Traditional Culture Encyclopedia - Traditional customs - Enterprise resource integration strategy
Enterprise resource integration strategy
1) vertical integration
Vertical integration means that two or more manufacturers in a value chain unite to form the same interest group, and strive to integrate the resources of the industrial value chain and create greater value.
The traditional "raw material supply-design and manufacture-product distribution" is a typical vertical value chain, and the question that enterprises should consider in it is: Are they in the most favorable position in the value chain? Are you doing the job that suits you best and gives full play to your advantages? If not, where do you have no comparative advantage? But which resources with comparative advantages should be integrated? How to integrate?
For example, according to the traditional business model, flower shops buy flowers from flower farmers and sell them to customers. This has been the case for decades. However, this does not mean that this is the best way to operate. A flower shop in the United States abandoned the traditional management mode and formed a strategic alliance with flower farmers and express delivery companies. As a flower ordering center, customers come here to order flowers (online or by phone). The flower shop records the types and quantities of flowers ordered by customers, as well as the address and time that customers want to deliver them. At the same time, send the information about the types and quantities of flowers that customers need to the flower farmers and inform them to prepare flowers. Then, send the information such as the type and quantity of flowers ordered by the customer, as well as the address and time that the customer wants to deliver, to the courier company, which will get the flowers from the flower farmers and then deliver them to the customers. Through the cooperation with the courier company, the flower shop integrates the transportation resources of the courier company and turns the traditional cooperation between the two sides into a tripartite alliance. The new strategic alliance has greatly expanded the business volume, and each participant has gained more income: flower farmers can sell more flowers, courier companies get more business, flower shops get more orders, and at the same time save transportation costs. Customers can also enjoy more choices of flowers and convenient door-to-door service, which traditional flower shops can't do.
2) Horizontal integration
Horizontal integration is to explore which resources to use and how to combine these resources around a certain link in the value chain, so as to form this link most effectively and improve its effectiveness and value. It is different from vertical resource integration, which regards different resources as different links in the value chain, and emphasizes that every enterprise should find its own position, do the most comparative advantage, coordinate the different work of each link and create the maximum value of the value chain. Horizontal integration resources are often not in the industrial chain, but outside the industrial chain.
3) Platform integration
No matter vertical or horizontal resource integration, the enterprise itself is regarded as a part of integrated resources, and how to combine other resources to obtain the best effect is considered. But platform-based resource integration is different. It considers the enterprise as a platform to integrate the resources of suppliers, demanders and even third parties on this basis, and at the same time increase the income of both parties or reduce the transaction costs of both parties, thus making profits for itself.
Alibaba is a model of building a platform to integrate resources. It integrates the information of supply and demand sides and creates an information platform. The supply and demand sides can exchange information and needed goods through it to achieve the best transaction effect, while Alibaba makes a profit by charging service fees. A similar successful example is Ctrip.
Similarly, all exhibitions now build a platform for both supply and demand through platform-based resource integration, and make profits by meeting their respective needs. An exhibition should integrate at least three resources: first, exhibitors; The second is professional audience; Third, the exhibition service providers (such as logistics providers, hotels, builders, cleaning, security, exhibition halls, tour operators, etc.). ). In theory, there are three ways: vertical resource integration, horizontal resource integration and platform resource integration, but in practical application, it is difficult to completely separate or even cross each other. Common methods of resource integration are:
1) business outsourcing
The so-called outsourcing, also known as resource outsourcing and resource outsourcing, refers to a management mode in which enterprises outsource some non-core and auxiliary functions or services to external specialized manufacturers based on contracts, and use their expertise and advantages to improve the overall efficiency and competitiveness of enterprises, thereby reducing costs, improving efficiency, giving play to core competitiveness and enhancing their ability to respond quickly to the environment.
Case 1: Production Outsourcing of Rainwater Group
Chongqing Rainwater Group integrates social resources in a typical outsourcing way. At the early stage of the company's development in the 1990s, the company's resources, especially tangible resources such as land, workshops, production machinery and equipment, were scarce, and there was not even office space, and there was not so much money to buy these resources. All I have is a patented technology of cosmetics. In this case, according to the traditional way of thinking, business can not be carried out at all. But the company solved this problem by outsourcing, making full use of social resources, outsourcing production, entrusting a pharmaceutical factory to produce products for it (the company only pays a little production cost), and even renting company office space. But the company controls the key links of this value chain: patents and sales. In the end, the company's operation can continue and flourish. According to the viewpoint of core competence, enterprises should concentrate limited resources to strengthen their core business, and other non-core functional departments should outsource or outsource. Through the implementation of business outsourcing, enterprises can not only reduce operating costs, improve efficiency, concentrate resources to give full play to their core advantages, better meet customer needs and enhance market competitiveness, but also make full use of external resources to make up for their own deficiencies in resources and capabilities. At the same time, outsourcing can also make enterprises maintain flexibility and diversity in management and business.
