日本一の購入体験を目指して / The role of the designer in BASE

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%FTJHOFST#FFS#BTI ೔ຊҰͷߪೖମݧΛ໨ࢦͯ͠ #"4&ͷΞϓϦͷσβΠφʔͷ໾ׂͱߟ͑ํ

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ࣗݾ঺հ ࡾݹୡ໵ ೥ੜ·Εɻ ೥݄ɺ#"4& *ODʹೖࣾɻ ݱࡏ͸γϣοϐϯάϞʔϧΞϓϦɺ#"4&ͷσβΠφʔͱͯ͠ "OESPJEJ04ͷσβΠϯΛߦ͏ɻ 6*%FTJHOFS !U@NJGVSV 5BUTVZB.JGVSV

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#"4&ͷαʔϏε ωοτγϣοϓ࡞੒αʔϏε γϣοϐϯάϞʔϧΞϓϦ ʢγϣοϓΦʔφʔ༻ʣ ʢߪೖऀ༻ʣ

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ωοτγϣοϓ࡞੒αʔϏε ୭Ͱ΋؆୯ʹແྉͰ ωοτγϣοϓ͕࡞Ε·͢

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#"4&Ͱ࡞ΒΕͨγϣοϓ

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#"4&Ͱ࡞ΒΕͨγϣοϓ γϣοϓ։ઃ਺ ສళฮҎ্

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#"4&Ͱ࡞ΒΕͨγϣοϓ ݄ؒ໿ສళฮͷ ϖʔεͰ૿Ճத

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ͱ͓͖͕ͬͯݟ͔ͭΔγϣοϐϯάϞʔϧΞϓϦ

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#"4&ͷσβΠφʔʹ͍ͭͯ ຊ೔ͷΞδΣϯμ ΞϓϦνʔϜͷ։ൃͷਐΊํ ΞϓϦͷσβΠφʔͷ໾ׂͱߟ͑ํ 1BHF 1BHF 1BHF

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#"4&ͷσβΠφʔ 8FC"QQMJDBUJPO

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ϑϩϯτΤϯυσβΠφʔ 6*σβΠφʔ ݱࡏɺ໊ͷσβΠφʔ͕ॴଐ #"4&ͷ։ൃମ੍

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ϑϩϯτΤϯυσβΠφʔ 6*σβΠφʔ ࠷ۙΞγελϯτσβΠφʔ͕ೖࣾ #"4&ͷ։ൃମ੍

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ΤϯδχΞͱͷൺ཰ #"4&ͷ։ൃମ੍

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ΤϯδχΞͱͷൺ཰ #"4&ͷ։ൃମ੍

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ਓͰ΍ͬͯ͜Εͨͷ͸ͳ͔ͥ #"4&ͷ։ൃମ੍

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ؾ߹ #"4&ͷ։ൃମ੍

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ؾ߹ #"4&ͷ։ൃମ੍

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։ൃνʔϜ͕෼͔Ε͍ͯΔ #"4&ͷ։ൃମ੍ 8FCνʔϜ ΞϓϦνʔϜ

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#"4&ͷ։ൃମ੍ σβΠφʔ΋νʔϜ͕෼͔Ε͍ͯΔ 8FCνʔϜ ΞϓϦνʔϜ

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ͱ͓͖͕ͬͯݟ͔ͭΔγϣοϐϯάϞʔϧΞϓϦ

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ΞϓϦʹؔ͢ΔσβΠϯۀ຿શൠ ΞϓϦͷಛूόφʔ ৘ใઃܭ J04"OESPJEͷ6* ಛूͷಛผ8FC7JFXͷσβΠϯɾ࣮૷ ମݧͷσβΠϯ΍ௐࠪ िͭެ։͞ΕΔಛूͷόφʔ ಛूͷಛผ8FC7JFXͷσβΠϯ

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#"4&ͷΞϓϦ͕໨ࢦ͍ͯ͠Δͷ͸

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#"4&ͷΞϓϦ͕໨ࢦ͍ͯ͠Δͷ͸ ೔ຊҰͷߪೖମݧ͕ Ͱ͖ΔΞϓϦ

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ͬͯͳΜͳΜͩΖ͏ʁ ೔ຊҰͷߪೖମݧ

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ͬͯͳΜͳΜͩΖ͏ʁ ೔ຊҰͷߪೖମݧ ???

