, 21,, :,,,,, (CIP). :, 2001.9 ISBN 7-04 - 009620 - X... - - -.G80-05 CIP (2001) 07853 55 100009 010-64054588 010-64014048 http: www.hep.edu.cn http: www.hep.com.cn 787 960 1 16 17.75 320 000 15.30,
20 90,,, 1995,, :,,,,, 2000,,,,,,,,,,,,,, ( ), ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ),
2,,,,!,,, 2000 8
1 1 7 10 17 21 21 25 30 37 [ ] 40 43 43 45 47 51 62 [ ] CUBA 71 73 73 79 83 [ ] + =? 87 [ ] 87 [ ] 88 [ ] 505 88
2 90 90 95 100 [ ] 105 107 107 110 114 117 [ ] 120 122 122 126 129 [ ] 131 133 133 137 140 151 156 158 [ ] Dunlop 162 166 166 171 175 [ ] 181 182 182 187 191 195 [ ] 197
3 [ ] 198 199 199 202 205 208 211 212 [ ] 214 219 219 222 225 230 [ ] 232 [ ], ( ) 236 239 [ ] (1998.9 1999.6) 239 [ ] 244 [ ] 247 [ ] 1998 250 [ ] 256 [ ] 263 [ ] 267 [ ] 269 273
[ ], ;, ;,,,,,,,,, ; ;,,,,,, ( ) 1985,,
2 4 :, ;, ;, ;,,,,,,,,,,,,,,,,,, 3,,,,,,,,, A. :,,,1998
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6,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 3,, ;,,,,,,,, 3, ( ),,,, 3, ( ) :,,, 1994, 84
7,,,,,,,,, 3,,,,,,,,,,,,,,,,,,,, 90,,,,,,
8,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ( ),,, ( ),,,,,,
9,, ;,, ;,,,,,,,,,,,,,,,, ( ),,,,,,,,,,,, 10, 1, 10,, :,,, 1988, 86
10, 1997, 160, 60, 1, 5, 2%,,,,,,,,,,,,,,,, ;,,,,,,,,,,,,,,,,,,,,,, :, 1997, 39
11,,,,,,,,,,,,,, : 10,,,,,,,,, 20 90,,,,,, 3 :,,,, :,,
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15,,,,,,,, ( ),,,,,,,,,,,,,,,,,,,,,, ( ) ( ),,,,,,,,,,,,,,,,,
16,,,,,,,, :,,,,,,,,,,,,,, ;,,, ;,,,,,,,,,,,,, ( ),,,,,,,,,,,,,,,,,
17,,,,,,,,,,,,,,, 20,,,,,,,, ;,,,, 1992, 1993,,,,,, :,,,
18,,,,,,,,,,,, ( ),,,,,,,,, 102 ( 1999 ),, 1998 3, 2.8, 41, 56, 4,,,,,,,,, :,,,,,,,,,,,, :, 1995
19,,,,,,,,,,,,,,,, ;,, ( ),,, 20 90,,, 2 000, 10%,,,,,, 21,,, ( ),,,,, ( ) ( ),
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37 (5 ) :,,,,,,,,,,,,,,,,,,,,,,,,,,,, 1994 1996 ;,,,, ;,,,,,,,
38,,, 20 80,,,,,,, ( ) 1. 1995 8 29,,,,,, 2. 3.,,, 4. 5.,,,, 6. ( ),,,,
39, 7. ( 1990 ) ( 1991 ) ; 1982 ; 1985 ( ) 1. 1986, 1994, 1995 1996 2. 1989,,,,,,,,, ( ) 3. 1980,, 1994,,,, 1995,,, 4.,, 1990 1994 20,,, 1986,, 5. 1991,
40 1985 1991, 6., 7.,,, ( 1994 ) ; (1996 10 ) ; (1996 ) :,,, [ ], ( 2-2) 2-2 :!,,,! : : : : : ( ) : ( ) : : :
[ ] 41 1.,? 2., (1 ) ( 2) (3 ) 3. ( ) (1 ) ( 2) (3 ) ( 4) ( 5 ) OK (6 ) ( 7) (8 ) ( 9) ( 10) (11) (12) 4. ( ) : (1 ) ( 2) ( 3) (4 ) ( 5) 5. ( )? (1 ) ( 2) ( 3 ) (4 ) ( 5 ) (6 ) 6. ( )? (1 ) ( 2) (3 ) ( 4) (5 ) ( 6) (7 ) ( 8) (9 ) ( 10 ) (11) ( 12 ) (13) ( 14 ) (15) ( 16 ) (17) ( 18 ) (19) 7. ( 1.2 )? (1 ) ( 2) (3 ) ( 4) (5 ) ( 6) (7 ) ( 8) (9 ) ( 10 ) (11) ( 12 ) (13) ( 14 ) (15) ( 16 ) (17) ( 18 ) (19) ( 20 ) (21) 8. (, 5 ) : (1 ) (2 ) (3 ) (4 ) (5 ) (6 ) (7 ) (8 ) (9 ) : ( )
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45 20 50,,,,,,,,,,,,,,,, ;,,,, 20 70,,,,,,,,,
46, :, ;,,,,,,,,,,,,,,,,,,,,,
47,,,,,,,,,,,,,,,,,,,,, : ( ),,,,
48,,,, 1985, ; 1991 18 ; 2010, ;, ( W.W.Rostow),,,, 1996 2010,, (,, ),,,,,,,,,,,,, ;,,,,,,,5,,,,, 13, ( ) 40,,,,,,,,,,
49,,, 41, 14, 56 :, ( ),,,,,,,,,, ( ),,,,,,, ; ;, ; ;, ( ),,,,
50 ;,,,1998 CUBA,, 98, CUBA,, CUBA, CUBA,,,,,,,,,,, ( ),, :,,,,,,,,1999 7, 8 ; ( A), ;,,,,,,,, ( ),
51,,,,,,,, ( ),,,,,,,,, 1998,, 4,,, 100, 1 600,,,,,,,,,,,,,,
52, CUBA ( ), A, B,, CUBA :, CUBA, ;, CUBA ( ) ;,, CUBA,,, CUBA,,,????,,,,, 1999,,,,,, ( ),, 1.,, 2.,
53,,,,,,,,, 3.,, ( ),,,,,,,,,, 4.,,,,,,, ( ) 1.,, 2.,,,, 3.,,,,, 4.,,
54,, ( ),,, 1., ( ),,,,,,,, 2.,,,,,,,,,, ( ),, 1. ( ),,, ( )
55 2.,,,,, 3. ( ),,,,,,,, 1995,,,,,,,,, 4.,,,,,,,,,,,,, ( ), 3, 1.,,, 2.,, 3.,
