Bank marketing activity planning plan

In order to ensure that things or work can be carried out without error, it is necessary to formulate a plan in advance. The plan is the most complex type of plan. So what does an excellent plan look like? The following are bank marketing activity planning plans that I have collected for everyone. You are welcome to share them. Bank marketing activity planning plan 1

1. Concept: Marketing planning plan is the overall collection of various sales promotion activities carried out by commercial banks to achieve the expected sales goals before marketing financial products or services. Sexual planning document.

2. Function: Marketing planning is a plan made for a certain customer development and a certain product marketing. Its task is to gradually transform the hazy "future tense" into an orderly "present continuous tense". "Provides action guidance, and the resulting marketing planning plan is the blueprint for commercial banks to carry out marketing activities.

3. Characteristics: Marketing planning plans must have clear purpose, obvious comprehensiveness, strong pertinence, outstanding operability, precise clarity and other characteristics, that is, embodying "focusing on the theme and purpose" "Clear, in-depth and detailed, thoughtful and specific, one policy for one thing, simple and clear" requirements.

Structural model

1. Category: Commercial bank marketing planning plans can be divided into large-scale excellent customer marketing planning plans, major project marketing planning plans, and market marketing planning plans because of their different planning objects. Survey planning, product promotion planning, etc.

2. Structure:

The basic structure of the marketing plan is:

Part 1: Marketing plan cover

In this part In the content, the planner needs to briefly outline the following content item by item:

1) The full name of the marketing plan.

The basic format is: x bank’s marketing plan for xx

2) Marketing planning department and planner.

Marketing planning: Customer Department of x bank x branch (branch)

Chief planner: xx, xx, xx

3) Time for marketing planning.

　XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX‐XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX‐XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX‐XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX Develop themes that each should focus on. The marketing planning theme is the cornerstone and core of the entire marketing planning and the basic principle of marketing planning. On the basis of elaborating the theme of marketing planning, a brief introduction to the planned project should be made, including the background of the project, the overview of the project, the progress of the project, the development trend of the project, etc.

Part Three: Marketing Planning Analysis

Marketing planning analysis can be an item-by-item classification analysis or a comprehensive analysis, depending on the specific circumstances of the planning.

1) Project market analysis.

Macro-environmental conditions. It mainly includes macroeconomic situation, macroeconomic policy, financial and monetary policy, capital market trends, capital market conditions, etc.

Project market conditions. It mainly includes the market sales and market demand of existing products or services, potential customer demand for new products or services of commercial banks, market share, market capacity, market expansion space, etc.

Peer market conditions. It mainly includes the institutions of the same industry, the target market of the same industry, the competition methods of the same industry, the marketing methods of the same industry, the possibility and extent of the peers entering the market, etc.

The market analysis data required for various marketing plans are not exactly the same. They should be collected according to the needs of the marketing plan and briefly explained in the marketing plan.

2) Basic problem analysis.

What are the problems faced by marketing planning and the problems to be solved? What are the causes of these problems? What are the main reasons? How to determine the basic ideas for solving these problems and what is the starting point? Through what channels and methods to solve it? etc.

3) Analysis of main advantages and disadvantages.

Analysis of main advantages: Focusing on the theme of marketing planning, a certain aspect of marketing activities (such as market research, new product development, market promotion, advertising, etc.) will be carried out. What advantages do you have? The main ones are When analyzing one's own advantages (that is, one's own strengths), some external favorable factors should also be considered. Marketing planning is to make good use of favorable factors and give full play to your own advantages. The analysis of advantages should be calm and objective, neither "over" nor "under", and should be realistic and realistic.

Main Weakness Analysis: Main Weakness Analysis is to analyze some external unfavorable factors associated with the marketing activities to be carried out and its own weaknesses and shortcomings. Marketing planning is to avoid and resolve these unfavorable factors, how to make up for one's own shortcomings and stagger one's own weaknesses.

