Model product proposal 1
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; The close relationship with manufacturers and banks, using the strength of manufacturers, can easily obtain bank financing support and enhance the advantages of competitive sales. 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.
Model essay on product scheme II
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 product scheme 3
First, the product status analysis
Advantages:
1. Local specialties are regional and represent the cultural characteristics of a place.
2. Opening a shop online has a price advantage.
Disadvantages:
The overall design of 1. online shop is not perfect.
2. The popularity of online stores is not high.
Two. solution
(A) the construction of online stores
1. Make an online store. The design of the online shop should be concise and exquisite, with pictures and texts. In a limited space, fully display the local characteristics of our products and attract the attention of potential customers. You can find someone who specializes in designing web pages to design the pages of the whole online store for yourself.
2. Description of the product. On the basis of objective and practical description, we should also pay attention to detailed description. Such as the shape, size and taste of the product. In particular, it is necessary to highlight the local characteristics of products. Products can be used as gifts and other functions.
3. The text on the online shop. Within the scope permitted by law, you can publish all product information and various promotional information that are beneficial to the owner's image and promote sales.
4. Maintain customer relationship. You can set up a customer discussion area in the online store. Through the forum, customers can exchange shopping experiences with each other, and shopkeepers can also understand customers' needs through the forum.
5. The name of the store is very important. The name of the store can't be too long and there can't be anonymous symbols. Store names can be found in Taobao, Baidu, Google, etc. And the keyword arrangement of the store name is the most important! The name of the store can only be 30 words at most, which needs reasonable arrangement.
6. Classification of online stores. The main keywords of the store should be set correctly or the store type should be set correctly, such as food, gifts and other related categories. Increase customers' browsing ability.
Online store promotion
1. Use special registration tools to submit stores on the free search engine. Because statistics show that 60% of online shop visits come from major search engines, search engines are the first step in website promotion.
2. Use instant messaging tools. Through QQ shopping group, Taobao Wangwang group, QQ group software and Taobao Wangwang group software, we will release the precious information of our online store to our customers and convey our various preferential and promotional activities to them in time.
3. Use email advertising mode. In the management of online stores, every successful transaction requires the customer's email address. On the one hand, it can easily solve some problems in the later stage of shopping. On the other hand, you can send emails to these customers regularly, promote online shop products, send promotional information and so on. However, in the process of sending emails, we should pay attention to attractive and simple titles. Don't lie. The content should be in HTML format, and the typesetting must be clear.
4. Use forums and post bars. You can promote the local products of our store through food forums, hometown specialty forums, local tourism forums and so on, so as to improve the visibility of your store. Use your avatar and sign your name on the forum. You can specially design an avatar to promote your own brand and add a signature to the introduction and connection of your own store.
5. Send invitations in chat rooms and BBS. Make more friends to achieve the purpose of publicity and expand popularity. But communication comes first, and you have good command ability. Never turn it into an advertisement completely, or it will be counterproductive.
6. Take advantage of Weibo. When Weibo was in vogue, I registered in Weibo, published short and pithy articles introducing my products, and went to online stores.
7. Use blogs. Shopkeepers can log their blogs into Chinese blog search engines and blog aggregation websites.
(1) Friendship link. Can bring stable visits to the owner's blog. Shopkeepers can visit major blog websites, pay attention to some popular blogs as much as possible, and leave messages in other people's blogs to apply for friendly connections (praise each other appropriately and give each other sincerity). There are more friendly links, and the ranking and traffic of the owner's blog have come up.
(2) Provide online subscription function. The owner does it himself, and adds rss subscription icons and links, which can be added in blog announcements or blog links.
(3) The use of instant messaging tools. QQ and MSN are commonly used instant messaging tools. Use the signature of instant messaging tools to make your blog widely known.
(4) Make more friends.
8. Use the current group buying network and spike. Achieve the purpose of promoting your own online store.
Three. follow-up work
1. Do a good job of communication with customers. Try to contact someone and reply immediately.
These products are beautifully packaged. Highlight the local characteristics of products.
3. Be kind to guests. Service enthusiasm. You can put your own exquisite gifts in the products purchased by customers.
4. Choose convenient logistics. Make delivery fast.
5. Do a good job in return and after-sales service.
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