Overview背景：

BEIJINGJINGCHENGYIHAOGUOJITIYUJULEBUSHIYIGEMIANXIANGGAODUANRENQUNDETIYUJULEBU，JULEBUNEIYONGYOUGUOJIJIBIEDEGAOERFUXUEYUANJIZISHENGAOERFUMINGJIAOLIAN，WEIHUIYUANTIGONGLEXUEXI、QIECUOGAOERFUQIUDEJIHUI。JULEBUNEIYONGYOUZHENDUIGAOERFUYUNDONGDEXIANGGUANLILIAOJITESECANYINXIANGMU，SHIBEIJINGBUKEDUODEDEGAODUANTIYUJULEBU。ZUOWEIYIGEXINCHENGLIDEGAODUANTIYUJULEBU，GENGXUYAOJINGXIDEPINPAISUZAOGUOCHENG。WEICI，JINGCHENGYIHAOGUOJITIYUJULEBUXIESHOUNANFENGSHENGSHI，ZHANKAIPINPAISUZAOXIANGMU。

Challenge挑战：

ZHENGGEGAODUANHUISUODESHICHANGQINGKUANGRUHE？MUBIAORENQUNYOUSHENMETEZHENG？ZHENDUIMUBIAORENQUN，JINGCHENGYIHAOGUOJITIYUJULEBUYINGGAITUXIANZISHENSHENMEYANGDEYOUSHI，CAINENGZAIZHONGDUOGAODUANHUISUOZHONGTUOYINGERCHU？ZUOWEIYIGEGAODUANDEHUISUOPINPAI，YOUYOUNAXIEPINPAIYAODIANXUYAOZHUYI？

Change解决：

成功的高级会所品牌要做的，不仅仅是满足高端人群物质享受的需求，更重要的是
满足高端人群情感上的需求。那么，在北京，一个能满足高端人群情感需求的会所品牌该如何打造？

SHIZI，SHIXIFANGGUIZUDEXIANGZHENG，YESHIDONGFANGDELINGSHOU。XUANYONGSHIZIWEISHEJIYUANSU，TIXIANLEDONGXIFANGWENHUADEJIAOLIU，ERJIAOLIUBENSHENJIUSHIZHIHUIDETIXIAN，GENGTUXIANLEJINGCHENGYIHAOGUOJIJULEBUDEGAODUANYUDAQI。BIAOZHICAIYONGLIANGGEYUANXIANGTAODEXINGSHI，BIAODALECHUANCHENGDEZHUTI。LISHIXUYAOCHUANCHENG，FUBEIYUZIBEIDECHUANCHENG，JIAOLIANYUXUEYUANJIANDEJINENGCHUANCHENG……YIQIEJINZAIBUYANZHONG，HENHAODIQUANSHILEJINGCHENGYIHAODEZHIHUINEIHAN，CHUANCHENGCAINENGGENGJINYIBU。ZHENGGELOGOSHEJI，JIANYUEDAFANG，TESEXIANMING，TUXIANLEXINGYESHUXINGYUZISHENTEXING，JIRENLIUXIASHENKEYINXIANG。