೆ֥ളӁေ֥ඔਈ,a,bູҕඔb0=Epiyi-(Ew1122ixi+Ewixi)(20)i=1i=1i=1ࡌקᄝ൧ӆनޙ่ࡱ༯,൧ӆླਈູy1,Ӂࡼ܄ൔ(8)սೆഈൔᆜ:֤ࡎູ۬nnp,ӌഅӮЧࣇཋႿളӁေ֥ೆ,w1i,w2i0=nmHbHw11ixi-Ew22ixi(21)ٳљູളӁေ1xb+H-Eji=1i=1iა2xi֥ࡎ۬,ପહӌഅ০:ູP1ᄝ҂ॉ੮mބӌഅေೆӮЧ่ࡱ༯,ࡌഡ=py1-c=px1-(w1ixi+w22ixi)(15)nnnࡼ܄ൔ(8)սೆ(15)֤:C1121=Ewixi+Ew2ixi=E(w1ixi+w22ixi)i=1i=1i=1PHbm1122=pH-(wixi+wb+Hixi)(16)܄ൔ(21)ॖၛࡥ߄ູ:jp ¹ ২ೂᇷ֥ᇨЏஇֺُୄ(Tiffany)ࣼ൞၂۱ڶႵ౦ۋݼᅺ৯֥இ,ၹູ๙ݖႪࣚᇁaᇉഡ࠹၂ੀ֥ഖԃ)))ᇨЏটડቀ୯ྟؓᇑᆋ҂aઅણֺक़֥ι౦֥ሔbº ఞ֥֒இഥѩ҂߶ࢆ֮ଛஇ֥౦ۋᆷඔ,മᇀ߶ఃᄹࡆb56
౦ۋᆷඔູHv],࿊ᄴӮЧc 0=nm11+K-C(22c=0bູਔঔնളӁ,)ࠆ౼۷؟০ބ൧ӆٺح,ӌഅᄝھଛஇ༯ࣉྛؓႿӌഅط,མൌགྷᄝஇഥ่ࡱ༯֥இഥ,ᄝགྷႵஇಸਈᄍྸ֥ٓຶଽ,ࡼӁᇕ০ᄹࡆ,ླေડቀ่ࡱ:োႮiঔᅚᇀjb0-P>0(23)ႮႿஇಸਈ൳֞౦ۋಸਈ֥႕ཙ,ࠧBC=ࡼ܄ൔ(17)ა(22)սೆ(23)ѩᆜ:֤f(EC)dBCdEC>0,ၹՎေЌᆣஇഥᆭު࿊ᄴHC-cb>m24)(n-1)-(CH-j(c)ӮЧಯಖູਬ,ླေӌഅᄝ౦ۋಸਈٓຶଽࣉྛC-cഥ,ѩൌྛᆞಒ֥இഥҦbmູၘᆩ༢ඔ,ః֩Ⴟ(n-1)-(C-c)ӌഅഥٓຶӑԛჰো౦ۋಸਈ֥ٓԐ,N(N>0),սೆഈൔॖ:֤ᇁোඔਈᄹࡆ(ԛགྷ؟ᇕ౦ۋো),ࠧᄝHb>NHj(25)ഥݖӱᇏҐ౼ਔ၂༢ਙᆞಒ֥இҦ,ಯಖ߶Ⴎ܄ൔ(25)ॖᆩ,֒இB֥౦ۋᆷඔHbնႿଛஇ֥౦ۋᆷඔࡨཬ,ো؇ࢆ֮,ቋᇔ֝ᇁ࿊ᄴNHjൈ,இഥᆭުӌഅ০ᄹࡆ,ၩሢഥӮӮЧᄹࡆ,ཨٮᆀ٢ఙܓઙഥӁ,മᇀჰӁbۿ;ّᆭᄵၩሢஇഥാϧb(2)இഥაഠ߶ڞ০3.ࣜ࠶ٳ༅ᄝളӁᆀഺჅ҂э่֥ࡱ༯¹,ཨٮᆀഺჅ(1)இഥაཨٮᆀܓઙ֥இࣜ࠶ჰ֥ᄹࡆၩሢᆜ۱ഠ߶ڞ০ඣ֥ิۚbೂݔଛஇ๙ݖؓো֥॥ᇅটࢆ֮ཨٮᆀ࿊ᄴӮஇഥԛ֥ྍӁᄝྍ֥൧ӆਵთડቀཨٮᆀᇉЧ,՜ࣉथҦྛູ֥ؿളbࣜݖؓ౦ۋᆷඔቔႨࠏ০ၭླ֥ൈ,ડቀః۷ۚҪՑ֥౦ۋ০ၭླ,֥ٳ༅ᆭުؿགྷ,োඔਈა౦ۋᆷඔᆭࡗթᄝݦପહࡼႵᇹႿഠ߶ڞ০ඣ֥ิۚbඔܱ༢,ႻႮႿোඔਈथקো؇,ၹՎ֤֞:ࡌקᇉ০ၭ๙ݖഅඔਈq(؟؟ၭ)႕ཙb=bཨٮᆀིႨ,౦ۋ০ၭ๙ݖ౦ۋᆷඔH႕ཙཨٮᆀ(H)(H>0,b[1)dbdH>0(26)ིႨ,ᄵႵ۱ದིႨᆷඔඣݦඔ:limb=limb(H)=1(27)Hv]Hv]U=U(q,H)=Um(q)+Ue(H)(q>0,H>0)֒౦ۋᆷඔH࣍Ⴟ౫նൈ,ো؇ູ1bၘᆩ࿊ᄴӮЧაஇো؇൞ّཟэ֥9U\9U0,[11],9q9H\0(31)Ⴈݦඔіൕؽᆀᆭࡗ֥ܱ༢,ᄵႵ:ఃᇏ,UіൕཨٮᆀՖᇉ০ၭა౦ۋ০ၭ֒dcᇏࠆ֤֥ડቀۋb(b)cc=c(b)dcc