招行“一卡通”金卡营销策划书.doc

金融产品营销策划书 ----招商银行 “一卡通 “一卡通”金卡营销策划 策划团队：_______________________________ 策划日期：_______________________________ 适用时间：_______________________________ 目录 序言································································· 一、内容提要························································· 二、策划目的························································· 三、市场营销状况分析················································· （一）市场情况分析················································ （二）银行卡产品SWOT分析········································· 1.优势······················································· 2.劣势······················································· 3.威胁······················································· 4.机会······················································· （三）营销渠道分析················································ （四）竞争情况分析················································ （五）银行形象分析················································ 四、市场面临的问题分析··············································· （一）信用风险···················································· （二）操作或技术风险·············································· （三）其他风险···················································· （四）合规性风险·················································· 五、市场机会分析····················································· 六、营销策划达到的目标··············································· 七、营销策略························································· （一）产品策略···················································· （二）渠道策略···················································· 八、具体推进方案····················································· （一）针对不同的群体·············································· （二）针对企业自身················································ 九、预算····························································· 十、评估和控制······················································· 序言 　 银行卡（BankCard），是由银行发行、供客户办理存取款业务的新型服务工具的总称。银行卡包括信用卡、支票卡、自动出纳机