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Russian and Global Brands Marketing Strategies in Uzbekistan: Features, Drivers and Barriers 俄罗斯与全球品牌在乌兹别克斯坦的营销策略:特征、驱动因素与障碍
Pub Date : 2023-09-01 DOI: 10.26577/irilj.2023.v103.i3.09
T. D. Sokolova, A. M. Alekseeva
The relevance of examining localization and standardization strategies in international marketing becomes evident due to the growing presence of Russian and international brands in the Uzbek market. Consequently, there is a necessity to formulate a proficient marketing strategy aimed at enhancing financial outcomes, specifically in terms of profitability and sales growth. This study examined the country’s communication environment, and also identified the localization features of the communication strategy of Russian and international brands. The study of extensive literature made it possible to identify the positive and negative consequences of localization and determine an effective model for building a communication strategy. As part of the desk research, the market of Uzbekistan was studied in detail, including the analysis of existing cases of localization of the Sosa Cola, Pepsi and Fanta brands. Thanks to expert interviews with top representatives of the industry, drivers and barriers to the localization of the communication strategy were identified, and practical recommendations were offered for bringing Russian and international brands to the market. The result of the study is a unique model for localizing a communication strategy, relevant for the Uzbekistan market. The results provide direction for brands planning to enter the market and can form the basis for building an effective communications strategy. The work continues the debate on localization and contributes to the communication aspect, which has previously been poorly studied. Key words: localization, standardization, communication strategy, international marketing, Central Asia.
由于俄罗斯和国际品牌在乌兹别克斯坦市场上的存在日益增加,在国际营销中检查本地化和标准化战略的相关性变得明显。因此,有必要制定一个熟练的营销策略,旨在提高财务成果,特别是在盈利能力和销售增长方面。本研究考察了该国的传播环境,并确定了俄罗斯和国际品牌传播策略的本地化特征。通过对大量文献的研究,可以确定本地化的积极和消极后果,并确定建立传播策略的有效模型。作为书桌研究的一部分,对乌兹别克斯坦的市场进行了详细的研究,包括分析索萨可乐、百事可乐和芬达品牌的现有本地化案例。通过对业内顶级代表的专家访谈,我们确定了传播策略本地化的驱动因素和障碍,并提出了将俄罗斯和国际品牌推向市场的实用建议。研究的结果是一个独特的模式,本地化的传播战略,相关的乌兹别克斯坦市场。研究结果为计划进入市场的品牌提供了方向,并可以形成建立有效传播策略的基础。这项工作继续了关于本地化的争论,并有助于沟通方面,这在以前的研究中很少。关键词:本土化、标准化、传播策略、国际营销、中亚
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引用次数: 0
Dynamics of Ethno-Demographic and Migration Processes in the Countries of Central Asia 中亚国家民族人口和移民进程的动态
Pub Date : 2023-09-01 DOI: 10.26577/irilj.2023.v103.i3.05
M. Gubaidullina
The article examines the changes taking place in the ethno-demographic sphere of the countries of Central Asia. They influence the previously traditional state of “ethnic diversity”, where, along with indigenous peoples, representatives of more than a hundred different peoples and ethnic groups live, a unique multi-ethnic community has historically developed. Along with the trend of growth in the total population in the countries of Central Asia, the "ethnic exodus" from the region continues. The external migration flow is directed primarily to highly developed countries that provide financial and / or program support to compatriots by origin (Russia, Germany, Poland, Turkey, Israel, Korea, etc.). The activation of intra-regional migration is associated with a complex of reasons and migration motives, and Kazakhstan has established itself as a recipient country in Central Asia. The consequence of ethnic migration is the changing ethno-demographic picture of the region, quantitative and qualitative changes in the population affect politics, indicating problems in the countries of Central Asia. The article analyzes the dynamics of the ethno-demographic and migration process, which takes place in the complex interdependence of various factors in Central Asia, and raises the question of the possible prospects for such a phenomenon as the ethnic diversity of this region. Key words: Central Asia, ethnic groups, ethnic migration, migration flow, inter-ethnic unity/tension, ANC, OSCE international norms.
