招行“一卡通”金卡营销策划书.docVIP

金融产品营销策划书 ----招商银行 项目：招行一卡通金卡 负责人：吴杰华 日期；2014年6月14日 目录 前言································································3 一、内容提要························································3 二、策划目的·························································3 三、市场营销状况分析·················································3 （一）市场情况分析················································3 （二）银行卡产品SWOT分析·········································4 1.优势······················································4 2.劣势······················································4 3.威胁······················································4 4.机会······················································4 （三）营销渠道分析···············································5 （四）竞争情况分析···············································5 （五）银行形象分析···············································5 四、市场面临的问题分析··············································6 （一）信用风险···················································6 （二）操作或技术风险·············································6 （三）其他风险····················································6 （四）合规性风险·················································6 五、市场机会分析·····················································6 六、营销策划达到的目标···············································6 七、营销策略·························································7 （一）产品策略····················································7 （二）渠道策略····················································7 八、具体推进方案·····················································7 （一）针对不同的群体··············································8 （二）针对企业自身················································8 九、预算····························································8 十、评估和控制······················································8 前言 　月日，在年金融信息展会上，记者看到了一场促销大战。在银行卡展厅，各家银行为了争夺用户，除使用传统的发放宣传资料的方式外，更把商场促销的方式搬来：招商银行现场抽奖；交通银行赠送礼品；深圳发展银行更绝，为吸引人，干脆员工客串一把歌星，现场演唱。 调查显示，目前银行卡已经成