货币基金营销策划方案.doc

中银活期宝货币基金营销策划方案 方案名称： 中银活期宝货币基金营销策划方案 小组负责人： 小组组员： 目 录 一、概要提示·························································（03） （一）公司介绍·····················································（03） （二）产品介绍·····················································（03） （三）产品特点·····················································（04） 二、策划目的·························································（04） 三、营销环境分析·····················································（05） （一）宏观环境分析··················································（05） （二）基金产品SWOT分析···········································（06） 1、优势·························································（06） 2、劣势·························································（07） 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···················································（10） 四、市场面临的问题分析···············································（10） （一）市场风险·····················································（10） （二）信用风险·····················································（11） （三）流动性风险···················································（11） （四）管理风险·····················································（12） （五）操作或技术风险···············································（12） （六）合规性风险···················································（12） （七）其他风险·····················································（12） 五、市场机会分析·····················································（12） 六、营销策划达到的目标···············································（13） 七、营销策略·························································（13） （一）产品策略·····················································（13） （二）渠道策略·····················································（13） （三）价格策略····································