本文考察了中亚国家在民族人口领域所发生的变化。它们影响了以前传统的"族裔多样性"状态,在这种状态下,除土著人民外,还有100多个不同民族和族裔群体的代表生活在一起,历史上形成了一个独特的多族裔社区。随着中亚各国总人口增长的趋势,该区域的“种族外流”仍在继续。外部移民主要流向高度发达的国家,这些国家为本国同胞提供财政和/或项目支持(俄罗斯、德国、波兰、土耳其、以色列、韩国等)。区域内移徙的活跃与各种原因和移徙动机有关,哈萨克斯坦已成为中亚的一个接受国。种族移徙的后果是改变该区域的民族人口状况,人口数量和质量的变化影响到政治,表明中亚各国的问题。本文分析了在中亚各种因素复杂的相互依存关系中发生的民族人口和移民进程的动态,并提出了该地区种族多样性这种现象的可能前景的问题。关键词:中亚,族群,族群迁移,移民流动,族群间团结/紧张,非国大,欧安组织国际规范
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引用次数: 0
Issues of Competitiveness of the Transport and Logistics System of Kazakhstan 哈萨克斯坦运输物流系统竞争力问题研究
Pub Date : 2023-09-01 DOI: 10.26577/irilj.2023.v103.i3.03
M. Augan, A. Alipbayev
Numerous Central Asian transport projects supported by global powers like the USA, EU, and China aim to establish alternative routes bypassing Russia. These corridors include North-South, trans-Iranian, and proposed routes connecting various regions. Kazakhstan should view these developments as opportunities and focus on providing reliable, cost-effective logistics solutions. Kazakhstan faces competition from Russian and Belarusian road transport services and sea transport options. The Europe-Kazakhstan-China railway offers economic advantages due to shorter distances and higher speed. This study examines the logistical and geopolitical aspects of international transport corridors in Kazakhstan, emphasizing modern challenges and Kazakhstan's competitiveness. It explores how Kazakhstan leverages its strategic location amid global efforts to create overland transport corridors. As China seeks alternative sea routes via the Suez Canal, Kazakhstan can serve as a crucial trade bridge between East and West. The research adopts a geopolitical perspective, recognizing the influence of transport and logistics on modern political dynamics. It aims to comprehensively analyze elements shaping Kazakhstan's transport policy and its role in the global transport network. Keywords: Kazakhstan, Transport, Transit, Logistics, Road, Central Asia.
由美国、欧盟和中国等全球大国支持的许多中亚运输项目旨在建立绕过俄罗斯的替代路线。这些走廊包括南北、跨伊朗和连接各个地区的拟议路线。哈萨克斯坦应将这些发展视为机遇,并专注于提供可靠、具有成本效益的物流解决方案。哈萨克斯坦面临着来自俄罗斯和白俄罗斯公路运输服务和海上运输选择的竞争。欧哈中铁路距离短、速度快,具有经济优势。本研究考察了哈萨克斯坦国际运输走廊的后勤和地缘政治方面,强调了现代挑战和哈萨克斯坦的竞争力。它探讨了哈萨克斯坦如何在全球努力建立陆上运输走廊的过程中利用其战略位置。当中国寻求通过苏伊士运河的替代海上航线时,哈萨克斯坦可以作为东西方之间重要的贸易桥梁。本研究采用地缘政治视角,认识到运输和物流对现代政治动态的影响。它旨在全面分析影响哈萨克斯坦运输政策的因素及其在全球运输网络中的作用。关键词:哈萨克斯坦,交通运输,过境,物流,道路,中亚
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引用次数: 0
Gender Inequality in the Educational Environment: International Experience and the Republic of Kazakhstan 教育环境中的性别不平等:国际经验和哈萨克斯坦共和国
Pub Date : 2023-09-01 DOI: 10.26577/irilj.2023.v103.i3.04
A. Beimisheva
Gender inequality in education has changed significantly over the past decades. After all, education is the most important tool for human resource development and a universal human right, as well as an important component of women's empowerment. This study attempts to answer the question: what changes have occurred in the field of gender inequality in the international educational environment through the analysis of domestic and foreign literature on this topic. The article deals with empirical research and theoretical views on gender inequality in the education system. It explores how education reform during the last decade affected on gender equality. An analysis of the trend of gender inequality in the world was also carried out. It explains the reasons of man and woman inequality in education and analyzes how it affects the economy, demography, social sphere, and so on. Thus, gender inequality in education has a direct impact on economic growth by reducing the average quality of human capital. It impedes progress in reducing fertility and infant mortality, thereby jeopardizing progress in welfare in developing countries. While this disparity is undesirable from a social equity perspective, it can also be argued that better use of women's potential in the marketplace can lead to greater efficiency. Education reproduces rather than challenges social inequalities. In addition, in some areas of relationships related to employment, education is important. This suggests that different interests can shape effect of schooling on men's attitudes towards women, and that education can offer women resources that encourage some change in their interpretation of status. Key words: inequality, education, gender, human resource, analysis.
