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 Center1招商銀行信用卡中心成立于2001年12月，采取全國集中化運(yùn)作，是國內(nèi)首家真正意義上獨(dú)立運(yùn)作的信用卡中心，完全按照國際標(biāo)準(zhǔn)運(yùn)作，真正實(shí)現(xiàn)信用卡的一體化專業(yè)化服務(wù)。同時(shí)，信用卡中心擁有來自美國、臺(tái)灣的專業(yè)信用卡顧問人才，將國外經(jīng)驗(yàn)帶入國內(nèi)市場(chǎng)。CMB Credit Card Center (CMB CCC) was established in Dec, 2001. It is a nation-wide inte

2、grated 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(fèi)金額突破2,100億元，居國內(nèi)首位。招商銀行信用卡被業(yè)內(nèi)專家譽(yù)

3、為國際信用卡發(fā)展史上的一個(gè)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 credit car

4、d 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(jiǎn)介Introduction of CMB Credit Card Center2North China : Beijing, Tianjin,Jinan, Qingdao, Shenyang, Dalian,Zhengzhou, Yantai, HarbinHQ :ShanghaiEast China :Suzhou,Nanjin

5、g, Hangzhou, Hefei, Ningbo, Wuxi, NanchangSouth China : Guangzhou,Shenzhen, Fuzhou, Xiamen,Foshan , DongguanSouth-West China :Chengdu, Chongqing, Wuhan,Xian, Changsha, Kunming,Lanzhou招商銀行信用卡中心簡(jiǎn)介Introduction of CMB Credit Card Center 我們熟悉區(qū)域市場(chǎng)，目前分支遍及30個(gè)城市，全面負(fù)責(zé)區(qū)域發(fā)卡、消費(fèi)促動(dòng)、特惠商戶、積分兌換、分期等多項(xiàng)業(yè)務(wù)，成為同業(yè)標(biāo)桿。We also

6、 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(duì)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(fèi)者族群，屢次開創(chuàng)跨業(yè)合作先河 We divide co

7、nsumers 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.Top VIPHigh-endGold le

8、velWhite collarYoung peopleX generationStudents4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(yù)等身，被市場(chǎng)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(rùn)百富榜“最青睞信用卡發(fā)卡行”的稱號(hào)，并獲得胡潤(rùn)百富“至尚優(yōu)品星光圣殿大獎(jiǎng)”。Awarded “the

9、 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(jiǎng)”，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.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

10、測(cè)評(píng)發(fā)布會(huì)在北京舉行，我行一舉獲得最佳發(fā)卡銀行、普卡獎(jiǎng)、金卡獎(jiǎng)和白金卡獎(jiǎng)等四項(xiàng)大獎(jiǎng)。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(jiǎng)”之“最佳信用卡業(yè)務(wù)獎(jiǎng)”。Awarded the “Best Credit Card Business” by “The Asian Banker”.2007年12月招商銀行國際標(biāo)準(zhǔn)信用卡榮獲理財(cái)周報(bào)主辦的最佳銀

11、行理財(cái)產(chǎn)品年度評(píng)選之“2007年中國最具理財(cái)價(jià)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(jí)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(jí)信用卡產(chǎn)品”，剛性年費(fèi)1萬元，在白金卡基礎(chǔ)上提供更頂級(jí)專屬的服務(wù)。In 2008, CMB launched Infinite Cards firstly, designed to b

12、e the top cards of China”無限卡僅通過邀請(qǐng)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(fèi)實(shí)力的社會(huì)頂層人群設(shè)計(jì)，擁有多維度的增值功能和最頂級(jí)的優(yōu)質(zhì)專屬服務(wù)。 Platinum & Infinite Cards are designed and be provided for high-quality people with outsta

13、nding 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(duì)高端人群的白金卡產(chǎn)品，年費(fèi)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(chǎng)60%以上。By now we have more than 200,000 platinum card

14、holders and own over 60% of total market.javascript:void67名車名表名品高端信用卡豐富多樣的品牌合作Plenty of cooperation of brands8他們擁有-高檔別墅或公寓會(huì)所-寶馬、奧迪等知名品牌， 中高端系列私家車-對(duì)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, restaurants 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

15、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(jì)院的業(yè)界精英They are- Top management staff from worlds best 500 companies- Management staff from top local corporations9優(yōu)質(zhì)高端持卡客戶，特征速寫High-quality clients features-各項(xiàng)金融服務(wù)的貴賓客戶-高爾夫俱樂部、知名會(huì)所的會(huì)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(huì)精英群體一員、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(bào)告/ AC Nie

16、lsen 2008年研究報(bào)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 characters70%是男性持卡人70% of total are male月度消費(fèi)25,000元以上Monthly spending is about 25 thousands36-50歲占比超過60M

17、ore than 60% are between 36 and 5082的人已經(jīng)結(jié)婚82% of total are married73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 clients10具體合作corporation活動(dòng)時(shí)間：即日起至2014年7月1日（具體活動(dòng)時(shí)間可視情況而定）Time:From now on to 2014活動(dòng)對(duì)象：黑金卡、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(dòng)內(nèi)容：

18、活動(dòng)期間，招行高端卡持卡人至店面刷卡消費(fèi)可享受滿300減100優(yōu)惠（不累計(jì)）.11CMBPremiumCardholders 投入Investment常態(tài)性優(yōu)惠Normal privileges營銷模式：全面宣傳促動(dòng)Market Model : Combined Promotion收益 Benefits更多的銷售金額，更多的新客戶，更精準(zhǔn)的品牌宣傳Bring more sales, new customers , brand appearance銀行網(wǎng)點(diǎn)宣 Branches宣傳單頁 DM通路銷售Salesman持卡人宣 Cardholders功能手冊(cè)Handbook 短信 SMS賬單 Stat

19、ement電子直郵 EDM內(nèi)外媒體 Media財(cái)富生活報(bào)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 adCredit card homepage帶來大量具有極強(qiáng)消費(fèi)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(duì)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尊敬的貴賓，即日起至2月15日，持招商銀行無限信用卡至北京麗思卡爾頓、JW萬豪、海淀永泰福朋喜來登、北京飯店享酒店自助餐，即可尊享“二人同行，一人免單”特別禮遇。預(yù)訂敬請(qǐng)致電貴賓服務(wù)專線4008000888招商銀行 持卡人宣傳：短信/彩信Cardholders：