1. Branch network

By motivating branch employees and adopting cross-marketing, it is conducive to quickly forming a batch of high-quality large-scale cards with low risk factors. This is what each card-issuing bank does in the early stages of promotion. The main strategies adopted. However, relying on branch employees to promote credit cards has the following problems. Firstly, because branches are responsible for multiple business development targets, and secondly, due to the size of marketing staff, it is easy for marketing staff to focus on year-end promotions in order to simply complete the targets. At the same time, due to the relatively independent operating status of branches, it is difficult for the head office to have overall control over promotion expense standards. From the bank-wide cost accounting perspective, the actual promotion fee paid for each card is still relatively high. Therefore, it is difficult to achieve the credit card issuance goal of “stable and sustained growth” through promotion through the branch system alone.

2. Professional direct selling promotion

Professional direct selling promotion can be divided into two forms: in-house and outsourcing.

The outsourced direct sales strategy is generally suitable for card-issuing banks with a small number of branches and employees, as a supplementary option for banks that have not yet established a professional direct sales system or in regions where the system is not yet established. Compared with bank direct sales, the card-issuing bank does not need to bear the risk of rising per-card costs caused by poor management, market changes, and inappropriate policies, resulting in a decrease in per capita production capacity, and the card-issuing bank does not need to pay the social security and welfare expenses of employees. Therefore, From a financial and human resources management perspective, it is more beneficial to the card-issuing bank. However, one phenomenon that card-issuing banks need to take seriously is that even today, when huge amounts of "hot money" at home and abroad are active in China's capital markets in search of investment opportunities, there are still few large-scale industry funds or venture funds entering the credit card outsourcing promotion industry. At the same time, the profit and loss situation of several major outsourcing companies in the industry is not optimistic, and business development fluctuates greatly. Therefore, my country's credit card outsourcing promotion is still difficult to call an industry, and of course it is far from mature. From a capital perspective, many aspects such as the industry value chain, core competitiveness, industry profits, and extended imagination space of credit card outsourcing promotion require in-depth research, demonstration, and analysis by card-issuing banks and industry investors.

Bank direct sales is a promotion strategy commonly used by card-issuing banks. It continuously stimulates the subjective initiative of business personnel by establishing a set of relatively strict and meticulous salary assessment systems, training and coaching systems, and team management systems. , calibrate the promotion direction and standardize the operation process to achieve professional, stable and efficient promotion production capacity goals. Direct sales within the bank are currently a channel that all card-issuing banks can rely on. Different from outsourcing direct sales, the investment, manpower and management of in-bank direct sales are all borne by the card-issuing bank. From a full-cost perspective, generally speaking, the current single-card promotion fees for bank direct sales are higher than those for branches and outsourced promotion models.

The core of bank direct sales:

(1) How to improve the team’s organizational management and operation control capabilities, and how to formulate a package of credit/market/incentive policies that meet the characteristics of direct sales promotion, How to comprehensively improve back-end processing and service levels based on the characteristics of direct sales to support bank direct sales units to stabilize production capacity, quality and effective manpower, and control and reduce single-card promotion costs.

(2) Enrich direct selling incentive methods, improve the direct selling assessment system, pay attention to the urgent needs for the career development of direct selling personnel, so as to solve outstanding problems such as low overall quality of credit card direct selling promotion personnel and high personnel turnover, and attract Excellent talents join us.

3. "Mouse + Cement" Online Marketing

According to the 17th CNNIC survey, the number of Chinese Internet users exceeded 120 million by the end of 2005, and more than 53% of Internet users tried or were willing to do so. For online consumption, more than 60% of netizens’ monthly income reaches or exceeds RMB 2,500. The potential target customer base of the credit card online marketing channel is huge.

Compared with the direct sales promotion marketing model, online credit card marketing has the following advantages:

(1) Breaking the time and space limitations of marketing promotions and significantly improving the marketing radiation and penetration of the card-issuing bank .

(2) Save and optimize marketing costs. First of all, it optimizes the marketing expense structure by saving expenditures on labor wages and administrative expenses, which helps to form differentiated credit card product competitiveness. Secondly, it minimizes the waste of application forms and saves a lot of printing and distribution costs for promotional leaflets. Finally, by guiding customers to use "online statements", bill printing and mailing costs can be reduced.

(3) By unifying and standardizing the service image and publicity caliber online, we can solve the problems of false publicity and false promises that have long plagued professional direct sales promotion, improve customer satisfaction, and help enhance the bank's brand.

(4) Compared with offline direct sales promotion, online customer information application for credit cards is the most standardized, which ensures the integrity of the information provided by the applicant to the greatest extent and is more conducive to background credit reporting operations. efficiency and judgment. At the same time, the privacy of personal information provided by customers when applying for credit cards and cases of misappropriation will be effectively controlled and resolved.

(5) Online marketing can effectively reduce the occurrence of "promoter counterfeiting" cases in direct sales business, and can maximize the advantages of IT technology to provide card-issuing banks with more comprehensive and timely detection. Provide substantial help in detecting and discovering promotion risk cases, and mastering risk applications such as "black intermediaries".

In formulating a credit card online marketing strategy, the following issues should be considered:

First, credit card products that meet the needs of netizens and have network attributes and characteristics should be developed.

Second, the accumulation of website popularity (click-through rate) is the prerequisite for successful online marketing. Therefore, card-issuing banks should break through the service and marketing mindset of traditional banks and deeply explore the marketing rules of the "eyeball economy" , improve marketing success rate through data marketing.

Third, carefully analyze the habits of netizens, improve the application process, and improve the humaneness of filling out the online application form.

Fourth, carefully analyze the quality control nodes, use technical means to the maximum extent, improve the effective amount of customers' incoming items and control and prevent risks of online credit card incoming items, and reduce back-end operating costs.

At present, "I Love Card", the largest professional credit card portal in China, has joined forces with Industrial Bank, China CITIC Bank and China Guangfa Bank to take the lead in trying online credit card marketing on its website.

With the further improvement of the popularity and application of the Internet in our country and the continuous innovation and maturity of the Internet e-commerce model, in the near future, the Internet will inevitably become a way for card-issuing banks to effectively reach potential target customers of credit cards and achieve successful marketing. An important and effective channel for credit cards.

4. Thoughts on channel combination strategies

Since each channel has its own advantages and disadvantages in terms of cost, stability, customer reach, etc., the primary issue facing the sales management of card-issuing banks is The topic is how to formulate channel combination promotion strategies based on product positioning, credit guidelines, and operating habits to achieve important market indicators such as card issuance scale, card type, and customer group level combination ratio.

First of all, when promoting credit cards through branch corporate banking and retail banking business marketing systems, attention should be paid to studying the business characteristics of public and private account managers and the characteristics of reaching higher levels of customer groups, with cross-marketing and project marketing as the main lines. , actively guide them to promote mid-to-high-end credit card products such as business cards, platinum cards, and gold cards, with quality first.

Secondly, as a whole, the direct sales channel mainly targets middle and low-end customers. Due to its extensive use of promotion models such as "display publicity" and "unknown visits", it has great influence on credit guidance, market promotions, and market policies. The strongest dependence and sensitivity. At the same time, due to its relatively professional promotion skills, it should focus on promoting theme cards, co-branded cards, etc. with strong product differentiation of the card-issuing bank, with quantity first.

Finally, since there are significant differences in cost structures and levels between online marketing and offline promotion, as the share of online marketing increases, how can we not only leverage the financial cost advantages of online marketing, but also protect The offline promotion channel is not affected, which is a topic that needs to be studied in the online marketing strategy. Segmentation of products and services should be a more effective solution.