杭州银行“幸福99”理财产品的市场营销

一、前言··························································3

二、市场环境分析··················································4

三、SWOT分析······················································7

四、市场推广目标··················································8

五、营销策略······················································8

六、市场推广策略··················································9

七、行动方案······················································10

八、效果评估······················································11

九、营销展望······················································11

十、总结···························································11

内 容 摘 要

随着我国市场经济的发展，国民经济水平的不断提高，我国居民人均收入逐年增加。同时伴随着金融市场的发展和人们对金融市场认识的不断提高,我国居民的理财意识越来越强，人们不再仅限于通过银行存款来获得收益，而是把目光聚焦于各种理财产品，股票，基金等各类投资产品，希望通过各种投资组合使资产得到各种增值。但由于股票和基金收益的不确定性，且其风险性也较高，因此人们更偏向于通过银行理财产品来实现资产增值。本文在对银行理财产品市场及杭州银行“幸福99”理财产品市场分析的基础上，选取了“幸福99”7天开放式人民币理财计划作为分析对象。论述了该理财产品在绍兴市场推广的前景及存在的问题、机遇，提出了有效扩大绍兴市场份额的市场发展策略。