银行营销活动方案范文.docxVIP

银行营销活动方案范文

目录

一、前言....................................................3

1.1背景分析.............................................3

1.2目的与意义...........................................4

1.3主要内容概述.........................................5

二、市场调研................................................6

2.1目标客户群体分析.....................................7

2.2竞争对手分析.........................................8

2.3市场趋势分析.........................................9

三、活动目标设定...........................................10

3.1短期目标............................................11

3.2中期目标............................................12

3.3长期目标............................................13

四、活动主题与策略.........................................14

4.1活动主题............................................15

4.2活动策略............................................15

4.3活动风格............................................16

五、活动对象与范围.........................................17

5.1目标客户............................................18

5.2活动范围............................................19

5.3活动时间............................................20

六、活动内容设计...........................................21

6.1产品与服务推广......................................22

6.2优惠活动设计........................................23

6.3客户互动环节........................................24

6.4宣传推广方式........................................26

七、活动预算与资源需求.....................................27

7.1预算编制............................................27

7.2资源需求............................................29

7.3资源分配............................................30

八、活动执行计划...........................................31

8.1时间表..............................................32

8.2责任分配............................................32

8.3风险控制............................................34

九、活动效果评估...........................................35

9.1评估指标............................................36

9.2评估方法..........................