Analysis of main conditions: Analysis of main conditions is to analyze the conditions required for the marketing activities to be carried out, including the conditions that are already in place and the conditions that need to be created, listed one by one, and analyzed one by one, in order to obtain the optimal resources. Utilize and combine.

Part 4: Marketing Planning Objectives

The marketing planning of different projects has different marketing planning objectives, and marketing planning objectives are mostly composed of some specific indicators. When formulating marketing planning goals, be realistic and achieve them through hard work.

Part Five: Marketing Execution Plan (i.e., Safeguard Measures)

Developing a marketing execution plan is the highlight of marketing planning and is the basis for all aspects of marketing activities. Careful design, careful arrangement, and one-by-one arrangement and implementation are the scripts for the organization and development of marketing activities.

The following issues should be considered when formulating a marketing execution plan:

(1) Straighten out the various relationships involved in this marketing activity.

(2) Grasp the key points and difficulties of this marketing activity.

(3) Determine the strategy that should be adopted for this marketing activity.

(4) Find out the human, financial, material and other resources and conditions that can be used to carry out this marketing activity, and determine the planning budget.

(5) The composition of this marketing team, the tasks, responsibilities and roles that each participating department and personnel should complete in this marketing activity.

(6) Develop the monitoring, feedback mechanism and transmission system for this marketing activity.

(7) Time arrangement for completing this marketing planning task (phased tasks).

(8) Sudden problems and emergency measures that may arise during this marketing activity.

(9) Evaluation, reward and punishment methods for this marketing activity.

Writing instructions:

When writing a marketing plan, you should pay attention to the following points:

1. Highlight the selling points.

Persuasion is the essential feature of planning. Each planning plan must have a unique selling point, so that readers can understand it at a glance and be moved by it, so as to persuade leaders to adopt it.

2. We must highlight innovation.

Don’t write a planning book as a plan, because a plan does not require creativity, it only deals with details, and planning must be creative.

3. Focus on the key points.

The planning plan must not be comprehensive. Whether it is project introduction, planning analysis or marketing execution plan, it must be focused. Bank marketing activity planning plan 2

1. Background information

1. Introduction to bank products

Chattel (warehouse receipt) pledge business is provided by China Industrial Bank to customers more convenient and faster financial services. Refers to the pledge of the customer's legally owned movable assets or warehouse receipts that comply with the Bank's regulations, and the Bank will grant credit accordingly to meet the liquidity needs of its production and operations. Credit business under the pledged credit business mainly includes short-term working capital loans, trade financing, discounts, acceptances, commercial bill guarantees, etc.

After analysis, it can be concluded that Sany Heavy Industry Co., Ltd. is mainly engaged in the research and development, manufacturing and sales of construction machinery. It is the sixth largest construction machinery manufacturer in China and the world. At present, Sany concrete machinery, excavators, crawler cranes and rotary drilling rigs have become the number one brand in China. The market share of concrete pump trucks, concrete pumps and fully hydraulic rollers ranks first in the country. The output of pump trucks ranks first in the world. It is A global concrete machinery manufacturing company. Therefore, corresponding to its need to stabilize market share and expand sales, a specialized banking product is needed to solve the company's stable purchase and sales channels and ensure the integrity of the capital chain. Then financial products that deal with bill processing problems appear to be If necessary, the "movable assets (warehouse receipts) pledge and credit" product launched by Industrial Bank can exactly meet the requirements of Sany Heavy Industry Co., Ltd. for this part, and can fully meet its production and operation liquidity needs.

2. Competitor analysis

(1) SWOT analysis:

2. Marketing objectives

Promote "movable assets (warehouse) to the outside world" "Single) Pledge Business" makes Industrial Bank's new product business more familiar to customers. With the purpose of expanding business scale and improving the bank's reputation, we focus on product innovation and development, firmly grasp existing customers, and pay attention to the expansion of new customers, so that other customers with potential needs will have sufficient interest in the bank's products and people's livelihood. The initial recognition of the bank's brand has generated a desire to purchase, and a large proportion of customers actively inquire about it. Not only that, for the group that needs marketing - Sany Heavy Industry Co., Ltd., this product can make the company more efficient in capital turnover, use bank funds, achieve leveraged purchasing, and reduce accounts receivable. Support dealers to develop together and expand market share; maintain close relationships with manufacturers and banks, leverage the strength of manufacturers to easily obtain bank financing support, and enhance sales competitiveness. Accelerate the withdrawal of funds, increase batch sales, and seize market share.