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58 3-1,,,,,,,,,,,,,,,,,,,, ( ),,,,, ( ), ; ; ( ),,,,
59 3,,, 4 : ( P roduct) ( P rice) ( Place) ( Promotion) 4 P, 4P, 4P, 1 + 1 + 1 + 1 > 4,4-1 0, 4, 4, ; 4, 4-1 = 3,,,,,,, 4P,, 3-3 3-3,,, 4P, 4P ( Political power) ( Public relations),,, 4P,,,, :,
60, 4P 6P, ;,, ;,,,,,,,, (Booms) ( Bitner) ( 3-2), 4P ( people) ( physical evidence) ( process), 7P 7P 3-2 7P 1 ( Product) 2 ( Price) 3 ( Place) 4 ( Promotion) 5 ( People) : ; ; : 6 ( P hysical evidence) ( ) 7 ( Process), 7P,, ( )
61,, ( ),,,,,, ( ),,,,, ( ),, ( ),,,,,,,,, ( ),, ;, ( ),,,,, A,,,,
62,, 7P,,, 3-4 3-4,,
63,,,, ;,,,,, ( ),, 5 : 1. 20 30,, 4,,,, ( 3-5A) 2. 30,,,,,, ( 3-5B) 3.,,,, ( 3-5C) 4.,,,,, ;,,,,, ( 3-5D)
64 A B C 3-5 D 5.,,,,, ( ),,, 1., 3-6 3-6
65 5,,,,,,,, 2.,, 3-7,,,,, 3-7 3.,,,
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68 2., :,, ;,,,,, 3.,,, 4.,,, ;, 5.,, 6., 5, ( ),,,,, 43, : 1., 2.,, 3.,,
69,, ( ) :,,,,,, 3 1., 3-9 3-9 2.,,,,,,,,, ( 3-3),,, 6 000,,,,, ( 3-4 ),, 3.,,,,
70,,, 3-3 800 000 300 000 700 000 1 800 000 480 000 180 000 420 000 1 080 000 320 000 120 000 280 000 720 000 120 000 86 000 75 500 281 500 64 000 32 000 50 000 146 000 10 000 6 000 7 000 23 000 6 000 2 000 1 500 9 500 200 000 126 000 134 000 460 000 ( ) 120 000-6 000 146 000 260 000 3-4 ( ) 10 000 000 3 000 000 10 000 3 500 000 2 000 000 100 000 400 000 50 000 ( ) 600 000 100 000 200 000 19 500 000 260 000 200 000 199 600 100 5 000 000 100 000 40 000 100 000 10 000 12 000 000 100 000 4 000 000 1 000 000 5 000 500 000 5 000 130 000 22 700 000 110 000 180 000 22 990 000 ( ) - 3 200 000 150 000 20 000-3 030 000
[ ] CUBA 71,,,,,,,,, [ ] CUBA, 1 000, 500 100 CUBA 31, 600, 1 500, 1 000, 150,, CUBA, FILA FILA : CUBA,,,,, CUBA,,, CUBA 98CUBA :, (, 5 29 ),, CUBA : ; ;,,,
72 ;, CUBA CUBA, CUBA CUBA, CUBA, CUBA :,,, ;,,, ; NCAA( ),, CUBA,,,, CUBA, 98 2.05m 1.?? 2.? 3.? 4., 5.,
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85 1950 ; 1957 ; 1963 ; 1982 8 23, ( ),, 3 : 1.,,,, ;,,, 2.,,,,, 3.,,,,,,,,,,,,,,,,,,,,,,,,
86,,,,,,,,, : ;,,,,,,,,,, :?,, IBM,,,,,,,,,,,,, ;,,,,,,,, 5 :,,,,
[ ] 87,, [ ] + =? 23, 21 3,, 24,,,,,,, 1990 5,,,,,,,,,, 3 : ; 5 :,, 20 1 000, 8.7, 1.17,. :, 1998 [ ], 44 1989,,,,,,
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92 5-1 - 5-2 - ( ),, ;, : 1.,,,, 2., ( 5-2) ( ),,,,,, : ED = Q Q P P ED, P, P, Q, Q 3, 1, 1 1 1,, 1, 1,,,, 1996 A 1995,,,,,,,,, 1, ( ),
93,,, ;,,,,,, ( ),,,, ;,,,,,,,?,,,,,,,,,,, ( ),,,,,
94 ( ),,,,,,,,,,?,,,, 4,, 3 4,,,,,,,,,, ( ),,, ( 5-1 ) 5-1 350 449 112 208 281 100 198 260 60 130 4 6,,,, NBA,
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98,,,,,,,,, (2 ) :,,,,,,,,,,,,,,,, (3 ) :,,,,, 3 5-3 4., 5-3,,,,, 100,, 5 % 105, 15 % 120.75, 40 %, 169.05, 155, 91.69 5.,,, :
99 = + + +,,, ( ), : 1.,,,,,,, A B, A B,, 2, 20, 200 ( ), ( ) 2. ( ),, : (1 ) :,, (2 ) :, (3 ) :,, (4 ) :,, 5-2 5-2 ( h - 1 ) 6 00 9 00 6 9 00 14 00 10 14 00 18 00 15 18 00 24 00 25 ( )
100,,, : 1. 2.,,,,,,,, ( ),,, :,,,,,, 41.90, 19.50, 119, 187.80, 1 285, 1 380 ( ),, 5,,,,,,,
101 ( ),, 20 (10 ),,, 3 1,,,,,, ( ),,,,,, : 1., 2.,,, : ( ),,,,,,,,,,,,, 5,, 10,, ( ),,,,
102 ( ),, :,,,,,, : ( ) ( ),,,, ( ),, 3 4 5 6 7 5% 4% 3% 2% 1% ( ),,,, ( ),,,,,,,,, :
103,,,, ( ),,,, ; ( ) :,, ( ), :,,,,,,,,,,,, ( ),, ( ) ( ) ( ),,,,,,,,, :,,,,,,
104,,,,,,, ;,,,,,,,,,,,,,,,,,,,,,, ( ) 4 :, ;, ;,, ;,,,,,,,,,, ;,,,,,,, :,,
[ ] 105, ;,,, ( ),,,, ( ),,,,,,,, :, ; ; [ ],,, 10, 10, : 50, 2 800 ; 40, 4 000 ; 30, 5 000, 40, 25, 10, 35 5, 4 000, 2,, 50, 2 800, 11 200 ; 30, 5 000, ( 5-4) 5-4
106, 40, 4 000,, 1.? 2.?, ( ) 3. 4.
