Summary of ICBC Credit Card Marketing Work

Island: ICBC branches regard developing the scale of credit cards and seizing the credit card market share as the focus of bank card work. They rely on their own resources to attract high-end customers and market We apply for cards collectively, seize high-quality special merchants, and expand the scale of card issuance. Through the joint efforts of the entire bank, we have achieved remarkable results. The following is a summary of ICBC's credit card marketing work that I compiled. Welcome to read and refer to it.

As of September 10, the number of credit cards issued was 4,500, which was 5 times the total number of cards issued last year, ranking first among ICBC branches in terms of credit card issuance, realizing bank card intermediary business Income of 660,000 yuan.

First, clarify the market positioning. In order to expand the scale of credit card development and seize the credit card market share, the bank conducted objective and accurate research, analysis, and forecasts on the credit card market, and held multiple symposiums with department and branch heads to improve ideological understanding, change concepts, and unify employees' behaviors to We will implement the branch's business decisions and strive to create a business philosophy and business environment in which "the entire jurisdiction revolves around the market and employees revolve around customers."

The second is to improve the assessment mechanism. At the beginning of the year, the bank divided the credit card target tasks into departments and outlets, and implemented a "double-linking" policy, that is, the number of indicators is linked to the performance of department outlets and to account managers. At the same time, second-line personnel are also required to fully tap individual customer resources and set targets. Task. By formulating incentive measures such as the "Bank Card Marketing Reward Measures", employees who have completed tasks will be rewarded according to standards, and employees who have not completed tasks will be severely punished. It not only ensures that everyone participates, but also links it with job responsibilities, so that employees have goals in mind, have pressure on their shoulders, and are motivated to work, and maximize the enthusiasm of employees to actively promote, introduce, publicize, and market credit cards.

The third is to take the initiative in marketing. The bank got rid of the passive marketing situation of relying solely on the personal finance department, formulated and implemented a marketing linkage mechanism, and gave full play to the comprehensive marketing functions of the existing marketing teams and business outlets such as the personal finance department and account managers to achieve the overall marketing of the bank. The effect of departmental advantages complementation, product bundle sales, and unit batch issuance of cards. The Dongpang branch went deep into the mining area, increased marketing efforts to group customers, and successfully marketed 374 credit cards at one time; in the process of promoting credit cards, it focused on leveraging its advantages in corporate, housing and other corporate businesses, and through account managers provided new loans to real estate development companies and new loans. Promote and introduce various emerging businesses of the bank to household and housing mortgage customers, organically combine bank card and loan marketing and other businesses, and bundle marketing of credit cards in a targeted manner to improve service quality. ;