2006쓪4퓂뗚ꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡApr.,200620뻭뗚4웚ꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡ뮪ꆡ뚫ꆡ뺭ꆡ볃ꆡ맜ꆡ샭,ꇱ놾웚쫓뗣ꆤ욷없붨짨탂뚫랽뷌폽욷없뗄닺욷펪쿺뚭ꆡ붡(쳬뷲짌톧풺ꆡ놦뗂톧풺,쳬뷲ꆡ300084)[햪튪]컄헂듓닺욷닮틬뮯ꆢ닺욷쿟뗄퇓짬ꆢ볛룱뫍훊솿뗈랽쏦뛔탂뚫랽뷌폽욷없닺욷펪쿺뷸탐쇋럖컶,쿪뺡닻쫶쇋ퟷ캪튻룶쳘뗣쿊쏷뗄럾컱튵욷없쯹쪵쪩뗄닺욷펪쿺믮뚯뗄쳘뗣ꆣ[맘볼듊]욷없펪쿺;닺욷펪쿺;뚨캻;욷없퇓짬[훐춼럖샠뫅]F274ꆡꆡꆡ[컄쿗뇪쪶싫]Aꆡꆡꆡ[컄헂뇠뫅]1007ꆪ5097(2006)04ꆪ0026ꆪ03ProductMarketingoftheEducationalBrandofNewOrientalSchoolDONGJian(BousteadCollege,TianjinUniversityofCommerce,Tianjin300084,China)Abstract:Productmarketing,whichincludesdifferentiationofproducts,productlineextension,priceandquality,,characteristicsofproductmarketing,fortheservicemark,:brandmarketing;productmarketing;positioning;brandextensionꆡꆡ쯦ퟅ훐맺뷸죫WTO,풽살풽뛠뗄돇쫐뾪쪼쇋맺볊펪쿺쫇퓚욷없쒿뇪뗄풼쫸쿂,뛔닺욷ퟩ뫏ꆢ닺욷룼탂뮯뗄뷸돌,뛸맺볊뮯뗄ퟮ쏷쿔뗄튻룶뇪횾뻍쫇뛔듳솿뫍닺욷볛룱뗈랽쏦뗄춳돯쒱뮮뫍낲업ꆣ탂뚫랽뷌폽뿆헆컕펢폯뗄룷룶튵죋닅뗄탨쟳,폯퇔엠통믺릹펦퓋벼벯췅쿂쫴뗄탂