益力多—营销策划书.docVIP

益力多—营销策划书 学校：XXXXXXXXXXX 姓 名： xxxx xxx xxx xxxx＿ 专 业：＿市 场 营 销＿＿ 年 级：＿＿＿2009级＿＿＿ 指导老师：＿＿＿xxxxxx＿＿＿ 答辩日期：＿＿2011年11月＿＿ 成 绩：＿＿＿xxx＿＿＿＿＿ 摘要 益力多---酵毋奶，活性乳酸菌饮品，是由一名日本藉内科医生兼研究员--故代田稔博士(1899-1982)在曰本KYOTO大学研究而成。在1930年的曰本，正藉当时社会经济甚差，而生活水平，卫生环境下降，引致人民营养失调，於是一些疾病如霍乱及痢疾便漫延起来。在当时社会关注防止病菌漫延下，引致田稔博士专责研究和调查那一种细菌的品种能通过对人体内部或肠胃的抗酸性测试或有益人体。在1930年起五年内，共测试了300多种细菌，而最后发现了一种乳酸菌能有效地抵抗人体的胃酸及胆汁，并命名为SHIROTA…….1935年他更开始生产YAKULT—益力多、酵母奶饮品，而益力多就在这种医疗研究下，产生出来的饮品，而益力多更在1938年正式把商标注册。 YAKULT-without leaven milk, active lactobacillus drink, is from a Japanese by a physician and researcher-so generation field dr having (1899 1982) the KYOTO university in Japan and into. In 1930 years of the Japanese, through the social economy at that time is very poor, but life level, health surroundings, cause peoples malnutrition, so some diseases such as cholera and dysentery and spread up. At that time to prevent germs spread social concern, having suffered field research and investigation that dr dedicated a bacterial breed can through the inside human body or intestines and stomach acid test or beneficial resistance of the human body. In the 1930 years up within five years, were tested 300 variety bacteria, and finally found a kind of lactic acid bacteria can effectively resist human stomach acid and bile, name for SHIROTA...... . In 1935, he began to produce more YAKULT, yeast milk drinks, and more than it is in this (medical research, created out of drinks, and more than in 1938 (in more formal trademark registration. Key words: Yakult lactobacillus Brand planning 目 录 一、前言···························································5 二、益力多的简介···················································5 三、营销外部环境分析················································6 3.1经济··························································6 3.2社会因素······················································6 四、营销内部环境分析·················································6 4.1国际销售量高，知名度高·····································