经典案例-金融产品营销策划书.doc

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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： AA
完成日期：2015-04-13
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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
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···················································〔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·······································