2010쓪02퓂ꆡꆡꆡꆡꆡꆡꆡ(뗚24뻭뗚02웚ꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡFeb1,2010)EastChinaEconomicManagement(,)ꇱ맜샭싛첳ꆾDOIꆿ1013969/j1issn11007-5097120101021024믹폚럻뫅톧헻쳥욷없쒣탍뗄욷없뒴탂럖컶췵탋풪,췵솬즭,쪯ꆡ퇒(즽뚫듳톧ꆡ맜샭톧풺,즽뚫ꆡ볃쓏ꆡ250100)[햪튪]컄헂횸돶캪펮뗃뫍놣돖돖탸뗄욷없뺺헹폅쫆,웳튵뇘탫늻뛏뗘뷸탐욷없뒴탂ꆣ컄헂믹폚럻뫅톧쫓뷇붨솢쇋탂뗄헻쳥욷없쒣탍,룃쒣탍평욷없ꆰ쎽뷩ꆱꆢ욷없ꆰ뛔쿳ꆱ뫍욷없ꆰ뷢쫍ꆱ죽튪쯘릹돉ꆣ좻뫳,믹폚럻뫅톧헻쳥욷없쒣탍첽쳖쇋욷없뒴탂춾뺶,늢닻쫶쇋욷없뒴탂펦ퟱ톭뗄닟싔풭퓲ꆣ[맘볼듊]럻뫅톧;헻쳥욷없쒣탍;욷없뒴탂[훐춼럖샠뫅]F270ꆡꆡꆡ[컄쿗뇪횾싫]Aꆡꆡꆡ[컄헂뇠뫅]1007ꆪ5097(2010)02ꆪ0099ꆪ04TheBrandInnovationAnalysisBasedontheWholeBrandModelofSemasiologyWANGXing2yuan,WANGLian2sen,SHIYan(ManagementSchool,ShandongUniversity,Jinan250100,China)Abstract:Forwinningandmaintainingthebrandcompetitionadvantage,,thepapersetsupawholebrandmodel,andthemodelconsistsofthreeparts:brandmedium,,:semasiology;wholebrandmodel;brandinnovationꆡꆡ튻ꆢ룅ꆡ쫶뗄볓뿬,쫀뷧랶캧뗄쫐뎡뿕볤뷸튻늽삩햹ꆣ뿧맺뺭펪틑돉캪욷없쫇웳튵닎폫쫐뎡뺺헹뗄램놦뫍샻웷,쫇웳튵뺺헹폅웳튵뺭펪뗄탂쟷쫆ꆣ뛸뿧맺뺭펪뇘좻듸살컄뮯쫊펦컊쳢ꆣ룷쫆뗄훘튪살풴ꆣ캪펮뗃뫍놣돖돖탸뗄뺺헹폅쫆,웳튵뇘탫늻맺컄뮯뗄늻춬,뇘좻튪쟳욷없뗄ꆰ놾췁뮯ꆱ,뛸ꆰ놾췁뮯ꆱ뛏뗘뛔욷없뷸탐뒴탂ꆣ뗄맽돌,뻍쫇욷없뒴탂뗄맽돌ꆣ용죧,놦뷠릫쮾뷸죫훐맺쫗쿈,쿻럑헟탨쟳뗄뇤뮯튪쟳욷없뒴탂ꆣ쯦ퟅ짧믡짺닺뫳,쿈뫳붨솢쇋뛠룶죕뮯욷없,뛸헢킩욷없뗄쏼쏻컞튻늻쫇솦뗄쳡룟,죋샠컄쏷뗄늻뛏뷸늽,죋쏇퓚컯훊탨쟳뫍뺫짱탨펭뫏쇋훐맺컄뮯쾰쯗뗄쳘헷,듓릫쮾뗄쏻ퟖꆰ놦뷠ꆱ떽웤욷쟳솽룶랽쏦풽살풽뇭쿖돶뛠퇹뮯ꆢ룶탔뮯ꆢ룟튪쟳뗄쳘뗣,없ꆰ엋ꆱꆢꆰ욮죡ꆱ뗈뗈,뚼뻟폐쏷쿔뗄놾췁즫닊,듓탄샭늢쟒쯦ퟅ쪱볤뗄췆틆헢킩쳘뗣믡폺볓짮뮯뫍춻돶ꆣ욷없횻폐짏펮뗃쇋훐맺쿻럑헟뗄죏춬ꆣ퓙죧,뿉뿚뿉샖릫쮾캪훐맺뗄늻뛏닉좡뒴탂뗄탐뚯,믽벫훷뚯뗘쫊펦헢킩뇤뮯,룺짏믲뎬뒺뷚쫐뎡췆돶쇋쓠췞췞낢뢣뗄탂탎쿳,쪹헢룶듸폐훐맺뒫춳풽쿻럑헟뇤뮯뗄늽랥,닅쓜뎤뻃뗘펮뗃쿻럑헟뗄쾲낮뫍탅컄뮯뗗퓌뗄췞췞탎쿳튻특횮볤뗇짏틬맺닺욷뗄냼ힰ;싳떱샍삵,닅쓜붨솢웰돖탸뗄욷없훒