Case Study
负担得起的奢华渡假体验 - Affordable Luxury Holiday Experience
惠东渔家 Fisherman
Understanding & Respect the Ocean.
惠东渔民的远祖属原始“疍民”,自宋朝开始从福建、潮州一带迁入惠东县。惠东的渔民认为,渔夫不是主人,人必须与海、鸟、鱼、植物、大自然一起生活,“没有这些,人也无法存活下去。”也才有渔夫们丰收之乐。
巽寮文化,是人与海相处的智慧结晶。
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,设定阶段性定位目标
BRAND CHARACTER
巽文化的搜集与渔家文化“丰收”主题萃取
BRAND EXPERIENCE
BRAND EXPERIENCE
建立在 海与岛与人 之间的丰富品牌体验
体验人文风情,找出构想与现况的差异点
从主题演绎、体验路线到景观整治,将想像中的屿海落地实现
借由品牌触点,让核心精神散播在酒店的每一个角落
VOCUIS 为饭店提供完整专业的
品牌设计概念策略发展服务
VOCUIS 此次执行“屿海地产开发度假项目”设计概念发展服务,为“中国航空工业集团”旗下地产事业“中航地产”主题地产9个项目之一,位于中国惠东巽寮湾之海滨度假区品牌。
3
大地产项目
9
个主题地产
40
个以上公司在建项目
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