뚫랽엠통톧킣쫴폚럾컱탍탐튵,닺욷뛸짺ꆣ쳡떽폯퇔엠통믺릹뗄쏻돆,췹췹늻쿱웤쯻쇬폲캪뿎돌,훷튪쫇뛌웚펢폯엠통뿎돌,쿖퓚튲퓚훰붥짦뗄웳튵튻퇹,뾪쪼뷸죫듳쓔뗄죧맻늻쫇헾뢮슢뛏뗄웳벰떽쇋횰튵뷌폽ꆢ킡폯훖틔벰믹뒡뷌폽쇬폲ꆣ뛔폚죧튵쏻돆,쓇뻍쫇췢웳튵뗄쏻돆,컒쏇뾪쪼쿫떽뗄튻뫎쳡룟뿎돌뗄탔볛뇈,늢뷸탐닺욷쿟뗄퇓짬뫍랢햹,룶폯퇔엠통믺릹뗄쏻돆,췹췹쫇ꆰ탂뚫랽ꆱꆪꆪꆪ튻룶컒쏇듓쿂쏦뗄뷇뛈뷸탐럖컶:쏱냬뗄뷌폽믺릹ꆣ탂뚫랽뗄뒴쪼죋폡쏴뫩듓ퟮ돵뗄췐뢣뾼쫔엠통,훰붥랢햹떽듓뛌웚엠통떽믹뒡뷌폽튻ꆢ닺욷닮틬탔,뇩늼좫맺뗄럖킣,샫늻뾪탂뚫랽돵웚뗄퓺쪵뗄믹뒡펪쿺훐,럇뎣뫋탄뗄튻룶맛쓮뻍쫇ꆰ뚨캻ꆱꆣ쳘샍,샫늻뾪탂뚫랽뗄튻쾵쇐맜샭쳥훆,쯦뫳뗄룄훆쳘(JackTrout)퓚쯻뗄쫩ꆶ탂뚨캻ꆷ훐쮵떽ꆰ쫐뎡펪,틔벰헫뛔폚뷓쫜엠통뗄쳘쫢죋좺뗄췪짆뗄펪쿺쳥쾵,ퟮ훕듯쿺뗄ퟮ훕햽뎡쫇듳쓔ꆱꆣ쎻폐튻룶쟥컺뗄뚨캻뫍닮틬떽쇋ꆰ탂뚫랽ꆱ헢룶욷없짮죫죋탄ꆣ돉쫬뗄맜샭쳥훆뮯,뫜쓑붫욷없틔벰닺욷쫤죫쿻럑헟뗄춷쓔훐ꆣ탂뚫뫍쾵춳랽돵웚뚨캻쫇뛌웚펢폯엠통,떫쫇웤럾컱뮹폐뷸튻늽,퓚훐맺짵훁몣췢폐튻뚨횪쏻뛈뗄욷없,뿉틔뷢쫍뫳웚뗄탂뚫랽뿉틔톸쯙뢴훆쒣쪽,뇩늼좫맺짵훁뗄쓚몭,웤닺욷뗄닮틬탔,벴뿎돌뗄닮틬탔,냯훺쪹놱쏀ꆣ뗃ꆰ탂뚫랽ꆱ헢룶욷없룼볓럡뢻,퓚쿻럑헟탄훐뗄룅쓮룼볓쿊믮뛸컈만ꆣ탂뚫랽뷌폽엠통,틔쯼뗄뛀쳘뗄2000쓪돵,놾쫐뎡퓋ퟷ볒ꆢ죋쏱듳톧뷰죚퇐뺿쯹쯹뎤췵쏷럲살떽탂뚫랽,쮵:ꆰ캪쪲쎴탂뚫랽늻횵뷌톧럧룱뫍튵뗄엠통쓚죝,룸쿻럑헟튻룶뫜쟥컺뗄50룶틚?룅쓮,듯떽쟥컺뛸럇쒣뫽튪쟳뗄잰쳡뻍쫇닺욷뗄틬훊!ꆱ뿉볻,ꆰ탂뚫랽ꆱ헢룶욷없뗄컞탎닺틑뺭폐쇋쿠떱뗄볛횵,튲쮵쏷웤욷없펪쿺ퟶ뗃럇뎣돉릦ꆣ탔ꆣ뛸뛀쳘뗄뷌톧럧룱뫍튵뗄엠통쓚죝,뇣쫇탂뚫욷없펪쿺뿉틔평뗍떽룟뮮럖캪죽룶닣듎:닺욷펪쿺ꆢ랽뇜쏢춬훊뛸얬솦뒴탂,뒴퓬돶닺욷뗄닮틬탔ꆣ럾컱펪쿺ꆢ쳥퇩펪쿺ꆣꆰ탂뚫랽ꆱ헢룶욷없퓚헢죽룶랽(튻)쪵쪩닺욷닮틬뮯뗄놳뺰쏦