金融產(chǎn)品營(yíng)銷(xiāo)策劃書(shū)1

1、 金融產(chǎn)品營(yíng)銷(xiāo)策劃書(shū)方案名稱(chēng)： 基金營(yíng)銷(xiāo)策劃方案 參賽隊(duì)負(fù)責(zé)人： 丁浙棟 指導(dǎo)老師： 張麗琴目 錄概要提示·······················

2、··································（03）一、策劃目的·

3、····································

4、3;···············（03）二、營(yíng)銷(xiāo)環(huán)境分析···················&#

5、183;·····························（03）（一） 、宏觀環(huán)境分析····

6、83;····································&

7、#183;···（03）（二） 、基金產(chǎn)品 SWOT 分析·····························&#

8、183;··········（04）1、優(yōu)勢(shì)························

9、3;····························（04）2、劣勢(shì)·······

10、····································

11、3;·········（06）3、威脅··························

12、···························（07）4、機(jī)會(huì)········&#

13、183;····································

14、········（07）（三） 、競(jìng)爭(zhēng)企業(yè)分析··························&

15、#183;··················（08）（四） 、企業(yè)形象分析···············&#

16、183;·····························（09）（五） 、投資者分析····

17、3;····································&#

18、183;······（09）三、市場(chǎng)面臨的問(wèn)題分析···························

19、83;·····················（10）（一）市場(chǎng)風(fēng)險(xiǎn)·············&#

20、183;····································

21、·（10）（三）流動(dòng)性風(fēng)險(xiǎn)·································

22、3;··············（10）（四）管理風(fēng)險(xiǎn)····················

23、83;·····························（10）（五）操作或技術(shù)風(fēng)險(xiǎn)·····

24、;····································

25、83;··（11）（七）其他風(fēng)險(xiǎn)································&#

26、183;·················（11）（六）合規(guī)性風(fēng)險(xiǎn)·················

27、································（11）四、市場(chǎng)機(jī)會(huì)分析··

28、3;····································&#

29、183;················（11）五、營(yíng)銷(xiāo)策劃達(dá)到的目標(biāo)·················

30、83;·························（11）六、營(yíng)銷(xiāo)策略·········

31、83;····································&

32、#183;··············（11） （一） 、產(chǎn)品策略···················&#

33、183;······························（11）（二） 、渠道策略····

34、;····································

35、83;········（14）（三） 、價(jià)格策略··························

36、························（15）（四） 、促銷(xiāo)策略··········

37、83;····································&

38、#183;·········（16）七、具體推進(jìn)方案·························

39、;································（17）(一)、針對(duì)不同投資者··

40、····································

41、3;····（17）（二） 、針對(duì)企業(yè)自身······························

42、;···············（18）八、費(fèi)用預(yù)算····················

43、;····································

44、83;····（19） 結(jié)束語(yǔ)······························

45、3;····························（19） 附錄 一······

46、83;····································&

47、#183;···············（20） 附錄 二···················&

48、#183;····································

49、;···········（21）- 2 -查結(jié)果顯示，53%的人選擇投資基金，充分說(shuō)明了基金在人們心目中所占的比 重。從基金自身的投資優(yōu)勢(shì)出發(fā)就很容易理解為什么那么多人選擇投資基金。①專(zhuān)家理財(cái)：基金投資的最大特點(diǎn)就是專(zhuān)家理財(cái)，也就是說(shuō)基民在投資基金時(shí) 是不需要像股票投資者那樣必須整天關(guān)注著大盤(pán)在走勢(shì)。②組合投資，分散風(fēng)險(xiǎn)：證券投

50、資基金通過(guò)匯集眾多中小投資者的資金，形成雄厚的實(shí)力，可以同 時(shí)投資于很多種股票，分散了對(duì)個(gè)股集中投資的風(fēng)險(xiǎn)。③方便投資，流動(dòng)性強(qiáng)：證券投資基金最低投資量起點(diǎn)要求一般較低，可以滿足小額投資者對(duì)于證券投資的需求，投資者可根據(jù)自身財(cái)力決定對(duì)基金的投資量。證券投資基金大 多有較強(qiáng)的變現(xiàn)能力，使得投資者收回投資時(shí)非常便利。我國(guó)對(duì)百姓的基金投 資收益還給予免稅政策。（2） 、與股票相比的投資優(yōu)勢(shì)。①基金在節(jié)稅方面的優(yōu)勢(shì)買(mǎi)賣(mài)股票要繳印花稅，而國(guó)家對(duì)基

51、金的個(gè)人投資者給予了稅收優(yōu)惠。一是個(gè) 人買(mǎi)賣(mài)基金份額暫免征收印花稅；二是個(gè)人買(mǎi)賣(mài)基金份額的差價(jià)收入以及基金分紅暫免征收個(gè)人所得稅。另外，基金分紅免稅，股票分紅要交 10%的所得稅。②通?；痫L(fēng)險(xiǎn)小于股票股票可能連續(xù)跌停，想賣(mài)都賣(mài)不掉，而基金一天下跌 2%就是非常罕見(jiàn)的了。 - 4 -因?yàn)橐恢换鹜钟袛?shù)十只股票，一只股票跌得再多，也不會(huì)對(duì)基金凈值造成滅頂之災(zāi)。由于發(fā)行公司的經(jīng)營(yíng)效益有很大的不確定性，而且股票的市場(chǎng)價(jià)格波動(dòng)也比 較劇烈

52、，所以股票投資的風(fēng)險(xiǎn)更高。只是那些資金較多、有時(shí)間做研究分析，并能及時(shí)取得相關(guān)信息的人才有較大的勝算。相比之下，基金由專(zhuān)家進(jìn)行理財(cái)，采取組合投資的方式，能夠在一定程度上降低風(fēng)險(xiǎn)，收益相對(duì)股票比較穩(wěn)定，而且基金的變現(xiàn)也相對(duì)容易。對(duì)于大多數(shù)的中小投資者而言，通過(guò)購(gòu)買(mǎi)基金委托專(zhuān)家操作是比較好的投資股票的方式。③基金的操作難度小于股票基金凈值的變動(dòng)也具有一定的穩(wěn)定性，有比較充足的時(shí)間使得投資者參與和退出，操作的難度比較小，對(duì)其進(jìn)行波段操作的成功

53、概率高于股票投資。所以，人們常說(shuō)基金投資白癡都可以做，只要會(huì)買(mǎi)入和賣(mài)出就可以了。而投資股 票需要大量的投資知識(shí)，還要占用大量的時(shí)間。事實(shí)表明，每一輪牛市行情來(lái)的時(shí)候，基金的凈值都會(huì)有較強(qiáng)的增長(zhǎng)表現(xiàn)，而且在市場(chǎng)上漲時(shí)不遜于大盤(pán)股指、下跌中又有相當(dāng)?shù)目沟?。?duì)于多數(shù)一般 投資者而言，在行情來(lái)臨的時(shí)候，參與股票投資的難度越來(lái)越大，很難獲得較 好的投資收益。（3） 、與債券相比的投資優(yōu)勢(shì)現(xiàn)在最常見(jiàn)的債券品種就是國(guó)券，由于國(guó)家保證還本付息，比較安