在过去几十年里,教育领域的性别不平等发生了显著变化。毕竟,教育是开发人力资源的最重要工具,是一项普遍人权,也是赋予妇女权力的重要组成部分。本研究试图通过对国内外关于性别不平等的文献的分析,来回答这样一个问题:在国际教育环境中,性别不平等领域发生了哪些变化?本文从实证研究和理论观点两方面论述了教育系统中的性别不平等问题。它探讨了过去十年教育改革对性别平等的影响。还对世界上性别不平等的趋势进行了分析。它解释了男女在教育方面不平等的原因,并分析了它如何影响经济、人口、社会领域等。因此,教育中的性别不平等通过降低人力资本的平均质量对经济增长产生直接影响。它阻碍在降低生育率和婴儿死亡率方面取得进展,从而危及发展中国家福利方面的进展。虽然从社会公平的角度来看,这种差距是不可取的,但也可以认为,更好地利用妇女在市场上的潜力可以提高效率。教育再现而不是挑战社会不平等。此外,在与就业有关的关系的某些领域,教育是重要的。这表明,不同的兴趣可以影响上学对男性对女性态度的影响,教育可以为女性提供资源,鼓励她们改变对地位的解释。关键词:不平等,教育,性别,人力资源,分析。
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引用次数: 0
«Taliban Factor» in India-Central Asia Relations 印度-中亚关系中的“塔利班因素”
Pub Date : 2023-09-01 DOI: 10.26577/irilj.2023.v103.i3.07
Raj Kumar Sharma
This article examines role of Taliban in India’s relationship with the Central Asian Republics (CARs) in three phases – from early 1990s to 2001, from 2001 to 2021 and from 2021 onwards. In the first phase in 1990s, both India and the CARs faced serious security threats from advent of the Taliban in Afghanistan. Their perception of Taliban being a ‘mutual threat’ was one of the reasons why India and some Central Asian countries like Tajikistan and Uzbekistan supported Northern Alliance in late 1990s against the Taliban in Afghanistan. The US-NATO presence in Afghanistan since 2001 led to changes in India and CARs response to Afghanistan. Both sides cooperated with the US for the improving the security situation in Afghanistan. In the post-American Afghanistan since 2021, India and the CARs have deepened their security and intelligence cooperation and both sides are maintaining regular political and security consultations. The India-CARs cooperation over Afghanistan has the potential to be a template that other countries could also follow in their ties with the Taliban. Sufism has a special role and potential in shaping India-CARs response to the Taliban and terrorism in the contemporary context.  Key words: India, Central Asia, Kazakhstan, Uzbekistan, Tajikistan, Kyrgyzstan, Turkmenistan, Taliban
本文分三个阶段考察了塔利班在印度与中亚共和国(CARs)关系中的作用——从20世纪90年代初到2001年,从2001年到2021年,从2021年起。在1990年代的第一阶段,由于阿富汗塔利班的出现,印度和中非共和国都面临严重的安全威胁。他们认为塔利班是一个“共同威胁”,这也是印度和塔吉克斯坦、乌兹别克斯坦等一些中亚国家在20世纪90年代末支持北方联盟对抗阿富汗塔利班的原因之一。自2001年以来,美国-北约在阿富汗的存在导致印度和中非共和国对阿富汗的反应发生了变化。双方同美方就改善阿富汗安全局势进行了合作。2021年以来,在后美国时代的阿富汗,印度与中非共和国深化了安全和情报合作,双方保持定期政治安全磋商。印度-中亚国家在阿富汗问题上的合作有可能成为其他国家在与塔利班的关系上效仿的模板。在当代背景下,苏菲主义在塑造印度-印度对塔利班和恐怖主义的反应方面具有特殊的作用和潜力。关键词:印度、中亚、哈萨克斯坦、乌兹别克斯坦、塔吉克斯坦、吉尔吉斯斯坦、土库曼斯坦、塔利班
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引用次数: 0
Mapping Internet and Social Media Use in Central Asia 绘制互联网和社交媒体在中亚的使用情况
Pub Date : 2023-09-01 DOI: 10.26577/irilj.2023.v103.i3.06
S. Beimenbetov
This article examines, updates and maps the use of the internet and social media in three Central Asian countries, using Kazakhstan, Kyrgyzstan and Uzbekistan as case studies. The aim is to generate systematic insights into the differences and similarities between the countries in the region in terms of the use and penetration of these media. The article highlights the uneven development of both media in the three countries and argues that the differences are related to the different socio-economic development and legal constraints in each country, with