돏ꆣ뗄뒺뷚탻뒫맣룦훐튲돶쿖쇋짭ퟅ뒫춳럾쫎뗄훐맺뛹춯;볒샖웤듎,벤쇒뗄쫐뎡뺺헹튪쟳욷없뒴탂ꆣ쯦ퟅ훐맺쫐뎡뺭뢣뗈췢뎬쫐튲쳹짏쇋훐맺뗄뒺솪뗈뗈ꆣ쯹폐헢킩뻙뚯쪵훊볃뗄짮죫랢햹,뫜뛠쇬폲틑듓ꆰ싴랽쫐뎡ꆱ죫ꆰ싲랽쫐짏뚼쫇뿧맺뺭펪훐뗄욷없뒴탂탐캪[9][10][15]ꆣ뎡ꆱ,볓짏벼쫵뷸늽퓬돉닺욷룼탂뮻듺뗄쯙뛈늻뛏볓뿬,욷맘폚욷없뒴탂,맺쓚췢탭뛠톧헟틑뺭듓뛠룶랽쏦뛔웤뷸없횮볤뗄뺺헹폺볓벤쇒뛸뢴퓓ꆣ뺺헹뗄볓뻧,웈쪹욷없ퟔ짭탐쇋퇐뺿[1][2]ꆣ쇵놦쇡(2008)ꆢ쇵탂(2008)퇐뺿쇋웳튵벰웤듺뇭뗄닺욷늻뛏췆돂돶탂,틔탎돉쟸뇰폚뺺헹뛔쫖뗄욷없뒴탂뗄랽쪽폫캬뮤[3][4],짲쓋즽(2007)싛쫶쇋TBM:ꆰ닮틬뮯ꆱ폅쫆ꆣ캪듋욷없뇘탫늻뛏뗄퓚욷없쏻돆ꆢ뇪쪶ꆢ욷없뒴탂릤돌[6][7];퇲뺲(2007)ꆢ컢쟯쟙(2006)첽쳖쇋욷없컄뮯ꆢ맣룦폯ꆢ닺욷탔쓜ꆢ볛룱ꆢ웳튵탎쿳뗈랽쏦닉좡훐뮪샏ퟖ뫅뗄욷없뒴탂컊쳢,쇵쾣쯎(2006)첽쳖쇋ퟔ훷욷뒴탂탐뚯ꆣ없뒴탂릦쓜벰웤킧맻움볛,컌쿲뚫닻쫶쇋욷없뒴탂맜샭컊쳢뗚죽,웳튵돉뎤튪쟳욷없뒴탂ꆣ떱욷없쏻쿂쯹뢲룇뗄튵(2006)샮뻼(2006)퓲퇐뺿쇋뫬뚹욷없뒴탂낸샽,헢킩돉컱믲닺욷폐쯹삩햹,믲욷없튪뾪췘룼뛠룼듳뗄쫐뎡,풭살뗄맻캪욷없뒴탂퇐뺿쳡릩쇋폐폃뗄뷨본[5][6][8][9]ꆣ욷없틑늻뻟놸쿠펦뗄뇭듯뫍뢲룇쓜솦쪱,뻍뇘탫뾼싇욷없뗄뛾ꆢ믹폚럻뫅톧뗄헻쳥욷없쒣탍뒴탂ꆣ맺쓚췢탭뛠볒톧헟뛔욷없쿂맽뚨틥,떫맛뗣늢캴춳뗚쯄,뿧컄뮯쫊펦튪쟳욷없뒴탂ꆣ쯦ퟅ뺭볃좫쟲뮯뷸돌튻ꆣ폐뗄뚨틥죏캪,욷없뻍쫇튻훖맘폚닺욷뗄쏻돆뫍뇪횾ꆣ[쫕룥죕웚]2009ꆪ12ꆪ09[믹뷰쿮쒿]맺볒ퟔ좻뿆톧믹뷰훺(70872062)[ퟷ헟볲뷩]췵탋풪(1962ꆪ),쓐,즽뚫쟠훝죋,뷌쫚,늩쪿짺떼쪦,퇐뺿랽쿲:쫐뎡펪쿺,욷없맜샭,뒴탂뒴튵맜샭;췵솬즭(1972ꆪ),쓐,즽뚫붺쓏죋,붲쪦,퇐뺿랽쿲:욷없맜샭,뒴튵뷌폽맜샭;쪯ꆡ퇒(1974ꆪ),얮,즽뚫룟쏜죋,붲쪦,퇐뺿랽쿲:맜샭뿆톧ꆣꆪ99ꆪ' 1994-2010 China Academic Journal Electronic Publishing House. All rights reserved.
용죧,쫀뷧릤튵닺욷ퟩ횯뛔욷없램싉뗄뚨틥쫇:ꆰ쟸럖웳튵쿳ꆱ,늢뇭쪾ퟅꆰ뷢쫍ꆱ,뛸ꆰ뷢쫍ꆱ랴펳ퟅꆰ뛔쿳ꆱꆣ볤뗄닺욷뫍럾컱뗄뇪횾ꆱ(죃ꆤ억뛻ꆤ뾨럆샕,2000)ꆣ쏀맺컒쏇붫평ꆰ쎽뷩ꆱꆢꆰ뛔쿳ꆱ뫍ꆰ뷢쫍ꆱ뗈튪쯘ퟩ돉뗄쫐뎡펪쿺킭믡뛔욷없쿂뗄뚨틥캪:ꆰ욷없쫇튻훖쏻돆ꆢ쫵폯ꆢ죽캻튻쳥뗄쾵춳쒣탍돆캪헻쳥욷없쒣탍(춼2),샻폃룃쒣뇪볇ꆢ럻뫅믲짨볆,믲쫇쯼쏇뗄ퟩ뫏퓋폃,웤쒿뗄쫇뷨틔뇦탍뿉틔뛔욷없뗄쓚몭벰웤ힴ첬뷸탐쾵춳럖컶ꆣ틔컒맺훸쏻볒죏쒳룶쿺쫛헟믲쒳좺쿺쫛헟뗄닺욷믲럾컱,늢쪹횮춬뺺헹뛔뗧욷없몣뛻캪샽,떱컒쏇쳡떽ꆰ몣뛻ꆱ헢튻욷없쪱,뻸늻뷶쫖뗄닺욷뫍럾컱쟸뇰뾪살ꆱ(GaryArmstrong,PhilipKotler,뷶횸ꆰ몣뛻ꆱ(쏻돆)ꆢꆰHaierꆱ벰ꆰ몣뛻탖뗜ꆱ(뇪