ퟶ뗃뇈뷏돶즫,쿂쏦컒쏇뻟쳥럖컶튻쿂탂뚫랽뷌폽11폫뒫춳듳톧뷌폽폐쏷쿔늻춬ꆣ20쫀볍90쓪듺뿆벼벯췅뗄ꆰ탂뚫랽ꆱ욷없펪쿺훐뗄닺욷펪쿺ꆣ뗄톧짺폐쇋뫜잿뗄뛀솢쮼뾼뗄쓜솦,뛸훐맺뗄뷌폽쳥닺욷펪쿺쫇욷없펪쿺뗄ퟮ믹놾뗄릹돉횮튻ꆣ닺욷훆튻횱쫇틔펦쫔캪훷,펦폃탔놻퇏훘뗄뫶쫓,퓚뿎쳃[쫕룥죕웚]ꆡ2006ꆪ02ꆪ16[ퟷ헟볲뷩]ꆡ뚭ꆡ붡(1980ꆪ),쓐,쳬뷲죋,훺뷌,퇐뺿짺퓚뛁,퇐뺿랽쿲:펪쿺맜샭ꆣꆪ26ꆪ' 1994-2006 China Academic Journal Electronic Publishing House. All rights reserved.
짏췹췹쫇틔뷌쪦캪훷떼,뷌쪦돽쇋뷌쫚횪쪶틔췢믹놾뫍퇐뺿쓜솦뗄늻뛏쳡룟,뛸늻쫇쿠춬쓚죝뗄믺킵훘뢴,짏늻뷸탐웤쯼쓚죝뗄짦벰,헢퇹뗄뷌폽쮼슷튻횱듓킡틔쳡룟웤뺺헹솦,놣횤웤쓚죝뗄쪵킧탔뫍뒴탂탔ꆣ톧퇓탸떽쇋듳톧ꆣ돁쏆뗄뿎쳃웸럕뫍떥튻뗄뷌톧쮼쿫(1)춨맽헐울뫍쏦쫔,붫뷏룟뗄펢폯쮮욽ퟷ캪ퟮ쫇탂쪱듺듳톧짺컞램죌쫜뗄ꆣ탂뚫랽닉좡쇋췪좫늻춬믹놾뗄샏쪦뗄튪쟳ꆣ탂뚫랽샏쪦췹췹춨맽펢폯튵냋뗄랽쪽뷸탐뷌폽랽쪽뗄룯탂,샏쪦늻퓙뷶뷶쫇쓚죝뗄벶(펢폯튵),믲헟틔뷏룟럖쫽춨맽GRE,췐뢣,퇅뷌쫚,퓚튻뷚뿎훐,췹췹쫇뷌쫚쓚죝햼70%,폄쒬햼쮼뗈(럇펢폯튵);20%,샸횾햼10%ꆣ쿂쏦퓙뷸튻늽쇐뻙톧풱웕뇩뚼죏(2)싛컄뗄킴(룷뗘탂뚫랽엠통톧킣튪쟳폐쯹춬뗄탂뚫랽뗄뿎돌뫍뒫춳뷌폽뿎돌닮뇰뇈뷏듳뗄벸뗣:늻춬),폐샻폚쳡룟뷌쪦뛔폯퇔샭싛뗄퇐뺿;(1)듳뛠쫽탂뚫랽샏쪦뗄폯쯙뇈뷏뿬,튻냣뿉틔(3)맄샸뷌쪦뷸탐늻춬뿆쒿뗄늹돤붲틥뗄뇠킴;듯떽200ퟖ/럖훓ퟳ폒;(4)탂뚫랽뷌닄뗄뇠킴,ꆶ탂뚫랽펢폯ꆷ퓓횾룸뷌(2)듳뛠쫽탂뚫랽샏쪦폄쒬?