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108,, ( ISO) 1991 ISO 9004 2,,, 3, 3,,,, 3, ; ;,,,,,, ( ),, ( ),,, ( ),, ( ) ( ) ( ) (
109 ),, ;,,,,,,,,,,,, ( ),,,,,,,,,,,,,,,,,,,,,,,, ( ),,,,,,,, ;,,,, ( ),
110 ( ), ( ),,,,,,,,,,,,,,,,, 3 ( 6-1 ) 6-1,, ( ),,
111,,,,, 6-1 :,,,,,,,,, ;,,, 7 : :, : : :, 3 :, :,,, :,,,,,,
112,,,, ( ),,, 3,, ;,,,,,,,,, : = ( ),,,,,,,,
113,,, ( ),,,,,, ;,, ( 6-2) 6-2,,,,,,,,,,,,,,
114,,, ( ),,,,,,, ;,, ;, ( ),,,,,,,, ( ),,,,, 3 :
115 ( ),,,,, ( ) ( ),,,,,,,, :,, ;,, ;,,, ;, ;,,,, ( ),,,,,,,,, ( ),,,,,,,
116,,,,,, ;,,,,,, 80 lx, 60 lx 18 20, 50% 60%, 40 m 3,,,,,,, : ( ),,,, ( ),,,,,,,, ( ),,
117,,,,,, ;,,,,,,,,,,,, 4 ( ),,,,,, : 1., 2.,, 3.,
118 ( ),, : 1., 2., 3., ( ),,, : 1.,, 2. 3.,, ( ),,, : 1., 2., ( ) :,,,
119,,,,,,,,,,,,,,, ( ) 1., 2.,,,,,, 3. : ; ; ;, 4.,,,,,,,,,,
120, ; ;,,,,, [ ] 38, 7 00,,, ;,, 40,,,,,,?,,,,,,,,,,,,,,,,,, 3,,, :,, ;,,,,
[ ] 121,,?,,,,,, ;, ;, 24,, :,1999-7 - 28 1. 2. 35 12 m ( )
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123 ( ),,,,,, ( ),, :,,, ( ), ( ),,,,,, ( ),,,,,,,,,, ( ) ( ) : ; 1.,
124,,,,,,,,, 2.,,,, ( ),,,,,,,,,,,,,, ( ) ( ),,,,,,,,,,, ( ) ( ),,,,,,,,,,,,,,,,,,
125 ( ) ( ) ( ), ( ), ( ),,,,,,,,,, ( ) ( ),,,,,,,,,,,,, ( ) ( ),,, ;,, ;,,,,,, 400,,,,,,, 380,,,,,,,,
126, ( ),,,,,, ( ),,,, ( ),, ( ),,,, ( ),,,,,,,,,,,,,,,,
127,,,,,,, :,, ;,,,,,,,,,,,,,,,,, ( ) ( ),,,, ( ) (, ),,,,,,,,,,,,
128,,, ; ( ),,,,,,,,,,,,,,,,,,, ;,, ( ) ( ),,,,,20 70, 2, 80 90, ;,,, ;,,,,,,
129,,,,,,,,,,,,,,,,,,,,,,, :,? : :,,
130, :,,,, :,,??, ( ),,,,,,,,,,,,,,,,, ( ),,,, ( ),,,,,
[ ] 131,, ( ),, ;, ; ( ) ;,,, ;,,,,,,,,,, [ ] 4,,,,,,, 2,!,!!,,, : 2 m, :,,,,,,,,
132,, 1.3 m,,,, 3,,, 3,,, 1.? 2.?
