Consumers' demand for credit cards can be summarized into three aspects:
Basic needs-determined by the basic value of credit cards, handling credit cards brings convenience to life.
Derivative demand-the added value generated by competition between banks, such as giving gifts, promotional activities, etc.
Other needs-the specific needs (values) of different consumers, such as DIY credit card patterns, husband and wife co-branded cards and so on. At present, consumers' motivation is still based on basic needs, and there is much room for improvement of derivative needs.
With the in-depth study of consumers by banks, the importance of "on-demand production" has become a general consensus. How to innovate credit card marketing has also become the focus of current financial industry. Credit card sales departments have realized that only paying attention to the increase of card issuance often leads to unsatisfactory results in overall performance. The sales of credit cards are not how to sell their own cards, but how to make consumers take the initiative to buy and use them and get a pleasant experience from them. Behind the exhaustion of marketing methods such as price, preferential activities and grandstanding, the most important thing is to return to mental marketing for consumers. The innovation and pattern of all marketing methods are ultimately to impress consumers.
For consumers, what they buy is not the product itself, but the various benefits provided by the product. Credit card is not just a card, but contains the value corresponding to different needs. Namely core value, derivative value and specific value. They are interrelated and influence each other to form the final consumption experience and mind (cognition).