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ߟ͑ํΛม͑ͯ

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ߪೖମݧͱ͸ʁ ߟ͑ํΛม͑ͯ

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αʔϏε΍ళฮͰͷങ͍෺ͷࡍʹ ମݧ͢Δ͢΂ͯͷࣄฑ

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6*ͷσβΠϯ͚ͩͰ͸ͳ͘ ߪೖମݧͷσβΠϯ

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αʔϏεͷํ޲ੑ΍ࢥ૝͸ ࣾ௕΍ϓϩμΫτϚωʔδϟʔ͕

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Ϣʔβʔͷମݧ͸ σβΠφʔ͕த৺ ͱͳͬͯߟ͑ΔࣄͷͰ͖Δ؀ڥ

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ͲͷΑ͏ʹ։ൃ͕ਐΜͰ͍Δͷ͔

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1.͔Βཁ݅Λฉ͘ ΞϓϦνʔϜͷ։ൃ

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σβΠϯϨϏϡʔ σβΠφʔ͕࠶ߟ 1.͔Βཁ݅Λฉ͘ ΞϓϦνʔϜͷ։ൃ

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σβΠϯϨϏϡʔ σβΠφʔ͕࠶ߟ 1.͔Βཁ݅Λฉ͘ ઃܭɾϥϑσβΠϯ ΞϓϦνʔϜͷ։ൃ

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σβΠϯϨϏϡʔ σβΠφʔ͕࠶ߟ શମͰσβΠϯϨϏϡʔ 1.͔Βཁ݅Λฉ͘ ઃܭɾϥϑσβΠϯ ΞϓϦνʔϜͷ։ൃ

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ઃܭɾϥϑσβΠϯ σβΠϯ'*9 σβΠϯϨϏϡʔ σβΠφʔ͕࠶ߟ શମͰσβΠϯϨϏϡʔ 1.͔Βཁ݅Λฉ͘ ΞϓϦνʔϜͷ։ൃ

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ϢʔβʔΠϯλϏϡʔ ΧελϚʔδϟʔχʔϚοϓ ΞϓϦνʔϜͷ։ൃ

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ΞϓϦνʔϜͷ։ൃ ͜ͷ޻ఔʹ͸ΤϯδχΞͷํʹ΋ ࢀՃͯ͠΋Β͍ͬͯ·͢

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ΞϓϦνʔϜͷ։ൃ ͳͥɺΤϯδχΞ΋ ߪೖମݧΛߟ͑Δͷ͔

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ΞϓϦνʔϜͷ։ൃ ߪೖମݧ͸ਓͦΕͧΕ σβΠφʔ͚͕ͩߟ͑ͨߪೖମݧ͸ ଐਓԽͯ͠͠·͏ͱײ͔ͨ͡Β

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ΞϓϦνʔϜͷ։ൃ ͍Ζ͍Ζͳࢹ఺͔Βݟͨ ʰ͍͍ߪೖମݧʱΛߟ͍͑ͨ

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ϢʔβʔΠϯλϏϡʔ ΧελϚʔδϟʔχʔϚοϓ ΞϓϦνʔϜͷ։ൃ

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ΞϓϦνʔϜͷ։ൃ σβΠφʔ͸ԿΛ͢Δ͔

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ΞϓϦνʔϜͷ։ൃ ϑΝγϦςʔγϣϯ

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ΞϓϦνʔϜͷ։ൃ σβΠφʔ͕଩औΓΛͯ͠ νʔϜ͕ߟ͑΍͍͢৔Λ࡞Δ

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ΧελϚʔδϟʔχʔϚοϓ #"4&$+.

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εέδϡʔϧޕલͷ෦ ʲಋೖʳΧελϚʔδϟʔχʔϚοϓͱ͸ ʲ֬ೝʳ#"4&ͷݱঢ়͸ ʲߨٛʳϢʔβʔΠϯλϏϡʔ ʲ࣮ફʳϢʔβʔΠϯλϏϡʔ ʲ·ͱΊʳΠϯλϏϡʔ಺༰ͷৼΓฦΓ ʲ࣮ફʳΠϯλϏϡʔͷ৘ใͷ੾ยԽ NJO NJO NJO NJO NJO NJO ˞ٳܜ͸దٓೖΕ͍͖ͯ·͢ɻϫʔΫγϣοϓதʹୀग़ͯ͠΋ߏ͍·ͤΜɻ ʲ·ͱΊʳνʔϜͰ͓னʹߦ͍ͬͯͩ͘͞ NJO

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εέδϡʔϧޕޙͷ෦ ʲߨٛʳ,+๏ͱ͸ ʲ࣮ફʳ,+๏ ʲߨٛʳΧελϚʔδϟʔχʔϚοϓͱ͸ ʲ࣮ફʳΧελϚʔδϟʔχʔϚοϓ ʲ·ͱΊʳൃදɾೝࣝͷڞ༗ ʲ·ͱΊʳղܾࡦ΍ࢪࡦΛߟ͑Δ NJO NJO NJO NJO NJO NJO ˞ٳܜ͸దٓೖΕ͍͖ͯ·͢ɻϫʔΫγϣοϓதʹୀग़ͯ͠΋ߏ͍·ͤΜɻ

