日本养乐多的营销模式解析及其对我国乳酸菌饮料发展的启示

Management Mode of Japan Yakult Enlightening to Chinese Lactobacillus Beverage Development

我国益生菌保健品发展几度沉浮,几度兴衰。然而,就在隔海相望的邻国日本,却有一家长盛不衰,兴旺发展的乳酸菌饮料保健品公司—日本国Yakult(养乐多)株式会社。是什么原因能使该公司经历70余年的发展,规——模不断壮大,仍然欣欣向荣,作者有幸参观了日本养乐多本部的中央研究所及富士裾野加工厂,留下了深刻印象。就日本养乐多的经营模式及对我国益生菌保健品的发展启示谈点见解,供参考。

The health food of probiotics developed ups and downs in China, however, there is a Yakult lactobacillus beverage company in Japan, it has been developing more than seventy years, still flourishing. The author visited the center institute and the factory of Yakult. In this paper, the manage methods of Japan Yakult and enlightening to Chinese lactnbacillus beverage development were discussed.