Professional promotion method of credit card business in the industry

By encouraging branch employees to adopt cross-marketing, it is beneficial to quickly form a number of large-scale cards with high quality and low risk coefficient, which is the main strategy adopted by card-issuing banks in the initial stage of promotion. However, there are the following problems in relying on branch employees to promote credit cards. First, because the branch has undertaken a number of business development indicators, and second, because of the scale of marketers, it is easy for marketers to concentrate on surprise promotions at the end of the year in order to simply complete the indicators. At the same time, due to the relatively independent business status of branches, it is difficult for the head office to control the promotion fee standard as a whole. Judging from the full cost accounting of the whole bank, the actual promotion fee paid for each card is still relatively high. Therefore, it is difficult to achieve the goal of "stable and sustained growth" of credit card issuance only through the promotion of branch system.

Second, professional direct sales promotion

Professional direct sales promotion can be divided into two forms: internal promotion and outsourcing promotion.

Outsourcing direct selling strategy is generally suitable for branches and card-issuing banks with a small number of employees, as a supplementary choice for the stage or region where the professional direct selling system in the bank has not been established. Compared with direct selling by banks, card-issuing banks do not have to bear the risk of increasing the cost of a single card due to poor management, market changes and improper policies, nor do they have to pay social security and welfare expenses for personnel. Therefore, from the perspective of financial and human resources management, it is more beneficial to the issuing bank. However, there is a phenomenon that card-issuing banks need to face up to: even today when a huge amount of "hot money" is actively searching for investment opportunities in China's capital market, few large-scale industry funds or venture funds have entered 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 their business development fluctuates greatly. Therefore, the credit card outsourcing promotion in China is hardly an industry, let alone mature. From the perspective of capital, many aspects of credit card outsourcing, such as industry value chain, core competitiveness, industry profit and extending imagination space, need in-depth investigation, demonstration and analysis by card-issuing banks and industry investors.

At present, bank direct selling is a common promotion strategy adopted by card-issuing banks. Through the establishment of a strict and meticulous salary assessment system, training and counseling system and team management system, the subjective initiative of business personnel is constantly stimulated, the promotion direction is calibrated, and the operation process is standardized to achieve professional, stable and efficient improvement of production capacity. In-line direct selling is the channel that all card-issuing banks can rely on at present. Different from outsourcing direct sales offices, the investment, manpower and management of intra-bank direct sales are borne by the issuing bank. From the perspective of full cost, generally speaking, the current single card promotion cost level of bank direct sales is higher than that of branch and outsourcing promotion mode.

The core of bank direct selling:

(1) How to improve the management and control ability of team organization, management and operation, how to formulate a package of credit/market/incentive policies that meet the characteristics of direct selling, and how to comprehensively improve the background processing and service level according to the characteristics of direct selling, so as to support the direct selling units of banks to stabilize production capacity, quality and effective manpower, and control and reduce the promotion cost of single card.

(2) Enrich the incentive mechanism of direct selling, improve the assessment system of direct selling, pay attention to the urgent needs of the professional development of direct sellers, solve the outstanding problems such as the low overall quality of credit card direct sellers and high personnel mobility, and attract outstanding talents to join.

Third, "mouse+cement" network marketing.

According to the17th survey of CNNIC, the number of netizens in China exceeded 65,438+200 million at the end of 2005. More than 53% netizens tried or were willing to spend money online, and more than 60% netizens earned 2,500 yuan or more a month. The potential target customers of credit card online marketing channels are huge.

Compared with the direct selling mode, the online marketing credit card has the following advantages:

(1) Break the time and space restrictions of marketing propaganda, and significantly enhance the marketing radiation and penetration of card-issuing banks.

(2) Saving and optimizing the marketing cost. First of all, it is helpful to form the competitiveness of different credit card products by saving the expenditure of human wages and management expenses and optimizing the structure of marketing expenses. Secondly, the waste of application forms is controlled to the maximum extent, and the cost of printing and distributing a large number of leaflets is saved. Finally, the cost of printing and mailing bills can be reduced by guiding customers to apply "online statement".

(3) By standardizing the service image and propaganda caliber online, we can solve the problems of false propaganda and false promises that have long plagued the promotion of professional direct selling, improve customer satisfaction, and help to enhance the brand of banks.

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

(5) Network marketing can effectively reduce the cases of "fake promoters" in direct selling business, give full play to the advantages of IT technology, and provide substantial help for card-issuing banks to discover and discover promotional risk cases more comprehensively and timely, and master the risk application means such as "black intermediary".

When formulating the online marketing strategy of credit cards, we should focus on the following issues:

The first is to develop credit card products that meet the needs of netizens and have network attributes and characteristics.

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

Third, carefully analyze the habits of netizens, improve the application process and improve the humanization level of online application forms.

Fourth, carefully analyze the quality control nodes, adopt technical means to the maximum extent, improve the effective amount of customers' income and control the risk of online credit card income, and reduce the background operating costs.

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

With the popularization and application of the Internet in China, and the continuous innovation and maturity of the Internet e-commerce model, in the near future, the Internet will inevitably become an important and effective way for card-issuing banks to effectively reach the potential target customers of credit cards and successfully market credit cards.

Fourthly, thinking about the channel combination strategy.

As each channel has its own advantages and disadvantages in terms of cost, stability, customer reach rate, etc., the primary problem faced by card-issuing banks in sales management is how to formulate channel combination promotion strategies according to product positioning, credit orientation and work habits, so as to achieve important market indicators such as card issuance scale, card types and hierarchical combination ratio of customer groups.

First of all, to promote credit cards through the corporate banking and retail banking marketing systems of branches, we should pay attention to the business characteristics of public and private account managers and the characteristics of reaching higher-level customers, take cross-marketing and project marketing as the main line, and actively guide them to promote high-end credit card products such as business cards, platinum cards and gold cards, with quality first.

Secondly, on the whole, the direct sales channels are mostly low-end target customers. Because they use a large number of promotion modes such as "exhibition and publicity" and "strange visit", they are most dependent and sensitive to credit guidance, marketing and market policies. At the same time, due to its relatively professional promotion skills, we should focus on promoting theme cards and co-branded cards with strong differences in products of issuing banks, with quantity as the first priority.

Finally, because there are significant differences in cost structure and level between online marketing and offline promotion, with the increase of online marketing share, how to give full play to the financial cost advantage of online marketing and protect offline promotion channels from impact is a subject that online marketing strategy needs to study. Distinguishing between products and services should be a more effective solution.