횾)헢2000)ꆣ폐뗄뚨틥퓲죏캪,욷없늻뷶쫇튻훖쏻돆뫍뇪횾,뮹킩ꆰ쎽뷩ꆱ,뮹ퟔ좻뛸좻뗘횸몣뛻벯췅벰웤닺욷/럾컱ꆪꆪꆪ헢쫇튻훖닺욷벰웤웳튵뗄쿳헷믲뇭듯ꆣ용죧,럆샻웕ꆤ뿆쳘샕튻놻횸듺뗄ꆰ뛔쿳ꆱ,늢춬쪱닺짺뛔쯼뗄튻킩ꆰ뷢쫍ꆱꆪꆪꆪ(2003)죏캪,ꆰ튻룶욷없늻뷶뷶쫇튻룶쏻ퟖꆢ뇪횾ꆢ즫닊ꆢꆰ몣뛻쫇몣ꆱꆢꆰ몣뛻헦돏떽폀풶ꆱꆢ룟욷훊ꆢힿ풽뗄럾컱뇪폯믲헟뇪볇ꆱ,ꆰ췹췹쫇튻룶룼캪뢴퓓뗄럻뫅쾵춳,쯼쓜뇭(살ퟔ웳튵뗄뫍맋뿍뗄)ꆣ헢죽헟횮볤듦퓚ퟅ듺뇭폫놻듺뇭ꆢ듯돶쇹닣틢쮼:쫴탔ꆢ샻틦ꆢ볛횵ꆢ컄뮯ꆢ룶탔ꆢ쪹폃헟ꆣꆱ뇭쪾폫놻뇭쪾ꆢ랴펳폫랴펳뗄싟벭맘쾵,늢튻춬돶쿖,룸죋뮹폐뗄뚨틥죏캪,욷없늻뷶쫇튻훖쏻돆뫍뇪횾,튻훖웳튵뗄튻룶헻쳥뗄ꆰ몣뛻ꆱ욷없룅쓮ꆣ뇭듯믲쿳헷,뮹쫇(믲룼쫇)튻훖맋뿍뛔웤닺짺뗄죏횪믲룐쫜[11]ꆣ용죧,듳컀ꆤ냂룱췾()뛔욷없뗄뚨틥:ꆰ욷없쫇튻훖듭ퟛ뢴퓓뗄쿳헷,쯼쫇욷없쫴탔ꆢ쏻돆ꆢ냼ힰꆢ볛룱ꆢ샺쪷ꆢ짹폾ꆢ맣룦럧룱뗄컞탎ퟩ뫏ꆣ욷없춬쪱튲틲쿻럑헟뛔쪹폃뗄펡쿳,틔벰ퟔ짭뗄뺭퇩폐쯹뷧뚨ꆱ(뫎병톶,[12]2000)ꆣ럖컶틔짏뚨틥뿉틔랢쿖,뺡맜헢킩뚨틥횮볤듦퓚닮틬,떫뚼췪좫믲늻췪좫뗘짦벰떽죽훖튪쯘:튻쫇웳튵벰웤닺욷/럾컱;뛾쫇쏻돆뫍뇪횾;죽쫇웳튵뗄뇭듯믲맋뿍뗄룐쫜ꆣ틲듋컒쏇죏캪욷없룅쓮뇘좻튪짦벰헢죽룶튪쯘ꆣ튪룸돶췪헻뗄춼2ꆡꆰ죽캻튻쳥ꆱ뗄헻쳥욷없쒣탍욷없뚨틥,떥퓚ꆰ욷없ꆱ헢튻룅쓮쯹뎣퓚뗄맜샭톧ꆢ펪쿺톧뗈쇬폲쫇쓑틔쪵쿖뗄,뇘탫쳸돶쯼쏇뗄붮뷧,솢ퟣ룼듳뗄뿕죽ꆢ믹폚럻뫅톧헻쳥욷없쒣탍뗄욷없뒴탂춾뺶볤벰풭퓲,톰쟳탂뗄뷢쫍뷇뛈ꆣ폫헜톧ꆢ싟벭톧ꆢ폯퇔톧ꆢ뒫쎽톧쏜쟐쿠맘뗄ꆰ럻뫅톧ꆱ뿉틔캪컒쏇쳡릩탂뗄쫓뷇ꆣꆰ럻뫅쫇쯹캽욷없뒴탂뻍쫇뛔풭욷없쾵춳뗄쓚늿튪쯘벰웤뷡릹맘뒫능맽돌훐캪뒫듯톶쾢뛸폃틔횸듺쒳훖틢틥뗄훐뷩ꆱ(럫맺쾵뷸탐튻뚨뗄룄뇤,듓뛸쪹웤릦쓜닺짺쳡짽뗄믮뚯맽돌ꆣ틲솼듋,욷없뒴탂쫗쿈튪뛔뒴탂뗄뿍쳥벴ꆰ욷없ꆱ뷸탐쾵춳럖,1995)ꆣ럻뫅컞뒦늻퓚,폯퇔ꆢ컄ퟖꆢ쿟쳵ꆢ즫닊ꆢ쳥첬뚯ퟷ뗈뗈뚼쫇럻뫅,ꆰ죋샠컄뮯짺믮뚼쫇럻뫅탎쪽ꆱ(췵짙컶,헻쳥욷없쒣탍캪뷸탐욷없뒴탂쳡릩쇋쮼뾼쒣탍ꆣ쇕,1994)ꆣ욷없뇭쿖캪튻훖쏻돆ꆢ뇪횾믲웤ퟩ뫏,쫇튻훖(튻)믹폚헻쳥욷없쒣탍뗄욷없뒴탂춾뺶럖컶럻뫅믲럻뫅좺ꆣ틲듋,욷없ퟔ좻펦룃뷸죫럻뫅톧퇐뺿뗄쫓11ꆰ쎽뷩ꆱ뗄뒴탂튰[13][14]ꆣꆰ쎽뷩ꆱ뗄뒴탂,벴탎쪽럻뫅뗄뒴탂ꆣ탎쪽럻뫅쫇죎뫎쿖듺럻뫅톧뗄뇇ퟦ욤뛻쮹죏캪,튻쟐럻뫅톧뗄컊쳢뚼늻쓜릻쪹튻훖짌욷폫쇭튻훖짌욷쟸뇰뾪뗄컄ퟖꆢ춼낸믲쪵컯ꆣ쓜믘뇜ꆰ쎽뷩ꆱꆢꆰ뛔쿳ꆱꆢꆰ뷢쫍ꆱ죽룶랽쏦ꆣ죎뫎튻룶럻욷없ퟮ훘튪뗄탎쪽럻뫅폐솽훖ꆣ튻훖쫇욷없뗄쏻ퟖ(믲쏻뫅쒣탍뚼쫇평ꆰ쎽뷩ꆱꆢꆰ뛔쿳ꆱ뫍ꆰ뷢쫍ꆱ헢죽훖튪쯘릹돆),벴쓜릻놻돆캽뗄늿럖,냼삨ퟖ쒸ꆢ떥듊뫍쫽ퟖ뗈ꆣ욷돉,헢죽훖튪쯘늻뻟폐럖샫탔,뛸쫇ꆰ죽캻튻쳥ꆱ,벴럻뫅없쏻ퟖ쫇ퟮ훘튪뗄ퟮ뫋탄뗄탎쪽럻뫅,풭틲훷튪퓚폚쯼쫇폯뗄ꆰ죽캻튻쳥ꆱ탔훊ꆣ헢훖쮼쿫뿉폃튻룶죽뷇탎쒣탍살뇭듯퇔럻뫅,틔쫓뻵뫍쳽뻵뗄탎쪽듦퓚,쫇욷없퓚죋볊횮볤뷸탐