The specific forms of business outsourcing include production outsourcing, sales outsourcing, supply outsourcing, human resources outsourcing, information technology service outsourcing and R&D outsourcing. Business outsourcing theory emphasizes that enterprises focus on their own core competence. If a business function is not the most efficient in the market or the core competence of an enterprise, it should be outsourced to a specialized manufacturer with higher external efficiency.
Knowledge chain: the trend of business outsourcing
At present, there are three main trends in business outsourcing:
First, outsourcing favors back-office business. In the new economic era, the market is changing rapidly, and the basic principle of enterprise survival is to obtain terminal information in time and change with the market. In order to grasp the terminal market and keep the pulse of quasi-market, many enterprises do their own work on the front-office business, strengthen services, and outsource the back-office business and business far from the market.
Second, outsourcing is biased towards mechanical business. In the information society, the life cycle of products is shortened, the variety is increased, and the batch is reduced. Customers have higher and higher requirements on the delivery cycle, price and quality of products. In this context, meeting individual needs has become the top priority of enterprises. To this end, enterprises should outsource mechanical and repetitive business, such as outsourcing production, through digitalization and software.
Third, outsourcing business is biased towards non-core business. The important business of an enterprise must be completed by itself, and those non-core businesses can be outsourced. Enterprises can do it through partners. For example, many home appliance companies now outsource after-sales services (delivery, installation, maintenance, consulting, etc.). For example, exhibition management, exhibition organizers often outsource some non-core businesses, such as on-site catering, cleaning, security, etiquette, construction, etc., while they focus on core businesses, such as exhibition planning, investment promotion, exhibition invitation, etc.
2) Joint venture
Enterprises combine their different resources in the form of joint venture, * * * jointly operate, * * * take risks, realize the complementarity of resources and capabilities of both parties, and achieve the goal of * * * common development. Under the following circumstances, joint venture is a better strategy: ① it is uneconomical or risky for an enterprise to operate alone; (2) By merging the resources and capabilities of two or more enterprises, an enterprise can be brought more resources and become a strong competitor; ③ It can overcome import share, tariff, national political and cultural barriers.
3) Enterprise M&A
M&A is also one of the strategies for enterprises to obtain external business resources and seek external development. Through mergers and acquisitions, they can gain control of the company's business resources. The main ways of enterprise M&A are as follows: ① Overall M&A refers to the M&A behavior of an enterprise to determine the M&A price based on assets and obtain all the property rights of the target company. (2) Investment holding M&A refers to the M&A behavior of an enterprise to invest in the target company and reorganize the target company into its own holding subsidiary. (3) The paid transfer of equity refers to the acquisition of the target company by the enterprise according to the price of the equity agreement, so as to obtain the control right of the target company. (4) Asset replacement refers to the property right transaction in which an enterprise obtains equivalent high-quality assets with assets of a certain value.
In addition, from the M&A direction, there are three types: horizontal M&A, vertical M&A and mixed M&A. ..
4) Joint research and development of products
In today's increasingly dispersed product technology, no enterprise can have all the latest technologies to produce a certain product for a long time, and it is difficult for an enterprise to grasp the initiative of competition only by relying on its own ability. To this end, most enterprises' countermeasures are to use external resources as much as possible and actively create conditions to realize the advantages of internal and external resources.
The development of new products is a complicated process. It often takes a lot of time from seeking creativity to the appearance of new products, and the complicated and changeable market environment makes the success rate of new product development and listing extremely low. Enterprises can develop and provide new products together. First, we can use the same resources for technical exchanges, reduce idle human resources, save research and development expenses, disperse high risks, and jointly overcome technical problems.
Two or more enterprises jointly develop a new product, and each enterprise can use this new product to transform existing products, improve product quality or innovate selling points, thus improving market competitiveness.
Example 2: Chaochai and Jiang Qi jointly develop products.
