投稿類別：英文寫作類
篇名：A New World for Ice Cream : 7-11 vs. Family Mart
作者：
洪士宜。國立草屯商工。應用外語科三年一班。
張語禎。國立草屯商工。應用外語科三年一班。
詹詠琦。國立草屯商工。應用外語科三年一班。
指導老師：
葉佳欣老師
Abstract
As a result of the diverse products and advanced technology, more and more
stores introduced ice cream machines so as to capture people's attention and promote
people's consumption. There are two famous convenience stores, 7-11 and Family
Mart, selling ice cream in Taiwan. The purposes of the study were to research why ice
cream in these two convenience stores was so famous and to compare which store
could satisfy people's demands for ice cream. Hence, we designed a questionnaire to
help us collect data. According to our analyses, 7-11 and Family Mart adopted some
special strategies to attract people to buy their ice cream. Also, the results of the
survey revealed that people preferred to go to Family Mart to buy ice cream than to go
to 7-11. However, in terms of people’s satisfaction, there was no doubt that ice cream
business was very successful in Taiwan.
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Table of Contents
Abstract ………………………………………………………………. i
Table of Contents ……………………………………………………. ii
I. Introduction ....................................................................................... 1
I.1. Background and Motivation of the Study ................................ 1
I.2. Purpose of the Study ................................................................... 1
I.3. Research Question ...................................................................... 1
II. Methods ............................................................................................. 1
II.1. Participants .............................................................................. 2
II.2. Instrument ................................................................................ 2
II.3. Procedure ................................................................................. 2
III. Findings ........................................................................................... 2
III.1 The Characteristics of the Ice Cream in 7-11 and Family
Mart ....................................................................................... 3
III.2 The Marketing Strategies for Ice Cream in 7-11 and Family
Mart ....................................................................................... 4
III.3 The Degree That People were Satisfied with the Ice Cream
in 7-11 and Family Mart ...................................................... 4
IV. Conclusion ....................................................................................... 6
References .............................................................................................. 8
Appendix ................................................................................................ 9
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I. Introduction
I.1. Background and Motivation of the Study
Did you ever eat ice cream in McDonalds, Cold stone, or Häagen-Dazs?
Nowadays, not only adults but also youngsters are fond of eating ice cream. In
summer, a lot of Taiwanese quench their thirst and fight the heat by eating ice
cream (Chen,2014). Recently, 7-11 and Family Mart launched the ice cream
machines, and both of them put emphasis on the fresh ingredients (Chu &Wei,
2014). As a result, eating ice cream made by the machines in 7-11 and Family
Mart has become a trend in Taiwan. In the meantime, the war of ice cream
broke out between the two convenience stores.
So far, ice cream had been discussed for many times on the newspapers
and magazines, which stirred up our interest. And the motivation for our study
was initiated by a piece of news on TVBS which talked about a contest of ice
cream (Jheng, 2014). According to the news, ice cream had many flavors and
shapes, and the launch of ice cream machines in 7-11 and Family Mart had
become a sensation in public. The popularity of ice cream in convenience
stores in Taiwan had lasted for almost a year since 2013 (Su & Hsu, 2014).
Why is ice cream so popular that so many people spend their time lining up in
the convenience stores so as to get one?
I.2.Purpose of the Study
To understand why ice cream caused a sensation in Taiwan, we aimed to
analyze and compare the characteristics and marketing strategies of ice cream
in 7-11 and Family Mart. In addition, we conducted a survey to research which
convenience store won the consumers’ hearts.
I.3. Research Questions
Based on the study purposes, three research questions are addressed as
follows:
1. What are the characteristics of the ice cream in 7-11 and Family Mart?
2. What are the marketing strategies for ice cream in 7-11 and Family Mart?
3. To what degree are people satisfied with the ice cream in 7-11 and Family
Mart?
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II. Methods
For research question one and research question two we browsed books,
read newspapers and surfed on the Internet to collect the information we needed.
Besides, we visited these two convenience stores and tasted the ice cream in
person to provide our own observation. For research question 3 we conducted a
survey of people’s preferences for the store they bought their ice cream.
II.1.Participants
To investigate and compare the consumers’ satisfaction with the ice
cream in 7-11 and Family Mart, we conducted a survey by asking 100
people’s opinions. These people were chosen randomly in National Caotun
Commercial & Industrial Vocational Senior High School, and they had
eaten ice cream in both convenience stores.
II.2. Instrument
To collect people’s opinions easily, we adopted a questionnaire as the
instrument. The questionnaire consisted of two parts. The first part was
about personal profile, including gender and age. We also asked them
which convenience store, 7-11 or Family Mart, they preferred when buying
the ice cream, and the frequency of ice cream eating. The second part was
about people’s satisfaction with the price, texture, flavor and service
attitude.
II.3.Procedure
The procedure about how to conduct this study is briefly listed in Figure 1.
Discuss the topic.
Search for the relevant information via the Internet, newspaper, and books.
Design the questionnaire.
Collect and analyze data.
Findings.
Figure1. Procedure of Conducting the Study.
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III. Findings
III.1.The Characteristics of the Ice Cream in 7-11 and Family
Mart
According to the official website of 7-11(統一超商, 2014), 7-11
cooperates with a dairy company named Yotsuba, the biggest dairy
