中银活期宝货币基金营销文案.doc

中银活期宝货币基金营销策划方案
方案名称: 中银活期宝货币基金营销策划方案
小组负责人:
小组组员:
目录
一、概要提示·························································(03)
(一)公司介绍·····················································(03)
(二)产品介绍·····················································(03)
(三)产品特点·····················································(04)
二、策划目的·························································(04)
三、营销环境分析·····················································(05)
(一)宏观环境分析··················································(05)
(二)基金产品SWOT分析···········································(06)
1、优势·························································(06)
2、劣势·························································(07)
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···················································(10)
四、市场面临的问题分析···············································(10)
(一)市场风险·····················································(10)
(二)信用风险·····················································(11)
(三)流动性风险···················································(11)
(四)管理风险·····················································(12)
(五)操作或技术风险···············································(12)
(六)合规性风险···················································(12)
(七)其他风险·····················································(12)
五、市场机会分析·····················································(12)
六、营销策划达到的目标···············································(13)
七、营销策略·························································(13)
(一)产品策略·····················································(13)
(二)渠道策略·····················································
(13)
(三)价格策略·····················································(15)
(四)促销策略······