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················································（09）三、

4、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）（五）操作或技术风险·················

5、···························（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··················································（15）（四）、促销策略·········

7、················································（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·············································（18）八、费用预算····························

8、·································（19）结束语····························