金融产品营销策划方案资料.doc

PAGE 23 - 目 录 概要提示························································· 一、策划目的····················································· 二、营销环境分析················································· （一）、宏观环境分析············································· （二）、基金产品SWOT分析········································ 1、优势····················································· 2、劣势····················································· 3、威胁····················································· 4、机会····················································· （三）、竞争企业分析············································· （四）、企业形象分析············································· （五）、投资者分析················································ 三、市场面临的问题分析················································· （一）市场风险··················································· （三）流动性风险················································ （四）管理风险·················································· （五）操作或技术风险············································ （七）其他风险·················································· （六）合规性风险················································· 四、市场机会分析························································ 五、营销策划达到的目标··········································· 六、营销策略····························································· （一）、产品策略·················································· （二）、渠道策略················································· （三）、价格策略·················································· （四）、促销策略························································· 七、具体推进方案························································· (一)、针对不同投资者··········································· （二）、针对企业自身············································· 附录一··························································· 附录二 基金营销策划方案 张旭东、徐姣萍、蒋梦婷、李敏 概要提示： 为了发展我们证券公司购买基金的客户，争取达到每个在我们公司开户的人都同时开立基金的帐户，扩大基金市场中客户占有份额，发展潜在客户。我们公司将通过一系列的营销策略，整合产品营销和关系营销，将基金推上