世东国际
高端写字楼定位及命名
背景：
北京住总集团是以科技研发为先导，房地产开发为龙头，建安、市政施工为基础，文体商贸、生产性服务相结合，跨地区、跨行业、跨所有制、跨国经营的大型企业集团，位居中国企业500强，问鼎“全球225家最大国际承包商”。此次住总集团第一次运营自有品牌写字楼项目，在命名，定位及系统策划方面都需要一家专业公司辅助，经过多次遴选比较，最终选择先知中国命名。
Background:
Beijing Zhuzong group is to scientific research as the guide, real estate development as a leader, Ken, municipal construction based, style business, production and service combined trans regional, cross industry, cross ownership and transnational management of large enterprise groups, ranked the top 500 Chinese enterprises, asked Ding "global 225 largest international contractors". The first time to live in the company's own brand office projects, in the name, positioning and system planning needs of a Professional Company, after several selection and comparison, the final choice of the Chinese name of the Wewin.
洞见：
结合北京地区的写字楼发展趋势，项目的区域地理位置及目标受众定位分析，先知中国命名团队深度挖掘，精准地将位置诉求与国际流行元素相融合的特点。结合住总的国企背景，企业及品牌的社会责任，最终确定命名方向为国际化高品质路线，同时传递出文化内涵。世界品质，中国气质。世界东方在中国。
Insight:
Combined with the development trend of the office building in Beijing, the regional location and target audience analysis, the Chinese named team of the Wewin, the depth of the excavation, the position demands and the international pop elements. Combined with the total of state-owned enterprises, corporate and brand of social responsibility, and ultimately determine the direction of the international high quality line, while passing the cultural connotation. World quality, Chinese character. World east in china.
解决：
世东国际，该名称现代大气，创意新颖，构思巧妙，其核心创意源点围绕“世界东方”来展开，做为高端商业写字楼项目名称尤为适合，更为难得的是“世东”两字均为单体字结构，易于目标客户的识别与认知。符合先知为写字楼定位，世界重心未来在中国，中国北京的东方有世东国际的理念。此定位是基于项目位于东四环外，在北京核心区与北京副中心通州的黄金分割点上。最终住总集团选定世东国际。
Solve:
World east international, the name of the modern atmosphere, creative, innovative, ingenious conception, its core creative source around "the East" to start, for the high-end commercial office building project name is particularly suitable, more rare is the word "East" is a single word structure, easy to target customer identification and cognition. In the world, the world's center of gravity is in the future in China, and the east of Beijing, China has the idea of the East. This position is based on the project is located in the East Fourth Ring, in the core area of Beijing and Beijing sub center of Tongzhou golden point. Final live group selected the world East International.
