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山东是我国啤酒产销第一大省,每年的产销量不仅比排名第二的省市高出近一倍,而且又集中了国内外最先进的设备、最知名的品牌、最大的消费市场、最大的生产产能和最激烈的竞争前沿等国内啤酒业的诸多之最。同时,山东又是我国第二人口大省,常住人口9200多万,人均收入水平较高,消费比较理性,颇具消费向导作用。加上山东人自古就有善饮的美誉,全省一年的啤酒消费量占全国的13%强,因而,业内素有“鲁啤云烟川酒”和“得山东者得天下”之说。5年多来,笔者在山东啤酒市场跟踪调研,采访,不仅耳闻目睹地感受山东啤酒业的发展,而且,也真实地看到了——
Shandong is the largest province for beer production and sales in China. Its annual production and sales volume not only nearly doubled the number of provinces and cities ranked second, but also concentrated the most advanced equipment at home and abroad, the most famous brand, the largest consumer market, the largest Production capacity and the most fierce competition in the forefront of the domestic beer industry, many of the most. At the same time, Shandong is China’s second largest province with a resident population of more than 92 million and a high level of per capita income. Its consumption is more rational and quite consumer-oriented. In addition, Shandong people have always enjoyed good drinking since ancient times. The province’s beer consumption accounts for 13% of the country’s total annual consumption. Therefore, the industry is said to have “Luhuayunyanchuanjiu” and “Shandong has the best in the world”. In the past 5 years, the author has followed and researched and conducted an interview in the Shandong beer market. He not only saw and heard about the development of the beer industry in Shandong, but also really saw that -