安施沃
掀起绿色有机肥料新革命
项目背景:
根据《农资与市场》杂志社的相关报告，目前肥料行业发展遇到瓶颈，生产企业、流通企业的业绩增长遇到实质性困难；其次，土壤板结、酸化、盐碱化、沙化、有机质下降等现象显着，需要调整肥料结构；再者，种植结构发生改变，经济作物成为关注的焦点。在这样的背景下，特种肥将扮演解决上述问题的关键角色，因此发展特种肥就等于抓住了潜在的商机。
Background of the project:
According to the "Theagriculture resource and market" magazine’s report, the development of fertilizer industry faces bottleneck, enterprises, circulation enterprises production growth encountered substantial difficulties; secondly, soil compaction, acidification, salinization, desertification, organic matter declined significantly, it needs to adjust the structure of fertilizer; furthermore, planting structure changes economic crops, has become the focus of attention. In this context, the specific fertilizer will play a key role in solving the above problems, so develop special fertilizer is tantamount to seize the potential business opportunities.
洞见：
2016年5月28日，国务院颁发了《国务院关于印发土壤污染防治行动计划的通知》，对化肥生产和使用作出了更为严格的规定。制定肥料分级标准，可有效控制有害物质通过肥料进入土壤和食物链的途径，确保粮食质量安全。在国家政策与新高标准下，推动肥料行业的有序发展，加大了市场对“特种肥”、“有机肥”的需求量。
Insight:
In May 28, 2016, the State Council issued the "Notice of the State Council on the issuance of soil pollution prevention action plan", and made more stringent requirements on the production and use of chemical fertilizers. Formulation of fertilizer classification standards, can effectively control the harmful substances channel into the soil and food chain, to ensure food quality and safety. In the national policy and new high standards, to promote the orderly development of the fertilizer industry, increase the market for special fertilizer, organic fertilizer demand.
解决方案：
先知命名团队，从适合国情、政策的角度出发，把握市场及消费关注点，为新的绿色有机肥料公司及品牌命名为“安施沃”。“安”即安全，表达了企业产品新型绿色有机肥料的安全性，符合行业发展要求；“施”即播撒之意，凸显出肥料行业属性；“沃”则为肥沃、丰美、丰盛，即肥料使用后带来的效果及丰盛收获。“安施沃”给予消费者良好的心理暗示，有利于目标客户的识别和认知，易于品牌知名度和美誉度的快速形成，布局绿色有机肥料市场。而英文名称“ Ansevor”为harvest（收成）及original（来源）合成，不仅发音与中文名称相近，且道出了肥料为收成来源的重要性与实效性。
Solution:
The Wevin naming team, from the point of national conditions, policy, grasp the market and consumer concerns, for the new green organic fertilizer companies and brands named“AnShiWo”. ”An”(Security) is safe, expression of security of enterprise new green organic fertilizer, meets the development of the industry; "Shi" （fertilize）means spread, highlighting the fertilizer industry attributes; "Wo" (fertile)is fertile, lush and rich, which brings the effect of fertilizer use and the abundant harvest. "AnShiWo" gives consumer a good psychological sigh, is conducive to the knowledge and recognition of target customers, easily to form brand awareness and reputation of the rapid formation of the layout of green organic fertilizer market. And the English name "Ansevor" for the harvestand originalsynthesis, not only the pronunciation and the Chinese name is similar, and point out the importance and effectiveness of the sourcefor the harvest.