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134, 4.,, ( ) 1.,,,,, 2.,,,,, 3.,,,, 4.,,,,,, 5.,,,,,, : ( ),
135, : ; ; ( )?,,,,,,,, ( ),,, ;,,,,,,,, ( ),,,, ; ; ; ( ),,,,,,
136,,, ( ),,,,, ( ),,,,,, : ( ),, 6 30% 50% ( ),, ( ),, ( ),,,, ( ),,
137,,,,, 1964,,,,, 4 : 1984,, 4P 2P, 6P,,,, ( 8-1) 8-1,,,,,,,,,
138,,,,,,,, : ; ; ; ; ( ),, ;, ;,, ( ) : 1., 2., 3., ( 8-1) 4.,
139 8-1,,,, 5. 6.,,,,,,,,,,,,,,, ( ),, : 1.,,,, 2.??? 3., ;, ;, 4.,, 3,
140,, ( ),,,,,,, ( ),,,,, 7 %, 10%, 8%,,,,,,,,,,,,,,,,
141, : ( ),,,,,,,,, ( ),,, 23 % BBDO, 10 2.5, 0.45,,,,,,,,,, ( ),,,,,,,,,, ( ),,,
142,,,,,, ( ),,,,,,,,,,,, ( ) 1.,,,,,,,,,,, 1.13, 3 5,, 1992 307, 23.4% 1996, 77.689 1, 21.2%,,,, 2.,, ;, ;,,,,, ; ;,,
143,, 3.,,, 1992 87, 6.6% 1996 8.726 7, 2.4%, 4 : : ;, ;,,, 4.,,,,,,,,,,,,,,,, : (1 ) :,,,, (2 ) : (3 ) : (4 ) :,, 555 (5 ) : A B A B,, ( ),
144,, : 1.,,,,, ; 2.,,, ; 3., ;,,,, 4.,,,,,, ; 5.,,,, 6.,,,,,,,,, :
145 ( ), :,,,,,,,, ( ),,, :,,, ;,,,,,, ;,,,,, ( ),,,, : ; ; ; ( ),,,,,,,,, 3 :,, ;,, ;,,
146,, ;, ( ), :, ;,, 4 : 1. 2. 3., 4. ( ) 1.,,, 2.,,,,,,,, 3.,, ;,,,,,
147, 4.,,,,,, ( ),,,, 1.,,, ( ), ( ) : (1 ) : : = 100% ( ) : = ( ) 100 % ( ) : = 100 % (2 ) :,, 3 :, ;,, ;,, (3 ) :,, 2.,
148,,,,,,, : (1 ) : : E = ( S S ) ( A A) : S : S: A : A : E > 1, ; E < 1 (2 ) : : = 100% (3 ) : : = ( S 2 - S 1 ) P : S 2 : S 1 : P: 4 ( ) 1.,,, 3
149 (1 ) :,,,, (2 ) :,,,,,, (3 ) :,, 2.,,,,,,, ( ),,,, 1.,,,,,,,, ;, 2.,,,,,,,,,,,, 3.,,,,,,,,,,
150,,,,,,, ( ),, : 1.,,,, 2.,,,,,,, 3.,,, ;,, ;, ( ),,, 1.,,,, 2.,,,, 3.,,,, :,
151 ; ; 4.,,,, 5.,,,,,,, : ( ),,,,, ( ),,,,,, ( ),,,,
152 ( ),,,,,, ( ),,,,,,,, 8 % 15 %, 1% 3% ;, ;,,,,, ( ) 1.,,, 2.,,,,,,, 3.,, 4.,,,,,
153 ( ) 1.,,,, 2.,,, 3.,,, ( ),,,,, 4.,,,,,,,, ( ),, 1. 2. :,, ;, ;,
154,, ;,,,, 3. 4, : ;, ;, 4.,,,,,,,,,,,,, ( ) 1.,,,,, 2.,,,,, 3. :, ;, ;, ;,,, 3, : - ; - ; - - ( ),,,
155,,, ( 8-2 ) 8-2 1.,,,, 2.,, 3.,,, 4. ( AIDA ) (Attention) ( Interest ) ( Desire) (Action )4, 5.,,,,,, 6.,,,,,, 7.,,,,,
156,,, : ( ) 1.,, 15 % 20%, 2.,,,,,,,,, 3.,, 4., 5., 6., 1996,, 2 ( ) 1., 2., ;,
157 3.,,,,,,,, 4.,,,,, 5.,,, ( ),,, ( ),,,,,, ( ),,,,,, ( ),,,,,,,,,,,, ;,,,
158 3 : ( ),,,, ( ),,,,,, ( ),,,,,, : 20 50, ; 60, ; 70, ; 80, ; 90, ( 8-3),,,,,,,,,,,, 20 90,
159 8-3, ;, ;,,,, ( ) ;,,,,, ( 8-2 ) 8-2,
160,,, 5,,,,,,,, ( 8-4) 8-4,,, ;,,,,,,,, 20 % 85%, 5%, 25%,,,,, 3 : ( ),
161,,,,,,, ;,,,,,,,,,,,,,, ;, ( ),,,,,,,,,,,,,,,,,,,,,,,,,
162,,,,,,,, ;,,,,,, ( ), :,,,,,,,,,,,,,,,,, [ ] Dunlop :1989, Dunlop, 6, Dunlop Cole Henderson Drake,,, Dunlop, 1985 1989,,,,
[ ] Dunlop 163 1988 6 %, 1990, 90% 1988, Dunlop Impact Plus Pro Mid 3 Dunlop,, 5,, Dunlop Impact Plus,, Dunlop : Dunlop, Dunlop,,, Dunlop, Dunlop, Cole Henderson Drake, Dunlop : Dunlop ; ; ;, Dunlop, 50 % Cole Henderson Drake,,,, Dunlop, : Cole Henderson Drake ( ),,,,, :,,, 56%, 44%, 70% 18 44, 68% 25 000,26% 50 000,, Dunlop : Cole Henderson Drake,, Dunlop Impact,,,, Dunlop, Dunlop,,, Cole Henderson Drake
164, Cole Henderson Drake Impact,,,,,,,,,,,,, Cole Hender son Drake Dunlop Impact,,,,,,,, :, 1988,, Dunlop Max 200G 40, 1989, Impact Mid 13, Impact Plus 39 1989, Dunlop 187, 7.5%, 95%, Impact 111.2%, 54 % 1989,, Dunlop, Dunlop, Impact,, 200, 400 Impact, Dunlop Cole Henderson Drake,, Dun lop Impact,,, Impact, 1.??? 2.? 3.??
[ ] Dunlop 165 4.,? 5.?? 6.?? 7. A,?
[ ], ;,,,,,,,, 9-1:, ( ) 9-1,,,,,,,,,,
167,,,,,,, 20 90,,,, 50 20%,, 9-2 9-3 9-1 3 9-2 9-1,,,,,,,,,,
168 9-3 9-2 1. 2.,,, 3., 4.,, 5.,, 6.,, 9-3 1 19 200 150 2 11 900 470 3 2 678 25 4 1 977 13.8 5 1 168 53.8 6 1 069 25 7 1 000 50 8 1 000 40 9 800 50 10 74.5 8.7 11 3 195 199.7 44 732 1 086 21,,,
169, ( ),,,,,, 3 : 1.,, 2.,, 3.,,,,, :,, 9-4A, 15 ; 9-4B, 8 9-4A = P C = 3 5 = 15 9-4B P + C = 3 + 5 = 8,,,,,,
170,,,,, ( ) 1. ; ; ;, 2.,,,,, 3.,,,,,,, (1 ) :,,, (2 ) :, (3 ) :,,,, (4 ) :,,, (5 ) :,,,,,,
171 ( 9-5) 9-5,,, 1., 2.,, 3.,, 4.,,,,,, ( 9-6 ) 3 : 1. 2., 3.
