经典案例金融产品营销策划方案资料1.doc

浙经院首届金融产品营销技能竞赛 金融产品营销策划书 方案名称： 基金营销策划方案 参赛队负责人： 张旭东 指导老师： 吴庆念 完成日期： 2009-5-16 适用时间： 2009/6/1 -2009/9/1 目 录 概要提示·························································（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） （三）、竞争企业分析·············································（08） （四）、企业形象分析·············································（09） （五）、投资者分析················································（09） 三、市场面临的问题分析·················································（10） （一）市场风险···················································（10） （三）流动性风险················································（10） （四）管理风险··················································（10） （五）操作或技术风险············································（11） （七）其他风险··················································（11） （六）合规性风险·················································（11） 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··············