“第五季”的用意很明显,力图在竞争激烈的饮料市场,通过概念运作的游戏,创造属于自己的差异化优势,并力图通过创造一种游离于四季之外的“第五季”文化,吸引一批忠诚的消费者。然而,对于消费者来说,“第五季”是什么?却是一个很难回答的问题。是饮料?是流行?为什么叫“第五季”?是健力宝的第五代饮料产品?“第五季”概念源之何处? “The Fifth Season,” the intention is very clear, trying to compete in the highly competitive drinks market, through the concept of the game to create their own differentiated advantages, and trying to create a free “outside the Four Seasons” fifth Quarter “culture, to attract a group of loyal consumers. However, for consumers, what is ”the fifth season“ is a difficult question to answer. Is the beverage? Is popular? Why is it called ”fifth season“? Is the fifth generation of Jianlibao beverage products? ”The fifth season" concept of where?