’97春节前夕,青岛啤酒本已庞大的家族里又一新成员——“新春佳酿”在经过一番热闹的广告、宣传、促销轰炸之后在青岛上市。“新春佳酿”整体方案思路的提出最初出自于该公司总经理彭作义在考察日本啤酒市场时的一个发现。彭作义总经理在日本发现有一个品牌的啤酒分为春、夏、秋、冬四个季节类别,分别在不同的季节推向市场。这其实是现代营销科学中“细分 On the eve of the Spring Festival of 1997, Tsingtao Beer, another new member of the already huge family, “New Year Brew” went public in Qingdao after some buzzing advertisements, propaganda, and promotional bombings. The concept of the “New Year Brew” overall plan was first proposed by Peng Zuoyi, the company’s general manager, when he was studying the Japanese beer market. General Manager Peng Zuoyi found in Japan that there is a brand of beer divided into spring, summer, autumn, and winter four season categories, which were introduced to the market in different seasons. This is actually a subdivision in modern marketing science.