Dongfeng Chaochai Diesel Engine Co., Ltd. (hereinafter referred to as Chaochai) and Anhui Jianghuai Automobile Co., Ltd. (hereinafter referred to as Jiang Qi) have been partners in the automobile industry for many years, and their production, sales and social ownership have always been in the leading position in the automobile and engine industries respectively.
On July 1 day, 2005, the country will fully implement the Euro II standard. In order to meet the needs of the market and users, Jiang Qi introduced Lingwei and Shuailing which meet the new standards. Chaochai also launched 4D47 and QD32 two new power engines in time to meet the needs of the market and users. These two engines are high-quality products newly developed and imported by Chaochai Company. Among them, QD32 imported Nissan diesel engine technology, and 4D47 realized camshaft overhead. Compared with the existing domestic engines, these two engines have achieved qualitative changes in technology and design, thus making them have the quality style with leading performance and technology.
If Shuailing in Jiang Qi and Ling Wei are equipped with QD32 and 4D47, it will provide users with new value beyond their wishes and bring more effective economic benefits. Therefore, Jiang Qi and Chaochai jointly developed a brand-new product of "new standard, new power and new value"-Ling Wei and Shuailing new light truck, in which Ling Wei is equipped with 4D47 engine independently developed by Chaochai, and Shuailing is equipped with QD32 engine imported from Chaochai, using Nissan diesel technology. After the new product went on the market, Chaochai and Jianghuai Company launched a joint promotion campaign in the national 10 area, which made a shocking appearance nationwide and gained market recognition.
5) Franchising
Franchising refers to the mode of operation in which the franchisee allows the franchisee to use his name, trademark, proprietary technology, products and management experience to conduct business activities in the form of contract. The party with important intangible assets widely mobilizes social resources, rapidly expands its scale and obtains additional income. In the hotel industry, "Home Inn" is a successful franchise model.
6) Enjoy resources * * *
The * * * sharing of resources is to share the resources belonging to this enterprise with other enterprises. The * * * sharing method can be paid or free. On the one hand, the enjoyment of resources can make full use of existing resources to improve the utilization rate of resources, on the other hand, it can avoid the waste caused by repeated construction, investment and maintenance, which is an important measure to achieve the goals of complementary advantages, high efficiency and low cost.
It is impossible for any enterprise to have absolute advantages in all resource types, even if the same resource shows strong comparative advantages in different enterprises, thus forming the basis of complementary integration of enterprise resources. In particular, some resources that have been solidified in enterprise organizations cannot be completely traded, such as intangible resources such as marketing channels, market experience and customer database materials, which are not convenient to obtain directly through market transactions. To obtain these unique resources of the other side, we must establish a cooperative relationship with them to realize mutual enjoyment and complementarity.
Knowledge link: customer resources * * *
Customer resources are the most important resources for enterprise development, and how to obtain customer information is the most concerned issue for every marketer. It is indeed a happy thing to be able to share customer information with other enterprises and expand the market scale without hurting customers' feelings and infringing customers' privacy.
Generally speaking, sharing customer information can be carried out in the following two types of enterprises: one is composed of enterprises with similar products but different market segments. For example, in the same food enterprise, beverage industry and ice cream industry, health food and leisure equipment enterprises can share customer information. Nowadays, "Bank-Securities Connect" and "Bank-Insurance Connect", which are very popular in the financial industry, are also applications in this case. The securities industry and insurance industry, which have just started, lack customer information and market recognition. Second, enterprises with different products with upstream and downstream relationship or complementary relationship in production, sales or use, such as computer accessories and peripheral equipment manufacturers and whole machine manufacturers, refrigerators and refrigerator deodorants, washing liquid and hand cream, microwave ovens and cookers, can enjoy customer information.
Of course, seemingly unrelated companies have successful precedents in sharing customer information. For example, American Express has reached an agreement with MCT Telecom, and American Express card users can enjoy certain discounts when using MCI long-distance calls; MCI Company greatly enhanced its competitiveness by relying on the information of l0000000 households held by the courier company. However, MCI can obtain customer information in this way because its target customer base is similar to that of American Express, and both target customers are ordinary people.
In short, if enterprises want to enjoy customer resources, they must ensure that they serve similar target customers. For example, in the alliance between hotels and airlines, customers who spend a certain amount in hotels can get a free airline ticket; On the contrary, customers who have accumulated a certain mileage in airlines can also stay in hotels for free. This customer resource * * * is built on the basis of frequent customers and hotel frequent customers. They are generally senior business people. The high coincidence of target customers is an important reason for the extremely successful cooperation between the two parties.
