Yakult
The influence of the willingness for kindergarten and primary school students to buy Yakult regarding towards the image of the salesman.
作者：陳羿穎、粘齡芳、林芷璇、潘一慧、梁佳瑜
系級：國際貿易學系三年丙班
學號：D9956498、D9959580、D9956424、D9959678、D9922122
開課老師：林呈昱
課程名稱：行銷研究
開課系所：國際貿易學系
開課學年：101 學年度 第 1 學期
中文摘要
中文摘要
中文摘要
中文摘要
Yakult Yakult Yakult Yakult Yakult ; Yakult關鍵字
關鍵字
關鍵字
關鍵字：
：
：市場占有率
：
市場占有率
市場占有率
市場占有率、
、布偶裝銷售員
、
、
布偶裝銷售員
布偶裝銷售員
布偶裝銷售員、
、
、
、行銷策略
行銷策略、
行銷策略
行銷策略
、
、
、問卷衡量
問卷衡量
問卷衡量
問卷衡量、
、
、觀察法
、
觀察法
觀察法
觀察法。
。
。
。
Abstract
Abstract
Abstract
Abstract
Since there is a long time that Yakult get into Taiwan’s market, for long, the brand is the first choice for lots of consumers. But in recent years, competitors enter the market constantly due to the internationalization and lead to the market share declines in Taiwan year by year. Therefore, they must draw up competitive strategy to fight against the threat of other brands. In order to increase the market share and sales volume, Yakult has been introduced some marketing strategies, such as ”Yakult mama.” In addition, we propose using puppet clothes salesman/saleswoman to sell, and experiment for the practicability of this marketing strategy to explore the theme “The influence of the willingness for kindergarten and primary school students to buy Yakult regarding towards the image of the salesman.” By using observation and measuring survey, we have research results and propose proposals of concrete marketing strategy, hoping to improve Yakult’s market share in Taiwan.
Keyword
Keyword
Keyword
Keyword：
：
：
： Market Share
Market Share
Market Share
Market Share、
、
、Measure Survey
、
Measure Survey、
Measure Survey
Measure Survey
、
、
、Marketing Strategy
Marketing Strategy
Marketing Strategy
Marketing Strategy、
、
、
、
Observation
Observation
Observation
Observation、
、
、 Puppet Clothes Salesman/Saleswoman
、
Puppet Clothes Salesman/Saleswoman
Puppet Clothes Salesman/Saleswoman
Puppet Clothes Salesman/Saleswoman
目
目
目
目
次
次
次
次
page04
page04
page05
page05
page07
page09
-
page11
page12
page13
.
..
.
page13
page17
page18
page18
page12
1.1
7-11 Yakult polo Yakult1.2
1.3
Yakult Yakult Yakult2.1
cc 1 cc100 ~1000 cc 1 300YS cc 3 40 1998 78 -79 78 78 230g 550g 7980 -84 85 84 23.4% 85 AB 86 1000g 87 88 bifidus :
4-6 9-11
2.2
2.2
2.2
2.2
. 1930 L. casei Shirota 1935 2. 3. 4. 5. 100ml 60 PS 125ml
GMP
2008 E-ICP Yulalt EOLembrain
