浙经院首届金融产品营销技能竞赛h1nbsh1pp金融产品营销策划书pppppppppp名称基金营销策划方案pp参赛队负责人AApp完成日期2019-04-13pppppppppppppppppppppppppppppppppppppppppppppppppp目录pp概要提示·························································03pp一策划目的·····················································03pp二营销环境分析·················································03pp一宏观环境分析·············································03pp二基金产品SWOT分析········································04pp1优势·····················································04pp2劣势·····················································06pp3威胁·····················································07pp4机会·····················································07pp三竞争企业分析·············································08pp四企业形象分析·············································09pp五投资者分析················································09pp三市场面临的问分析·················································10pp一市场风险···················································10pp三流动性风险················································10pp四管理风险··················································10pp五操作或技术风险············································11pp七其他风险··················································11pp规性风险·················································11pp四市场机会分析························································11pp五营销策划达到的目标···········································11pp六营销策略·····························································11pp一产品策略··················································11pp二渠道策略·················································14pp三价格策略··················································15pp四促销策略·························································16pp七具体推进方案·························································17pp一针对不同投资者···········································17pp二针对企业自身·············································18pp八费用预算·····························································19pp结束语···························································19pp附录一···························································20pp附录二···································································21pppppppppppppppppp基金营销策划方案pppppppp概要提示pp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我们公司的主打发展力量同时给我们公司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伙伴关系的企业形象pppp一策划目的pp本次策划主要针对基金产品展开营销其主要目的在于增加我们公司的经济效益扩大基金市场中客户占有份额同时建立企业内部文化及品牌形象发展潜在客户pp我们将对自身基金产品进行营销推广的同时对公司内部专业人员的专业性水平服务性水平进行提高你满足广大投资者的不同需求pp二营销环境分析pp一宏观环境分析br1中国资本市场已经告别了暴利与投机时代即将进入健康的投资时代pp随着法律法规的不断完善监管力量的加强为证券公司的运作创造出良好pp的外部环境并推动基金业的迅速发展br2随着基金规模日益扩大对市场的影响也日益重要逐渐成为证券市场pp中不可忽视的重要的机构投资者机构投资者是证券市场的稳定器发展机构投pp资者正是我国目前的政策选择数据显示目前受中国证监会监管的证券投资基pp金市值总和已接近800亿元相当于沪深两市流通市值的7左右br3证券投资基金是理想的个人理财工具收益率较高而个人投资者在收pp集信息把握行情及资金实力等方面有先天劣势自我保护能力不足这决定了pp他们的投资结果必然是亏多赢少这是多年来的实践所证明了的所以越来越pp多的人选择在证券公司开立基金账户br4基金品种的日益多样化投资风格的逐渐凸现为证券公司带来了越来pp越大的代销空间从1998年第一批以平衡型为主的基金发展至今已出现成长pp型价值型复合型等不同风格类型的基金尤其是随着开放式基金的逐步推出pp基金风格类型更为鲜明为投资者提供了多方位的投资选择br5面对加入世贸组织后的竞争格局基金管理公司开展广泛的对外合作pp学习先进的管理与技术经验推动基金产品与运营的创新为中国加入国际金融市pp场竞争奠定了基础作为基金代销机构的证券公司选择证券投资基金已是大势pp所趋pp二基金产品SWOT分析pp1优势pp1基金自身的投资优势pp我们在网上做了这样一个调查您愿意投资股票还是基金见附录一调查结果显示53的人选择投资基金充分说明了基金在人们心目中所占的比重从基金自身的投资优势出发就很容易理解为什么那么多人选择投资基金①专家理财基金投资的最大特点就是专家理财也就是说基民在投资基金时是不需要像股票投资者那样必须整天关注着大盘在走势②组合投资分散风险证券投资基金通过汇集众多中小投资者的资金形成雄厚的实力可以同时投资于很多种股票分散了对个股集中投资的风险③方便投资流动性强证券投资基金最低投资量起点要求一般较低可以满足小额投资者对于证券投资的需求投资者可根据自身财力决定对基金的投资量证券投资基金大多有较强的变现能力使得投资者收回投资时非常便利我国对百姓的基金投资收益还给予免税政策pp2与股票相比的投资优势pp①基金在节税方面的优势pp买卖股票要缴印花税而国家对基金的个人投资者给予了税收优惠一是个人买卖基金份额暂免征收印花税二是个人买卖基金份额的差价收入以及基金分红暂免征收个人所得税另外基金分红免税股票分红要交10的所得税pp②通常基金风险小于股票pp股票可能连续跌停想卖都卖不掉而基金一天下跌2就是非常罕见的了因为一只基金往往持有数十只股票一只股票跌得再p

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