3. Marketing plan

1. Marketing channels:

(1) Universal sales. At Industrial Bank branches and outlets, bank counter staff are required to provide such products and services to every interested customer. This is the most direct and efficient form of marketing, which not only saves corresponding sales expenses, but also quickly makes customers familiar with the characteristics of the product.

(2) Exclusive sales. Utilize the stable customer source of relevant enterprises that have opened accounts with the bank to promote to some medium and large enterprises that meet the requirements. You can introduce the characteristics of this product to them through telephone interviews, door-to-door visits, etc., which can effectively increase sales. efficiency, and can increase the market share of products.

(3) Use the bank’s external service equipment such as ATMs and POS self-service equipment to increase the visibility of the product by publishing advertisements and providing product information during the process of withdrawing money.

(4) Use bus stop signs and large and small outdoor billboards to publish advertisements introducing the characteristics of this product to achieve good popularity of the product.

(5) Choose an intermediary agent. The personnel authorized by Industrial Bank to sell products as agents represent the bank and go to customers' residences, workplaces and other places to analyze their protection needs face-to-face, introduce product features, complete product sales, and provide customers with relevant follow-up services.

2. Marketing philosophy:

(1) Customer-centered, focusing on personalized, high-quality, differentiated and efficient services. Form a good after-sales consulting service contact group to facilitate solving various doubts and requirements of customers and provide them with a full range of banking services.

(2) Focus on banking business, branding and professional marketing. External business is the basis for the survival of all commercial banks. It must not only meet the needs of most customers, but also focus on high-quality industry customers to promote the development of banking products. Give full play to its own advantages and market to major national industry customers.

(3) Focus on products, form a comprehensive customer evaluation mechanism, and understand customer needs as soon as possible.

The selling points of external financial management mainly focus on cash management, investment value-added, etc. It is necessary to highlight the advantages of banking products for marketing, so that enterprises can achieve a win-win situation for both banks and enterprises by strengthening the planning of working capital.

IV. Promotion plan

1. Promotion strategy: (1) Make use of the stable customer sources of relevant enterprises that have opened accounts in the bank, and assign bank staff to meet the conditions among them. Some medium and large enterprises can introduce the characteristics of this product to them through door-to-door visits, which can not only effectively improve sales efficiency, but also increase the market share of the product.

(2) Provide experiential services to existing old customers, and allow customers to experience the "movable property (warehouse receipt) pledge business" for free for a period of time, so that they can personally experience the convenient and efficient features of the product. Promote this product more directly and effectively.

(3) Use telephone direct sales as the main means of communication, make reasonable use of original customer resources, obtain direct contact with customers, and complete product promotion, consultation, quotation, and policy condition confirmation and other new marketing models in the main marketing process. This method is simple, flexible and low cost.

(4) Let bank financial management personnel go deep into companies of various sizes to carry out marketing and promotion, and conduct preliminary communication first to let the managers of each company have a clear understanding of the "movable property (warehouse receipt) pledge business" After a certain understanding, I recommend using this product.

(5) Advertising methods. Use bus stop signs and large and small outdoor billboards to publish advertisements introducing the characteristics of this product. You can also use major media such as Sina, Sohu, Xinhuanet, etc. to inform the entire public of "movable assets ( Warehouse receipts) pledge business" information to achieve good popularity of the product. In this way, new products can be more widely publicized, their visibility can be increased, and they can quickly enter the market in the early stages of product launch, which will help them seize market share first.

