杭州联合银行杯.doc

“杭州联合银行杯” 在杭高校首届金融产品营销创意大赛 金融产品营销策划书 方案名称： 金融产品营销策划方案 参赛队负责人： 李青青 李媛 孙金玉 祁雯 叶青 指导老师： 赵广华 完成日期： 2012年4月1日 适用时间： 二〇一二年四月 目 录 概要提示·························································（03） 先进思想························································（03） 一、策划目的·····················································（03） 二、营销环境分析·················································（03） （一）、宏观环境分析·············································（03） （二）、基金产品SWOT分析········································（04） 1、优势·····················································（04） 2、劣势·····················································（06） 3、威胁·····················································（07） 4、机会·····················································（07） （四）、企业形象分析·············································（09） 三、市场面临的问题分析············································（10） 四、市场机会分析·················································（11） 五、营销策划达到的目标···········································（11） 六、营销策略·····················································（11） （一）、产品策略··················································（11） （二）、渠道策略·················································（14） （三）、价格策略··················································（15） （四）、促销策略·················································（16） 七、具体推进方案·················································（17） (一)、针对不同投资者···········································（17） （二）、针对企业自身·············································（18） 八、费用预算······················································（19） 结束语···························································（19） 附录一···························································（20） 附录二···································································（21） 金融产品营销策划方案 概要提示：吸收更多的客户，把潜在客户转为主要客户。扩大杭州联合银行在杭州市场的影响力，提升市场地位。摆脱农村合作银行的旧形象，树立可信，