Sharing customer information * * *, to avoid hurting their own brands, this requires enterprises to carefully choose partners to prevent "careless friends"; In addition, we should also avoid infringing on customers' rights and interests. For example, some consumers complain that a real estate company will disclose their personal information to a number of decoration companies at will, resulting in their continuous receiving sales calls. Such behavior is against professional ethics, even if they gain some benefits temporarily, they will eventually be punished by the market.
7) Joint investigation
Market research is the starting point of the whole marketing activity and the way to obtain decision-making information and basis. However, the workload of market research is too heavy, the professionalism is too strong and the cost is too high. If enterprises unite, the above shortcomings can be avoided.
Enterprises can look for enterprises with similar market segments (same target customers) when doing such surveys. For example, children's clothing manufacturers can join hands with children's toy manufacturers, children's food manufacturers and children's books manufacturers to inspect the local political environment, legal environment, economic environment, technical environment, cultural environment and consumption situation. Of course, when investigating the development of their respective industries, competitors, similar products and other projects, these enterprises can't use exactly the same survey results and have to treat them differently.
If you choose competitors in the same industry as joint investigation partners, you can use exactly the same questionnaire to save investigation resources to the greatest extent. However, due to various reasons such as competition, such joint investigations are rare. In fact, in this case, if professional organizations or local trade associations come forward to coordinate and organize peer institutions to conduct joint investigations, all participating enterprises can benefit from it.
In addition to horizontal integration, enterprises can also choose vertical integration for market research. Upward, you can jointly investigate with your own suppliers; Downward, you can conduct market research with your own distributors and retailers. For example, as an important sales terminal of consumer goods, large supermarkets can help enterprises obtain valuable market information with half the effort. Because the data recorded by supermarket POS machines are analyzed and processed, the results are enough to impress any manufacturer. Through these data analysis results, manufacturers can not only know the sales volume of products in the current period, but also know the sales volume of products with each packaging specification, so as to realize single product management. In addition, there is a comparative analysis of the sales of such brands and their competitors in the data, which will make manufacturers want to see it. This most fundamental and true data is far more reliable than that of consulting companies, and it saves direct research expenses.
In addition, if enterprises enter a relatively unfamiliar new market, such as domestic enterprises entering the international market at the beginning, it is best to form a partnership with local ready-made, professional and high-quality companies to conduct market research together. Otherwise, it will be very difficult to conduct market research because of the strangeness of local language, customs, policies and regulations.
8) Broaden the product value package
Broaden the product value package, enterprises can find some matching products for their products, so that the whole combination can provide consumers with a complete functional space, which is convenient for consumers to use, thus expanding and completing the value of their products. Gillette razors and permanent batteries are sold together, and Nestle coffee advocates drinking with Sanhua milk, which is a typical functional combination. This combination can expand the functional space of products, facilitate the operation and use of consumers, improve the added value of products, and produce the effect of "1+ 1 >: 2".
Case 3: Expanding Starbucks' Product Value Package
In a survey, Starbucks found that 90% of its 20 million customers are Internet users. Starbucks decided to add a "new content" to the menu: high-speed wireless Internet service. Together with HP and T-Mobile, it is committed to bringing consumers a wireless and high-speed experience. In Starbucks coffee shop with T-Mobile HotSpotSM high-speed Wi-FiV wireless network, customers only need a laptop or PoeketPC that supports Wi-Fi function to surf the Internet.
After HP appeared, Starbucks provided a full range of value-added services. Once they cooperate, they will have great changes, and their cooperation footprint makes the electronic catering industry possible. Three excellent companies have defined a value package for Starbucks customers: the enjoyable feeling of swimming on the Internet while drinking fragrant coffee.
9) Channel * * *
Channel construction is a very important part of enterprise marketing activities, and it is also one of the most difficult problems faced by enterprises. Enterprises can cooperate with each other in channel design, channel decision-making, middleman selection, middleman control, middleman incentive and middleman adjustment, so as to strengthen channel management and win the terminal.
Channel is a kind of resource. Borrowing and sharing channels from different industries or peers can greatly broaden the caliber of sales points and display points and build superior channels beyond competitors. Through * * * channels, enterprises can not only transfer products from manufacturers to consumers safely, timely, efficiently and economically with the help of * * * partners' channels, but also reduce channel construction costs and improve distribution efficiency.
