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3:2005-09-19::(1963-),,,,(1964-),,,(1945-),,,20065()No.5200646JOURNALOFSUNYATSENUNIVERSITYVol.46(203)(SOCIALSCIENCEEDITION)GeneralNo.2031,2,2(1.;2.,510275):,,,,;,:;;;;:F724:A:1000-9639(2006)05-0111-06(placemarketing),(placeimage),[1],,[24],,,:(1)(2),[5](),[1],[6][5,7],,[8],,111[5,911],,(),[12]2050(Dobni)304[13]:,,,(Aaker),,[14](Biel),,3[15](Keller),,()()[9,16][17],:(1),(2),,,[9,18](3),,,,[19],,,[9]:[18]4,,,7,--,,,[20],,,,(ethnocentrism)[21],,,()[19,22],,2111.,,,,,[4],,,,,2.,,,,,,,3.[19],,,,,3(1),(2),(),()()(3),,,,,,,,,[23],,[13],,[1],:(1),,,,(2),,,311,,(3),[24],,,,,,,,(4),,,,,,,1.,(1),,(2),[18](3),();,(4),,2.,,,,,Keller,,,[9,16]3.,,,,,(1),,,,(2),[9],,,,(3)411,,,(),,(4),,,,[25],,,(5),2,4.,,,,:(1),,(2),,,,[2](3)[8](4),:,,,,,[2],5.,6[18],:(1),(2)(3)(4),(5),[4],(6),511,,,,,,[][1]Kotler,Philip;Gertner.David,CountryasBrand,Product,andBeyond:APlaceMarketingandBrandManagement[J].JournalofBrandManagement,Vol.9No.45,Apr.pp.249261,2002.[2]Gilmore,FionaA.ACountryCanItBeRepositioned?Spain-theSuccessStoryofCountryBranding[J].JournalofBrandManagement,April,pp.281293,2002.[3]Hosper,Gert2Jan.PlaceMarketinginEurope:TheBrandingoftheOresundRegion[J].IntereconomicsOctober,pp.271279,2004.[4]Morgan,Nigeletal.NewZealand,100%Pure,TheCreationofaPowerfulNicheDestinationBrand[J].JournalofBrandManagement,April,pp.335354,2002.[5],.[J].,2005,(12).[6]Papadopoulos,N.andHeslop,L.A.CountryEquityandCountryBranding:ProblemsandProspects[J].JournalofBrandManagement,April,pp.294314,2002.[7],..[M].:,2001.[8]Kleppe,I.A.,etal.CountryImagesinMarketingStrategies:ConceptualIssuesandanEmpiricalAsianIllustration[J].BrandManagementVol10.Septem2ber,pp.6174,2002.[9]Keller,K.L.StrategicBrandManagement[M].PrenticeHall,Inc,2003.[10].[M].:,1994.[11].[J].,2000,(12).[12],.[J].(),2002,(3).[13]Dobni,D.Zinkhan,G.M.InsearchofBrandImage:AFoundationAnalysis[J].AdvancesinConsumerResearchVol.17.pp110119,1990.[14]Arker,D.A.BuildingStrongBrands[M].NewYork:TheFreePress,1996.[15]Biel,AlexanderL.HowBrandImageDrivesBrandEquity[J].JournalofAdvertisingResearch,(No2vemberDecember),RC6RC12,1993.[16]Keller,K.L.Conceptualizing,MeasuringandMan2agingCustomer-BasedBrandEquity[J].JournalofMarketing,Vol.57,pp.122,1993.[17],.[J].(),2003,(3).[18]Kotler,Philip.Haider,DonaldH.,MarketingPlaces:AttractingInvestment,Industry,andTourismtoCities,States,andNations[M].NewYork:TheFreePress,1993.[19]Kotler,Philip.AFrameworkforMarketingImageManagement[J].SloanManagementReview,Win2ter,pp.94104,1991.[20]Martinovic,S.BrandingHrvatska-aMixedBlessingthatMightSucceed:TheAdvantageofBeingUnrec2ognizable[J].JournalofBrandManagement,(45),pp.281293,2002.[21]Shimp,T.A.andSharma,S.ConsumerEthnocen2trism:ConstructionandValidationoftheCETSCALE[J].JournalofMarketingResearch,Vol.XXIV(August),pp.280290,1987.[22]E.,.[M].:,2002.[23].[J].(),2001,(7).[24],,.:[J].,2005,(11).[25]Roth,M.S.andRomeo,J.B.MatchingProductCategoryandCountryImagePerceptions:AFrame2workforManagingCountry2of2OriginEffects[J].JournalofInternationalBusinessStudies,ThirdQuar2ter,pp.477497,1992.:611EthicsofPublicAdministrationandItsOrientationZHANGKang2zhi(SchoolofPublicAdministration,RenminUniversityofChina,Beijing,100872)Abstract:Sincethelate20thcentury,studiesonadministrationethichavebecomeanewacademicupsurge.Itisanacademiccounter2thoughtmovement,theoreticallyself2reflectingonformalismandtoollogos,andaimingatbringingthevalueintotherebuildingofpublicadministration.However,propergraspofethicsofpublicadministrationneedsboththetranscendenceoverthewayofthinkingofso2calledwholismorindividualism,andtherebuildingofpublicadministrationshouldbasedonthecooper2ativeideasandservicespirit.Keywords:publicadministration;administrativeethics;wholism;individualismTheStandardandSecuritySystemofGovernmentalFunctionSHENGYong2bin(GuangdongJusticePoliceVocationalCollege,Guangzhou,510430)Abstract:Governmentalfunctionanditstransformationhaveremainedabuzzwordforthepoliticalandacademiccirclesandthemassmedia.However,focusesareonpositioninggovernmentalfunctionandlimitingitsfunction,whichmerelystayonatheoreti2callevel.Furtherexplorationshouldbefocusedonsuchissuesasthenatureofgovernmentalfunction,therequirementsofconsti2tutionalismandtheoperationalmechanismsofgovernmentfunction.Inordertofulfilltheirmission,staffofthemachineryofgov2ernmentshouldunderstandandgrasptheessenceofthemachineryandnatureofthegovernmentfunction,strictlycontroltheori2entationandvalueobjectiveofthedynamicroleofthegovernmentaladministration,andestablishtheideaofservingthepeopleandproperlyexerciseadministrativepower.Inparticular,itiscrucialthatthegovernmentalfunctionshouldactasanactiveroletofullyachievethegoal.Keywords:governmentalfunction;standard;securitysystemTheDefinitionandRolesofRational/ReasonableinJohnRawlsPoliticalPhilosophyLIYe2xing(SchoolofGovernment,SunYat2senUniversity,Guangzhou,510275)Abstract:RationalandReasonablearetwofundamentalkeywordsinRawlspoliticalphilosophy,butthetranslationofthesetwowordsisconfusedintheChineseversionsofATheoryofJusticeandPoliticalLiberalism.Thisarticlepointsoutthecon2fusiona