中银淘宝校园卡营销策划方案.doc

金融产品营销策划书方案名称：中银淘宝校园卡营销策划方案策划机构：第十小组策划日期：20 10 - 12 - 01 适用时间：2011/03/5 -2011/06/10 目录概要提示······························································（03）一、策划目的··························································（03）二、营销环境分析······················································（04）（一）、宏观环境分析··················································（04）（二）、中银淘宝校园卡SWOT分析：······································（04）1、优势··························································（04）2、劣势··························································（05）3、威胁··························································（06）4、机会··························································（06）（三）、竞争企业分析··················································（06）三、市场面临的问题分析················································（06）（一）信用风险·······················································（07）（二）产业风险·······················································（07）（三）合规性风险·····················································（07）（四）操作或技术风险·················································（07）（五）其他风险·······················································（07）四、营销策划达到的目标················································（07）五、营销策略··························································（08）（一）、客户定位······················································（08）（二）、渠道策略······················································（09）六、具体推进方案······················································（09）七、费用预算··························································（10）结束语································································（11）附录··································································（12）中银淘宝校园卡营销策划方案概要提示：为了发展我们支行办理中行淘宝校园卡客户，扩大银行卡发行市场中客户占有份额，发展潜在客户，提高本支行的经营业绩。我们支行将通过一系列的营销策略，将中国银行和阿里巴巴联手打造的“中行淘宝校园卡”作为我们支行在本地区高校银行卡发行市场的主打产品，同时也为中国银行树立起品牌文化形象，打造稳健的、专业的、诚信的、有远见的、负责的、智慧的、贴近用户的良好企业形象进行宣传。一、策划目的：本次策划主要是针对中行淘宝校园卡进行营销，是为了让更多的高校学生更好的认识中银淘宝校园卡的基本信息以及相应的特色服务和功能。以实现增加本支行的经济效益，提高本支行的业绩的目的。同时宣传企业内部文化及品牌形象，发展潜在客户，实现占有更大的银行