Model essay on marketing planning of bank wealth management products

With the social progress and economic development, the income level of residents has been continuously improved, and the awareness and demand of financial management have also increased accordingly. Wealth management products have gradually become a new investment choice for people and a new profit growth point for commercial banks. Then the following is the relevant content of the model essay on the marketing scheme of bank wealth management products that I have compiled. Please refer to.

Model marketing plan of bank wealth management products Article 1

I. Introduction

Bond funds, also known as bond funds, refer to funds that specialize in investing in bonds. By concentrating the funds of many investors, we can make portfolio investment in bonds and seek relatively stable returns. According to the classification standard of China Securities Regulatory Commission, bond funds refer to funds with more than 80% of fund assets invested in bonds. Bond funds can also put a small amount of money into the stock market. In addition, investing in convertible bonds and issuing new shares are also important channels for bond funds to obtain income.

Second, the market environment analysis

(A) Analysis of the industry situation

From the development of global fund industry, after 1980s, with the rapid growth of the world economy and the rapid development of global economic integration, and inspired by the experience of developed countries such as the United States in promoting the healthy development of capital market, some developing countries also realized the importance of the fund industry, generally took a positive attitude towards the development of the fund industry, and successively formulated a series of laws and regulations, which enabled the fund to be widely developed worldwide. According to the statistics of American Association of Investment Companies (ICI), by the end of 20xx, the assets of global mutual funds have reached 18.97 trillion US dollars, and China has become the tenth largest fund market in the world.

(2) Analysis of market conditions

Securities investment fund is a collective investment model with centralized funds, professional financial management, portfolio investment and risk diversification. On the one hand, raise funds for investors by issuing fund shares; On the other hand, the raised funds will be invested in the capital market through professional financial management and diversified investment. Its unique institutional advantages promote its continuous development and growth, and its position and role in the financial system are also rising. 1In March, 1998, southern fund Management Company and cathay pacific fund Management Company respectively initiated the establishment of two closed-end funds with a scale of 2 billion yuan? Starting from open source funds and Jintai funds, many fund companies have launched many funds. For example: Galaxy bonds of Galaxy Fund and investment capital of China Merchants Fund.

(3) competitor analysis

1, analysis of major competitors:

By the end of 20xx, there are 60 fund management companies in China, all of which have their own unique fund varieties. From the point of view of the funds sold, almost all of them are open-end funds, which are also divided into stock type, hybrid type, bond type, capital preservation type and ETF type. Due to the global financial crisis, bond funds are a better choice as relatively low-risk funds.

2. Analysis of other competitors:

Stocks: Affected by the global financial crisis, the Shanghai Composite Index has been floating around 2800 points since it fell below the 3000 mark, with big ups and downs, high risks and unstable returns.

Insurance: It has the dual value of ensuring life and economic returns, but the insurance period is too long, and the principal will be lost if it is withdrawn in advance.

Savings: low risk, flexible and diverse ways, simple and convenient, and relatively low income.

(4) Enterprise situation and product analysis

China Merchants Fund Management Co., Ltd. was established on February 27th, 2002 with the approval of China Securities Regulatory Commission.

[2002] 100 was approved to be established, and it is the first Sino-foreign joint venture fund management company in China. The company was established by China Merchants Securities Co., Ltd., ING Asset Management B.V. (Dutch Investment), CLP Finance Co., Ltd., China Huaneng Finance Co., Ltd. and COSCO Finance Co., Ltd., with a registered capital of RMB160 million (65,438+060,000,000), of which China Merchants Securities Co., Ltd. holds 40% of the shares.

China Merchants Securities Co., Ltd., the main Chinese shareholder of the company, was established in July of 199 1, and is one of the earliest national comprehensive brokers. The registered capital of the company is 2.4 billion yuan, and there are 32 sales offices all over the country, and all the business indicators rank among the top ten domestic brokers.

