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濱田 英嗣 동의대학교 경제경영전략연구소 2010 經濟經營硏究 Vol.5 No.1
We would like to discuss the following points concerning local branding campaigns 1.the historical background of the local branding boom in Japan, 2. an examination of its effectiveness, 3.problems and questions, and 4. theoretical challenges. As a result, most of the branding campaigns conducted across the country have so far been promoted by local government and industry, for interests of local government and industry, and to the benefit of local government and industry. In this sense, they have never been conducted for the benefit of consumers or from the standpoint of consumers.