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。