招商銀行高端信用卡合作方案

1、招商銀行高端信用卡合作建議方案 CMB High-end Credit CardCo-operation Proposal,招商銀行信用卡中心 CMB Credit Card Center,1,招商銀行信用卡中心成立于2001年12月，采取全國集中化運作，是國內(nèi)首家真正意義上獨立運作的信用卡中心，完全按照國際標(biāo)準(zhǔn)運作，真正實現(xiàn)信用卡的一體化專業(yè)化服務(wù)。同時，信用卡中心擁有來自美國、臺灣的專業(yè)信用卡顧問人才，將國外經(jīng)驗帶入國內(nèi)市場。CMB Credit Card Center (CMB CCC) was established in Dec, 2001. It is a nation-wide

2、integrated operation center, and also the first independent card center in China. With experiences professional management team from US and Taiwan , CMB credit card is operated with the international standard. 自2002年12月發(fā)行國內(nèi)首張符合國際標(biāo)準(zhǔn)的信用卡開始，截至2008年12月招商銀行信用卡發(fā)卡已突破2,800萬；2008年消費金額突破2,100億元，居國內(nèi)首位。招商銀行信用卡被

3、業(yè)內(nèi)專家譽為國際信用卡發(fā)展史上的一個奇跡，日前已被哈佛大學(xué)商學(xué)院編寫成MBA教學(xué)案例。 Since CMB issued the first credit card in Dec, 2002, up to the end of 2008, the total card volume has reached 28 million, and the total spending of Y2008 exceeded 210 billion RMB, which takes the leading position of the market. The development of CMB credi

4、t card has been evaluated as a miracle of the international market, and was adopted by Harvard Business School for case studying,招商銀行信用卡中心簡介Introduction of CMB Credit Card Center,2,North China : Beijing, Tianjin, Jinan, Qingdao, Shenyang, Dalian, Zhengzhou, Yantai, Harbin,HQ :Shanghai East China :Su

5、zhou, Nanjing, Hangzhou, Hefei, Ningbo, Wuxi, Nanchang,South China : Guangzhou, Shenzhen, Fuzhou, Xiamen, Foshan , Dongguan,South-West China : Chengdu, Chongqing, Wuhan, Xian, Changsha, Kunming, Lanzhou,招商銀行信用卡中心簡介Introduction of CMB Credit Card Center,我們熟悉區(qū)域市場，目前分支遍及30個城市，全面負(fù)責(zé)區(qū)域發(fā)卡、消費促動、特惠商戶、積分兌換、分期

6、等多項業(yè)務(wù)，成為同業(yè)標(biāo)桿。We also focus on localization , and our sub-credit card center has covered 30 major cities. These sub-centers are responsible for the sales, spending activation , merchants and business development,3,產(chǎn)品體系:針對不同人群,開創(chuàng)族群經(jīng)營模式 Product Segmentation for different groups,秉承因您而變的服務(wù)理念，深入細(xì)分消費者族群，屢次

7、開創(chuàng)跨業(yè)合作先河 We divide consumers into different groups, and provided innovative products by co-branding with leading brands of various industries,自2002.12.3發(fā)行國內(nèi)首張符合國際標(biāo)準(zhǔn)的信用卡至今，所發(fā)行產(chǎn)品已逾150種，是國內(nèi)發(fā)卡種類最多的發(fā)卡機(jī)構(gòu) Up to now, CMB has launched more that 150 products, playing the leading role in product development,To

8、p VIP,High-end,Gold level,White collar,Young people,X generation,Students,4,眾多殊榮，見證榮耀 Honors of CMB Credit Card,發(fā)卡8年來，招行信用卡載譽等身，被市場公認(rèn)是“信用卡領(lǐng)導(dǎo)品牌” During the 8 years, CMB credit card received many of honors and is recognized as the leading brand of the market. 2011年1月11日，招商銀行連續(xù)第七年獲得胡潤百富榜“最青睞信用卡發(fā)卡行”的稱號，

9、并獲得胡潤百富“至尚優(yōu)品星光圣殿大獎”。Awarded “the best favorable issuing bank” of “Hurun Report” for the past continuous five years. 2009年3月27日，招商銀行獲得“2008中國廣告品牌營銷創(chuàng)新大獎”，成為獲此殊榮的兩家企業(yè)之一和唯一一家金融機(jī)構(gòu)。Awarded “the innovation prize of advertisement and brand” of Y2008, the only financial institution which ever got the prize.