Kazakhstan leading the region in terms of internet and social media penetration and use, thus reversing the trend of the past when Kyrgyzstan was considered the most developed. The article concludes by stating that the internet and social media will continue to be important tools for communication and civic activism in the region, despite access and censorship problems, which, unlike in the past, have taken similar negative developments in the three countries in recent years. The study is based on secondary research. Key words: Internet, social media, mapping, Kazakhstan, Kyrgyzstan, Uzbekistan
本文以哈萨克斯坦、吉尔吉斯斯坦和乌兹别克斯坦为例,研究、更新和绘制了三个中亚国家互联网和社交媒体的使用情况。其目的是系统地了解本区域各国在使用和渗透这些媒介方面的异同。文章强调三国媒体发展的不平衡,并认为这种差异与各国不同的社会经济发展和法律限制有关,哈萨克斯坦在互联网和社交媒体的渗透和使用方面领先于该地区,从而扭转了过去吉尔吉斯斯坦被视为最发达的趋势。文章最后指出,互联网和社交媒体将继续是该地区沟通和公民活动的重要工具,尽管与过去不同,这三个国家近年来出现了类似的负面发展。这项研究是以二次调查为基础的。关键词:互联网,社交媒体,地图,哈萨克斯坦,吉尔吉斯斯坦,乌兹别克斯坦
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引用次数: 0
Research on Russia-America Game: Taking Information Warfare as an Example 俄美博弈研究:以信息战为例
Pub Date : 2023-09-01 DOI: 10.26577/irilj.2023.v103.i3.08
Fan Wenjin
In recent years, the soft power contest between the United States and Russia has intensified. Russia is actively developing the news media. During events such as the Syrian war and the U.S. election, Russia has gradually broken the monopoly of the United States and Western countries through mass media and other communication tools. The United States continues to have an advantage in global discursive power, exerting significant influence on world public opinion. The Western countries use modern technologies in the dissemination of information in order to achieve information hegemony. On February 24, 2022, Russia launched a special military operation, which led to a sharp escalation of the situation in Ukraine, and continues to influence the international community. This special operation was the first important military conflict in the era of the mobile Internet that has realized the "integration of time and space". The United States and other Western countries are taking part in the Russian-Ukrainian military conflict, with the exception of direct military action. America and other Western countries are third parties in the Russian-Ukrainian military conflict, but they do not directly participate in hostilities. Currently there is a tough information war with Russia. Since there were initially structural contradictions between Russia and America, and the military factor strengthened them, this conflict is called a new “world war” in the information field. Research on the motivation and characteristics of Russia-America information warfare in this conflict is conducive to a deep understanding of the nature of Russia-Ukraine conflict, the fundamentals of Russia-America game, as well as the direction of Russia-America relationship. Keywords: superpower game, geopolitics, Russia-America relationship, information warfare
近年来,美俄之间的软实力较量愈演愈烈。俄罗斯正在积极发展新闻媒体。在叙利亚战争和美国大选等事件中,俄罗斯通过大众媒体等传播工具逐渐打破了美国和西方国家的垄断。美国继续拥有全球话语权优势,对世界舆论产生重大影响。西方国家利用现代技术传播信息,以实现信息霸权。2022年2月24日,俄罗斯发动特种军事行动,导致乌克兰局势急剧升级,并继续影响国际社会。这次特种作战是移动互联网时代首次实现“时空融合”的重要军事冲突。除了直接的军事行动外,美国和其他西方国家都参与了俄乌军事冲突。美国和其他西方国家是俄乌军事冲突的第三方,但它们没有直接参与敌对行动。目前,美国正与俄罗斯展开一场艰难的信息战。由于俄美之间最初存在结构性矛盾,而军事因素又加剧了这种矛盾,因此这场冲突被称为信息领域的新“世界大战”。研究此次冲突中俄美信息战的动机和特征,有助于深入理解俄乌冲突的本质、俄美博弈的基本原理以及俄美关系的发展方向。关键词:超级大国博弈,地缘政治,俄美关系,信息战
