民生银行武义支行“商贷通”理财产品营销策划方案

目       录

第一部分：“商贷通”系列理财产品引言·····························3

第二部分：外部因素：市场环境分析································3

        (一) 产品市场分析·······································3

        (二) 产品服务分析·······································4

        (三) 产品目标客户分析···································6

       （四）产品竞争者分析·····································6

第三部分：内部因素：产品自身SWOT分析···························8

（一）优势···············································8

（二）劣势···············································8

（三）机会···············································9

（四）威胁···············································9

第四部分：营销具体方案··········································9

       （一）市场推广思路·······································9

       （二）市场细分及目标市场选择····························10

       （三）市场定位··········································10

第五部分：市场推广策略·········································11

       （一）产品策略··········································11

       （二）服务策略··········································11

       （三）担保创新策略······································11

       （四）促销策略··········································11

第六部分：结语·················································12

内 容 摘 要

随着生产技术和社会分工的细化，社会生产力正在不断发展。随之而来的是中小企业的崛起。近年来，越来越多人投身商场，开始把握“商机”，迎着新时代社会的发展，应对逐渐“通胀”带来的货币贬值危机。与之相对应的，是商业银行在品牌意识、服务意识、自主创新意识方面的增强，各种创新产品纷纷推出，有效整合了商业银行与各行业的优势资源，更好地培育客户，为促进自身银行的发展提供了更广阔的空间。本文在对商业银行市场和新一代银行产品“商贷通”分析的基础上，论述了民生银行“商贷通”产品在金华地区推广的前景及存在的问题、机遇，提出了有效扩大金华市场的份额市场发展策略。随着金华银行的不断发展和推广，在金华地区推广“商贷通”产品势在必行，这将有效提高了竞争能力和品牌形象，有利于金华银行的发展和上市。

关键词：民生银行  商贷通  金华地区  营销策划  策划方案