10、2008年11月12日，2008和訊銀行卡發(fā)展與營銷論壇暨中國信用卡測評發(fā)布會在北京舉行，我行一舉獲得最佳發(fā)卡銀行、普卡獎、金卡獎和白金卡獎等四項大獎。Got the honors of “Best Issuing Bank”, ”Best Classical Card ”, “Best Gold Card”, ”Best Platinum Card”, by He-Xun in Y2008. 2008年6月，獲得亞洲銀行家“2008中國零售銀行卓越大獎”之“最佳信用卡業(yè)務(wù)獎”。Awarded the “Best Credit Card Business” by “The Asian Bank

11、er”. 2007年12月招商銀行國際標(biāo)準(zhǔn)信用卡榮獲理財周報主辦的最佳銀行理財產(chǎn)品年度評選之“2007年中國最具理財價值的信用卡”。Got the honor of “the most valuable credit card for financing in Y2007” by the Financing Weekly,5,高端信用卡產(chǎn)品，頂級尊享Premium cards for high-end clients,招商銀行無限卡 2008年4月招商銀行首發(fā)“無限卡”，定位為“全國最頂級信用卡產(chǎn)品”，剛性年費1萬元，在白金卡基礎(chǔ)上提供更頂級專屬的服務(wù)。 In 2008, CMB launch

12、ed Infinite Cards firstly, designed to be the top cards of China” 無限卡僅通過邀請發(fā)卡，擁有客戶4000余人。 Infinite cards can only be invited to have one, and only 4,000 people have it by now,位于金字塔最頂層的黑金卡、無限卡和四大白金信用卡（AE、銀聯(lián)、經(jīng)典、精致）專為高消費實力的社會頂層人群設(shè)計，擁有多維度的增值功能和最頂級的優(yōu)質(zhì)專屬服務(wù)。 Platinum & Infinite Cards are designed and be pro

13、vided for high-quality people with outstanding consumption power, which has various value-added features and top exclusive services,招商銀行白金卡（經(jīng)典） 2005年3月首家推出針對高端人群的白 金卡產(chǎn)品，年費3600元，提供包括商旅、康護(hù)、高爾夫、特惠等功能。 In 2005, CMB was the first bank to launch Platinum Cards in China. 目前白金卡已擁有超過20萬高端持卡人，占據(jù)高端信用卡市場60%以上。

14、By now we have more than 200,000 platinum cardholders and own over 60% of total market,javascript:void,6,7,名車,名表,名品,高端信用卡豐富多樣的品牌合作Plenty of cooperation of brands,8,他們擁有 高檔別墅或公寓會所 寶馬、奧迪等知名品牌， 中高端系列私家車 對信用卡的增值服務(wù)了解并使過,They have High ended estate, and houses Memberships from many VIP clubs (hotels, rest

15、aurants and clubs,他們是 供職于金融機(jī)構(gòu)、政府事業(yè)單位、 知名企業(yè)或跨國公司的高階管理人員 世界500強(qiáng)，國內(nèi)上市公司 院校醫(yī)院、科研機(jī)構(gòu)、設(shè)計院的業(yè)界精英,They are Top management staff from worlds best 500 companies Management staff from top local corporations,9,優(yōu)質(zhì)高端持卡客戶，特征速寫 High-quality clients features,各項金融服務(wù)的貴賓客戶 高爾夫俱樂部、知名會所的會籍客戶,他們 是成功人士、享受生活、尊貴地位、受人關(guān)注、社會精英 群體

16、一員、家庭幸福、有責(zé)任心、享受國際化服務(wù)的商務(wù)人士,資料來源：2007年新華信高端新產(chǎn)品研究報告/ AC Nielsen 2008年研究報告,VIP clients from the banking sector Members from top golf clubs and other clubs,They are successful business people who enjoy services with high international standards,客戶屬性 Clients characters 70%是男性持卡人 70% of total are male 月度消費

17、25,000元以上 Monthly spending is about 25 thousands 36-50歲占比超過60 More than 60% are between 36 and 50 82的人已經(jīng)結(jié)婚 82% of total are married 73的持卡人學(xué)歷在本科以上 73% of total are above undergraduate,優(yōu)質(zhì)高端持卡客戶 High-quality clients,10,具體合作 corporation,活動時間：即日起至2014年7月1日（具體活動時間可視情況而定） Time:From now on to 2014 活動對象：黑金卡、

18、無限卡和四種白金信用卡（AE、銀聯(lián)、VISA經(jīng)典、精致） Target Customers :CMB Premium Cardholders 活動內(nèi)容：活動期間，招行高端卡持卡人至店面刷卡消費可享受滿300減100優(yōu)惠（不累計,11,CMB Premium Cardholders,投入Investment 常態(tài)性優(yōu)惠 Normal privileges,營銷模式：全面宣傳促動 Market Model : Combined Promotion,銀行網(wǎng)點宣 Branches 宣傳單頁 DM 通路銷售Salesman,持卡人宣 Cardholders 功能手冊Handbook 短信 SMS 賬單

19、Statement 電子直郵 EDM,內(nèi)外媒體 Media 財富生活 報刊、雜志 Newspaper/Magazine,網(wǎng)絡(luò)營銷 Website 網(wǎng)絡(luò)廣告 信用卡網(wǎng)站 Online ad Credit card homepage,帶來大量具有極強(qiáng)消費能力的優(yōu)質(zhì)高端客戶，并利用精準(zhǔn)的客戶資料和豐富的宣傳渠道對目標(biāo)客戶進(jìn)行全方位宣傳 CMB will bring large amount of high quality customers, and we can make use of the accurate database and abundant channels to communicate with target customer in all directions,12,持卡人宣傳：短信/彩信Cardholders： SMS/MMS,短信