产品是企业的命脉，只有不断地向市场提供适销对路的新产品或新的服务项目，企 业才会保持旺盛的生命力与竞争力，求得长盛不衰的发展。金融创新产品的研发是商业 银行的一项重要任务，它可以实现商业银行自身发展的需要，转移风险，实现资源的优 化配置，达到利润最大化，提升商业银行的社会形象，创建银行品牌，增加综合竞争力。 “阳光福利计划”是 A 银行为满足市场需求，提高综合竞争力，2009 年推出的金 融产品。该产品了更好的满足客户关于弹性企业福利的金融需求，是一种便捷金融服务 产品。“阳光福利计划”共分为五大基本类型和一种组合型产品。其中，五大基本类型分 别是，员工储蓄计划、员工激励计划、补充养老保障计划、补充医疗保障计划、住房补 贴计划，组合型是根据客户需求，将五大基本类型进行组合。该产品将帮助企业提高在 人才市场竞争力、提升企业员工满意度、对企业资产进行安全保值和增值、提高企业人 事管理运营效率。 本商业发展计划针对 A 银行广东分行如何在广东发展“阳光福利计划”进行了全面 的分析，并提出了合理的发展计划。首先，文章对该产品进行了全面的介绍；之后对项 目发展的内、外部因素分别进行具体剖析；最后提出项目的发展的实施计划，并对项目 效益和风险控制进行也阐述，得出结论。文中在进行外部因素分析中，对宏观环境进行 了 PEST 分析、对行业竞争进行了波特五力模型分析、对外部存在的威胁和机会进行了 分析；在内部因素分析中，从实际出发，通过 A 银行广东分行经营情况分析组织管理和 人力资源、客户资源和销售网络、项目发展技术优势等方面，分析项目运营条件，揭示 了项目内部存在的优、劣势。在项目实施计划中，先明确了项目发展目标定位和项目组 织管理与考核进行的规划，之后利用 4P 理论分四个层面提出了项目营销策略。本文的 最后，对项目效益进行了分析和预测、对项目风险控制进行了三个层面的分析并提出解 决方案，形成了一个完整的项目商业计划书。 本文商业计划对“阳光福利计划”在广东的发展具有重要的实践意义，对其它创新 业务在广东的发展具有参考意义。 关键词，银行；福利计划；金融产品；金融创新；发展方案Abstract Products are the core of enterprises, only by continuously providing applicable products and service projects to their respective market, would they be able to sustain vibrant vitality and competitiveness, and maintain solid progression. Researching for innovative financial products is one of the primary missions of commercial banks.These products serve the needs of commercial banks in the following ways-diversifying risks, optimizing resources, maximizing profits, building upon its reputation, creating brand loyalty, and increasing comprehensive competitiveness. Sunshine welfare program is a new product developed by bank A in the early 2009.It is a convenient financial service product which satisfies clients' need of flexible enterprise welfare. Sunshine welfare program divides into five basic categories and a combo product. The five basic categories are-the employee savings plan, the employee encouragement program, the enhanced pension plan, the enhanced medical insurance program, and the housing allowance plan. The combo product based on customer demand, combined five basic types of Sunshine welfare program .This product helps increase competitiveness for an enterprise at the job market, increase satisfaction from employees, maintain asset values and appreciate and increase management operating effectiveness. A reasonable business plan has been developed by doing a comprehensive analysis on how bank A would progress with Sunshine welfare program. First of all, a full description of the program itself has been provided. Then, a real world analysis on program progression has been done based on interior and exterior factors. And lastly, conclusion is provided after careful planning of the implementation of the program into the real world. In this proposal we analyzed the process to implement the “Sunshine Welfare Program” of bank A, Canton Branch. First we give a brief introduction of the product; then we discuss the internal and external factors that may affect the program; finally a practical implementation is proposed. Regarding to the external factors, PEST Analyses is used to study macro economic situation, followed by industrial competition analyze using Michael Porter’s Five Forces Model, and discussion external threats and opportunities. While for internal factors, we start from reality to introduce essential information of bank A, Canton Branch, analyzing its operation condition through its organization management, human resource, client base, sales network, program structure, then expose the program’s internal pros and cons. In program practice, we first clarify the project development target and planning the organization management and assessment, then applied the 4P Marketing Theoryto perfect the proposal and produce solutions for the quality checking and risk management. The business plan discussed has an impactful meaning to the real world implementation of Sunshine welfare program in the Guangdong area, and it serves as a consultation sample for other developing new programs. key words:Bank; Employee; Benefit; Plans; The financial product project planning目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 第一章 绪 论........................................................................................................................1 1.1 研究背景与意义.............................................................................................................. 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 银行产品的研究综述............................................................................................... 2 1.2.2 金融营销的研究综述............................................................................................... 3 1.2.3 非金融业行业对“福利计划”研究情况 ................................................................... 4 1.2.4 金融业对企业福利提供的服务和研究情况........................................................... 6 1.3 研究的目标和研究内容.................................................................................................. 6 1.3.1 研究目标................................................................................................................... 6 1.3.2 研究内容................................................................................................................... 7 第二章 “阳光福利计划”项目及产品概况 ............................................................................9 2.1 项目产品基本情况介绍.................................................................................................. 9 2.1.1 产品定义................................................................................................................... 9 2.1.2 产品类型介绍......................................................................................................... 10 2.1.3 产品业务特点......................................................................................................... 11 2.2 项目运营模式................................................................................................................ 