킳,짆폚샸횾벤샸ꆣ쪦튻룶솼뫃뗄붫퇐뺿쓚죝랢뇭뗄욽첨;듮냠샏쪦횮볤뗄뒵엵뫍뇡돢욵랱,뛔듮냠뗄웤쯻샏쪦(5)탂뚫랽룷뗘럖킣뿉틔룹뻝떱뗘뗄쫐뎡탨쟳쟩뷸탐탻뒫;뿶틔벰뺺헹헟뗄쟩뿶,뷸탐탂뿎돌뗄뾪랢뫍짨볆;(3)뛔쯹붲쓚죝럇뎣뺫춨뫍쫬솷,뛔뾼쫔폐뛀떽(6)폫룟킣틔벰웤쯻뷌폽믺릹뫍늿쏅뫏ퟷ,뷸탐뗄볻뷢뫍맦싉탔뗄퇐뺿ꆣ폯쯙뿬뻍뿉틔쮵쏷헢튻뗣;탂뿎돌뫍뷌닄뗄뾪랢ꆣ(4)뛔폚펦쫔샠뗄뿎돌,뷸탐듳냠쫚뿎,뿎쳃웸뛾ꆢ닺욷뷡릹뗄폅뮯ꆢ췪짆벰뮥늹럕믮풾,뮥뚯욵랱;욷없돉뎤쟺쿟쏨믦훐뗄A,B,C,D닺욷뚼뺭샺(5)듓샏쪦떽맜샭헟뗄럾컱틢쪶뫜룟,쫓톧짺캪쇋닺욷뗄떼죫웚ꆢ돉뎤웚ꆢ돉쫬웚뫍쮥췋웚(춼1)ꆣ짏뗛ꆣ쯦ퟅ맺쓚뮷뺳뗄뇤뮯ꆢ맺볒헾닟뗄펰쿬ꆢ췢늿뮷뺳뗄춨맽퇐뺿뒫춳뷌폽뗄좱뗣늢랴웤뗀뛸탐횮,탂뚫뇤뮯,쒳킩쿮쒿믡뷸죫튵컱랶돫,쒳킩쿮쒿믡훰붥췋랽뷌폽엠통믱뗃쇋맣듳톧짺뗄쟠,듓뛸쪵쿖쇋닺욷돶ꆣ떫쫇쿠맘엠통닺욷뗄늻뛏췆돂돶탂쫇욷없돉뎤뗄닮틬뮯ꆣ평폚탂뚫랽뷌폽엠통뗄닺욷쫇뷌폽뿎돌,뛸뇘좻ꆣ퓚퇓뎤폅쫆닺욷짺쏼훜웚뗄춬쪱,믽벫엠폽탂짺닺헟ꆢ춬쪱튲쫇닺욷뗄튻늿럖쫇뷌쪦,톧짺퓚튻룶뗄폐잱솦뗄닺욷,듙뷸닺욷룼탂,캪쒿뇪욷없뗄돉뎤췹췹죋쫽훚뛠뗄늢쟒쪦짺욵랱뮥뚯뗄뮷뺳쿂췹췹믡뛔쳡릩풴풴늻뻸뗄닺욷횧돖ꆣ뷌쪦뗄횱맛펡쿳벫캪짮뿌,볓짏짏쫶뗄탂뚫랽뗄뿎돌뗄쳘뗣,쿻럑헟뛔탂뚫랽욷없뗄닺욷뗄뚨캻룼캪탎쿳뮯ꆣ폃죽룶듊뿉틔뷸탐뷌톧뗄뫪맛뗘룅삨:벤쟩ꆢ폄쒬ꆢ튵ꆣ춨맽뷌쪦뷸탐뚨캻뗄뒫쫤뫍탎쿳뮯,헢튲쫇뷌폽럾컱튵욷없펪쿺뗄튻룶폅쫆뫍쳘뗣ꆣ21훚뛠엠통믺릹쒣럂탂뚫랽ꆣ쯦ퟅ탂뚫랽폯퇔엠통퓚쫐뎡짏뗄쏻웸풽살풽듳,훚뛠폯퇔엠통믺릹뛔웤뷸탐쿠떱돌뛈뗄쒣럂ꆣ쯦ퟅ닺욷쟷춬뮯돌뛈풽살풽잿,탂뚫랽튲퓚죱틢뒴탂ꆣ(뛾)쪵쪩닮틬뮯뗄랽쪽11럧룱뗄닮틬뮯(1)춨맽헐울뫍쏦쫔,붫폫탂뚫랽럧룱튻훂뗄샏춼1ꆡ욷없돉뎤쟺쿟쪦ퟷ캪샏쪦뛓컩뗄뒢놸ꆣ펦울헟쫇럱뻟놸컼틽톧짺뗄쓜솦,쫇럱뻟놸탂뚫랽뗄럧룱뗄잱솦뫍쯘훊,헢쫇쏦탂뚫랽엠통뗄랢햹뫜ힼ좷뗄쮵쏷쇋헢튻뗣ꆣ쫔뗄튻룶뇪ힼ11돵웚,탂뚫랽톧킣뗄뒴쪼죋폡쏴뫩틔췐뢣웰볒,;(2)퓊탭럧룱뗄뛠퇹듦퓚,듓뛸럡뢻탂뚫랽뷌톧랢햹떽쇋GRE,GMAT뗈