文档介绍：目录
摘要提示·······················································(03)
一、策划目的·····················································(03)
二、营销环境分析·················································(03)
(一)、宏观环境分析·········································(03)
(二)、微观环境分析·········································(03)
1、企业形象分析············································(08)
2、竞争企业分析·········································(08)
3、消费者分析···········································(08)
三、金融产品分析········································(04)
四、市场竞争状况分析
···········································(11)
五:STP战略分析···············································(11)
六、4P策略分析····························································(11)
(一)、产品策略··················································(11)
(二)、渠道策略·················································(14)
(三)、价格策略··················································(15)
(四)、促销策略·························································(16)
七、策划调整与效果监测····················································(19)
(一)、针对不同投资者···········································(17)
(二)、针对企业自身·············································(18)
八、计划执行与费用预算
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结束语···························································(19)
华夏基金管理有限公司基金产品营销策划方案
摘要提示:
华夏基金管理有限公司是首批全国社保基金投资管理人、首批企业年金基金投资管理人、境内首只ETF基金管理人及境内唯一的亚债中国基金投资管理人,华夏基金还于2008年2月获得了特定资产管理业务资格,是业务领域最广泛、管理基金数目最多、品种最全的基金管理公司。旗下有2只封闭式基金、14只开放式基金、1只亚洲债券基金和多个全国社保基金委托投资组合。同时基金产品收益率高、业绩优秀,领先于同行业水平。
不过根据中信证券的公告,2012年全年,,,较2011年下滑了10%,这已经华夏基金连续5年净利润缩水。为了提高华夏基金的销售业绩、继续保持行业领先水平的地位,改善净利润下降的现状,我们将通过一系列营销策略与营销手段分析,对华夏基金的整体产品营销方向进行解剖,进一步提高华夏基金的销售份额,并最终提出一些可行的方案。
一、策划目的:
本策划方案是站在第三者的立场,结合对华夏基金营销现状分析,对华夏基金公司的基金产品进行营销策划分析,旨在提高华夏基金销售的市场份额,扩展公司的潜在市场和潜在客户。
二、营销环境分析
(一)、宏观环境分析
1、近几年来,中国宏观经济的发展有所放缓。08金融危机后,整个国民经济体系虽然抵抗住了冲击,但是可以明显从现实感官以及一些官方的统计数据看到,经济的增速在减慢,危机的后续不良反应仍在发酵。金融市场所受冲击也是逐渐开始泛滥。
从数据看到,%明显低于2012年增速(