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ΞϓϦνʔϜͷ։ൃ ͔࣌Β࣌·Ͱ͔͚ͯ ϢʔβʔΛ஌ΔػձΛ࡞Γ·ͨ͠

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ΞϓϦνʔϜͷ։ൃ ͜ͷ࣌ؒɺσβΠφʔͷ๻͸ ϑΝγϦςʔλʔͱͯ͠ ϫʔΫγϣοϓͷαϙʔτ໾

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ΞϓϦνʔϜͷ։ൃ ϢʔβʔΛ஌Δ͜ͱ͕Ͱ͖ ϖΠϯϙΠϯτʢ՝୊ʣΛ஌Γ Ͳ͏վળ͍͔ͯ͘͠Λߟ͑ΒΕͨ

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ΞϓϦνʔϜͷ։ൃ ϢʔβʔΠϯλϏϡʔ͔Β΋ ϢʔβʔΛ஌͍ͬͯ͘

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ΞϓϦνʔϜͷ։ൃ Ϣʔβʔͷߦಈ͔Β ݟ͑ͨ՝୊Λվળ

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ѱ͍ߪೖମݧ ΞϓϦνʔϜͷ։ൃ

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ѱ͍ߪೖମݧ ͍͍ߪೖମݧ ΞϓϦνʔϜͷ։ൃ

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͍͍঎඼ʹग़ձ͏ͨΊʹ $BTF

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͍͍঎඼ͱग़ձ͏ͨΊʹ #"4&ͷڧΈ

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ଟ༷ੑͱݸੑ ສళฮҎ্ͷγϣοϓͷ ͍͍঎඼ͱग़ձ͏ͨΊʹ

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ັྗతͳ঎඼ ଞͰ͸ങ͑ͳ͍ ͍͍঎඼ͱग़ձ͏ͨΊʹ ͕ଗ͍ͬͯΔ

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Ͱ͸ͦͷ঎඼ʹग़ձ͏ͨΊʹ͸ʁ ͍͍঎඼ͱग़ձ͏ͨΊʹ

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͍͍঎඼ͱग़ձ͏ͨΊʹ )0.& 4&"3$)

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)0.& ͍͍঎඼ͱग़ձ͏ͨΊʹ 4&"3$) ϢʔβʔͷߦಈΛݟͯΈΔͱʜ

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)0.& ͍͍঎඼ͱग़ձ͏ͨΊʹ 4&"3$) #"4&ͷΞϓϦʹ׳Εͯ͘Δͱ ݕࡧ͕ى఺ͷ࢖͍ํʹมΘͬͯ͘Δ

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)0.& ͍͍঎඼ͱग़ձ͏ͨΊʹ 4&"3$) ͓ؾʹೖΓɾϑΥϩʔΛ׆༻ͯ͠ ࣗ෼͚ͩͷϦετΛ࡞͍ͬͯΔ

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ͨͩɺ͜͜ʹ໰୊͕͋Γ·ͨ͠ ͍͍঎඼ͱग़ձ͏ͨΊʹ

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ݕࡧͷਫ਼౓͕ѱ͘ ٻΊ͍ͯΔ঎඼ʹग़ձ͑ͳ͍ʜ ͍͍঎඼ͱग़ձ͏ͨΊʹ

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ݕࡧͷਫ਼౓͕ѱ͘ ٻΊ͍ͯΔ঎඼ʹग़ձ͑ͳ͍ʜ ετΞͷϨϏϡʔʹ΋ॻ͔Ε͍ͯͯ՝୊ͱײ͍ͯͨ͡ ͍͍঎඼ͱग़ձ͏ͨΊʹ

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ݕࡧΛϦχϡʔΞϧ ͍͍঎඼ͱग़ձ͏ͨΊʹ

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#&'03& "'5&3 ͍͍঎඼ͱग़ձ͏ͨΊʹ

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#&'03& "'5&3 ͍͍঎඼ͱग़ձ͏ͨΊʹ

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ݕࡧ݁Ռ ͍͍঎඼ͱग़ձ͏ͨΊʹ

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#&'03& "'5&3 ͍͍঎඼ͱग़ձ͏ͨΊʹ

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#&'03& "'5&3 ͍͍঎඼ͱग़ձ͏ͨΊʹ

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ݕࡧϩδοΫͷվળ΋͋Γ ͍͍঎඼ʹग़ձ͑Δݕࡧػೳʹ ͍͍঎඼ͱग़ձ͏ͨΊʹ

