招行“一卡通”金卡营销策划书

金融产品营销策划书

----招商银行产品名称：_______________________________

“一卡通”金卡营销策划

策划团队：_______________________________

策划日期：_______________________________

适用时间：_______________________________

目录

序言·································································

一、内容提要·························································

二、策划目的·························································

三、市场营销状况分析·················································

（一）市场情况分析················································（二）银行卡产品SWOT分析·········································

1.优势·······················································

2.劣势·······················································

3.威胁·······················································

4.机会·······················································

（三）营销渠道分析················································（四）竞争情况分析················································（五）银行形象分析················································四、市场面临的问题分析···············································

（一）信用风险····················································（二）操作或技术风险··············································（三）其他风险····················································（四）合规性风险··················································

五、市场机会分析·····················································

六、营销策划达到的目标···············································

七、营销策略·························································

（一）产品策略····················································（二）渠道策略····················································八、具体推进方案·····················································

（一）针对不同的群体··············································（二）针对企业自身················································

九、预算·····························································

十、评估和控制·······················································

序言

银行卡（BankCard），是由银行发行、供客户办理存取款业务的新型服务工具的总称。银行卡包括信用卡、支票卡、自动出纳机卡、记帐卡和灵光卡等。因为各种银行卡都是塑料制成的，又用于存取款和转帐支付，所以又称之为“塑料货币”。20世纪70年代以来，科学技术飞速发展，电子计算机的运用，使银行卡的使用范围不断扩大。

银行卡减少了现金和支票的流通，而且使银行业务由于突破了时间和空间的限制而发生了根本性变化。银行卡自动结算系统的运用，使一个“无支票、无现金社会”将成为现实。

一、内容提要：

为了发展我们招商银行一卡通金卡的客户，争取达到每个客户都在我们银行开户，扩大银行卡市场中客户占有份额，发展潜在客户。我们银行将通过一系列的营销策略，整合产品营销和关系营销，将我们的一卡通金卡推上我们公司的主打发展力量，同时给我们公司树立起品牌文化形象，打造稳健的、专业的、诚信的、有远见的、负责的、智慧的、伙伴关系的企业形象。

二、营销目的

本次策划主要是针对招商银行“一卡通”金卡进行策划营销，是为了让更多的客户更好的认识招行一卡通金卡的基本信息以及相应的特色服务和功能。以实现增加银行的经济效益，提高银行的业绩的目的。同时宣传企业内部文化及品牌形象，发展潜在客户，实现占有更大的银行卡发放市场份额。

我们对招行一卡通金卡进行营销推广的同时，将对持卡用户反映的实际情况进行调整和改进，提高本卡的服务性水平，以满足广持卡用户的不同需求。

三、营销状况分析

（一）市场情况分析

伴随着经济的快速发展，中国的金融业也得到了很大的发展。各种金融产品也是枚不胜举。银行卡便是其中极为抢眼的一种，同时借助互联网和物联网的发展，网上购物人们生活中的一种方便快捷的消费方式，已被越来越多的人认可和接受，招商银行在其领域内有着明显的优势。

根据中国人民银行统计数据，截至2012年末，全国累计发行银行卡35.34亿张，较上年末增长19.8%。其中，借记卡累计发卡量为32.03亿张，信用卡累计发卡量为3.31亿张。截至2012年末，全国人均拥有银行卡2.64张、信用卡0.25张。2012年银行卡消费持续快速增长，全年银行卡渗透率达到43.5%。并