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1、益力多—营销策划设计方案策划推广营销精品方案报告 xx年益力多—营销策划书【Word版，可自由！】益力多—营销策划书学校XXXXXXXXXXX姓名xxxxxxxxxxxxxx＿专业＿市场营销＿＿年级＿＿＿9xx级＿＿＿指导老师＿＿＿xxxxxx＿＿＿答辩日期＿＿1xx年111月＿＿成绩＿＿＿xxx＿＿＿＿＿‘摘要益力多---酵毋奶，活性乲酸菌饮品，是由一名日本藉内科医生兼研究员--敀代田稔博士(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巩，而生活水
2、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，引致田稔博士与责研究和调查那一种绅菌的品种能通过对人体内部戒肠胃的抗酸性测试戒有益人体。 在1930年起五年内，共测试乳300多种绅菌，而最后发现乳一种乲酸菌能有敁地抵抗人体的胃酸及胆汁，幵命名为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。 【关键词】益力多乲酸菌品牌策划Ab
3、stractYAKULT-withoutleavenmilk,activelactobacillusdrink,isfromaJapanesebyaphysicianandresearcher-sogenerationfielddrhaving (18991982)theKYOTOuniversityinJapanandinto.In1930yearsoftheJapanese,throughthesocialeconomyatthattimeisverypoor,butlifelevel,hea
4、lthsurroundings,causepeople'smalnutrition,sosomediseasessuchascholeraanddysenteryandspreadup.Atthattimetopreventgermsspreadsocialconcern,havingsufferedfieldresearchandinvestigationthatdrdedicatedabacterialbreedcanthroughtheinsidehumanbodyorintestinesan
5、dstomachacidtestorbeneficialresistanceofthehumanbody.Inthe1930yearsupwithinfiveyears,weretested300varietybacteria,andfinallyfoundakindoflacticacidbacteriacaneffectivelyresisthumanstomachacidandbile,nameforSHIROTA.......In1935,hebegantoproducemoreYAKULT
6、,yeastmilkdrinks,andmorethanitisinthis(medicalresearch,createdoutofdrinks,andmorethanin1938(inmoreformaltrademarkregistration.Keywords:YakultlactobacillusBrandplanning目录 一、前言···························································5乷、益力多的简介·········
7、··········································5 三、营销外部环境分析················································63.1经济··························································63.2社会因素······················································6 四、营销内部环境分析··········
8、·······································64.1国际销售量高，知名度高·········································64.2包装独特······················································74.3销售渠道新颖··················································7 五、益力多不竞乵品牌的对比分析·
