椿萱茂养老
乐享椿萱，相伴一生
背景：
远洋地产首个养老项目将正式投入运营。远洋地产与美国最大的养老运营商Emeritus、投资商哥伦比亚太平洋签署战略合作框架协议，在北京共同开发及运营养老设施，并将涵盖远洋地产旗下诸多项目。中方工作人员在公司管理、医疗、护理、社工、饮食等方面接受美方全方位培训，预期达到最好的效果服务社区长辈。
Background:
Ocean real estate first pension project will be officially put into operation. Ocean real estate and America largest pension Emeritus operators, investors Columbia Pacific signed a strategic cooperation framework agreement, in Beijing joint development and operation of facilities for the aged, and will cover the ocean real estate under various projects. Chinese staff accepting American comprehensive training in the company management, medical, nursing, social work, diet and other aspects, is expected to achieve the best effect of community services for the elders.
洞见：
先知中国命名深入分析养老行业高端品牌命名特点及规律，努力在众多品牌的夹缝中寻找名称差异化突破口，对品牌自身特点和受众心理重点深刻剖析，得出命名策略：1.体现品牌的乐享晚年元素；2. 体现服务品牌的核心价值；3. 满足受众心理诉求的情感路线。最终，通过对以上创意原点的仔细筛选，最终确定在满足受众心理诉求的乐享晚年的命名方向。
Insight:
The Wewin named in-depth analysis of China endowment industry high-end brand naming features and rules, trying to find the name of differentiation in the crevice in the breakthrough of many brands, the profound analysis to the brand of their own characteristics and the psychology of audience focus, that reflect the brand naming strategy: 1 enjoy old age element; core values of 2 reflect the service brand; 3 meet the psychology of audience the demands of the emotional line. Finally, through careful screening of the origin of above ideas, and ultimately determine the direction in the audience to meet the psychological demands of naming the enjoy old age.
解决：
先知中国命名根据其渴望高品质的养老服务的这一心理诉求，挖掘出自国人“与阶前兰桂齐芳，应堂上椿萱同茂”的理想愿景。名称中“椿萱”取其美好之意，满足受众重返理想国的心理诉求；“茂”显示出品牌的优雅，高品质，突出服务特点。在品牌战略规划方面，椿萱茂将面向全齢老年群体，开设椿萱生活、椿萱保障、椿萱天使、椿萱照料、椿萱园丁、椿萱营养、椿萱家园等多种服务类型。从城市协助型养护公寓核心区到一站式颐养公馆社区，再到嵌入式长者中心，远洋养老地产的规划在逐步进阶。
To solve the:
The Wewin named Chinese according to the psychological demands of the endowment service desire for high-quality, mining from the people "and brother Lan Guiqifang, should be the ideal vision hall Chun Xuan with Mao". The name "Chun Xuan" take the beauty of Italy, satisfy the audience psychology demand to return to the ideal country; "Mao" showing that the brand is elegant, high quality, outstanding service characteristics. In the brand strategy planning, Chun Xuan Mao will be open to all, the aged group, open Chun Xuan Chun Xuan life, security, Chun Xuan angel, Chun Xuan Chun Xuan care, gardener, Chun Chun Xuan Xuan nutrition, home and other types of services. From the urban core area to assist the maintenance apartment one-stop cozy residence community, and then to the embedded Elderly Centre, ocean endowment real estate planning gradually advanced.
