东莞丰泰城的整合策略案.ppt

ＬＯＧＯ其它方案 深圳市腾鲤企业形象策划有限公司 07-06-21 地址：深圳益田路南方国际广场A座29层 电话：0755E—MAIL：carp23@126.com THE END THANKS 报广表现 户外表现 围墙表现 方案二 丰泰城能满足客户什么生活愿景？ 快节奏、低成本、自由驾驭城市工作与生活。 换句话说，项目要寻找游走于城市的东莞爱人^^^ ributes positioning, can directly regional projects located in East plate on the East Side. attributes positioning, can directly regional projects located in East plate on the East Side. 造生活是虚，造一场城市生活的未来观念是实。 从精神与生活的游离状态中抓住创意核心。 第四部分 在版块中制造个性 在观念上制造稀缺 本次策划的两大重要战略思想 Dongcheng District has formed the entire plate Dongguan noble community awareness of the attributes 无法回避项目的市场竞争， 但是让观念来参与竞争， 区隔市场和创造市场、 引导消费观念就成为可能。 让观念来参与竞争 Dongcheng District has formed the entire plate Dongguan noble community awareness of the attributes positioning, can directly regional projects located in East plate on the East Side. 寻找创意核 Creativity core “一个词” 足以描述新都市主义带来的生活状态 体现“跃动人群”的特征 并符合项目大盘气质和高品质形象 “从容” 创意核 从 容 物质载体 精神对接 …… 自如。掌握。驾驭。 进取。得意。满足。轻松。 交通便利。工作与生活自由。 大社区居住。大空间感受。 …… 改变现在，优化传统， 直取未来，这是人类的使命。 一场具有前驱观念和行动力的生活即将开始来临…… 从容生活 Dongcheng District has formed the entire plate Dongguan noble community awareness of the attributes positioning, can directly regional projects located in East plate on the East Side. 我们认为* 跃动人群的从容生活 不是城市的空间几何概念（机械的城市运营观）， 而是代言这个城市的向前的精神，这个城市的未来观。 这样，我们的项目就获得了更大的、不同的能量。 Dongcheng District has formed the entire plate Dongguan noble community awareness of the “从容”是新都市主义精髓在生活中最直接的体现，更是新都市主义造就的“跃动人群”真实心态写照。 Dongcheng District has formed the entire plate Dongguan noble community awareness of the attributes positioning, can directly regional projects located in East plate on the East Side. 从容，让新都市主义落到具体诉求点上。 Dongcheng District has formed the entire plate Dongguan noble community awareness of the 从容是一种全新的生活态 与渴望驾驭城市生活的心态对碰 奇迹发生…… Dongcheng District has formed the entire plate Donggua n noble community awareness of the attributes positionin g, can directly regional projects located in East plate on the East Side. 城市之上。他们从容的笑。 Dongcheng District has formed the entire plate Donggua