Dutch investment, the foreign shareholder of the company, is a wholly-owned subsidiary of ING, specializing in asset management. ING Group is one of the largest diversified financial groups in the world. Its financial service network covers more than 60 countries around the world and is active in the fields of banking, insurance and asset management. 1 15000 employees of ING group provide comprehensive financial services to more than 60 million customers around the world through their rich global experience. According to Fortune magazine's ranking of the world's top 500 enterprises in July 2004, ing Group ranked 1 in terms of assets and profits, and 12 in terms of asset value of the world's largest enterprise. According to Forbes magazine's ranking of 2,000 global enterprises in April 2004, ing Group ranked 12 in terms of sales, profitable assets and market value.

Based on the business philosophy of "integrity, integration, innovation and Excellence", the company strives to become a professional asset management company with international competitiveness, which is respected by customers, satisfied by shareholders and loved by employees.

China Merchants Bond Securities Investment Fund (hereinafter referred to as? This fund? ) The public offering was approved by China Securities Regulatory Commission on May 23, 2006 in the Reply on Approving the Raising of Anpu Zengli Investment Promotion Bond Securities Investment Fund (document No.99 [2006]). The fund contract of the Fund came into effect on July 1 1 2006. The fund is a contractual open-end fund.

Analysis of product characteristics:

(1) Low risk and low return. Because of the investment target of bond funds? Bond funds have stable returns and low risks, but at the same time, because bonds are fixed-income products, bond funds have lower risks, but their returns are lower than those of equity funds.

(2) Low cost. Because bond investment management is not as complicated as stock investment management, the management fee of bond funds is relatively low.

(3) stable income. Investment bonds have regular interest returns and promise to repay the principal and interest at maturity, so the income of bond funds is relatively stable.

(4) Pay attention to the current income. Bond funds mainly pursue relatively fixed income in the current period, and lack appreciation potential compared with equity funds, so they are more suitable for investors who are unwilling to take too many risks and seek stable income in the current period.

Third, the target market and customer analysis

(A) market objectives

1. Establish and consolidate the brand image of China Merchants Fund Company, communicate effectively with consumers, strengthen emotional ties, and further enhance brand awareness.

2. Strengthen risk management, continuously improve product income and meet customer needs.

3. Ensure the profitability of each customer through professional investment.

4. Explore potential customers and improve financing efficiency.

Fourth, the sales strategy analysis

Because financial products such as funds are not suitable for publicity through public media, the way to establish customers is relatively simple, that is, to promote them in fund companies or their fund custodians.

Of course, the word-of-mouth effect is not restricted by laws and regulations. Therefore, good welfare and high-quality service can become products that people admire and push.

For customer approach, the most commonly used methods are introduction approach and gift approach. Because many ordinary people don't have any specific concepts about funds, especially in today's society where financial products are everywhere. If there are too many, they will be very picky. As long as what you say makes them tempted, they will.

Moreover, in the current sales process, some small gifts are often used as rewards for buying products or participating in activities. This is similar to the way adults coax children, and it is also quite effective.

The main purpose of sales negotiation is to let the other party fully understand the advantages of this product, as well as the ability and corresponding performance of the fund manager. These concrete data and examples are more convincing and convincing.

When the sale is completed, the contract is concluded (in fact, the contract of funds and other products is unified, and the idea of taking over is formulated for this contract. ), all possible objections should be written into the contract in detail to avoid unnecessary disputes in the future.

Verb (abbreviation of verb) scheme design of marketing activities

As mentioned earlier, the fund's products are not suitable for publicity through public media, but the company brand is ok, so I designed the following scheme.

Inviting investment to welcome the Spring Festival, New Year's Day in Fu Lin.

1. Activity time: 20xx65438+February 3 1.

2. Location: China Merchants Pioneer Fund.

3. Purpose: Celebrate 20 1 1 New Year's Day, serve the people, establish public-private relations, establish brands and expand sales performance.

4. Contents:

On this day, preferential treatment will be provided. Everyone who comes to open an account will give a souvenir, which will be given at the company welcome party that night. You can attend by ticket.