(춼1):뒫능뗄믹뒡ꆣ쯼쪹뗃욷없횪쪶뷨훺폚듳훚뒫쎽뒫룸쫜훚횮뫳,평헢킩쫜훚뷸튻늽쿲웤쯻쫜훚뒫능돉캪뿉쓜,헢훖ꆰ뛾벶뒫능ꆱ뛔폚쪵쿖욷없뗄뒫능킧맻쪮럖훘튪ꆣ퓚헢튻뗣짏,웤쯻탎쪽럻뫅뻹컞램폫횮쿠뇈ꆣ쇭튻훖탎쪽럻뫅쫇쓇킩늻쓜놻돆캽뗄늿럖,훷튪쫇횸욷없뇪횾(믲짌뇪춼낸),뮹냼삨쿳헷컯(싳떱샍듳쫥ꆢ몣뛻탖뗜)ꆢ만뮯뗄맣룦뿚뫅(쓍뿋:쿫ퟶ뻍ퟶꆪꆪꆪjustdoit)틔벰뇪횾퇕즫(IBM뗄ꆰ듳삶ꆱ)뗈뗈ꆣ춼1ꆡꆰ죽캻튻쳥ꆱ뗄럻뫅쒣탍ꆰ쎽뷩ꆱ뗄뒴탂뻍쫇뛔떱잰뗄평욷없쏻ퟖꆢ뇪횾뗈ퟩ돉틲듋뗄탎쪽럻뫅(좺)ퟶ뻖늿뗄믲헻쳥뗄,쓚죝짏믲탎쪽짏,믲,ꆰ럻뫅늻쫇튻룶뿍쳥,뛸쫇튻훖맘쾵ꆣ쯼쫇ퟷ캪쎽뷩웰ퟷ폃뗄,뻟폐튻룶뛔쿳맘솪컯,늢뿉폃튻뚨뗄뷢쫍볓듳믲킡뗄뇤뚯ꆣ뇤뚯뿉틔쫇뻖늿뗄,뷶뷶룼뮻탎쪽럻뫅좺훐틔쮵쏷ꆣ횻폐떱쒳컯뒦폚헢훖죽캻맘쾵횮훐,쯼닅쓜랢믓럻뗄튻룶믲벸룶럻뫅,용죧뷶뷶룼뮻욷없뗄뇪횾믲뷶뷶룼룄욷뫅뗄ퟷ폃ꆱ(십뿋쮹ꆤ놾퓳,1992)ꆣ뛸욷없ퟷ캪튻룶럻뫅,없뇪횾뗄퇕즫,튲뿉틔쫇헻쳥뗄,벴뛔쯹폐뗄탎쪽럻뫅뚼폨뇘좻튲뻟놸헢훖ꆰ죽캻튻쳥ꆱ탔,벴뇘좻뻟놸ꆰ뛔쿳ꆱ(웳틔룼룄ꆣ뇤뚯뿉틔쫇쓚죝짏뗄,용죧룄뇤욷없뗄쏻ퟖ벴룄뇤튵벰웤닺욷/럾컱)ꆢꆰ쎽뷩ꆱ(쏻돆뫍뇪횾)ꆢꆰ뷢쫍ꆱ(웳튵돆캽,튲뿉틔쫇탎쪽짏뗄,용죧뷶뷶룄뇤욷없쏻ퟖ뗄ퟖ쳥ꆣ뗄뇭듯믲맋뿍뗄룐쫜)헢죽룶튪쯘ꆣ뇤뚯뿉틔쫇듳럹뛈뗄뎹뗗뗄,용죧뫪믹벯췅뗄펢컄쏻돆평ퟛ뫏틔짏맛뗣,ꆰ헻쳥욷없ꆱ죏캪욷없쫇웳튵폃틔듺뇭Multitech룄뇤캪Acer,튲뿉틔쫇킡럹뛈뗄,용죧솪쿫뗄펢컄ퟔ짭벰웤닺욷/럾컱뗄쳘헷,뷸뛸랽뇣늢듙뷸맋뿍뛔웤룐횪쏻돆평Legend룄뇤캪Lenovoꆣ틲듋,ꆰ쎽뷩ꆱ뗄뒴탂탎쪽늻뗄평쏻돆ꆢ뇪횾뗈ퟩ돉뗄뻟놸ꆰ죽캻튻쳥ꆱ탔뗄럻뫅뻐튻룱,뛠훖뛠퇹ꆣ늻뷶죧듋,쯦ퟅ욷없뗄돉뎤뫍삩헅,뢱(좺),헢튻룅쓮쳥쿖쇋욷없ퟷ캪럻뫅뗄ꆰ죽캻튻쳥ꆱ탔,욷없(퇇욷없)틔벰솪뫏욷없늻뛏떮짺,용죧평MI2늢뇭쏷쇋헢죽룶튪쯘뗄싟벭맘쾵,벴ꆰ쎽뷩ꆱ듺뇭ퟅꆰ뛔CROSOFT떽MICROSOFTWINDOWSꆢMICROSOFTWORDꆢꆪ100ꆪ' 1994-2010 China Academic Journal Electronic Publishing House. All rights reserved.
MICROSOFTEXCELandetc.,평뛀솢뗄SONY뫍ERICSSON횯뗄ퟩ뫏뒴탂ꆣ쇭췢,볓잿닺욷훆퓬릤틕뒴탂뿉틔폐킧뗄퓶떽SONYERICSSON,튲쫇욷없탎쪽럻뫅벴ꆰ쎽뷩ꆱ뒴탂뗄튻볓닺욷벼쫵몬솿,쯵뛌훆돌,붵뗍돉놾,듓뛸듳듳쳡짽닺욷훖탎쪽ꆣ뢱욷없(퇇욷없)뒴탂뗄튻룶뗤탍낸샽쫇쒦췐싞쫐뎡뺺헹솦ꆣ삭ꆣ룃릫쮾뷸탐쇋뿧풽35룶맺볒뗄좫쟲탔쫐뎡뗷퇐,냑틆(뛾)믹폚럻뫅톧헻쳥욷없쒣탍뗄뒴탂풭퓲뚯춨탅쿻럑헟럖캪4듳샠:뿆벼ힷ쟳탍ꆢ쪱볤맜샭탍ꆢ탎쿳11놣돖ꆰ죽튪쯘ꆱ횮볤뗄뫴펦폫뫍킳ힷ쟳탍뫍룶죋붻췹탍늢쿠펦췆돶쇋쯄듳쒿뇪욷없:쳬췘퓚뛔욷없쪵쪩뒴탂쪱,늢늻뇘좻튪쟳ꆰ쎽뷩ꆱ뒴탂ꆢ(ACCOMPLI)ꆢ쪱쯳(TIMEPORT)ꆢV1(Vdot)뫍탄폯ꆰ뷢쫍ꆱ뒴탂ꆢꆰ뛔쿳ꆱ뒴탂죽헟춬쪱춬늽뗘햹뾪,떫펦룃(TALKABOUT)ꆣꆰ쳬췘ꆱ뗄듺뇭믺탍쫇A6188벰A6288,쒿놣돖ꆰ죽튪쯘ꆱ횮볤뗄뫴펦폫뫍킳,놣돖ꆰ헻쳥욷없ꆱ쯹뇪쿻럑헟쫇뿆벼ힷ쟳탍,뫋탄쪶뇰쫇뿆벼;ꆰ쪱쯳ꆱ뗄듺뇭펦뻟놸뗄ꆰ죽캻튻쳥ꆱ탔,튲뻍쫇쮵,죽튪쯘펦싺ퟣ웤쓚퓚믺탍쫇P7689,쒿뇪쿻럑헟쫇붲쟳킧싊ꆢ뺭뎣탨튪ퟶ돶뻶닟뗄싟벭맘쾵,벴ꆰ쎽뷩ꆱ듺뇭ퟅꆰ뛔쿳ꆱ,늢뇭쪾ퟅꆰ뷢뗄맜샭죋풱,뫋탄쪶뇰쫇룟킧;ꆰV.(Vdot)ꆱ뗄듺뇭믺탍쫍ꆱ,뛸ꆰ뷢쫍ꆱ랴펳ퟅꆰ뛔쿳ꆱꆣ헢볈쫇뛔풭쿈욷없ꆰ죽쫇V998,쒿뇪쿻럑좺쫇ힷ쟳쪱짐뗄탂탂죋샠,뫋탄쪶뇰쫇쪱튪쯘ꆱ뗄튪쟳,튲쫇뛔뒴탂뫳욷없ꆰ죽튪쯘ꆱ뗄튪쟳ꆣ쒦췐짐;ꆰ탄폯ꆱ뗄듺뇭믺탍쫇T2188,쒿뇪쫇훘쫓릵춨폫쟩좤싞삭뗄욷없뒴탂(죧춼3쯹쪾)뻍ퟱ톭쇋헢튻풭퓲ꆣ웤틑폐뗄쿻럑헟,뫋탄쪶뇰쫇쟩좤ꆣ펢컄쏻돆ꆰMotorolaꆱ(쎽뷩)뻍퓌몬ꆰ틆뚯횮짹ꆱ뗄틢쮼21ꆰ뷢쫍ꆱ뗄뒴탂(뷢쫍),폫웤훷펪뗄틆뚯춨탅닺욷(뛔쿳)뗄쳘탔쪮럖쳹ꆰ뷢쫍ꆱ뗄뒴탂,튲뻍쫇욷없틢틥뗄뒴탂ꆣ쯹캽욷없틢쟐;틑폐뇪쪶늿럖닉폃쫗킴ퟖ쒸M뗄틕쫵뇤쳥(쎽뷩),웤틥뻍쫇ꆰ쎽뷩ꆱ벴탎쪽럻뫅쯹뒫듯쯹뇭헷뗄몬틥ꆣ웳튵캪ퟔ탎ힴ쯆햹돡룟량뗄듳열횮쮫틭,늢엤틔맣룦듊ꆰ쒦췐싞삭량짭벰웤닺욷맚쏻늢짨볆뇪횾벴ꆰ욷없뮯ꆱ,뻸늻뷶뷶쫇캪쇋풽컞쿞ꆱ,튲풢틢닺욷(뛔쿳)ꆰ퓚릵춨탔쓜짏뗄컞벫쿞ꆱꆰ쪹횮춬뺺헹뛔쫖뗄닺욷뫍럾컱쟸뇰뾪살ꆱ,룼훘튪뗄쫇쿲맋(뷢쫍)(죧춼3훐뗄ꋱ쯹쪾)ꆣ캪쪹욷없쏻돆뫍뇪쪶뾴웰살ꆢ뿍뒫듯맘폚웳튵ퟔ짭벰웤닺욷뗄튻훖틢틥ꆢ튻훖컄뮯ꆣ틲쳽웰살룼볓탎쿳ꆢ짺뚯폫쪱짐,룼쳹뷼쿻럑헟,늢뷨틔췆맣듋,욷없쏻ퟖ벰뇪횾ퟜ쫇믲횱냗믲틾몬쇋튻뚨뗄ꆰ뷢쫍ꆱ벴V70ꆢT190뗈틔ꆰ탂ꆱꆢꆰ뿡ꆱ캪쳘뗣뗄탂쫖믺(뛔쿳),쒦틢틥ꆣ용죧COMPAD(뾵냘)헢튻욷없쏻ퟖ훐,ꆰCOMꆱ뇭췐싞삭릫쮾쪵쪩욷없뒴탂,퓚욷없뗄탎쪽럻뫅좺훐퓶쳭쇋탂쪾ꆰ볆쯣믺ꆢ뒫능ꆱ,뛸ꆰPADꆱ퓲뇭쪾ꆰ킡킡뗄ꆢ헻뫏뗄풪쯘ꆪꆪꆪꆰMOTOꆱ(쎽뷩),ꆰMOTOꆱ쫇쓪쟡쿻럑헟횮볤쇷컯쳥ꆱ,폃ꆰpadꆱ헢튻늻춨폃뗄듊쯘뛸늻폃ꆰpakꆱꆢꆰpacꆱ뒫뗄뛔쒦췐싞삭뗄돆ꆣ폃쿻럑헟ퟔ벺뗄폯퇔캪닺욷쏼쏻,믲ꆰpachꆱퟷ캪뷡캲,퓲횼퓚낵쪾쒳킩뿆톧뗄ꆢ늻춬톰뎣뗄쳥쿖쇋ꆰ좫탄캪쓣ꆱꆢꆰ뚴쾤쓣뗄훖훖탨쟳,틲쓣뛸짺뗄뿆벼뚫컷ꆣ퓙죧NIKE(쓍뿋)뗄펢컄풸틢쫇쾣산짱뮰훐뗄튻룶닅쫇쓣탨튪뗄ꆱ뗄MOTO뺫짱(뷢쫍)(죧춼3훐뗄ꋲ쯹짭짺솽틭ꆢ킯듸횦뗄쪤샻얮짱,웤풢틢쫇뒩듋킬뿉믱쪤쪾)ꆣ샻ꆣ욷없틢틥췹췹튪춨맽볲쏷짺뚯뗄맣룦뿚뫅폯틔벰뛀뻟뒴틢뗄맣룦짨볆살뢳폨늢뷨훺룷훖쎽쳥폨틔뒫능ꆣ쯦ퟅ쪱듺뗄뇤뮯,펦룃늻뛏뗘뒴퓬탂뗄맣룦폯퇔늢늻뛏뇤뮻맣룦랽쪽틔뢳폨늢뒫능탂뗄욷없틢틥ꆣ탨튪쳘뇰힢틢뗄쫇,욷없쯹퓌몭뗄틢틥,늻뷶쫇웳튵훷뚯뢳폨뗄,튲쫇욷없퓚웤뒫능맽돌훐평맋뿍ퟔ컒쇬믡ꆢퟔ탐잿볓뗄ꆣ웳튵뇭듯뗄욷없틢틥폫맋뿍샭뷢뗄욷없틢틥뿉쓜늻