industry in Hokkaido, Japan, and uses Yotsuba’s ice cream ingredients to
produce its ice cream. The milk ice cream from Yotsuba adheres to 100%
raw milk only, and the ice cream cone comes from a big company in Japan,
Cresco.
On the other hand, according to the official website of Family Mart
(Family Mart, 2014), Family Mart uses NISSEI’s Machines, which is the
No.1 brand in Japan, to produce ice cream. The ice cream is rich in
Japanese flavor in NISSEI’s exclusive formula. In order to maintain its
quality and freshness, Family Mart uses the materials of Namchow
Chemical Industrial, a Taiwanese corporation with FGMP certification. Its
ice cream materials are of highest quality. Family Mart emphasizes rich,
savory and mellow taste. Family Mart also offers flower-shaped ice cream
cone to increase the consumer’s willingness of buying.
Both of 7-11and Family Mart have been emphasizing that ice cream
with fruit flavors is supplied in limited quantities. For example, the flavor
comes in mango, melon, and peach in summer. Moreover, there is
strawberry flavor and red bean flavor in winter.
As mentioned above, 7-11 focuses on the Japanese ice cream
materials while Family Mart puts its emphasis on the tastes of the ice
cream. The characteristics of ice cream in 7-11 and Family Mart are
compared in Table 1.
Table 1. The Characteristics of the Ice Cream in 7-11 and Family Mart
Store
Characteristics
7-11
Family Mart
Product
(table continues)
3
(table continued)
Store
Characteristics
7-11
Family Mart
Country of origin
Japan
Taiwan and Japan
The shape of ice cream
cone
Circle-shaped
Flower-shaped
Price
NT$35/45
NT$30/35
normal
milk, chocolate
Flavor
limited
melon, cheese, caramel
milk, chocolate, mixed
(milk and chocolate)
strawberry, green tea,
mango, peach, red bean,
caramel
III.2.The Marketing Strategies for Ice Cream in 7-11 and Family
Mart
The marketing strategies for ice cream in 7-11 and Family Mart
have something in common. According to Lin (2014) and Hsu (2013),
7-11 and Family Mart both adopt the same marketing strategies that
always attract people to eat it whether it is summer or winter. The first
strategy is “limited edition strategy.” It is common for people to be
attracted by the limited edition; no matter it is an object or food. Therefore,
both 7-11 and Family Mart use this strategy to appeal people to eat their
ice cream. The second strategy is called “new flavor strategy.” As long as
the new flavor comes out, it can always promote impulse purchases. And
the third strategy is called “social website strategy.” People can see their
friends share photos of the ice cream on Facebook, which is quite
common nowadays. With more and more posts of ice cream shared on
Facebook, more and more people are attracted to go to convenience stores
to give it a try. The last strategy is called “imported strategy.” Taiwanese,
in fact, love objects coming from Japan. Both 7-11 and Family Mart know
the phenomenon, so they use the imported ingredients or machines to
attract people.
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III.3.The Degree That People are Satisfied with the Ice Cream in
7-11 and Family Mart
We gave out 100 questionnaires to people at random, and we got all
questionnaires back without any invalid questionnaire. Figure 2 and Figure 3
were profiles of the participants. According to the Figure 2, we had more
female participants who had eaten ice cream in both stores than male ones.
population
Male
Female
60
40
58
42
20
0
Male
gender
Female
Figure 2.The Population of Male/Female
Figure 3 showed the ages of the participants. Obviously, we had
more teenagers who had eaten ice cream in the both stores. Therefore, the
results of our study could mainly be applied to teenagers.
Age
50up
10~20
4
21~30
9
41~50
31~40
16
31~40
41~50
5
21~30
50up
66
10~20
0
50
100
Population
Figure 3.The Ages of the Participants
According to our statistics, there were 48 people who preferred
to go to 7-11 to purchase ice cream, while 52 people preferred to go to
Family Mart to buy it (see Figure 4.).
7-11
52persons 48persons
Family mart
Figure 4.The number of people who prefer 7-11/Family Mart
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Figure 5 showed the participants’ satisfaction with the ice cream in
the two stores. Both 7-11 and Family Mart had similar situations. The
consumers were most satisfied with the texture of ice cream, while the
price was the least satisfying. Overall, we found that consumers were
more satisfied with the ice cream in Family Mart than the one in 7-11.
Due to the high percentage of satisfaction, we think that the ice cream
business is very successful in Taiwan.
scores
7-11
Family
Mart
5
4
3
2
1
0
Price
Texture
Kinds of
flavor
Service
attitude
satisfaction
Figure 5. The Degree of Satisfaction with the Ice Cream in 7-11 and Family
Mart.
Moreover, via our statistics we found that 66% people used to buy
ice cream once a moth, 28% people tended to eat it twice a month, and 6%
people purchased it more than three times a month.
IV. Conclusion
People have been addicted to ice cream since ancient time. Nowadays,
because of improvement of technology and convenient lifestyle, we can enjoy
delicious ice-cream at convenience stores. Ice cream has become very popular
since it was promoted via advertisements and social websites. More and more
people want to try different flavors of ice cream. Since this is a good business
8opportunity, 7-11 follows the step of Family Mart to sell this popular product.
The two convenience stores provide a diversity of flavors to attract customers.
In the beginning, we were just curious about this trend of ice cream. After
doing our study, we also acquired lots of information and knowledge about ice
cream.
According to our survey and analyses, we realized that whether in price,
texture, flavors or service, customers preferred the ice cream of Family Mart to
the one of 7-11. A reason why Family Mart won the customers’ hearts was
because it was the first shop using Japan’s No.1 material as its ice cream
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ingredient, which really caught people’s eyes. Another reason was that Family
Mart had more flavors for customers to choose from.
Whether it is summer or winter, both 7-11 and Family Mart sell ice cream
very well. Their costumers even need to line up to buy ice cream. Ice cream is no
longer a seasonal product. It creates a new market for convenience stores and the
fierce competition between 7-11 and Family Mart may continue.
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Reference

