杭州联合银行杯.docVIP

- . z “**联合银行杯〞 在杭高校首届金融产品营销创意大赛 金融产品营销筹划书 方案名称： 金融产品营销筹划方案 参赛队负责人： 李青青 李媛 *金玉 祁雯 叶青 指导教师： 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、筹划目的·····················································〔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、时机·····················································〔07〕 〔四〕、企业形象分析·············································〔09〕 三、市场面临的问题分析············································〔10〕 四、市场时机分析·················································〔11〕 五、营销筹划到达的目标···········································〔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〕 完毕语···························································〔19〕 附录一···························································〔20〕 附录二···································································〔21〕 金融产品营销筹划方案 概要提示：吸收更多的客户，把潜在客户转为主要客户。扩大**联合银行在**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，时尚的商业银行