춬,늻춬뗄맋뿍뛔욷없틢틥뗄샭뷢튲믡폐쯹늻춬ꆣ욷없틢틥퓚웳튵폫맋뿍횮볤ꆢ맋뿍횮볤튻훂폫럱,퓚뫜듳돌뛈짏좡뻶폚욷없짨볆쫇럱뿆톧뫏샭틔벰뫳탸뗄욷없뒫능쫇럱벰쪱떽춼3ꆡ쒦췐싞삭뗄욷없뒴탂캻ꆣ헢뻍튪쟳욷없맜샭헟벰쪱뛔쿻럑헟탄쒿훐뗄ꆰ욷없틢틥ꆱ뷸탐헯뛏,뻝듋뛔욷없짨볆벰욷없뒫능뗄쓚죝뫍탎쪽뷸21짷훘좨뫢ꆰ룄솼쪽ꆱ뒴탂폫ꆰ룯쏼쪽ꆱ뒴탂탐탞헽믲룯탂ꆣ쯹캽ꆰ룯쏼쪽ꆱ뒴탂,뻍쫇췪좫엗웺뻉뗄,훘탂릹붨탂뗄ꆣ용죧뫪믹벯췅뗄펢컄쏻돆평Multitech룄뇤캪Acerꆣ뛸쯹31ꆰ뛔쿳ꆱ뗄뒴탂ꆰ뛔쿳ꆱ뗄뒴탂,뻍쫇웳튵ퟔ짭벰웤닺욷/럾컱뗄뒴탂ꆣ캽ꆰ룄솼쪽ꆱ뒴탂,뻍쫇붫ꆰ볌돐ꆱ폫ꆰ뾪뒴ꆱ폐믺뷡뫏웳튵뒴탂쓚죝쪮럖럡뢻,냼삨닺욷벼쫵뒴탂ꆢ훆뛈뒴탂ꆢퟩ웰살,톭탲붥뷸뗘뷸탐뇤뚯,춨맽돖탸뗄늻뛏믽샛뗄뻖늿믲횯뒴탂ꆢ맜샭뒴탂ꆢ컄뮯뒴탂뗈랽쏦,뛸헢킩뒴탂퓚폫쿻럑룄솼탔뗄뒴탂,ퟮ훕틽웰훊뗄뇤뮯,쪵쿖룹놾탔뗄뒴탂ꆣ용헟뷓뒥뗄쫐뎡짏ퟮ훕뇭쿖캪닺욷뒴탂ꆣ떥뻍닺욷벼쫵뒴탂놾죧솪쿫뗄펢컄쏻돆평ꆰLegendꆱ룄뇤캪ꆰLenovoꆱ,볈놣쇴짭살쮵쇋풭쏻돆ꆰLegendꆱ뗄튻늿럖(ꆰLeꆱ),볌돐쇋ꆰLegendꆱ,웤뒴탂뗄쓚죝뫍탎쪽튲쪮럖럡뢻ꆣ틲캪,닺욷늻뷶뷶쫇튻룶ꆰ떥뒿뗄쪵쳥ꆱ뛸쫇벯돉쇋ꆰ폐탎닺욷ꆢ쿠맘뢽볾쯹퓌몭뗄ꆰ뒫웦ꆱ뗄틢틥,폖뾪뒴탔퓶볓쇋튻룶삭뚡듊룹뫍컞탎엤쳗럾컱ꆱ뗄ꆰ삩햹닺욷ꆱ(싀볡,쯯쇖퇒,컢놣뻼ꆰnovoꆱ,뇭듯ꆰ뒴탂ꆱ횮틢,탂뻉뷡뫏돤럖뇭듯쇋솪쿫탂뗄뗈욷없ꆰ뷢쫍ꆱꆪꆪꆪꆰ뿆벼뒴퓬ퟔ평ꆱꆢꆰ횻튪쓣쿫ꆱ;닺욷랽,2003),닺욷뒴탂튲뻍늻떥쫇뛔떥뒿쪵쳥닺욷뗄뒴탂,뛸펦룃쫇뛔삩햹쇋틔뫳뗄닺욷뷸탐뒴탂,볈냼삨뛔닺욷탔쏦,듓뗧쓔볦죝믺ꇺEGPꇺ릦쓜뗧쓔ꇺ탂룅쓮뗧쓔;벤맢듲쓜ꆢ훊솿ꆢ맦룱ꆢ쪽퇹뗄뒴탂,뮹냼삨뛔닺욷냼ힰꆢ돂짨뗈펡믺,듺샭쿺쫛(1997쓪틔잰)ꇺ룄솼탔뾪랢ꆢ췆돶욷없랽쏦뗄뒴탂믺(1997/1998쓪),솪쿫튲쫇닉좡쇋ꆰ룄솼쪽ꆱ뒴탂뗄ퟶ,틔벰퓚쯍믵ꆢ낲ힰꆢ캬탞ꆢ엠통뗈랽쏦뗄럾컱뒴탂ꆣퟜ횮,쿖듺웳튵닺욷뒴탂쫇붨솢퓚닺욷헻쳥룅쓮믹뒡램ꆣ짏뗄틔쫐뎡캪떼쿲뗄쾵춳릤돌ꆣ듓떥룶쿮쒿뾴,쯼뇭쿖캪닺욷없뒴탂뗄쒿뗄횮튻쫇캪쇋쫊펦쿻럑헟탄샭뗄뇤뮯,듓욷쒳쿮벼쫵뺭볃닎쫽훊뫍솿뗄춻웆폫쳡룟,냼삨탂닺욷뾪랢뛸퓚쿻럑헟탄쒿훐탎돉탂뗄탎쿳ꆣ뇈웰춻좻뗄뇤뮯살,죋쏇뫍샏닺욷룄뷸;듓헻쳥뾼달,쯼맡뒩닺욷릹쮼ꆢ짨볆ꆢ쫔룼샖틢뷓쫜훰늽뗄ꆰ룄솼쪽ꆱ뗄뇤뮯ꆣ럇떽췲늻뗃틑,ꆰ룯훆ꆢ펪쿺좫맽돌,쫇릦쓜뒴탂ꆢ탎쪽뒴탂ꆢ럾컱뒴탂뛠캬붻쏼쪽ꆱ뗄뎹뗗룄뇤뫜쫇짷탐캪뫃ꆣ틲캪뎹뗗룄뇤쫇ퟟ튻쳵폫맽좥췪좫늻춬뗄뗀슷,룣늻뫃믡웆뮵맋뿍뛔욷없틑폐뗄죏뿉ꆪ101ꆪ' 1994-2010 China Academic Journal Electronic Publishing House. All rights reserved.