쇴톧쏀맺뗄엠통쿮쒿,쿠펦탎쪽ꆣ퓚탂뚫랽쓚늿튲듦퓚벤샸엉ꆢ벤쟩엉ꆢ톧풺엉뗄췵잿훷돖뗄쏀맺뿚폯틔벰탬킡욽훷돖뗄돶맺톯뫍뗈럧룱죋짺톯튲뚼쫇캪쇋쇴톧ꆢ쳘뇰쫇쇴톧쏀맺뛸ힼ놸뗄ꆣ,떫쫇쫜떽톧짺죏뿉쫇ퟮ캪뫋탄뗄뇪ힼ;(3)춨맽엠통,쪹폅탣뗄탂뚫랽샏쪦뗄럧룱맠쫤쯦ퟅ쏀맺뗄쇴톧ힴ뿶뛱뮯뫍맺쓚쫐뎡복캮쯵,쇴쏀엠떽웤쯻뗄샏쪦뗄붲뿎횮훐ꆣ탂뚫랽쓚늿폐뇈뷏췪짆뗄통,쳘뇰쫇퓚2003쓪틔뫳,ퟟ쿲쇋쮥췋웚,떫쫇ퟷ캪탂샏쪦뫍뚨웚뗄믺릹쓚늿샏쪦뗄엠통믺훆뫍쓚죝돶맺엠통뗄튻늿럖ꆢퟷ캪쓚죝쳥쾵췪짆뗄뺭뗤뿎돌,,폐샻폚탂뚫랽뷌톧럧룱뗄퇓탸뫍맡뎹ꆣ뛸헢쫇뫜뛠엠통죔좻놻놣쇴;믺릹쯹쿛쒽늻틑뗄;21쯦ퟅ폅탣죋닅(샽죧:뫺쏴뒴붨퇅쮼뫍늿럖맺(4)만뚨뗄퇐쳖믡쓚뾼쫔쾵쇐,잮폀잿쏀맺췪돉톧튵맩살뒴붨탂뚫랽뷌,샏쪦횮볤뗄쿠뮥릵춨뫍퇐쳖,뮥쿠뷨본뛔랽뗄폅탣뗄뷌톧랽쪽,늻뛏쳡룟뷌톧쓜솦;폽퓚쿟)뗄볓쏋,탂뚫랽엠통뗄튵(5)싛컄뗄킴(룷뗘탂뚫랽엠통톧킣튪쟳폐쯹컱퓚맜샭닣뗄쳖싛뫍퇐뺿뫳,뷸탐쇋쿠맘튵컱뗄삩햹:늻춬),폐샻폚냯훺뷌쪦ퟜ뷡쫚뿎뺭퇩,쳡룟뷌폽뷌톧퇅쮼,듳톧펢폯4ꆢ6벶,뾼퇐펢폯뗈;샭싛쮮욽ꆣ31웤쯼펢폯쿮쒿뗄뾪랢ꆣ샽죧:놱뺩탂뚫랽췆돶21쓚죝뗄닮틬뮯ꆣ쓚죝뗄닮틬뮯랴펳퓚튵컱쮮욽쇋췐튵(TOEIC)뾼쫔엠통냠뫍쿠펦뗄춼쫩돶냦컯ꆣꆪ27ꆪ' 1994-2006 China Academic Journal Electronic Publishing House. All rights reserved.
짏몣탂뚫랽뾪랢쇋춬짹랭틫뗈벶뾼쫔엠통냠,웳튵횰쳡룟폐뫜훘튪뗄펰쿬ꆣ폐퇐뺿뇭쏷,컼틽튻쏻탂맋뿍튵펢폯엠통뗄뾪랢;쯹뮨뗄럑폃(훷튪쫇맣룦뗈췆맣뗄뾪횧),쫇6놶폚놣41킡폯훖뗄뾪랢ꆣ룹뻝럖킣떱뗘뗄쟩뿶,뾪랢쇋쇴튻캻쿖폐맋뿍뗄뮨럑ꆣ틔쿂튻킩놣횤쫚뿎훊솿뗄랽킡폯훖엠통;쪽:51믹뒡뷌폽뗄퇓짬ꆣ듲웆쇋탂뚫랽뛌웚엠통쓚죝(1)퇏룱뗄쏦쫔뫍뷌쪦엠통;뗄쿞훆,쿲믹뒡뷌폽퇓짬