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引用次数: 0
Relations between Kazakhstan and Azerbaijan in the Current Geopolitical Environment: Analysis and Perspectives for Development 哈萨克斯坦和阿塞拜疆在当前地缘政治环境中的关系:分析和发展前景
Pub Date : 2023-09-01 DOI: 10.26577/irilj.2023.v103.i3.01
M. Egamberdiyev
Kazakhstan and Azerbaijan are located in the region of Central Asia and the Caucasus, which gives them significant strategic importance. Given changes in the global political environment, such as energy security, regional stability and integration initiatives, the relationship between the two states takes on a new dynamic. Both states are producers and exporters of energy resources, including oil and gas, which creates opportunities for cooperation in this field. One important aspect of interaction between the two states is the development of the Central Corridor, which is a transport route connecting Kazakhstan and Azerbaijan across the Caspian Sea. However, today, despite the fact that Kazakhstan is one of the largest producers and exporters of energy resources such as oil and gas, it still maintains a certain dependence on Russia in the energy sphere. Kazakhstan seeks to diversify its energy resources and export routes in order to reduce its dependence on Russia. Thus, the purpose of this study is to analyze and understand the relationship between Kazakhstan and Azerbaijan in the new geopolitical environment, and to consider the challenges associated with the development of the Central Corridor. To achieve this purpose, the following objectives are set: to analyze diplomatic relations, economic cooperation and common interests, goals and priorities in the context of the new geopolitical environment; to examine changes in the global political environment, such as energy security, regional stability and integration initiatives; and to explore measures and initiatives taken by Kazakhstan and Azerbaijan to develop a mutually beneficial partnership in the new geopolitical environment and develop the Central Corridor. Key words: Kazakhstan, Azerbaijan, Central Corridor, geopolitics, oil and gas products.
哈萨克斯坦和阿塞拜疆位于中亚和高加索地区,具有重要的战略意义。鉴于能源安全、地区稳定和一体化倡议等全球政治环境的变化,两国关系呈现出新的动态。两国都是包括石油和天然气在内的能源生产国和出口国,这为该领域的合作创造了机会。两国之间互动的一个重要方面是中央走廊的发展,这是一条跨越里海连接哈萨克斯坦和阿塞拜疆的运输路线。然而,今天,尽管哈萨克斯坦是石油和天然气等能源资源的最大生产国和出口国之一,但它在能源领域仍然保持着对俄罗斯的一定依赖。哈萨克斯坦寻求使其能源资源和出口路线多样化,以减少对俄罗斯的依赖。因此,本研究的目的是分析和理解哈萨克斯坦和阿塞拜疆在新的地缘政治环境中的关系,并考虑与中央走廊发展相关的挑战。为实现这一目标,确定了以下目标:分析新的地缘政治环境下的外交关系,经济合作和共同利益,目标和优先事项;审查全球政治环境的变化,例如能源安全、区域稳定和一体化倡议;探讨哈萨克斯坦和阿塞拜疆为在新的地缘政治环境中发展互利伙伴关系和发展中央走廊而采取的措施和倡议。关键词:哈萨克斯坦、阿塞拜疆、中央走廊、地缘政治、油气产品
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引用次数: 0
Trade and Economic Relations between Kazakhstan and Turkey: Prospects and Challenges 哈萨克斯坦与土耳其的经贸关系:前景与挑战
Pub Date : 2023-09-01 DOI: 10.26577/irilj.2023.v103.i3.02
Y. Turalin