뫍볇틤,듓뛸퓬돉욷없닺뗄즥쪧,뛸헢훖닺쫇뾿쓇킩돥(2)ꆰ뷢쫍ꆱ쓚늿ꆣꆰ뷢쫍ꆱ벴욷없틢틥헢튻튪쯘튲냼ퟅ뇪쪶뛸살뗄맋뿍틔벰뛔뇪쪶닺짺맩쫴룐뗄풱릤뎤쓪샛퓂믽몬ퟅ뫋탄돉럖뫍럇뫋탄돉럖ꆣ뫋탄뗄욷없틢틥뇭듯쇋웳튵뗄샛웰살뗄ꆣ뺡맜죧듋,늢늻럱죏ꆰ룯쏼쪽ꆱ뒴탂듦퓚뗄뇘튪ퟮ룹놾뗄볛횵ힷ쟳,춬쪱튲돐퓘쇋ퟮ쓜듲뚯맋뿍뗄컄뮯몭탔ꆣ폐쪱ꆰ룯쏼쪽ꆱ뒴탂쫇뇘탫뗄,짵믲쫇쏷훇횮뻙ꆣ용죧틥,펦뺡뿉쓜뗄놣돖ꆰ늻뇤ꆱ,뛸웤쯻뗄럇뫋탄틢틥퓲펦쯦퓚욷없탎쿳퓢폶벫듳캣믺,탎쿳벫듳쫜쯰,믲풭닺욷쯹퓚뗄ퟅ쪱듺뗄랢햹ꆢ컄뮯뗄뇤잨ꆢ뗘폲뗄삩햹,ퟶ쫊쪱쫊떱뗄룄닺튵벱뻧쮥췋쪱,뻍펦맻뛏뗘닉좡뎹뗗뗄욷없뒴탂ꆣ뇤ꆣ용죧,뺡맜IBM뗄욷없뿚뫅샺뺭ꆰ쯄몣횮볒뗄뷢뻶횮31냑컕죽튪쯘횮볤ꆰ뎣뇤ꆱ폫ꆰ늻뇤ꆱ뗄뚯첬욽뫢뗀ꆱꆢꆰ쯦탨펦뇤뗄뗧ퟓ짌컱ꆱ뗈뛠듎틲뗘ꆢ틲쪱훆틋뗄뇤퓚내틔짏슷뺶뛔욷없쪵쪩뒴탂쪱,튲늢늻뇘좻튪쟳ꆰ쎽뮯,떫뒫듯웤뫋탄웳튵샭쓮ꆢ뒫듯웤훷튪닺욷쳘뗣뗄ꆰIBM뷩ꆱ뒴탂ꆢꆰ뷢쫍ꆱ뒴탂ꆢꆰ뛔쿳ꆱ뒴탂퓚돌뛈ꆢ욵뛈짏췪뻍쫇럾컱ꆱ뗄뿚뫅쪼훕캴뇤,늢뗃떽쇋튻틔맡횮뗄쪵쪩,듓좫튻훂,잡잡쿠랴,펦룃냑컕죽튪쯘횮볤ꆰ뎣뇤ꆱ폫ꆰ늻뛸펮뗃쇋벫룟뗄탅폾ꆣ쓑맖IBM릫쮾뗄맋뿍첸떽쯻쏇캪쪲쎴뇤ꆱ뗄뚯첬욽뫢ꆣ쯹캽ꆰ뎣뇤ꆱ,뻍쫇쯦ퟅ쪱볤뗄췆틆,룹튪퓚쇮죋쒿늻쾾뷓뗄뗧쓔쫀뷧훐톡퓱IBM닺욷뗄풭틲쪱쮵:뻝욷없ퟔ짭벰훜캧뮷뺳뗄뇤뮯쫊쪱쫊떱뗘뺭뎣탔뛔풭튪쯘뷸ꆰ뫜뛠웤쯼없ퟓ뗄뗧쓔뇈IBM쿈뷸,뛸쟒죭볾튲뫃폃,IBM탐탞헽ꆣ쯹캽ꆰ늻뇤ꆱ뻍쫇죎욾웳튵ퟔ짭벰훜캧뮷뺳뗄뇤뮯폐뗄닺욷볛룱뇈뇰죋룟25%,떫쫇쯻쏇뗄럾컱쪹죋탅삵!ꆱ뛸쪼훕놣돖욷없풭튪쯘뗄놾살쏦쎲ꆣ(3)ꆰ뛔쿳ꆱ쓚늿ꆣꆰ뛔쿳ꆱ벴닺욷헢튻튪쯘훐춬퇹냼듳훂쮵살,퓚죽튪쯘훐,ꆰ뛔쿳ꆱ벴닺욷쫴폚ꆰ뎣뇤ꆱ몬ퟅ뫋탄돉럖뫍럇뫋탄돉럖ꆣ뫋탄돉럖쿱뿉뿚뿉샖뗄엤쇏쏘튪쯘,뛸ꆰ쎽뷩ꆱ벴욷없쏻돆뗈탎쪽럻뫅쫴폚ꆰ늻뇤ꆱ튪랽ꆢ펢쳘뛻뗄킾욬벼쫵ꆢ쯷쓡뗄쫓쳽튵컱뗈뫋탄벼쫵ꆢ뫋탄쯘,ꆰ뷢쫍ꆱ퓚뇤뚯돌뛈뫍욵뛈짏퓲뷩폚솽헟횮볤ꆣ풭틲퓚닺욷ꆢ뫋탄튵컱펦뺡뿉쓜뗘놣돖ꆰ늻뇤ꆱ,틔놣쇴뫍잿뮯웤폚,쯦ퟅ쿻럑헟탨쟳풽살풽뛠퇹탔뫍룶탔뮯틔벰뺺헹뗄늻뛏뫋탄뺺헹폅쫆;뛸웤쯻뗄럇뫋탄돉럖퓲펦쯦ퟅ벼쫵뗄뷸늽ꆢ볓뻧,캪믱뗃욷없훒돏ꆢ펮뗃뺺헹폅쫆,웳튵뇘탫늻뛏뗘뷸쿻럑헟탨쟳뗄뇤뮯ퟶ쫊쪱쫊떱뗄ꆰ뎣뇤ꆱꆣ탐닺욷뒴탂;뛸욷없쏻ퟖ뗈탎쪽럻뫅쫇맋뿍쟸뇰뫍쇋뷢닺욷[닎뾼컄쿗]뗄맘볼쿟쯷뫍훘튪쟾뗀,죴랢짺뇤뚯쓄엂쫇벫웤쾸캢뗄뇤[1]GaryArmstrong,PhilipKotler,2000,Marketing:anintro2뚯,뚼믡뛔맋뿍뗄욷없죏횪퓬돉헏낭,쳘뇰쫇퓚쫐뎡훈탲뮹duction,Prentice-Hall,Inc.캴붡좫볙쎰캱쇓돤돢뗄쟩뿶쿂;욷없틢틥쿠뇈잰솽헟,볈폐[2]죃ꆤ억뛻ꆤ뾨럆샕.햽싔탔욷없맜샭[M].놱뺩:짌샠쯆욷없쏻ퟖ룕탔뗄튻쏦,용죧뫋탄틢틥뮹쫇놣돖ꆰ늻뇤ꆱ컱펡쫩망,2000.캪틋,춬쪱폖폐ꆰ뎣뇤ꆱ뗄떯탔뿕볤,용죧뫦췐욷없뫋탄틢[3]쇵놦쇡.맘폚웳튵욷없뒴탂벰놣뮤뗄햽싔톡퓱[J].짺틥뗄튻킩맣룦폯뻍뿉틔ꆢ늢쟒튲펦떱틲쪱틲뗘틲죋뛸ퟶ돶뇤닺솦퇐뺿,2008,(10):19.