=<0(28)dbdbࡌקഠ߶ڞ০ݦඔູ:ᄝஇҦᆞಒ่֥ࡱ༯n,֒b=1ൈ,࿊ᄴӮЧູਬ,ࠧWn)i)=W(U(1),U(2),,,U()=EU(:i=1c(i=1,2,,,n)(32)c=c(1)=0ࡼ܄ൔ(26)սೆఃᇏU(i)൞ֻi۱ದི֥Ⴈᆷඔඣb(28)ॖ֤࿊ᄴӮЧა౦ۋᆷඔ֥ݦඔܱ༢ູࡼ܄ൔ(31)սೆ(32)ॖ:֤:ndccdl(H)W=cE(i)(U(i)m+Ue)(33)c=l(H)=dHH<0(29)i=1ࡼ܄ൔࡌק൧ӆM֒ᇏၘႵଖஇy֥Ӂ1,ఃࣇડ(27)սೆ(29)ॖ:֤ቀཨٮᆀᇉ০ၭླ,ࠇᆀ൞ડቀఃࢠ֥֮౦ۋlimcml(H)=0(30)Hvc=li]Hv]֒౦ۋᆷඔ࣍Ⴟ౫նൈ,࿊ᄴӮЧູਬb০ၭླ,Վൈ֥ഠ߶ڞ০ݦඔ:ູnགྷࡌקଖӌഅളӁӁi,இ֥ো؇ູb=1,W1=E(U(i)m+U(i)e)=EU(i)m(q1)+i=1 ¹ ᄝஇഥ่ࡱ༯,၂ࡅӌഅഥ֥Ӯۿၩሢ၂൧ӆഈളӁᇉӁ֥ਸ਼၂ࡅӌഅ֥ാ,Ֆᆜ۱ഠ߶࢘؇ुളӁᆀഺჅЌӻ҂эb57
EU(i)e(Hؓཨٮᆀ֥႕ཙაԨb౦ۋಸਈ൞ّ႘౦ۋڭۂ1)(34)གྷႵଛஇx০ႨഥӁ2ࣉೆ൧ӆM,Ӂٓຶބනམଽݤ֥ᇗေۀb౦ۋᆷඔ࠻ିܔᄝ2҂ࣇିܔડቀ1ջ۳ཨٮᆀ֥ᇉ০ၭླ,طᇉ่ࡱ༯႕ཙཨٮᆀ࿊ᄴொݺ,Ⴛିܔ๙ݖ႕ཙ০Ⴈো֥౦ۋଽݤোطቔႨႿ࿊ᄴӮЧ;ӌഅஇഥӮۿაڎ౼थ,Ӯۿൌགྷაཨٮᆀ֥౦ۋ܋૾,་ႄ۷؟֥ཨٮᆀӮູଢѓܤग़bՎൈ֥ഠ߶ڞႿھӌഅஇაఃᇉӁ֥இ֥౦ۋᆷඔᆭ০ݦඔࡗ֥ܱ༢bေЌᆣஇഥᆭު࿊ᄴӮЧಯಖູ:ູnਬ,ླေӌഅᄝ౦ۋಸਈٓຶଽࣉྛഥ,ѩൌྛᆞW(i)2=E(Um+U(i)e)=EU(i)m(q2)+ಒ֥இഥҦbՎຓ,ೂݔଛஇഥԛ֥ྍӁi=1EU(i)ᄝྍ֥൧ӆਵთડቀཨٮᆀᇉ০ၭླ֥e(H2)(35)ႮႿq2>q1,H2>H1,бࢠ܄ൔൈ,ડቀః۷ۚҪՑ֥౦ۋ০ၭླ,ପહࡼႵᇹႿ(34)ა(35)ॖ֤ഠ߶ڞ০ඣ֥ิۚb:W2>W1ҕॉ໓ང:ೂ5෮ൕ,Ӂ1ླ౷ཌູD1,֒Ӂࡎູ۬p1ൈ,ཨٮᆀഺჅູ[1] (ૅ)ઔक़#ۥН.౦ۋஇ[M].ཟ,ၲ.ݚ१:ݚଲAp1B֥૫ࠒbஇx๙ݖԛϱഠ,2003.ഥӁ2Ӯۿࣉೆھ൧ӆ,Ӂ2֥൧ӆࡎ۬Ќӻ[2] ژݓಕ.இഥ࣮:߭ܤაᅚຬ[J].ᇏݓೈ॓࿐,p1҂эൈ,ཨٮᆀܓઙႮq1ᄹࡆ֞q2,ླ౷ཌႮ2003(1):၍֞D2,ཨٮᆀഺჅູCp1E֥૫ࠒbႮႿCp1E[3] ޡ.இഥ֥ܙଆ[J].ᇏն࿐࿐Б,>Ap1B,ཨٮᆀഺჅᄹࡆbߐᆭ,இഥ֤ھ1997(6):8-13.൧ӆഈ֥ഠ߶ڞ০ᆜุඣ֤ၛิۚb[4] ਾႧ.இഥ֥ࡎଆࠣथҦ࣮[M].ഈݚ:ഈݚҍࣜն࿐ԛϱഠ,2007.[5] ߛ࣑.இഥ่ࡱ༯֥ܼۡඪڛ[J].ྏ࿐Б,2006,38(6):924-933.[6] ઍਊ.ࣩᆚྟஇҦࣉೆسᇅ࢘؇֥ٳ༅[J].ܵ॓࿐࿐Б,2007,8(4):24-31.[7] ਟୄ֩.இഥ֥ࡥֆࣜ࠶࿐[J].ᇫৡٙ,ၲ.ࣜ࠶ሧਘၲ,2003(1):72-80.[8] ဗᖴ.ದো౦ۋં[M].฿ࣃ:Ϥ໓ၜԛϱഠ,2002.[9] (්)F#M#॓҃.౦ۋྏ࿐[M].