2. Promotion concept:

Through a unique, market-oriented business operation model, explore new market opportunities, develop and cultivate new market core customers, and open up greater opportunities for them. room for development. By providing professional services, we can increase the value of customer assets, allow customers to enjoy value-added services, and achieve a win-win cooperation model of mutual development, so that their business risks can be reduced, their operating efficiency improved, and By providing products and services, we achieve the goal of sustained profitability. Adapt to the current changes in economic and financial development trends and open up a broader development path for the bank in the future. Bank marketing activity planning plan 3

1. Introduction to cooperative units

None

2. Purpose of the activity

To attract customers as the purpose of the activity , interact with community customers, create and experience project community culture, drive new and old customers, increase the popularity of our community bank, attract the attention of customer groups, and expand the influence and awareness of community banks.

3. Key points of activity content

1. Activity content

1) Somatosensory games to attract attention

In order to attract new and old customer groups Get to know my community bank, come into my community bank, this game activity is specially organized to achieve eye-catching results. Arrange a fixed period of time every week to carry out somatosensory game interactive projects at the door of my community bank (or within the scope of ability). The content and activities of this game are novel and refined, and at the same time it has a national fitness effect, which will definitely attract customers passing by, and these customers who stop must be the customer group our bank is looking for. In addition: Customers who participate in the somatosensory interactive game need to sign the event participation details registration book and leave their phone number as the source of our bank's customer information.

2) When the customer attracts a certain number of people, you can continue to carry out the prize-winning Q&A session.

Visiting customers can not only experience the fun of somatosensory games, but also participate in prize feedback for answering questions. The publicity will definitely achieve the desired effect.

2. Suggestions for communication topics

Suggestions for answering questions are as follows:

1. In what year was a certain bank established?

2. What is the business philosophy of a certain bank?

3. What are the product specifications of a certain bank’s financial products? Questions can be selected that are specific to customer needs.

3. Publicity methods (1) Deliver event advertisements in newspaper boxes in communities around community banks;

(2) Post marketing activities in elevators and bulletin boards in communities around community banks Advertising;

(3) Promotion of event information through WeChat;

4. Event feedback and tracking sales action plan

Based on the progress of the event, it will be summarized by on-site personnel Analyze customer responses to questions and serve customers in a targeted manner. For customers who participate in game interaction, targeted in-depth digging will be conducted after the game is over.

IV. Target customer organization

1. Target customers

Target customers include: visiting customers from the surrounding communities of the community bank through publicity, and customers on the same day Old customers bring new customers;

2. Customer organization

The new and old customers who make appointments come to our bank on the same day, and the reception staff will conduct a brief understanding and then conduct triage guidance, and the consulting customers will be brought to In the consultation area, customers participating in the game are brought to the game area to register. At the start time of the game, a fixed staff will explain the game methods and precautions, and then the interactive game and Q&A game will begin. Customers who answer the bank's questions correctly will be given exclusive souvenirs of Bohai Bank.

5. Arrangement of time and place

1. Time

Any holidays or statutory rest days after the community bank opens

2 , Location

At the door of our community bank (or within the scope of ability)

6. Cost budget (please list the name, unit price, quantity, total price, etc. of each fee in detail )

1 XBOX360 motion-sensing game console 3,000 yuan

100 souvenirs 0-500 yuan (can use our existing water bottles or others)

Flat-screen TV 3,000 yuan per unit (community banks should have their own equipment)

7. Analysis of expected effects

1. The expected business volume through this activity

The business volume cannot be guaranteed, and the popularity will definitely increase significantly

2. The expected impact of this event

The expected impact will leave a deep impression on customers and at the same time, cooperate with financial management and savings product sales, significantly increasing outlet deposits and business volume.

