Case Study
江西廬山歸宗項目開發案
靈感:遺世獨立的桃花源
人們抵達後,我們希望建立的第一印象是,像進入中國古代山水畫裡一般的感受,準備進入一個遠離現實、遺世獨立的桃花園,然後開始探索。
體驗人文風情,找出構想與現況的差異點
文化、歷史、自然融合的旅遊休閒度假綜合體
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
用現代的角度體現在地文化的體驗旅程
見證品牌塑造的多種可能,實踐在地文化旅遊的獨特價值