禾豐集團。最愛吃的在全家。2015，擷取自 全家官方網站: http://event.family.
com.tw/food/ice_cream.html

朱培滋、魏台復(2014)。冰淇淋大戰，新口味槓上折扣戰。2015，擷取自 中
華電視公司: http://news.cts.com.tw/cts/general/201404/201404291413208.html

林瑋(2014)。全家、7-11 便利商店冬季熱賣談行銷策略。2014，擷取自 網路
行銷策略站: http://www.linweimarketing.com/1286/

南僑集團簡介(2003)。2015，擷取自，南僑集團: http://www.namchow.com.
tw/1-1/main3.htm

徐家康、蘇日宏(2014)。搶冰淇淋商機，速食店、超商加入戰局。2015，擷
取自 Youtube: https://www.youtube.com/watch?v=d4wBW02m6GE

統一超商。7-11 北海道霜淇淋。2015，擷取自 7-11 官方網站: http://www.7-11.
com.tw/event1/13icecream/

陳靜宜(2014)。台灣人愛吃冰淇淋。聯合報，2 月 28 日。

許瓊文(2013)。霜淇淋憑什麼熱賣一整年。今週刊，897，130~131。

鄭雅雯(2014)。吃不到更想買。2015，擷取自 TVBS 新聞: http://news.tvbs.com.
tw/entry/521356
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Appendix
親愛的先生／女士 您好：
我們是草屯商工的學生，目前正在製作有關〝7-11&全家便利商店霜淇淋〞
方面的專題，因此需要請您協助填寫此份問卷，大約需耽誤您 0.5 分鐘的時間。
您的寶貴意見，將對這份專題報告有非常大的幫助，您所填寫的內容與資料，
僅供專題研究之用，不會對外公開，敬請放心填答，最後在此感謝您的協助。
敬祝 健康快樂 事事順心！
國立草屯商工 應用外語科 三年 1 班
指導老師：葉佳欣 老師
學生：洪士宜、張語禎、詹詠琦
敬上
一.基本資料
1. 性別: □男 □女
2. 年齡範圍: □10~20 歲 □21~30 歲 □31~40 歲 □41~50 歲 □51 歲以上
3. 如果想吃便利商店的霜淇淋，您會優先選擇哪家? □7-11 □全家
4. 承上題，平均一個月吃幾次此家(您所選擇)的霜淇淋?
□1 次 □2 次 □3 次以上
二.消費滿意度
(請圈數字最高 5 分，最低 1 分)
1. 您對您所選商店的霜淇淋價格感到如何?
１ ２ ３ ４ ５
2. 您對您所選商店的霜淇淋口感感到如何?
１ ２ ３ ４ ５
3. 您對您所選商店的霜淇淋口味選擇感到如何?
１ ２ ３ ４ ５
4. 您對您所選商店販賣霜淇淋的服務態度感到如何?
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１ ２ ３ ４ ５