经典案例金融产品营销策划方案资料1.doc
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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
目 录
概要提示·························································（03）
一、策划目的·····················································（03）
二、营销环境分析·················································（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·····················································（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、市场面临的问题分析·················································（10）
（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············································（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···········································（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·························································（16）
七、具体推进方案·························································（17）
(一)、针对不同投资者···········································（17）
（二）、针对企业自身··············
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