5. Implementation details:

20xx65438+February 3 1 9:00, February 3 1 You come to our business department to open an account, and we will receive you with the best service. People who come to open an account can have a chance to draw according to the number. We will give lucky citizens gifts to open an account, such as gift oil and souvenirs, as well as the company's welcome party that night. The main purpose of this activity is to welcome New Year's Day in 20XX. We should greet the new year with actions. I hope everyone will have a smooth sailing and a wide range of financial resources in the new year. Mainly to establish a brand image, leaving brand awareness, can bring more benefits and customers.

Model essay on marketing planning of bank wealth management products (2)

1. After the monthly financial sales plan is published, make the financial publicity page of the current month according to the previous format and post it in a conspicuous position of the company.

2. Use the morning meeting and other time to explain to every employee the name, term and yield of the wealth management products sold this time, and distribute publicity pages to every employee, so that customers can make correct answers to their own questions and improve the marketing awareness of all employees.

3. Send short messages to the value customers, inform the financial information in time, and let the value customers know the latest financial information.

4. Make statistics on the wealth management list due in the current month, and call customers one by one to inquire about their purchase intention before the expiration to help them choose the appropriate wealth management products. At the same time, we can also know the flow of customers' funds. Through customers' understanding of other banks' wealth management sales plans and sales methods, we can know ourselves and know ourselves, which is convenient for banks to improve their deficiencies and provide better services.

5. Make records and statistics before and after each sale. Do know fairly well, so as to arrange customers to purchase in an orderly manner on the day of sale, and classify and analyze all kinds of information of customers after the sale.

6. Organize outdoor publicity. Once every two weeks, organize indoor staff to publicize in groups on weekends or after work hours. Each time, a personal marketing post will lead three employees to publicize in busy areas or high-end residential areas, post posters, distribute leaflets and record the names and telephone numbers of prospective customers.

7. In the business room, do a good job in financial publicity and customer promotion, and do a good job in data retention and regular return visits for customers who take the initiative to ask.

In the marketing of financial management, I am good at finding and summarizing. Establish and improve customer files, maintain and deepen contact with customers, communicate with customers regularly, and implement appointment service and tracking service for high-quality customers. Analyze customer information and classify customers. Different customers adopt different marketing methods. Focus on key customers, find other needs that can be tapped through financial management, implement precision marketing, one-stop marketing and public-private linkage marketing, retain customers with professional services and diverse products, expand the scale of high-quality customers, and fully reflect their value, so as to achieve a win-win development goal with customers.

Model essay on marketing scheme of bank wealth management products

I. Background information

1, introduction of banking products

Chattel (warehouse receipt) pledge business is a more convenient and fast financial service provided by China Industrial Bank. It means that customers pledge their legally owned movable property or warehouse receipts that meet the requirements of the bank, and the bank gives credit to meet their liquidity needs. The credit business under the pledge credit business mainly includes short-term working capital loans, trade financing, discounting, acceptance, commercial paper protection and so on.

Through analysis, it is concluded that Sany Heavy Industry is mainly engaged in R&D, manufacturing and sales of construction machinery, and it is the largest construction machinery manufacturer in China and the sixth in the world. At present, Sany concrete machinery, excavators, crawler cranes and rotary drilling rigs have become the first brand in China. The market share of concrete pump truck, concrete pump truck and full hydraulic roller ranks first in China, and the output of pump truck ranks first in the world. It is the largest concrete machinery manufacturer in the world. Therefore, in order to stabilize market share and expand sales, it is necessary to have special banking products to solve the company's stable purchase and sale channels and ensure the integrity of the capital chain. Then the financial products that deal with bills seem to be launched by Industrial Bank. Is movable property (warehouse receipt) pledged for custody? Products, you can just meet the requirements of Sany Heavy Industry Co., Ltd. for this part, and you can completely meet the liquidity needs of its production and operation.