,틔벰붫탂뚫랽럧룱쿲웤쯻(2)쎿룶뷌쫒뚼폐뷌톧뫍맜샭뗄춶쯟뗧뮰ꆣ뿎돌뿆쒿뷸탐뢴훆ꆣ놱뺩탂뚫랽퇯훝췢맺폯톧킣캻폚붭쯕뷡쫸횮뫳폐뷌쪦뗄움맀,평톧짺뷸탐듲럖ꆣ놻춶쯟믲쪡퇯훝쫐뚫늿탂쟸췥춷헲솪뫏듥,햼뗘뷼360쒶,붨헟럖쫽뗍폚뇪ힼ뗄뷌쪦뷸탐훘탂엠통믲헟듇췋ꆣ뷌쪦훾쏦믽8췲뛠욽랽쏗,냬톧ퟜ맦쒣4000폠죋,춶뛮릤뗄헇럹평럖쫽뷸탐튻뚨돌뛈뗄뗷뷚;짏잧췲,헢뇪횾ퟅ탂뚫랽퓚믹뒡뷌폽쇬폲랢햹뗄뻶탄ꆣ(3)췸싧뮥뚯ꆣ뿉틔뷸탐췸짏듰틉,뷸탐뿎돌횮뒫춳닺욷뗄샏뮯뗄춬쪱,폐탂닺욷늻뛏뗘췆돶,뫳뗄돖탸탔럾컱,놣횤톧쾰킧맻;믽샛쿂럡뫱뗄욷없풴,욷없닺튲뗃틔폐킧퓶횵ꆣ(4)맜샭췅뛓튵폐탲,춳튻럾ힰ,틔럾컱뷌쪦탂뚫랽평돶맺뾼쫔엠통삩햹떽룷룶닣듎뗄펢폯엠뫍톧짺캪떼쿲ꆣ맜샭풱릤뗄엠통놣횤쎿룶풱릤뚼뻟놸통,좻뫳삩햹떽믹뒡뷌폽틔벰튻킩럇펢폯뷌폽쇬폲ꆣ럾컱틢쪶;듓욷없뗄뷇뛈살뾴,튻룶돉릦뗄욷없폐웤뛀쳘뗄뫋탄(5)춨맽췸싧틔벰쫖믺뛌탅,폫톧풱뷸탐돖탸뗄볛횵폫룶탔,죴헢튻뫋탄볛횵쓜냼죝퇓짬닺욷,뻍뿉릵춨,뷸탐붲ퟹ틔벰벯쳥믮뚯탅쾢뗄춨횪,쪹톧풱믱틔듳떨뗘뷸탐욷없퇓짬ꆣ탂뚫랽퓚쇴톧펢폯엠통쫐뎡뗃ퟮ탂뾼쫔ꆢ엠통뫍쿠펦믮뚯뗄쟩뿶ꆣ짏틑뺭폐쇋튻룶뫜뫃뗄욷없,헢룶욷없뻟폐웤뛀쳘뗄(뛾)뗍볛룱뗄쪵쿖뫋탄볛횵ꆪꆪꆪ죃쓣퓚쇴톧뾼쫔훐믱뗃룟럖,틔뇣믱뗃(1)냠벶뗄톧짺맦쒣뇈뷏듳(훷튪헫뛔닎볓죋쫽쇴톧믺믡ꆣ쯼폫웤쯻뗄엠통쫐뎡폐ퟅ뫜룟뗄맘솪뛈,훚뛠뗄펦쫔샠엠통),듓뛸쪵쿖쇋볛룱뇈뷏뗍;샽죧뾼쫔엠통쫐뎡ꆢ룱죏횤엠통쫐뎡,헢킩엠통뗄(2)돵웚,탂뚫랽엠통췹췹퓚뇈뷏볲슪뗄ퟢ쇞뷌뫋탄볛횵튲쫇ꆪꆪꆪ믱좡룟럖,믱뗃룱믲죏횤ꆣ쯦ퟅ쫒뷸탐쫚뿎ꆣ쒿잰,ퟢ쇞뗄뷌쫒죔햼쯹폐탂뚫랽엠통탂뚫랽뛀쳘뗄뷌톧럧룱뗄랢햹뫍펦폃,뷸튻늽췘햹떽뷌쫒뗄뫜듳뇈샽ꆣ붨훾뷌톧슥랽쏦뗄만뚨닺춶뷏쪵폃펢폯샠뇰뫍믹뒡뷌폽ꆣ춬쪱,쿻럑헟튲쯦ퟅ탂뚫짙,듓뛸붵뗍쇋돉놾;랽뗄랢햹,붫웤뚨캻훰붥뇤돉캪:튻룶횪쏻뗄뷌폽(3)틔쏢럑붲ퟹ뫍톧짺횮볤뗄춷뿚뒫능캪훷튪뗄욷없ꆪꆪꆪꆰ탂뚫랽:훐맺죋톧펢폯뗄뗘랽ꆱ,틔뫳믡쫇탻뒫랽쪽ꆣ퓚웤쯻쎽쳥짏뗄맣룦탻뒫쿠뛔폐쿞,폐짏훐맺죋톧췢폯뗄뗘랽,ퟮ훕쫇쳡릩룟욷훊뷌폽뗄뗘랽ꆣ짽뗄쟷쫆;쏦뛔춬튻믲뷼쯆쿻럑탨쟳믲헟춬튻쿻럑좺,펦룃(4)쎿튻룶럖킣뷸탐춳튻뗄맜샭ꆣ쫩벮뗄랢럅ꆢ돤럖뾼싇쿻럑킧맻뫍쿻럑뗄맘솪탔,퓚춬튻닺욷쿟쓚톧벮뗄맜샭ꆢ톯뗈뻹폐튻룶만뚨뗘랽,뛸늻쫇럖늼믲헟늻춬닺욷쿟횮볤ퟶ돶뛔펦탔뗄뮥늹ퟩ뫏ꆣ춬쪱,퓚돇쫐룷룶뗘랽ꆣ럖늼폚웤쯻캻훃뗄뷌톧뗣늻뢺퓰짏튲뿉틔쳡짽닺욷뗄닮틬탔뫍욷없탎쿳뗄튵탔ꆣ뿎돌쫶믮뚯,뫜듳돌뛈짏복짙쇋죋풱ꆣ뗄뛌쿟뫍뎤쿟,잿뮯뫍믹뒡,훐톧춬늽뫍놸뾼잿뮯,훊솿뫍볛룱쫇쎬뛜뗄춳튻쳥ꆣ듓뇭닣살뾴,룟욷듳톧풤뿆뫍4ꆢ6뢨떼,헫뛔늻춬닣듎뗄죋좺뷸탐뿎돌훊뫍뗍볛룱듦퓚쎬뛜ꆣ탂뚫랽엠통뗄뺭펪ퟶ떽쇋룟훊뗄쾸럖ꆣ퓚쿻럑헟톯뗄쪱뫲,톯죋풱(뷌쪦쪱뎣솿뫍뗍볛룱뗄춳튻ꆣ뢨훺톯)췹췹캪쿻럑헟짨볆튻룶쳗닍탔훊뗄뿎돌ퟩ[닎뾼컄쿗]뫏,틔듯떽쿻럑뗄닺욷탔볛뇈듯떽ퟮ폅뗄ힴ첬ꆣ튵\[1\(]쏀맺)뷜뿋ꆤ쳘샍쳘,쪷뗙럒ꆤ죰캬뷰,샮헽쮨,볖볍랼뗄럾컱퓶볓쇋맋뿍죃뛉볛횵,퓶볓쿻럑헟뗄싺틢뛈ꆣ(틫).탂뚨캻\[M\]훐.맺닆헾뺭볃돶냦짧,2002.죽ꆢ닺욷훊솿뫍볛룱\[2\슬]풾룕.뚫랽십뎵\[M\]맢.쏷죕놨돶냦짧,2002:183.평폚탂뚫랽엠통뗄뺭펪뿧뛈뇈뷏맣,쯹틔볛룱닣\[3\쯯]톧쏴,슬횾폂,뗈.훐킡웳튵펪쿺컊쳢퇐뺿\[M\]횣.듎늻춬ꆣ탂뚫랽뷸뻼룟뛋쫐뎡,폫뮪뛻뷖펢폯엠통뺺훝듳톧돶냦짧,2003:171.헹\[4\탂]샋췸탂뚫랽닰잧췲춦뷸믹뒡뷌폽쇬폲\[EB/OL\].,퓚헢룶쫐뎡쓚,볛룱쮮욽믡짏짽ꆣ떫ퟜ뗄살쮵,탂뚫랽엠통뗄듳늿럖쿻럑헟쫇톧짺,쯹틔뿎돌볛룱뚨 1994-2006 China Academic Journal Electronic Publishing House. All rights reserved.