172 9-6 5, : ( ), 1.,,, (1 ) :,, ;, ;,,,, (2 ) :, ;, ; 2.,, :,,, ( ) 1. (1 ) :,
173 (2 ) :, 2. (1 ) :,,,,, (2 ) :, ( ) 1., (1 ) :,, (2 ) :, 2., (1 ) :,, ; ;,, (2 ) :,, ( ) 1. (1 ) :, ;,, (2 ) :, ; 2. (1 ) :,,
174,,,, (2 ) :, ;,,,,, ( ),, 1., 2., 3. 4., 5.,,,,, ( ) 1.,, : (1 ) :,,,, ;,, (2 ) : ;,, (3 ) :,, ;, (4 ) :,,,, 2., : (1 ) :, ;,
175 (2 ) :, ;, (3 ) :,, ;, (4 ) :,, ;, (5 ) :,,, ;, ;, 3. (1 ) :,,, ;, (2 ) :,, ( ) (3 ) :,, ;, (4 ) :,,,, 4.,,,,, ;,,,,,,, :,,, 3 :
176,,,,,,,,,,,,,,,,,,,, : (1 ) :,,,, (2 ) :,,,,, (3 ) :,,,, (4 ) :,,,, (5 ) :,,, ( ),,
177,,,,,,, ( ),,,,, ( ),,,, ( ),,, 80 %, 50 %,40%, 20 80,,,,, 5 12,,,,,,,,,,
178,,,,,,,,, ( ),,,,,,,,,,,,,,,, 20%,,,,,,, ;,, :,,,,,,,,,,
179 : ; ( ),,,,,,,,, ( ),,,,,,, ( ),,,,,,,, 1.5,, ( ),,,,,,,,,
180,, 300,42, 3,, 25,15, 12, 5,,,,, 9-7 9-4 9-7 9-4 ( 1993 ) 1 900 880 55 h 1 900 1 650 55 h 1 900 550 40 h 1 900 550 17 h,,,,
[ ] 181 [ ] 1993 3 6 7, 125 5 9, 30 1994 11, 202 234 GT 1 600CC 8 3, 20.8, 8 1 000, 8 000, 1 000,,, 1. 2. 3.? 4.,??
[ ],,,,,,,,, ( ),,, :,, ; ;
183, ;,,,, ;,,, ;,,,,,,,,,,,,,, ( ),,,,,, ; : ; :,,,,,, :,,,, ; ; ; ; :,, 1999 2 3
184 ;,, : ( ),,, ( ),,,,,,,,, ( ),,,, ;,,,,,, :,,, ;,,,, ;,,,,
185, :,,,, ;,,, :,,,,, ;,,, 1885,,,,,, 1926 10 20 60,,,, 70,,,,,,,,,,,,,,,,
186,, 20 80,,,,,,,,,,,,,,,,,,,,,,,, 5 000 ;,, 90 1993,,,,,,,,, 1997 10,,,, ( ),
187,,,,,, ( ),,, :,,,,,,,,,,,,,,,,,, :,, ( ),,,,, :,,,
188 ( ),,,,,,,,, ( ),,,,,,,,,,, ;,,,,, : ( ),, ;, ( ),,, ( ),,,,,
189 ( ),,,, ( ),,,,,,, ( ),,,,,,,,,,,,, :,,, 1 :,,, 203
190 ( ) :, 15%, 85%, 1.,,,,, ;, ; ( ),, 2.,,,,,,, :,,,, 3.,,,, ( ),,,,,,,, ;, ;, :,,, 436
191,, ( ),,,,, : 1., ; 2.,,, ;, 3., 30,, 500 :,,, ;,,, ;,,, ( ),,,, 3, (1 ) : (2 ) :,
192 (3 ) :,,,, ( ), ( ), ( ), ( ),,,,,,, ( ),, 3 : 1. ( ), : (1 ) ( ) :,,,,, (2 ) :, ( ) ;,,,, 2.,, 3.,,
193 ( ) 1.,,, 2., 3.,,, 4., 5.,, 4 ( 10-1 ) 10-1 ( ) 1.,,,, 2.,
194 3.,,, ( ), 1., ;, 2.,, ;, 3.,,,, 4., 5.,,, 6. 7.,,,,, 8.,,, ( ) 1.,, 2.,, 3.,,, 4., 5.
195,, 6. ( ) 1., ; ; 2., 3.,,,,,,, ( ),, ;,,,, ;, ;, ;,,,,,, ( ), : 1.,,????
196 2.,,,,, 3.,,,, ;, ;,,,,,, 4., ( ),,,, ( ),,,,,,,,,!,,,, ( ),,,, ( ),,,,,,,,
[ ] 197 ( ),, ;,, ( ),,,,,, [ ] 1984 8, :,,,,,,,, :?,,,, 1985,, :,,,, 10s,,,,
198 [ ],,,,,,,,,,,,,,, :!,,!,,,, :, 1.? 2. 3., 4.
[ ],,,,,,, ( ),,,,,,,,,, ( ), ( ),,,
200 ( ),,,,, ( ) 3 :,, :,,,,,,,,,,, ( ),, 3,, ;, ;,,,,,, ( ),,,,
201,,, ( ),,,,,,,,,,,,,,,,?,,, ( ),,,,,,, ( ),,,,,,,,,,, ;,
202 ( ),,,,,,,, ( ),,,,,,,, ( ),,,,,,,,,,,,,,, 100,
203,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 5 : (1 ) : (2 ) :, 5, 120 (3 ) : 10 (4 ) : ( ) (5 ) :,,
204, : ( ) 1.,, 2.,,, ( ) ( ),,,,,, 3,,,,,,,,,,,,, ( ),,,,,,,,,,
205, ( ),,,,,, ;,,,, :,, ;,,,,,,,, ( ),, ( ),,,, ( ) : ;, ( ),
206 ( ),,,,,,,,,, ( ),,,,,, : :,,,, ( ) 1.,,,,,, ( ),, 2., ( ),,,,, 3.
