The Marketing Strategies Of Jinbi Garden——Win The Competitive Advantages With Famous Brand

The article summaries the glorious developing process of the Jinbi garden, which has gradually set up a well-known brand of Jinbi by successfiully selling five-phase commercial residential buildings from 1997 till now. The Jinbi garden was awarded 搕he ten star buildings in Guangzhou?in bothl998 and 1999, and 搕he ten best- selling buildings in Guangzhou?in 1999. All of these were made with the strategic guiding ideology of winning the competitive advantages with a famous brand. The article analyses the meaning of the brand of Jinbi by using the conception of brand of marketing management. It probes deeply into the brand setting tactics of the Jinbi garden from the aspect of analyzing marketing opportunities, developing marketing strategies and planing marketing programs. It also clarifies the theory grounds on which a branded product will bring great advantages. It makes a conclusion that under the condition of a buying market, to win the real estate market, the marketer must develop a high quality brand.