8. Personnel Arrangement and Responsibilities

1. Event Planner: 2 people

Responsibilities: Arrange on-site partitions to receive customers and equipment debugging and other process assignments

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2. Event coordinators: 3 people

Responsibilities: receive visiting customers and do a good job in promotion and explanation

3. Event site person in charge: 1 person

Responsibilities: Responsible for all the details of the day’s activities Bank marketing activity planning plan 4

In order to further strengthen our bank’s service work, continuously improve service efficiency, improve service levels, shape the service image of x bank, and create The service brand of x bank uses high-quality and efficient services to promote various business operations of our bank. In accordance with the guiding spirit of the branch's service work this year and in accordance with the branch's arrangements, the branch decided to launch a civilized and high-quality service competition.

The activity implementation plan is as follows:

1. Competition Goals

Through this activity, we will promote high-quality service work, with advocating civilized and standardized services in the industry as the core, and standardizing high-quality service standards as the guide. Focus on establishing and improving the scientific service management working mechanism, enhance the service awareness of all employees, continuously improve service levels, create a characteristic service culture, establish and publicize advanced service models, build a first-class service team, cultivate a first-class service culture, and create a first-class service Service brand, display a first-class industry image, enhance the service brand of Jilin Bank, build a "Civilized and Quality Service Year", and promote the development of branch business.

2. Organizational Leadership

In order to ensure the orderly progress of high-quality service work, the branch has established a leading group for civilized high-quality service competition activities. The members are as follows:

Team leader ：x

Deputy leader: xxxX

Member: x

Leading Group Office

Director: x

Deputy Director: xxxx

Member: x

Specific work is organized and implemented by the office, with cooperation from various departments.

3. Activity Arrangement

The activities are divided into three stages: mobilization, implementation, and summary evaluation.

(1) Mobilization stage (March 16-March 25).

1. Organize and carry out learning mobilization activities. The first is to hold a meeting of middle-level cadres to study and implement the spirit of the "20xx Civilized and Quality Service Competition Event Meeting" and convey it to every employee to form implementation materials. The second is to establish a branch leadership group for civilized and high-quality service competition activities. Establish a "top leader" responsibility system and clarify responsibilities. The third is to formulate the "XX Civilized Quality Service Competition Implementation Plan" based on the actual work. The fourth is to hold a mobilization meeting for all employees of the bank, issue this year's service work activity plan, clarify the purpose of the activity, and lay out the work plan.

(2) Implementation stage (March 26-December 31)

According to the branch’s competition plan, the branch will carry out this civilized and high-quality service competition from the following four aspects Work.

1. Formulate measures to improve services

Organize and carry out investigation and resolution of problems in services. Each outlet must organize employees to investigate and sort out the problems in the unit's services and formulate rectification measures. Each outlet must organize employees to write a letter titled "Impressions and Experiences on How to Participate in a High-Quality and Civilized Service Competition" to self-discipline themselves. , actively participate in competition activities. Actively report on good people and good deeds emerging from activities, summarize experiences, strengthen exchanges, promote work, and improve the overall level of quality service.

2. Organize and carry out learning and skills training and competitions.

(1) Based on the "xx Service Standardization Standards and Rules" and the "xx Business Outlet Standardization Management Manual" as standards, regularly organize concept training and etiquette training, from service language, service attitude, professional image, service Standardize the service methods of teller staff in terms of discipline, service skills, service places, service facilities, etc., promote the process and standardization of service and management at each business outlet, and comprehensively improve the quality and civilized service level of Jilin Bank.

(2) Carry out training in aspects such as branch standardization construction, customer reception level, business processing quality, etc., focus on cultivating the service capabilities of lobby managers and teller operation skills, select outstanding branches, and participate in on-site service demonstrations at branches competition.

(3) In order to comprehensively improve the comprehensive theoretical ability and business skills of counter staff, the branch will organize business training, special skills training, and business expert training. It will also conduct a special lecture and knowledge Q&A every quarter. , skills competition, employees with outstanding achievements will participate in the branch's business competition on behalf of the branch.

3. Carry out service supervision and inspection activities. Announce the supervision telephone number, set up a suggestion box, and handle customer complaints promptly and properly.

