商业银行营销策划方案.doc

光大银行“企业年金”营销方案学校: 院系: 专业班级: 姓名: 学号: 指导老师: 光大银行“企业年金”营销方案摘要: 中国光大银行是国内最早开展企业年金业务的商业银行之一,中国光大银行企业年金管理中心一直致力于为企业客户提供年金领域的专业管理服务,累积了丰富的运营经验、搭建了一流的技术平台、建成了专业化的专家团队、形成了良好的市场品牌和行业优势。本论文根据专业知识以及互联网平台上的相关资料,整合出光大银行“企业年金”营销方案,运用 E-STP-4P 营销通用框架分析光大银行“企业年金”计划的背景环境、目标市场以及市场定位。并针对 2008 年11月19 日推出的“如意养老 1号”企业年金计划分析其营销组合,旨在学以致用,以专业的思维探究银行金融产品的营销模式。 Abstract: China Everbright Bank isone of the mercial banks which do enterprise annuity business. Enterprise annuity management center of China Everbright Bank has been dedicated to provide customers with professional management services in annuity field, accumulating a wealth of operational experience, building a first-class technology platform, building a professional team of experts ,as a result, forming a good market brand and trade advantages. In this paper, basing on the expertise and relevant information from the platform, I give an integration of "enterprise annuity" marketing program of Everbright Bank .I use the E-STP-4P marketing analysis framework to analyze the background environment, target market and market positioning. The enterprise annuity plan, "wishful pension 1", launch ed in the November 19, 2008. I design to apply my knowledge to explore the marketing model of banking financial products ina professional way. 目录一、环境分析(E) ...........................................................................................................