Case Study
負擔得起的奢華渡假體驗 - Affordable Luxury Holiday Experience
惠東漁家 FishermanUnderstanding & Respect the Ocean.
惠東漁民的遠祖屬原始「疍民」,自宋朝開始從福建、潮州一帶遷入惠東縣。惠東的漁民認為,漁夫不是主人,人必須與海、鳥、魚、植物、大自然一起生活,「沒有這些,人也無法存活下去。」也才有漁夫們豐收之樂。巽寮文化,是人與海相處的智慧結晶。
PHASE I
Research & Analysis
Site Pre-survey / Background Study Survey
Site Background Study Survey
Inspecting Tour And Interview Plan
Neighbourhood Culture Study
Data Research & Analysis
Homogeneous Brands / Competitors Information
Mainly Homogeneous Brands / Competitors Survey
The Main Competition Products
Market Products segmentation
Site Development Theme And Analysis
Develop Brand Storyline Tag Line
PHASE II
Identify Positioning
Market Positioning Analysis
Audit Brand_The Current Market
Analysis Market
Selected Advantages
Market Re-Positioning
Product Positioning Analysis
Analyze The Products Of The Target Market And Own Brand
Audit_Products Analysis Charts
Compare With Competitors_Product Features-bar charts
Product Re-Positioning
Brands Positioning Strategy
Content And Purpose of Positioning
Review Brand Positioning Requirements
Brand Re-positioning Strategy
PHASE III
Site Strategy
Brand DNA / Brand Vision / Brand Value
Brand DNA
Clarify The Brand DNA
Audit The Brand’s Rational/Emotional Key Elements
Create Brand ESSENCE
Brand Vision(Slogan)
Clarify The Brand Vision, Goals, Values And Capabilities
Create Brand Vision
Create Brand Slogan
Brand Value
Clarify And Develop The Brand Core Value
Make The target Consumer Recognize and Love It
PHASE IV
Design Direction
Establish The Direction Of The Site
Brand Storyline Core Value Development
Find The Design Material According to Culture And Storyline
Brand Touchpoints
Audit Currently Touchpoints
List And Suggestions
Story Touchpoints
Merchants & Brands Planning
Design Elements
Brand Culture And Value Appreciation Onto Imagery And Design
Expression Imagery Extension Concepts
RE-POSITIONING
品牌重新定位,設定階段性定位目標
BRAND CHARACTER
巽文化的蒐集與漁家文化「豐收」主題萃取
BRAND EXPERIENCE
建立在 海與島與人 之間的豐富品牌體驗
體驗人文風情,找出構想與現況的差異點
從主題演繹、體驗路線到景觀整治,將想像中的嶼海落地實現
藉由品牌觸點,讓核心精神散播在酒店的每一個角落
VOCUIS 為飯店提供完整專業的品牌設計概念策略發展服務
VOCUIS 此次執行「嶼海地產開發度假項目」設計概念發展服務,為「中國航空工業集團」旗下地產事業「中航地產」主題地產9個項目之一,位於中國惠東巽寮灣之海濱度假區品牌。
3
大地產項目
9
個主題地產
40
個以上公司在建項目
About AVIC REAL ESTATE