2.3
Yakult poter
1962 Yakult
Yakult Yakult :
Yakult Yakult 30 Yakult Yakult Yakult Yakult Yakult Yakult11 逢甲大學學生報告 ePaper(2012 年)
3.1
-Yakult ( ) polo ( ) polo ( ) (polo ) (polo ) ( )VS
VS
VS
VS
POLO
POLO
POLO
POLO
3.2
9:0 14:6 9:6 14:0 polo3.3
Yakult polo 1 1 1 1 個數 有效值 遺漏值 23 0 23 0 23 0 23 0 1111 2 2 2 2 10 43.5 43.5 43.523 100.0 100.0 2222 43.5% 56.5% 3 3 3 3 6 6 6 6 0 0 0 0 3333 4 4 4 4 6 100.0 100.0 100.0 4444 100% 0% (((( )))) 4 17.4 17.4 17.4 3 13.0 13.0 30.4 5 21.7 21.7 52.2 5 21.7 21.7 73.9 2 8.7 8.7 82.6 2 8.7 8.7 91.3 2 8.7 8.7 100.0
23 100.0 100.0 1 11 1 (((( )))) 5555 1111 21.7% 21.7% 17.4% 13% 8.7% 8.7% 8.7% 6 6 6 6 (((( )))) 2 33.3 33.3 33.3 2 33.3 33.3 66.7 1 16.7 16.7 83.3
2 33.3 33.3 33.3 2 33.3 33.3 66.7 1 16.7 16.7 83.3 1 16.7 16.7 100.0 6 100.0 100.0 2 2 2 2 (((( )))) 6666 2222 33.3% 33.3% 16.7% 16.7% ( ) Yakult ( ) Yakult Yakult
4.1
Yakult4.2
Yakult Yakult Yakult YakultWIN
WIN
WIN
WIN
(1) Yakult Yakult (2) (3) Yakult
4 17.4 17.4 17.4 2 8.7 8.7 26.1 2 8.7 8.7 34.8 2 8.7 8.7 43.5 1 4.3 4.3 47.8 12 52.2 52.2 100.0 23 100.0 100.0 Yakult -- 1. or 2.
Polo
Yakult -- 1. or 2.1 16.7 16.7 16.7 2 33.3 33.3 50.0 1 16.7 16.7 66.7 1 16.7 16.7 83.3 1 16.7 16.7 100.0 6 100.0 100.0
2 8.7 8.7 8.7 21 91.3 91.3 100.0 23 100.0 100.0 5 83.3 83.3 83.3 1 16.7 16.7 100.0 6 100.0 100.0
0 0 2 0 0 0 2 4 .0% .0% 50. 0% .0% .0% .0% 50. 0% 100 .0% 2 0 0 0 0 0 0 2 100 .0% .0% .0% .0% .0% .0% .0% 100 .0% 1 0 0 1 0 0 0 2 50. 0% .0% .0% 50. 0% .0% .0% .0% 100 .0% 0 1 1 0 0 0 0 2 .0% 50. 0% 50. 0% .0% .0% .0% .0% 100 .0% 0 0 1 0 0 0 0 1 .0% .0% 100 .0% .0% .0% .0% .0% 100 .0% 1 2 1 4 2 2 0 12 8.3 % 16. 7% 8.3 % 33. 3% 16.7 % 16. 7% .0% 100 .0% 4 3 5 5 2 2 2 23 17. 4% 13. 0% 21. 7% 21. 7% 8.7% 8.7 % 8.7 % 100 .0%
1 0 0 0 1 100.0 % .0% .0% .0% 100.0 % 0 0 1 1 2 .0% .0% 50.0% 50.0% 100.0 % 0 1 0 0 1 .0% 100.0% .0% .0% 100.0 % 0 1 0 0 1 .0% 100.0% .0% .0% 100.0 % 1 0 0 0 1 100.0 % .0% .0% .0% 100.0 % 2 2 1 1 6 33.3% 33.3% 16.7% 16.7% 100.0 % 1. vol.31 No.5 1999 p63-68 2. http://www.bsmi.gov.tw/wSite/mp?mp=1 3. http://www.yakult.com.tw/ 4. http://www.yakult.co.jp 5. http://mypaper.pchome.com.tw/jacobchiu999/post/1320778619
7. http://ad.qingdaonews.com/2008/03/yld/
8. 2012
9. E-ICP, Eastern Integrated Consumer Profile http://www.isurvey.com.tw
10. http://www.eolembrain.com.tw/index.aspx
11. http://yuzzgotya.pixnet.net/blog/post/25479418 12.