ݗغў:ޑࡾದԛϱഠ,1988.5 இഥؓഠ߶ڞ০႕ཙэ߄ሧਘটჷ:ቔᆀᇅ[10] (ૅ)ٓν.ັܴࣜ࠶࿐:གྷսܴׄ[M].ٮٚთ,ၲ.ഈݚ:ഈݚದԛϱഠ,2000.Վຓ[11] ჾဧ,ਾफ.இࣜ࠶࿐ჰ[M].Кࣘ:ࣜ࠶॓,ႮႿཨٮᆀொݺ1;2,Ӂ2҂ࣇିܔՖ൧ӆMᆚ౼֞۷؟֥మᄝܤग़࿐ԛϱഠ,2007.,മᇀିܔ་ႄӁ1֥ჰଢѓܤग़,ॖၛყஇy҂Ґ౼ఞ֥ࣩ֒ᆚҦ,ቋᇔࡼФวԛ൧ӆbؓႿᇉӁط,ିڎ๙ݖ౦ۋᆷඔડቀཨٮᆀ۷؟֥౦ۋླ责任编辑a校对:李再扬Ӯູᄝࠗਛ֥൧ӆഈ౼഻֥ܱbඹaࢲ ંЧ໓ࡼ౦ۋקၬູஇᄝۋतބ౦࿂֥Ҫ૫ഈ58
Keywords:Airportdevelopmen;tRegionaleconomicgrowth;AirportplanningandpolicyTowardBrandExtensionModelandEconomicAnalysisBasedonEmotionPreferencesZHUH12ong-hong,SUNYue-yao(SchoolofEconomics,ShandongUniversity,Jinan250100,China)Abstract:-tionandexchangewithconsumersbymeansofwisdom,:Emotionpreferences;Brandextension;EconomicanalysisMarket-OrientedReformandElectricIndustryEfficiency:BasedontheDEAResearchofListedCompanyLIYong-lai(SchoolofEconomicsandFinance,XipanJiaotongUniversity,Xipan710061,China)Abstract::Electricindustry;Marke-torientedreform;DEABankingDevelopmentandMacroeconomicFluctuationsinChina:TheoryandEmpiricsLUOZhen-xin,DUYa-bin(SchoolofEconomics,NanjingUniversity,Nanjing210093,China)Abstract:-lde-velopedcommercialbankshaveanoffsettingeffectinthespreadingofmonetaryshockstothemacroeconomicfluctuations,:Bankingdevelopmen;tMacroeconomicfluctuations;Progressiveeffec;-2007LIAOGuo-min,ZHONGJun-fang(SchoolofFinance,GuangdongUniversityofBusinessStudies,Guangzhou510320,China)Abstract:-ableeffectivenessdifferencebetweenmanufactureandagriculturalsectors,-126
