【正文】 2 目錄 策劃概要： ...................................................................................................................... 4 一、營銷策劃目的 ............................................................................................................ 4 二、環(huán)境分析 ................................................................................................................... 4 （一）外部環(huán)境分析 ........................................................................................................ 4 宏觀環(huán)境的分析 ............................................................................................ 4 微觀環(huán)境分析 ............................................................................................... 6 （二）內(nèi)部環(huán)境分析 ........................................................................................................ 8 內(nèi) 部優(yōu)勢 ...................................................................................................... 8 內(nèi)部劣勢 ...................................................................................................... 9 （三） SWOT 分析 ..........................................................................................................10 三、營銷戰(zhàn)略 ..................................................................................................................10 (一 )營銷戰(zhàn)略 ...................................................................................................................10 （二）目標市場 .............................................................................................................. 11 （三）營銷目標 .............................................................................................................. 11 定性目標 ..................................................................................................... 11 定量目標 .....................................................................................................12 STP 戰(zhàn)略 .........................................................................................................................12 市場細分 .....................................................................................................12 目標市場 .....................................................................................................13 產(chǎn)品定位 .....................................................................................................13 四、營銷策略 ..................................................................................................................14 （一）產(chǎn)品策略 ..............................................................................................................14 產(chǎn)品組合 .....................................................................................................14 形式產(chǎn)品 .....................................................................................................14 附加產(chǎn)品 .....................................................................................................15 品牌策略 .....................................................................................................15 生命周期策略 ..............................................................................................15 （二）價格策略 ..............................................................................................................16 （三）促銷策略 ..............................................................................................................17 （四）渠道策略 ..............................................................................................................19 營業(yè)網(wǎng)點 : ....................................................................................................19 專業(yè)素質(zhì)的銷售隊伍 ....................................................................................19 郵寄銷售 .......................................................................... 錯誤 !未定義書簽。 （五）服 務有形展示策略 ................................................................................................21 服務員工（著裝、行為） .............................................................................22 （六）服務質(zhì)量管理策略 ................................................................................................24 金融服務質(zhì)量管理 .......................................................................................24 服 務人員質(zhì)量管理 .......................................................................................26 顧客策略 .....................................................................................................30 （七）客戶關系管理策略 ................................................................................................30 3 五、營銷行動方案 ...........................................................................................................32 六、 預算與損益表 .........................................................................................................35 七、營銷風險控制機制設置 ...........................................................