In response to complaints, the branch will hold an experience exchange meeting on handling emergency complaints and provide on-site lectures on those who have handled complaints and other emergencies appropriately and have high customer satisfaction rates to improve the ability of the entire bank's staff to handle complaints and respond to emergencies.

4. Regularly hold service experience exchange meetings between branch directors and lobby managers. Exchange service management experience; summarize good ideas and practices in service; find existing problems and deficiencies in service, and research solutions to persistent problems. The branch will hire professionals to provide explanations and improve service standards.

(3) Summary and evaluation stage (end of June and end of December 20xx). This competition is divided into two evaluations, namely a half-year short evaluation and a full-year overall evaluation. The evaluation results in the first half of the year will be included in the total score for the whole year, and rewards will be given for the final evaluation at the end of the year. The branch will conduct a comprehensive inspection, evaluation, and quantitative scoring of the service work of each outlet during the activities based on the standards of the "xx Service Standardization Standards and Detailed Rules" and the "xx Industry Outlet Standardization Management Manual" to produce advanced collectives and individuals.

IV. Reward and Punishment Measures

1. Award setting.

Half-year award setting: 2 awards for per capita business volume of outlets; 2 collective awards for civilized and high-quality services (outlets).

Year-round awards: 2 advanced collectives (outlets) with civilized and high-quality services, 2 service pacesetters, and 3 business operation experts.

Three people were awarded the Grievance Award.

2. Reward methods.

The branch will give rewards to award-winning units, collectives and individuals and report them to the branch. The branch will give material rewards and rewards for study and inspection abroad.

Grievance awards are recommended and reported by each outlet, and specific incentive measures are determined by the branch leadership group.

3. Punishment.

The branch director of the head office who has made a valid complaint once will be dismissed from his post (the person who made the valid complaint will be laid off and re-employed). If the service evaluation score is among the bottom three branches of the branch, the branch will hold the branch director accountable or impose financial penalties on the branch. .

Bank marketing activity planning plan Bank marketing activity planning plan 5

1. After the monthly financial management sales plan is announced, create a financial management promotional page for the month according to the previous format and post it in a prominent location in the company .

2. Use the morning meeting and other time to explain to each employee the name, term, rate of return and other matters that customers are concerned about the financial products sold this time, and distribute leaflets to each employee so that they can Customers can answer their questions correctly, and it also improves the marketing awareness of all employees.

3. Send text messages to valuable customers to promptly inform them of financial management information, so that valuable customers can understand the latest financial management information.

4. Make statistics on the list of financial management products due in the current month, call customers one by one before expiration, inquire about purchase intentions, and help customers choose appropriate financial products. At the same time, they can also understand the flow of customer funds and understand through customers We must know ourselves and our enemies about the financial sales plans and sales methods of other banks, so that our bank can improve its shortcomings and provide better services.

5. Keep records and statistics in a timely manner before and after each sale. Be aware of the situation in order to arrange orderly purchases for customers on the sales day, and classify and systematically analyze customer information after the sale is completed.

6. Organize outdoor publicity once every two weeks. Use weekends or after-work time to organize sales office employees into groups for publicity. Each time, a personal marketing post will lead a team of 3 employees in busy areas or high-end areas. Carry out publicity around the community, put up posters and distribute leaflets, and record the names and phone numbers of potential customers.

7. In the business room, do a good job in financial management promotion and customer promotion, and do a good job in retaining information and regular return visits to customers who actively inquire.

In financial marketing, be good at discovery and summary. Establish and improve customer files, maintain and deepen contact with customers, communicate with customers regularly, and implement appointment services and tracking services for high-quality customers. Analyze customer information, classify customers, and adopt different marketing methods for different customers.

Target key customers, use financial management as a basis to discover other needs that can be tapped, implement precision marketing, one-stop marketing, public-private linkage marketing, use professional services and diverse products to retain customers, thereby expanding high-quality customers scale, fully embodying the value of high-quality customers, in order to achieve a win-win development goal with customers.