Case 4: Duckling and Toshiba * * * enjoy sales channels.
The cooperation between Xiaoya Group and Toshiba is a successful example for * * * to enjoy sales channels. Xiaoya Group took China's entry into WTO as an opportunity to enter the international market and form a strategic alliance with Toshiba. Ducklings can use Toshiba's technology in the alliance. For Toshiba, Duckling uses its own management and technical talents to manufacture Toshiba brand washing machines, and sells them in China through Duckling's sales channels, and some products are sold back to Japan. In other words, Toshiba obtained the right to use the distribution channel of Duckling in China through technology, and Duckling also obtained some sales channels of E 1.
10) co-brand
Co-brand strategy is a kind of composite brand strategy, that is, the brands of two companies appear on the same product at the same time. This is a new brand strategy with the fierce competition in the market, which embodies the mutual cooperation between companies. Brand alliance is an important way to use brand equity. For the promoters of brand alliance, the main motive of implementing brand alliance is to influence consumers' attitude towards new products by means of brand assets owned by other brands, so as to increase consumers' willingness to buy, improve their brand image or strengthen certain brand characteristics.
The advantage of joint brand strategy is that it combines the advantages of different companies, which can enhance the competitiveness of products and reduce the promotion costs.
Cold Case 5: Marriage between Haier and Wanda
Haier Home Integration Co., Ltd., a subsidiary of Haier Group, has formed a strategic alliance with Dalian Wanda Group, a real estate agent. * * * Under the promotion of the "Wanda-Haier" co-brand name, Haier Home provided supporting facilities such as menu decoration, decoration integration and indoor appliances for the residential real estate project developed by Dalian Wanda, and named it "Wanda-Haier" room, which enhanced the taste and popularity of the house. This kind of house is more acceptable to white-collar workers than ordinary fully decorated houses. This kind of joint promotion of brands from different industries can produce the superposition effect of well-known brands and achieve a win-win goal.
1 1)
The so-called joint promotion means that two or more business entities, on the basis of resource sharing and mutual benefit, open their own marketing resources, jointly promote sales, complement each other's advantages, take what they need and get what they want. In the highly competitive market environment, joint promotion strategy can often achieve the effect that single promotion can not achieve. Joint promotion is the product of win-win thinking, and its essence is to maximize its own promotion benefits with the help of external resources.
(1) Common joint promotion methods. Mainly: First, joint promotion with the same industry. There are many similar products on the market now, and the competition among peers is fierce. However, because we are in the same industry, the customer base is the same whether it is the procurement of raw materials or the design and production of products. If it is combined with the same industry, it can greatly reduce the promotion cost and expand the promotion influence.
Case 6: Wan Jiale and China jointly advertise to expand the market.
Wan Jiale and Shenzhou, two major manufacturers of water heaters, made up their minds and jointly advertised. The advertising slogan of Wan Jiale water heater is: Wan Jiale rises in China; The advertising slogan of shenzhou water heater is: leisurely shenzhou, the pursuit of thousands of families. It can be said that you have me and I have you. Therefore, both companies are among the 500 largest industrial enterprises in China. It can be seen that the joint efforts of peers can enable both sides to improve their respective competitive strength. In addition, in the joint venture, competitive sales can be eliminated or alleviated, and the promotion expenses can be prevented from rising, so that each member of the joint venture can achieve greater promotion effect with less promotion expenses.
Similarly, if a company holds a product ordering meeting alone, it is difficult to attract more businesses; And a number of peer companies unite to show their products together, which may attract more merchants to come and see the sample orders. At present, there are many peer-to-peer enterprises. It is not only a win-win goal, but also an important way to improve the competitiveness of this enterprise.
The second is joint promotion with dealers. The way of joint promotion with distributors is called vertical joint promotion. The biggest advantage of this promotion method is that their target markets are the same, and the increase in sales of the same product is beneficial to both parties, making it easier to find partners. For example, a manufacturer and a department store jointly promote sales, and in order to celebrate the anniversary of the establishment of the mall, the products of the manufacturer are given preferential rewards. Manufacturers make profits in the wholesale price to merchants, and shopping malls make profits in the retail price, so that prices drop sharply to attract consumers. When the sales volume of this commodity increases, the sales volume of other commodities in the mall will also be affected by the linkage, which will eventually increase the total sales volume of the mall and achieve the goal of mutual benefit.