207, ;,, 4.,,,,, 5.,,,,,,, 6.,,,,, ( ),,, 79% 3 : 1. ( ),,, 2. ( ) ( ),,, 3.,,,,,,,,,
208,,,,,,, :,,,,,, ;,,,,,,,,,,,,,,,,,,, ( ),, ( ),,, ;,,,,
209 : 1.,, 2. 3., 4.,, 5.,,, 6.,,,,,,,,, :,,,, ;,,,,,,,,,,,,,,,,,,,,,, :,
210,,,,,,,,,,,,,,,,,,,,,,,, :,,,,,,,??,,,,,,,,,,,,,
211,,, ( ),, ( ),, 3 : 1.,,, 2.,,,,,,,,,, 3.,, 3 : ( ),, ( ),,,, ( ),,,,,,,
212,,,,,,,,,,,,,,,,,, ;,,, ;,,,,,,,,,,,,,, ( ) ( ),, :,,,,,
213,,,,,,,,,,,, :,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,
214 [ ], 3,,,,,,,,,,,,,,,,,,, 23,,,,,,,,,,,,,,,,,,,,,,,,,,,, 1987 6
[ ] 215, 250,,,, 10,, 1988 3,, ;,, 24 ( ) 2,,, :1986 4 000, 1988 3, 1986 1988, 2 000, 1986 400, 1987 1 000,1988 2 000,,,,, 1989 4 21, 17,, :,,,?,,,,,, 1990 11,, :,,,,,,, 250,,
216,,,,,,,, 260, 250,, 1 600,, :,,, 4, 7.5, 1 4 :,, :, 11 ;,,,,, ( ), 30, 18,, 1992,,,,,, 1992 12 20, :,,?
[ ] 217,, 1992 10 1, 4,,,,,,, 6 30,,,,,,,,,, :,,,,,,,,,, 50,,,,,
218 1.? 2.?? 3.? 4.,?
[ ],,,,, ;,,,,,,,,,,,,,, ( ), ( ) ( ),,,,,
220,,,,,,, ( ) 1.,,,, :,,,,,,,, 2.,,,,,,, ( ) 1.,, 1896,,,,,,,,,
221 2.,, 3.,,, ( ), ;,, 4.,,,,,,,, :,, ( ) : 1.,,,, 2.,,,, ( ) ( NBA), ( ) ( ), 1997 1 4, ( NBC) 26
222 ( ),, 4 4,,, :,,,, ;,,, 24 h 18 00 22 00 ( ), ( ),,,,,, ;, ;,, NBA,,,, ( ), ;,, ( ),,,,,,,
223 ( ),,,, :, ( ),,,, ; ; ; 4P ( ) ( ), ;, ( ) ;, ;, ( ), ( ) ;, ;,, ;,,,, ( ),,,, ( ),,,,,,,
224,,,,,,,, ( ) ; 1.,,,, ( ), ( ),,,, ( ),,, 2.,,, ; ;, : (1 ) :, (2 ) : 3,,, (3 ) :, (4 ) :
225 3.,,,,, 4., : (1 ) :, (2 ) :,,, ( ) 1. ( ),,,, ;, 2., 3.,,, 4.,,,,,,,,,,
226,,,,, :,,, 7,,,,,,, 1997 20, ( ) 61, 1 344.5, 722.9 30.1%,,,,,,,,,,,,1992 4.5, 3.8 ( 31.3% ), 19,, 2.6,,, :
227 ( ),,, 1.,, :, ;,,,, ;, ;, 4, 2.,, ;,, 3.,,, : ; ;,,,, 4. :,,,, 5.,,, ( ), ( ),, ;,, ;
228,, :, ;, ( ) ( ) ;,,,,,,, ( ),,,,,,,,,, TCL, TCL, ( ),,,, :,,!,,, 1.,,,,,, :
229 CJ CS,,, 2.,, :!,,,, ( ),,, : (1 ) :,,,,,,,,,,,,,,, (2 ), :,, ;,,,,, (3 ) :,, (4 ) :,,,,, ( ),
230,,, ( ),,, ( ),, ( ),,, ( ),,,,,,,, ( ),,,,,,,,,
231,,, 3,,, ( ),,,,,,,,,,,,,,,,,, :,, ;,,, ;,,, : ; ; ;,,
232 : ;,,!,,, [ ], 20 80, ( ),, 1988 CI,,,, 1988 520 1990 4 000 ; 1991 8 ; 1993 10 ; 1994 12,, CI, CI 1988,, CI, CI,,,
[ ] 233, CI,,,,,, ;,,,,,, 5 : ; ; ;,,, ;,,,,, Apollo (Apollo, ),, 3,, Apollo,,,, (Apollo),,,,,,,,, 18, 3, 80, :,,,,,, 1991,,
234,,,,,,,,,,, 1990 4,, 1990 7,, 29 4 1990 9,,,,,, 3, 3, CI,,,,,,,,,,,,,,,,,,,,,,,,,,,
[ ] 235,,,, CI,,,,,,, CI,,,,,,,,,,, 6 1991, CI,,,,, 24 25 11, 1988 1990 1992,1989, 1990,1991, 1992,, 1993 1993,,,,,,,,, CI,, 1988 1993 7 CI, CI, CI CI 4 :, CI? CI, 4,
236 CI 1.,, ;,,,, CI,,,,,, CI 2. CI, CI, CI,,,,,,,,,,,, CI,! [ ], ( ) ( ),,,,,, :,,,,,, 2000,,,,
[ ], ( ) 237,,,,,,,, 3,,,,,,,,,,,,,,,,,,,,,,,,,,, :,,,,, :, 400m :,
238 : 19,, : ; ;,,,,,,, 1. 2. 3.? 4.