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"OESPJE൛͕ઌߦͯ͠ϦϦʔεʂ

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γϣοϓͷϑΝϯʹ $BTF

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#"4&ͷγϣοϓΦʔφʔ͞Μ͸ γϣοϓͷϑΝϯʹ

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ͳͲͷ4/4Λ͏·͘࢖͍ͬͯΔ γϣοϓͷϑΝϯʹ

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ʰγϣοϓͷϑΝϯ͔ͩΒʱͱ ΞϓϦΛ࢖ͬͯ͘ΕΔํ͕͍Δ γϣοϓͷϑΝϯʹ

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γϣοϓΛϑΥϩʔ͢Δ͜ͱͰ γϣοϓ͔Βͷ৘ใΛ ड͚औΕΔΑ͏ʹͳΔ γϣοϓͷϑΝϯʹ

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͜ΕͬͯγϣοϓΦʔφʔͷ ʮങͬͯ΄͍͠ʯʮݟͯ΄͍͠ʯ ͕఻ΘΒͳ͍ γϣοϓͷϑΝϯʹ

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γϣοϓΦʔφʔ͔Β ؾ࣋ͪΛࠐΊͨจষ͕ૹΒΕͯ͘Δ

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खࢴ

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͜ͷγϣοϓϓογϡ͔Β ͍ΖΜͳਓʹϑΝϯʹͳͬͯ΄͍͠ γϣοϓͷϑΝϯʹ

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͜ͷػೳ͸ Ϣʔβʔ͕΄͍͠΋ͷͰ͸ͳͯ͘ ๻͕ͨͪఏڙ͍ͨ͠ͱࢥͬͨػೳ γϣοϓͷϑΝϯʹ

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ѱ͍ߪೖମݧͷվળͰ͸ͳ͘ ͞Βʹ͍͍ߪೖମݧΛ࣮ݱͤ͞Δ γϣοϓͷϑΝϯʹ

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σβΠφʔͷ໾ׂͱߟ͑ํ %FTJHOFSPG#"4&

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Ϣʔβʔͷମݧ Λͱͯ΋େࣄʹ͍ͯ͠·͢ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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#"4&ͷϢʔβʔͷମݧ͸ σβΠφʔ͕த৺ ͱͳͬͯߟ͑ΔࣄͷͰ͖Δ؀ڥ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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ߟ͑ଓ͚Δࣄ͕ٻΊΒΕ·͢ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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͍͍ମݧΛ࡞Δʹ͸ ೔ʑࢥߟΛੵΈॏͶΔ͜ͱ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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ͦ͏ߟ͑ͯͣͬͱҰਓͰ ΍͖ͬͯ·ͨ͠ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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σβΠφʔ͚ͩͰਐΊ͍ͯ͘ͱ ଐਓԽͨ͠ମݧʹͳͬͯ͠·͏ͱ ؾ͕͍ͭͨ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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νʔϜશһͰߟ͑ΒΕΔΑ͏ʹ ߟ͑Δ৔ΛσβΠϯ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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σβΠφʔ͔ͩΒͱݴͬͯ ମݧ͢΂ͯΛҰਓͰ σβΠϯ͢Δඞཁ͸ͳ͍ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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νʔϜશһͷҙݟΛ·ͱΊͯ αʔϏεΛ࡞͍ͬͯ͘͜ͱ΋ σβΠφʔͷେࣄͳ໾ׂ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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ࢥ૝υϦϒϯ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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ࢥ૝υϦϒϯ ࣗ෼͕ͨͪͲΜͳϓϩμΫτΛ Ϣʔβʔʹಧ͚͍͔ͨ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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#"4&ͷΞϓϦͷࢥ૝ͷ த৺ʹ͸Ϣʔβʔ͕͍·͢ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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͜ͷߟ͑ํ͕ #"4&Β͠͞ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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͔ͩΒ໨ࢦ͍ͯ͠Δͷ͕ ೔ຊҰͷߪೖମݧ͕ Ͱ͖ΔΞϓϦ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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·ͩ·ͩɺ͍͍ߪೖମݧΛ ఏڙͰ͖͍ͯΔͱ͸ࢥ͍ͬͯ·ͤΜ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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ྑ͍ͨ͘͠ͱ͜Ζ͕ͨ͘͞Μ͋Δ͠ ѱ͍ମݧ͸࢒͍ͬͯΔͱࢥ͍ͬͯΔ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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ͱ͍͏͜ͱ͸ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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#"4&ͷΞϓϦ͸ ΋ͬͱྑ͘ͳΔʂ ͱ͍͏͜ͱ͸ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ

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͜Ε͔Β΋νʔϜશһͰ ͍͍ߪೖମݧΛ௥ٻ͍͖͍ͯͨ͠ #"4&ΞϓϦνʔϜͷσβΠφʔͷ໾ׂ