黄金现货营销策划案

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1、黄金现货营销策划制作：会计学院财务Q1041成员：杜徐琪（组长）、吴傲霜高夏露、刘曼曼、曹玙单宵宵、吴婷、刘天娇24目录一．策划目的······················································3二．营销环境分析················································3（一）宏观环境分析···············································3（二）黄金现货SWOT分析·····························

2、············4（三）相关竞争金融产品基本情况·································8三．目标市场营销（STP分析）······························11（一）市场细分···················································11（二）目标市场···················································11（三）市场定位·········································

3、··········12四．营销策略分析（4PS）·····································13（一）产品成长期黄金现货营销策略······························13（二）价格营销策略··············································1324（三）渠道营销策略··············································14（四）促销营销策略········································

4、······15（五）售后服务···················································17五．具体营销方案···············································17（一）客户开拓···················································17（二）客户培育···················································18（三）客户开户·························

5、··························18（四）两种投资方案推荐··········································18六．服务理念·····················································19七．总体经费预算···············································19八．效果评估·····················································20附:金融理财产品市场问卷调查表

6、·························2024一、策划目的近期黄金成为全球市场的关注焦点，欧洲债务危机不仅使人对欧元的未来产生怀疑，而且加剧了对其他主要货币的担心。亚洲对黄金的这种地位并不陌生，投资者对黄金的热爱使得其作为终极货币的地位很可能持续下去。黄金从古至今都是最佳保值产品这之一，升值潜力大；现在世界上通货膨胀加剧，将推进黄金增值。我国在黄金问题上一直是严格管制阶段，目前国内也没有任何机构能开户进行黄金现货投资，开户要找香港金银业贸易场。随着中国经济的迅速发展，逐步与世界接轨，中国开放黄金市场指日可待。炒黄金在国内才刚刚兴起，股票

7、、房地产、外汇等在刚开始是都巨额赢利，黄金也不例外，而且双向更灵活。黄金现货投资是一种安全的、稳健增值的理财方案。为了让我国在国际金融市场上有更多的话语权，增强我国的外汇安全，让我国的金融市场更加丰富多彩，与国际接轨，使我国的投资者拥有更多的选择，我们现在营销这一金融产品---黄金现货。二、营销环境分析（一）、宏观环境分析24国际上主要有四大黄金交易市场，伦敦、纽约、苏黎世黄金交易市场以及香港金银业贸易场，日交易量能高达20亿美元。目前国际局势风云变换，自2001年911事件至今，黄金价格一路上涨，从当时的250美圆/盎司升至2008年3月17日最

8、高1032美圆/盎司，黄金后市上涨空间还不可衡量。随着金融行业在中国的迅速发展壮大，投资者的增多与投资规模的扩大，各种理财