This article provides a comprehensive analysis of trade and economic relations between Kazakhstan and Turkey, with an emphasis on identifying the prospects and challenges that accompany this strategic partnership. In recent decades, the two countries have strengthened their diplomatic ties, which has made economic cooperation even more meaningful. The article begins with an overview of the history of cooperation between Kazakhstan and Turkey, identifying the key stages and factors that contributed to the development of relations. Particular attention is paid to the economic reforms carried out in both countries and their impact on the structure and nature of interaction. The study analyzes the main areas of cooperation, including trade, investment and joint projects. The role of the energy sector in this partnership is considered, especially in the context of the supply of Kazakh oil and gas to Turkey. Progress in the field of transport infrastructure is also highlighted, especially within the framework of transit corridors linking the countries of Europe and Asia. However, the article also raises the complexities and challenges facing the two countries. In particular, the issues of diversification of economic relations are considered in order to avoid one-sided dependence on individual sectors. Geopolitical factors also play an important role in the development of a partnership, and the article analyzes how changes in world politics can affect cooperation between the two countries. Particular attention is paid to the efforts of both countries to improve the investment climate and reduce trade barriers. Free trade agreements and measures aimed at simplifying the visa regime are being considered in order to promote more active interaction between entrepreneurs and investors. In conclusion, the article emphasizes that trade and economic relations between Kazakhstan and Turkey have significant potential for mutual benefit. However, to fully realize this potential, the challenges posed by this partnership and active cooperation on the global stage will need to be effectively managed. The obtained results of the analysis can serve as a basis for the formation of strategic recommendations for deepening cooperation and overcoming potential limitations. Key words: trade and economic relations, Kazakhstan, Turkey, prospects, challenges, strategic partnership, diplomatic relations, cooperation, trade, investments, energy sector, transport infrastructure, diversification.
本文对哈萨克斯坦和土耳其之间的贸易和经济关系进行了全面分析,重点是确定这种战略伙伴关系的前景和挑战。近几十年来,两国加强了外交关系,使经济合作更加有意义。本文首先概述了哈萨克斯坦与土耳其之间的合作历史,确定了促进两国关系发展的关键阶段和因素。特别注意到两国进行的经济改革及其对相互作用的结构和性质的影响。该研究分析了两国合作的主要领域,包括贸易、投资和联合项目。审议了能源部门在这一伙伴关系中的作用,特别是在哈萨克斯坦向土耳其供应石油和天然气的情况下。运输基础设施领域的进展也得到强调,特别是在连接欧洲和亚洲国家的过境走廊的框架内。然而,这篇文章也提出了两国面临的复杂性和挑战。特别要考虑经济关系多样化的问题,以避免片面依赖个别部门。地缘政治因素在伙伴关系的发展中也发挥着重要作用,本文分析了世界政治的变化如何影响两国之间的合作。双方特别关注两国为改善投资环境和减少贸易壁垒所作的努力。目前正在审议旨在简化签证制度的自由贸易协定和措施,以便促进企业家和投资者之间更积极的相互作用。最后,文章强调哈萨克斯坦和土耳其之间的贸易和经济关系具有互利的巨大潜力。然而,为了充分发挥这一潜力,必须有效管理这种伙伴关系和全球舞台上的积极合作所带来的挑战。分析所得结果可作为形成深化合作和克服潜在限制的战略建议的基础。关键词:经贸关系,哈萨克斯坦,土耳其,前景,挑战,战略伙伴关系,外交关系,合作,贸易,投资,能源部门,交通基础设施,多元化。
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引用次数: 0
Principles of comparative foreign policy 比较外交政策原则
Pub Date : 2021-09-01 DOI: 10.26577/irilj.2021.v95.i3.01
G. Gleason
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引用次数: 0
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