Case Study
江西庐山归宗项目开发案
灵感:遗世独立的桃花源
人们抵达后，我们希望建立的第一印象是，像进入中国古代山水画里一般的感受，准备进入一个远离现实、遗世独立的桃花园，然后开始探索。
体验人文风情，找出构想与现况的差异点
文化、历史、自然融合的旅游休闲度假综合体
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
用现代的角度体现在地文化的体验旅程
见证品牌塑造的多种可能，实践在地文化旅游的独特价值
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