뚯ꆣ좫쟲ퟮ폐볛횵뗄100룶욷없횮튻뗄쯷쓡(SONY),ퟔ떮[4]쇵탂.싛웳튵욷없뒴탂뗄랽쪽폫캬뮤[J].맜샭맛달,짺틔살,튻횱훂솦폚틽뷸늢ퟔ훷뾪랢쿈뷸벼쫵,듓ퟮ돵짺닺2008,(8):15.쯦짭쳽,떽짺닺뗧쫓믺ꆢ쫓쳽닺욷ꆢ폎쾷믺ꆢ쫖믺뗈,늻뛏[5]짲쓋즽.TBM:욷없뒴탂릤돌[J].짏몣뺭볃,2008,췆돶쫀뷧쇬쿈쮮욽뗄탂닺욷ꆣ용죧,뷶뷶퓚20쫀볍50떽60(11):23.쓪듺,쯷쓡뻍돉릦뗘뾪랢쇋5룶죕놾쫗뒴ꆢ16룶쫀뷧쫗뒴뗄[6]퇲뺲.싛훐뮪샏ퟖ뫅뗄욷없뒴탂[J].쿖듺짌쎳릤튵,닺욷ꆣ뺡맜죧듋,웤욷없쏻돆ꆰSONYꆱ좴쮿뫁캴뇤ꆣ퓚쯷2008,(12):24.쓡뗄랢햹쪷짏,랴펳뫍헃쿔욷없틢틥뗄웳튵컄뮯벰맣룦뿚뫅[7]역돌.쫔싛믹폚삶몣햽싔뗄욷없뒴탂[J].쿻럑떼뾯,쯦ퟅ뮷뺳뗄뇤뮯늻쪱ퟶퟅ킩탭뇤뚯,떫퓚돉솢돵웚좷솢뗄랴2007,(1):29.펳욷없뫋탄틢틥뗄뺭펪샭쓮ꆪꆪꆪꆰퟶ뾪췘헟,늻쒣럂뇰죋[8]쇵쾣쯎.ퟔ훷욷없뒴탂릦쓜벰웤킧맻움볛퇐뺿[J].뿆,얬솦ퟶ뇰죋늻ퟶ뗄쫂쟩ꆱ좴쪼훕죧튻ꆣ벼맜샭퇐뺿,2007,(17):냑컕룷튪쯘쓚늿뫋탄돉럖폫럇뫋탄돉럖횮볤ꆰ늻뇤ꆱ[9]컌쿲뚫.욷없뒴탂맜샭뗄믆뷰램퓲[J].맣컷뿆벼,폫ꆰ뎣뇤ꆱ뗄뚯첬욽뫢2006,(5):28.[10]헅맣쇡.ퟔ훷욷없뒴탂뗄죴룉쮼뾼[J].훐맺릤짌맜(1)ꆰ쎽뷩ꆱ쓚늿ꆣꆰ쎽뷩ꆱ벴탎쪽럻뫅헢튻튪쯘냼몬욷없쏻ퟖꆢ욷없뇪횾뗈돉럖,웤훐ퟮ뫋탄뗄돉럖떱쫽욷없쏻샭퇐뺿,2006,(10):23.ퟖ[11]럆샻웕ꆤ뿆쳘샕.펪쿺맜샭[M].짏몣:짏몣죋쏱돶,뛸뇪횾뗈웤쯻탎쪽럻뫅쿠뛔뛸퇔뿉쫓캪럇뫋탄돉럖ꆣ헢쫇틲캪욷없쏻ퟖ뗄룄뇤뿉쓜퓬돉쿻럑헟쪶뇰뗄퇏훘삧쓑냦짧,2003.,웳튵뿠탄뺭펪뗄욷없닺믡틲횮벫듳뗘쇷쪧,틲듋욷없뒴탂[12]뫎병톶.욷없탎쿳닟뮮[M].짏몣:뢴떩듳톧돶냦쪱짧,2000.,뺡뿉쓜뗘놣횤욷없쏻ퟖ늻뇤;뛸욷없뇪횾퓲뻟폐튻뚨뗄쒣뫽탔뫍뿉뇤탔,뿉틔룹뻝쪱듺뗄탨튪뫍컄뮯뗄늻춬ퟷ쫊떱[13]췵짙쇕.럻뫅톧폫맣룦폯퇔[J].짏몣췢맺폯듳톧톧뗄탞룄놨,1994,(6):20.,뛸쟒튻냣늻믡퇏훘펰쿬맋뿍뗄쪶뇰ꆣ샽죧,냙쫂뿉샖뗄뇪횾춼낸[14]틁샶즯냗ꆤ췟뛻쳘.맣틥럻뫅톧벰웤퓚짨볆훐뗄펦폃,듓1906쓪틔살,ퟷ쇋7듎뇤뚯,떫ꆰPEP2SIꆱ헢튻욷없쏻ퟖ쪼훕캴뇤ꆣ뻟쳥떽욷없뇪횾[M].십뿋쮹ꆤ놾,퓳.훐맺짧믡뿆톧돶냦짧,1992.,웤쓚늿폖뿉럖캪뫋탄돉럖폫럇뫋탄돉럖ꆣ뛔웤뇤뚯쪱,튲튪힢틢뺡뿉쓜[15]싀볡,쯯쇖퇒,컢놣뻼뗈.삩햹닺욷뒴탂폫웳튵벯돉뗘놣횤뫋탄돉럖늻뇤ꆣ용죧놼돛짌뇪듓[J].퇐뺿폫랢햹맜샭,2003,(6):쓪훁1989쓪뗄웟쪮뛠쓪볤샺뺭4듎뇤뚯,떫쫇뇭듯ퟅ룃릫쮾뒴쪼죋듷쒷샕퓚슽몣뿕죽룶쇬폲쪵쿖믺뚯뮯쯞풸뗄죽뷇탇믕좴튻횱퓚짌뇪[퓰죎뇠벭:돌ꆡ뺸]춼낸훐놣쇴ퟅꆣꆪ102ꆪ' 1994-2010 China Academic Journal Electronic Publishing House. All rights reserved.
