经典精选案例金融产品营销策划书.docx

经典精选案例金融产品营销策划书.docx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
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）
、优势·····················································（ 04）
、劣势·····················································（ 06）
、威胁·····················································（ 07）
、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 ········································