The third is cross-industry horizontal integration. Joint promotion with other industries is the most common means of joint promotion. Because there is no direct competition between different industries, and they can complement each other. This alliance is the mainstream of joint promotion at present.
Case 7: Jiujiu Duck fought side by side with Tsingtao Beer during the 2006 World Cup.
Before the 2006 World Cup in Germany, "Jiujiu Duck" was a cooked food enterprise with more than 600 chain stores in China, but it has been unable to open up the situation in southern markets such as Guangzhou. "Cukuya" decided to seize the opportunity of the World Cup every four years to find a breakthrough from the fans. Jiujiuya thought of beer. Watching football and drinking beer has always been the consumption habit of many fans. If you add duck neck, it is a wonderful match. Tsingtao Brewery has invested tens of millions in CCTV's World Cup program. If Jiujiuya can join hands with it, it will greatly promote Jiujiuya's brand image and marketing, and there is no need to pay extra. So Jiujiuya took the initiative to find "Tsingtao Beer", put forward joint marketing, and put forward preferential conditions for displaying "Tsingtao Beer" for free. The network of hundreds of branches is a big temptation for Tsingtao Brewery. Based on the win-win consideration of the market, Tsingtao Brewery readily accepted the olive branch thrown by Jiujiuya. During the week from June 5th, the press conferences of "Tsingtao Beer" and "Jiujiuya" were held in Shanghai, Beijing, Guangzhou and Shenzhen in turn, and the marketing campaign of the World Cup was officially launched. On June 9, the first day of the World Cup, the activity of "24-hour telephone and online purchase of Jiujiu duck neck to send Tsingtao beer to cheer for the World Cup" was launched. The slogans jointly played by the two sides are: watch the World Cup, drink Tsingtao beer and chew ninety-nine ducks. Then a nationwide storm of duck neck sales broke out. On the opening day of the World Cup, the national sales of "Jiujiu Duck" increased by 70% ~ 80% than usual, and it was almost sold out. In Shanghai Jiujiu Duck Chain Store, the first day of the World Cup coincided with the focus war between Germany and Costa Rica, and the sales of Jiujiu Duck Duck Neck rose rapidly, even leading some chain stores to be out of stock. After 1 month, "Jiujiu Duck" sold more than 2 million duck necks, and the national turnover reached180,000, while "Jiujiu Duck" only invested about10.5 million yuan.
(2) the principle of common promotion. No matter which type of partner you choose, enterprises adopting joint promotion strategy should follow the following principles:
The first is the principle that the target market is the same or similar. All parties to the joint promotion should have the same or similar target market, so as to achieve greater results with less cost. The joint promotion is to play a complementary role in increasing sales. If the selected partners are dealers or peers, the target market has a high degree of consistency. Therefore, the principle of target market similarity is the basic principle for choosing partners.
The second is the principle of image consistency. When choosing partners for joint promotion, we must consider the consistency of market image. It is not easy for an enterprise to establish an image that is popular with the target market. Once the partner is improperly selected, it is likely to destroy its original market image and fail to achieve the expected promotion effect. Choosing partners with strong market image can promote their own market image. For example, Skyworth Health TV and an insurance company once failed to cooperate. Although both of them have the concept of "health" and some consumers, the combination of products from two different industries will definitely produce the opposite market effect. It is easy for consumers to have a bad illusion that Skyworth Health TV is of poor quality, so it is bound to insurance. Skyworth's cross-industry integration plan was finally stranded due to poor implementation.
The third is the principle of reciprocity. Joint promotion is carried out on the basis that all parties benefit from the promotion. The reason why enterprises want to carry out joint promotion is to obtain the effect that cannot be obtained by individual promotion.
Case 8: Joint promotion benefits all parties.
Guangzhou Industrial and Commercial Bank has launched a new credit card-Peony Teacher Card. All teachers who apply for this credit card can be exempted from the credit card handling fee for two years, and they can enjoy a discount of 20% to 10% when spending in Tianhe Book Center, Guangzhou Department Store and Guangzhou Restaurant with this card. This can be said to be a good joint promotion strategy: ICBC can attract more teachers to apply for credit cards, and teachers who often go to these places to apply for cards can enjoy discounts, while book shopping centers, Guangzhou department stores and other places are teachers' main consumption places, and card holders increase their consumption in this place because of the discounts. Through this way of joint promotion, all parties have broadened their respective tourist markets, and at the same time established a good image of "respecting teachers and attaching importance to education".
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