金融产品营销策划书.doc

目 录
概要提示·························································
一、策划目的·····················································
二、营销环境分析·················································
（一）、宏观环境分析·············································
（二）、基金产品SWOT分析········································
1、优势·····················································
2、劣势·····················································
3、威胁·····················································
4、机会·····················································
（三）、竞争企业分析·············································
（四）、企业形象分析·············································
（五）、投资者分析················································
三、市场面临的问题分析·················································
（一）市场风险···················································
（三）流动性风险················································
（四）管理风险··················································
（五）操作或技术风险············································
（七）其他风险··················································
（六）合规性风险·················································
四、市场机会分析························································
五、营销策划达到的目标···········································
六、营销策略·····························································
（一）、产品策略··················································
（二）、渠道策略·················································
（三）、价格策略··················································
（四）、促销策略·························································
七、具体推进方案·························································
(一)、针对不同投资者···········································
（二）、针对企业自身·············································
附录一···························································
附录二
基金营销策划方案
张旭东、徐姣萍、蒋梦婷、李敏
概要提示：
为了发展我们证券公司购买基金的客户，争取达