经典案例-金融产品营销策划书1

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1、浙经院首届金融产品营销技能竞赛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：张旭东指导老师：吴庆念完成日期：2009-5-16适用时间：2009/6/1-2009/9/1-26-目录概要提示·························································（03）一、策划目的·····················································（03）二、营销环境分析····································

2、·············（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·········

3、············································（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·································

4、···············（09）三、市场面临的问题分析·················································（10）-26-（一）市场风险···················································（10）（三）流动性风险················································（10）（四）管理风险··················································（10

5、）（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·········

6、··································（11）六、营销策略·····························································（11）（一）、产品策略··················································（11）（二）、渠道策略·················································（14）（三）、价格策略·····························

7、·····················（15）（四）、促销策略·························································（16）七、具体推进方案·························································（17）(一)、针对不同投资者-26-···········································（17）（二）、针对企业自身··································

8、···········（18）八、费用预算·····························································（19）结束语····························