白银现货营销策划案白银现货营策划案.doc

现货白银营销策划 制作：分析部 金鑫 目录 策划目的······················································3 营销环境分析················································3 （一）宏观环境分析···············································3 （二）黄金现货SWOT分析·········································4 （三）相关竞争金融产品基本情况·································8 目标市场营销（STP分析）······························11 （一）市场细分···················································11 （二）目标市场···················································11 （三）市场定位···················································12 四．营销策略分析（4PS）·····································13 （一）产品成长期黄金现货营销策略······························13 （二）价格营销策略··············································13 （三）渠道营销策略··············································14 （四）促销营销策略··············································15 （五）售后服务···················································17 五．具体营销方案···············································17 （一）客户开拓···················································17 （二）客户培育···················································18 （三）客户开户···················································18 （四）两种投资方案推荐··········································18 六．服务理念·····················································19 七．总体经费预算···············································19 八．效果评估·····················································20 附:金融理财产品市场问卷调查表·························20 一、策划目的 近期白银和黄金成为全球市场的关注焦点，欧洲自出现债务危机以来，欧元区经济状况一直无法恢复元气，不仅使人对欧元的未来产生怀疑，也使得人们关注的焦点更多的从货币市场转移到了贵金属市场，加之近期美国方面连续公布优良的就业数据，导致加息预期不断升温，从而加剧了白银和黄金的跌势。 中国自古就是白银帝国，白银也自古就是作为我国的通用的货币。同时白银具有商业价值，即白银具有商品和货币的双重属性，作为一种投资品种，在国内来说也就近十几年的事情，而今，伴随着金融市场的不断发展，白银投资也被越来越多的投资者所认识。 白银市我国放开的新的金融投资品种，自从白银业务针对个人开放以后，白银投资开始飞速发展，折合90年代初的股市刚开始开放一样，是一个朝阳的品种，具有极大的发展潜力和极大的获利空间。 我国个人白银投资将成为未来投资业务的主力军，自2007年12月以来中国金融市场开始全面开放，国家队金银管制进一步放开，白银投资已经成为一个越来越热门的话题，将会继股