白银现货营销策划方案案.docVIP

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 近期成为全球市场的关注焦点，欧洲债务危机使人对欧元的未来产生怀疑，香港金银业贸易场目前国际局势风云变换，自2001年911事件至今，黄金价格一路上涨，从当时的250美圆/盎司升至2008年3月17日最高1032美圆/盎司，黄金后市上涨空间还不可衡量。新兴投资产品，中国市场潜力巨大 目前我国人均黄金拥有量为3.5克，而世界平均水平是25克，在这方面中国的黄金市场还是前景广阔。而随着中国经济的发展，人们的需求也在不断变化，当衣、食、住、行都解决之后，必然是“藏”的问题（即家庭储备），而无论哪个国家的货币都或多或少存在一定的风险，这里需求的就是黄金了，自古以来大家对于黄金的保值作用都是深信不疑的国际市场，参与者多交易量大； 没有庄，大小资金地位平等；交易充分，完全反应市场价格； 政策性干扰非常小黄金现货业务与房产投资、股票、期货相比较房产：投资数额大，一般都会需要贷款，投资周期长，手续复杂，变现困难，价格只有上涨时才获利，比如我们看到前段时间上海、深圳等地的房价由于受政策的影响下调