[ ] (1998.9 1999.6) : 1998.8.19 ( ) 1. ( ) 2. ( ) ( ) ( ) 1.,,, ;,, 2. (1993 1996 ),,,,,, 3., 15,,,,,
240 4.,,, ( ) 1. ; 2., 3. 4., ( ) 1. (1 ), 8% (2 ), (3 ), (4 ), 2. (1 ) (2 ) (3 ) (4 ) (5 ) (6 ), (7 ) ( ), 5,,,, 21.7% 65.8% 94.5% 5 16.4%, 15.8%, ; 25.8% 24.7% 24.2% 10,,,,,
[ ] ( 1998.9 1999.6 ) 241,,,,,25 34, 15 24, 55 69, ; 35.7% ;, 1 4,,,,, 800, 2%,, 5% ; 800 9%, 25 34,, 31%,,, ;,,, :,, :,,,,,,,, ( ) 1. : 2. : ( ) 3. : 4. :
242 ( ) 1. ( ) 2. ( ) 3. ( ) 4. ( ) ( ) 1. : 2. ; 3., 4. (1 ) (2 ) 3 : (3 ) 1 2 ( ) 5. (1 ) (2 ) ( ) 1. ; ; 2.,,, 3. 4. ; ; ( ) 1. 9, 9, 12, 4 2., 3. (,,,, ) ( ) ( ) ( ) ( )
[ ] ( 1998.9 1999.6 ) 243 : CIS(Corporation Identity System) ( ), ( ), ( ) 1. 2. ( ) 1. 2. 3. ( ) 1. 2. 3. 4. 5. ( ) 1. 2. 3. 4. 5. 6. [ ] 1998 5,,, 3,,,,,
244,, [ ],,,,,,,,,, : : : : ( ) ( ) 1999 6 8 6 10 ; ( ), ; ; ( ) ; ;
[ ] 245 ( ) 10, 3, ( ) 6 8, 6 10 3 10, 10 10 10, ( ) ( ) 6 1 6 6 000 4 000 2 000 1 000 600 400 ; 1 6 2 000 1 000 800 600 400 200, ( ) 1. 6 5 : ( : 586, : 430030, : 83761393 ),, 2. 3. 100 4. ( ) ( ) 1. 5, : 2., 3., 4. 6 5, 5. 6 5,, 6. 5 31 7. : 3
246 8. 6 1 ( ) 9. ( ) 1. : : 2. : 3. : 4. : 1. (1 ) : 3 200, 960 (2 ) 1 000 2. 4 000 3. 1 9 4. 4, ( ) 5. 1 6. 5 000 1.,,, 2.,, ( ) 3.,,,,,,,, [ ],
[ ] 247 [ ] 10, 1970, 30, 1980, 1970,, 1986, 16,, 1975,,,,, 3 : 5 : ( 1975 1980 ) ; ( 1980 1985 ) ; ( 1985 1990 ),,,,,?,,,,,,,,, 4 500,1.5, 90%, 60% 3, 3, 24, 10,, 100,1978 20 %, 42,, 6%, 3 %,,,,
248, 20% 20 30,,,,, 4 :,,,,,, ;,,, ;, 4 ; 4,, ;, 4,, ;, 10 11,,, 4 :,, 6 5,,,,,, :??, ;,,,,, :,,, ;,, ;,,
[ ] 249, ; 25 35, ; ;,,,,, 200, : :, ; :, 3 ; :,,, ;, :,,,,, ; 20 %, 40 %, 60 s 15 s 60 s, 25%, 40%, ;,,,, [ ],,,,,,, 25 35
250,,,,, [ ] 1998 : : : : 1998 10 10 : : 8 01 : 1. ( 42.195 km ) ; 2. ; 3. 10 km; 4. VIP (42.195 km) : 1. ; 2. ; 3. ;4. CCTV ; ; ; ; ; ; 7 ; ; ( ) : 1998 6 10 1. 2. 5 3. 1998 6 1,, 4. 2, 5. 2, : (1 ) 300s (2 ) 1 200s
[ ] 1998 251 (3 ) 300s (4 ) 30s 4 6. 7. 500, 8. 20, 100 9. 10. ( ) 11. 16 (1 ) 6 (1 m 6 m) ( 24 cm 5 cm) (5 cm 50 cm ) (3 m 2 m) (1 m 2 m) (10 cm 20 cm) 2 (5 cm 30 cm ) (5 cm 20 cm ) (2 ) 15 8 8 ( 1 m 4 m) 7 7 ( 1 m 4 m) 4 (1 m 6 m) 8 ( 15 cm) 42 ( 5 cm) 10 ( 5 cm) 20 000 (10 cm 20 cm) 14 28 (90 cm 10 m) (3 ) 10 km VI P 4
252 (50 cm 50 m) 8 (1 m 6 m) 2 ( d = 5.5 m) 1 ( 25 m) (20 cm 1.5 cm ) 12. ( ) : : 1. 1998 ; 1998,, (, ) 2. 1998 6 1,, 3. 2, 4. 2, : (1 ) 10 s (2 ) 240 s (3 ) 30 s (4 ) 30 s 1 5. 6. 16 7. 5, 10 8., : (1 ) 8 7 15 ( 1 m 4 m) (2 ) 7 15 (1 m 6 m) (3 ) 2 1 (4 ) 1 (5 ) 2 ( 1 m 6 m) (6 ) 2 ( 1 m 6 m)
[ ] 1998 253 (7 ) 10 km VI P 4 (8 ) 5 000 (10 cm 20 cm) (9 ) ( ) 9. ( ) :100 ( 30% ) : VCD 1. 98 ; 98 ; 2. (, ) 3. 1998 6 1,, 4. 2, 5. 2, : (1 ) 10 s (2 ) 120 s (3 ) 15 s 6. 7. 16 8. 5, 10 9. (1 ) 8 ( 1 m 6 m) (2 ) 1 (3 ) 2 ( 1 m 6 m) (4 ) 2 ( 1 m 6 m) (5 ) 10 km VIP 4 23 1 (6 ) 2 000 (10 cm 20 cm)
254 (7 ) ( ) 10. ( ) :50 ( 30% ) 1. 2. (1 ), (2 ) (3 ) (4 ) ( ), (5 ) (6 ) 16 (7 ) 5, 10 (8 ) 1 ( 1 m 6 m) (9 ) 4 ( 1 m 4 m) (10) 2 (1 m 6 m) (11) 8 (1 m 6 m) (12) 2 (1 m 6 m) (13) 2 000 ( 10 cm 20 cm ) (14) ( ) (15) ( ) :60 ( 30% ) ( ) ( )