2. Analysis of competitors

(1)SWOT analysis:

Second, the marketing objectives

External promotion? Chattel (warehouse receipt) pledge business? To make the new product business of Industrial Bank more known to customers. In order to expand the business scale and improve the reputation of the bank, we pay attention to the innovative development of products, firmly grasp the existing customers, and attach importance to the expansion of new customers, so that other customers with potential needs have enough interest in the bank's products. The initial recognition of the brand of Minsheng Bank has given birth to the desire to buy, and a considerable proportion of them take the initiative to ask customers. Not only that, for Sany Heavy Industry, a group that needs marketing, this product can make the company carry out capital turnover more effectively, use bank funds, realize leveraged procurement, reduce accounts receivable, support dealers to develop together and expand market share; Close relationship with manufacturers and banks, making use of manufacturers' strength, it is easy to obtain bank financing support and enhance competitive sales advantage. Accelerate the withdrawal of funds, increase sales and seize market share.

Third, the marketing plan

1, marketing channel:

(1) general sales. In the branch of Industrial Bank, the bank's counter staff are required to provide this product and service to every interested customer. This is the most direct and efficient marketing form, which can not only save the corresponding sales expenses, but also make customers familiar with the characteristics of products quickly.

(2) exclusive sales. Make use of the stable customer sources of relevant enterprises that have opened accounts in our bank to sell to some qualified medium and large enterprises, and introduce the characteristics of this product to them through telephone interviews, door-to-door visits and other means. , not only can effectively improve sales efficiency, but also increase the market share of products.

(3) Using the external service equipment of the bank, such as ATM and POS self-service equipment, by advertising and providing product information during the withdrawal process, the popularity of the product can be improved.

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

(5) Choose an intermediary agent. Industrial Bank authorized the bank's sales personnel to go to customers' residences, workplaces and other places, face-to-face to analyze the security needs of customers, introduce product functions, complete product sales, and provide relevant follow-up services to customers.

2. Marketing concept:

(1) Customer-centered, focusing on personalized, high-quality, differentiated and efficient services. Form a good after-sales consulting service contact group, which is convenient to solve customers' doubts and requirements and provide customers with all-round banking services.

(2) Focus on banking, brand and professional marketing. Foreign business is the foundation of all commercial banks. We should 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 their own advantages and open up large customer markets in the same industry throughout the country.

(3) Take the product as the center, form a comprehensive customer evaluation mechanism, and know the customer's needs at the first time. The selling points in foreign financial management mainly focus on cash management and investment appreciation. It is necessary to highlight the advantages of banking products for marketing, so that enterprises can achieve a win-win situation between banks and enterprises by strengthening liquidity planning.

IV. Promotion Plan

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

(2) Providing experiential services for existing old customers, will it? Chattel (warehouse receipt) pledge business? Give customers a free experience for a period of time and let them experience the convenient and efficient features of the product. Promote this product more directly and effectively.

(3) A new marketing model, with telephone as the main means of communication, making rational use of the original customer resources, directly contacting with customers, and completing major marketing processes such as product promotion, consultation, quotation and policy condition confirmation. The method is simple, flexible and low in cost.

(4) Let the bank's wealth management personnel go deep into companies of all sizes for marketing promotion, and conduct preliminary communication first, so that the managers of each company can understand? Chattel (warehouse receipt) pledge business? Have a certain understanding, and then recommend using this product.

(5) advertising methods. Use bus stop signs and outdoor billboards of all sizes to publish advertisements introducing the features of this product. You can also inform the whole public in the form of buttons or banner advertisements through Sina, Sohu, Xinhuanet and other major media? Chattel (warehouse receipt) pledge business? Information, to achieve good popularization of products. In this way, we can publicize new products more widely, raise awareness, and quickly enter the market at the initial stage of product launch, which is beneficial to seize market share first.

2. Promote the concept:

Through the unique and market-oriented operation mode, we will explore new market opportunities, develop and cultivate new market core customers, and open up greater development space for them. It is necessary to increase the value of customers' assets by providing professional services, so that customers can enjoy value-added services, and realize the cooperation mode of * * * win * * * and * * * common development, thereby reducing their business risks, improving their operational efficiency, and achieving the goal of sustained profitability by providing products and services. Adapt to the changes in the current economic and financial development trend and open up a broader development path for banks in the future.