12 2.2.1 方案咨询................................................................................................................. 14 2.2.2 账户管理................................................................................................................. 14 2.2.3 资金监管................................................................................................................. 15 2.3.4 投资管理................................................................................................................. 15 2.3 本章小结........................................................................................................................ 16 第三章 项目发展环境分析..................................................................................................17 3.1 项目宏观环境 PEST 分析 ............................................................................................. 17 3.1.1 政治环境................................................................................................................. 17 3.1.2 经济环境................................................................................................................. 18 3.1.3 社会环境................................................................................................................. 223.1.4 技术环境................................................................................................................. 23 3.2 项目竞争形态分析........................................................................................................ 23 3.2.1 供应方分析............................................................................................................. 23 3.2.2 购买企业和企业员工分析..................................................................................... 24 3.2.3 潜在进入者分析..................................................................................................... 25 3.2.4 替代品分析............................................................................................................. 26 3.2.5 行业内竞争程度分析............................................................................................. 27 3.3 本章小结........................................................................................................................ 28 第四章 A 银行广东分行运营项目条件分析......................................................................31 4.1 A 银行广东分行概况..................................................................................................... 31 4.1.1 A 银行广东分行发展历程 ...................................................................................... 31 4.1.2 A 银行广东分行发展创新业务的资质和能力 ...................................................... 31 4.2 A 银行广东分行经营情况分析..................................................................................... 32 4.3 A 银行广东分行组织管理和人力资源......................................................................... 32 4.4 A 银行广东分行客户资源和销售网络......................................................................... 33 4.4.1 A 银行广东分行客户资源 ...................................................................................... 33 4.4.2 A 银行广东分行销售网络 ...................................................................................... 34 4.5 项目发展技术优势........................................................................................................ 35 4.5.1 账户管理系统优势.................................................................................................. 35 4.5.2 资金托管系统优势.................................................................................................. 40 4.6 本章小结 ........................................................................................................................ 42 第五章 项目发展实施计划..................................................................................................44 5.1 项目发展目标定位........................................................................................................ 44 5.2 项目组织管理与考核 .................................................................................................... 46 5.3 项目组织营销策略 ........................................................................................................ 47 5.3.1 产品策略................................................................................................................. 48 5.3.2 价格策略................................................................................................................. 48 5.3.3 渠道策略................................................................................................................. 49 5.3.4 促销策略................................................................................................................. 50 5.4 本章小节........................................................................................................................ 50第六章 项目的效益分析和风险控制....................................................................................51 6.1 项目效益分析................................................................................................................ 51 6.2 项目实施规模和利润预测............................................................................................ 53 6.3 项目风险与管控措施.................................................................................................... 54 6.3.1 项目的法律风险和管控措施................................................................................. 54 6.3.2 项目的市场风险和管控措施................................................................................. 55 6.3.3 项目的操作风险和管控措施................................................................................. 56 6.4 本章小结........................................................................................................................ 56 结 论......................................................................................................................................57