[ ] 1998 255 1., 2. 16 3. 2 (1 m 4 m) 4. 1 (1 m 6 m) 5. 3 6. :20 1980, 1998 19,, A 98 17,,,, 3 h 5 h,, 98,,,, 98 [ ],,,,
256 [ ] 20 70,,,,,,? ( ),, 70,,, ( ),,, 1936,,,,, 1949,,,,, ( 3 ),, 30,,,, 82.8%,, 10, 1972,,,
[ ] 257,,,,,,,,,,, 500 150 000 80%, 20 %,,,,,,,, 100,,, 70 20 60 70,, 70 10, 70 2 500 3 000, 1 000, 3,, J.C.3
258,,,, ( ) 1mi.(1mi. = 1.6093 km), 4 min13 s, ( 4 min ) 20 50, 50,,,, 1960,,, 1964, 500,,, 8 000,,,,, 1972,,,, Swoosh ( ),, 1972, 4 7, 3 1975,,,,, ( ),,
[ ] 259, 1976 1 400, 830, 1972 200 70, 100 140,, 70 80,, 8 000 60 %, 13-1, 1976 1 400, 69 400 13-2 1979, 33 %,,, 50 %,, 1982 1 4, 5, 13-1 (1976 1981 ) ( % ) 1976 14 1977 29 107 1978 71 145 1979 200 182 1980 370 35 1981 458 70 1982 694 34 : 13-2 ( % ) 33 20 11 10 5 5
260, 20 70,,,,,,,,,,,, 70,?,,,,,,,,,,, 85%,,,,,,, 100,,,,, 300,
[ ] 261 1980 250,1981 400,,,, : ; ; ;,,, :?, 40,,,,,, ( 2 3 ),,,,,,,, 30?,,,,,,?,,,,,
262?, ( ),,,,,,,,,,,,,,,,,,,,,,,,,,
[ ] 263 [ ],,,,,,,, [ ] : : :1998 9 26 28,,,,,,,,,,,?,?,,,, ( ) 1. 2. 3. IC
264 4. ( ) 1. ( ),,,,? 2. ( ),,,, 8 000,,,? 3. ( ),,,,,,,, 4. ( ), 15 9, 50 100 m 2, :50 m 2 66 000 5. ( KMG) ( ), OK, 4 ( OK) ( ) 1., 20,,?, 2.,,,, 3.,,,,,, 4.
[ ] 265?? 5., 6.,? :,? 7. 3, 3 8. 9. 21 10. ( ) ( ), ( ),,,,,,,,, ( ) 1., ( ) 2. 1998 9 25 1998 9 26 27 1998 9 28 3., 6 600 ( 2, ), : 1 780 ( ),, ( ) 4. :,
266 5. : 36 :250014 :0531 6978091 (6978090,6956208,6956776 ) :0531 6940654 : :30200950 : : At: To: : 0531-6940654 : : 1. 2. 3. : 1. 2. 3. : 1. 2. 3.,,, [ ],,,,,,
[ ] 267 [ ] ( ) 1. 2. ; 3. ( 16 ) 4. ( ) ( 8 ) : 1. ( ) ( ) 2., 3. ( ) : 1. ( ) 2. 3. ( ) ( ) : 1. ( ) ( ) 2., ( ) 3.
268 ( ) : 1. ( ) 2. 1, 3., ( ) ( ) 25 min ( ), ( ) (1 m 4 m) (1 m 5 m) 1. 2. 3. 4. ( ) ( ) 16 ( ) ( 16 ) 16 ( ), ( ) ( ) ( ), ( ) ( ) 1. 5 000, 2. 1,
[ ] 269 3. 3,, 1, 4. 5,, 1, ( ) 1. 1 000, 2. 5 000,, 3. 2,,, 4. 5,,,,, [ ],,,,,,, [ ] ( 13-1) ( ) ( ) 1.,, 2. (1 ) (2 ) : (3 ) :
270 13-1 (4 ) ( ) : 3. 4. 8 ; 2 5.,,, 1 ( ) 0.5 ( ) 20 ( ), 10, ( ) 2, : 1. 2.
[ ] 271 3. 4. 5. ( ) 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. ( ),,, : ( ) 1. 2. 3. 4. 5. (,, ) ( ), : ( ),,,
272 13-2, : 1. 2. 3. 4. 5. 6. [ ],,,,
1.. :,1996 2.. :,1991 3,.. :,1998 4.. :,1996 5.. :, 1990 6.. :,1997 7.. :, 1997 8,,.. :,1998 9,.. :,1998 10.. :,1998 11,.. :,1989 12.. :,1997 13 ( ).. :,1999 14.. :,1998 15 ( ).. :,1998 16 ( ).. :,1998 17 ( ).. :,1998 18.. :,1995 19 ( ).. :,1998 20.. :,1993 21.. :,1998 22,.. :,1996 23,.. :, 1994 24.. :,1990 25 ( ).. ( ). :, 1997 26.. :,1997 27,.. :,1996 28.. :,1994
274 29,.. :,1998 30,.. :,1996 31. ( ). :, 1997 32.TP. :,1997 33,.. :, 1995 34.. :,1996 35.. :,1992 36.. :,1996 37.. :,1996 38.. :,1995 39.. :,1990 40.. :,1993 41.. :, 1999 2 42.. :,1999 7 24 43.. :,1999-12 44.. :,1998 45.., 1992 1998 46 Bernard J. Mullin, Sport Marketing, Human Kinetics Publishers, 1993 47 Christine M.Brooks, Sport Marketing Competitive Business Strategies for Sport, Prentice Hall, Inc,1994