The second is to launch segmented credit card brands for female groups and shape the mainstream brand image of female cards. After in-depth investigation and study of female customers in different life cycles, a "magic trilogy" development plan for developing "Puka-Gold-Platinum Card" in turn was worked out. In September 2005, the first CITIC Mopuka for young and fashionable women came out, creating the first value-added services such as women's health insurance and accidental hospitalization medical insurance in China. On March 8, 2006, CITIC Magic Gold Card for middle and high-end women was listed, which introduced the related rights and interests of "parent-child care" for the first time in the industry. On May 15, 2007, CITIC Magic Platinum Card was launched, which fully met the all-round needs of mature, elegant and noble high-end female customers in health, business travel, financial management and parenting, and created a unique yoga experience service nationwide. At present, the number of magic credit cards issued has rapidly reached 400,000, becoming the mainstream brand of women's credit cards in China.

The third is to launch a series of co-branded cards and business travel service measures for business travel customers to enhance the contribution of business travel customers. In March, 2006, our bank and China International Airlines, the largest domestic air passenger company, jointly launched the "Air China Companion" CITIC Credit Card, and launched the first domestic Air China Companion Platinum Credit Card. In just eight months, the number of cards issued reached 654.38+10,000. In addition, CITIC Bank cooperated with Ctrip.com(C-TRIP), the largest business travel service company in China, to launch the "CITIC Ctrip Business Travel Line" to provide customers with one-stop business travel service, and pioneered the "flight delay guarantee" service in China. At present, the number of air tickets booked by CITIC Bank's credit card has ranked second in Ctrip.com's sales channels, which is well received by customers. Due to the excellent service system and market performance of our corporate card products, JP JPMorgan Chase Bank chose our bank as a strategic partner to provide global service corporate card products to its customers of more than 200 large multinational companies in China. On June 5438+065438+ 10, 2006, the Bank and JP JPMorgan Chase Bank formally signed the Corporate Card Alliance Agreement, which further expanded the development space of the Bank's corporate cards.

Fourth, by strengthening the construction of merchant system and the innovation of co-branded card products, we will vigorously expand the mass consumption field. Since 2006, the bank has continuously carried out the "Concession Day" of CITIC's credit card installment business nationwide, cooperated with GOME, the largest home appliance retailer in China, and many brand merchants in major cities to carry out the cardholder's checkout sales activities, created the bank's installment business characteristic service, and greatly increased credit card consumption. At the same time, in September 2006, our bank cooperated with Shanghai McCawlin Company, the largest mail order company in China, to launch "CITIC McCawlin Co-branded Credit Card", which became the first credit card product in China that closely combined e-commerce with flexible and convenient payment methods of credit cards, and was well received by customers. At the same time, the bank has carried out in-depth cooperation with well-known department stores in major cities in China. In the second half of 2006, CITIC Yansha Mall Credit Card, the first platinum department store co-branded credit card, was successively launched with Beijing Yansha Friendship Mall, the top department store in China, and successfully launched CITIC Xindaxin Credit Card with Guangzhou Xindaxin Company, which locked in a large number of high-quality department store customers and gained the first-Mover advantage in the field of domestic department store co-branded credit cards.

Tap customer value

Successful marketing: between increasing circulation and ensuring user level (obtaining interest rate), which does CITIC pay more attention to? Create a brand image first, or expand the user scale first? How to treat the relationship among brand, scale and function?

Jin Chen: In the rapidly developing credit card market in China, brand and market share are dialectical and unified, and there is no more important issue. Market share is the foundation and key symbol of the brand, and the brand has greatly promoted the promotion of market share.

In the past two years, the development of CITIC Credit Card embodies the principles of "efficiency, quality and scale" and "customer acquisition, customer management and customer value-added". In terms of efficiency, the first thing is to be in an invincible position, strictly control costs and risks, and some businesses can not develop, so that zero cost is not negative, and then pursue profits and find ways to increase income on this basis. In the third stage, you can enter the growth stage, and you can gain one by adding one customer, instead of blindly pursuing scale expansion first. It can be seen that the benefits are light and heavy, and the quality is large, which is dialectical and unified.

"Successful Marketing": While expanding the user base, how to retain existing users, improve their loyalty and enhance their lifelong value? How does CITIC manage customer relationship? How to quickly and effectively accept users' feedback and make appropriate responses?

Jin Chen: CITIC Bank took the lead in setting up the Business Intelligence Group (BIU) in the credit card industry in China, providing support for credit card marketing and risk management through data mining and modeling. In 2006, the Bank and the Chinese University of Hong Kong jointly carried out the research on the application project of customer relationship management in commercial banks, and began to establish a scorecard system, actively using customer relationship management and data mining technology to analyze customer consumption behavior and risk behavior, so as to improve the effectiveness of market segmentation and risk management. For example, accurate marketing by subdividing customer groups can achieve better activity results at low cost. From September 2006 to June 2006 165438+ 10, the bank launched a "magic anniversary celebration" for female cardholders, and launched a number of marketing measures, such as women's medical examination concessions, insurance upgrades, and withdrawal of installment payments. The company continued to operate magic credit card holders and increased female credit card consumption by 45% in two months.

20 10 year, card issuance 100000.

Successful marketing: What problems have CITIC encountered in marketing and what problems need to be solved and improved at present?

Jin Chen: The Regulations on the Administration of Foreign Banks, which came into effect on June 5438+February, 2006, stipulates that foreign banks can obtain full qualifications for RMB retail business and be allowed to engage in bank card issuance business after being registered as "corporate banks" locally. China's credit card market, as the most promising emerging market in the world, is bound to attract more card-issuing banks to join the competition. In 2007, the credit card industry will present a higher level of competition: first, the market competition will enter the stage of "market segmentation" from "popularization", and the innovation ability of card-issuing banks will face greater challenges. Banks will expand the market from "casting a wide net" and begin to enter the stage of market segmentation. They must cultivate the market according to different standards and entry points, and attract customers through innovative models and unique services.

At present, the key customers of CITIC Bank's credit cards are concentrated in high-end people and young people, and the market we want to explore also includes investment and wealth management people. With the popularization of financial management concept and the increase of investment demand, credit cards can be upgraded from consumption function to financial management function, and more financial management services can be arranged to attract customers. Second, foreign banks may concentrate on high-end customers and key areas, and the customer management ability of domestic banks will face greater challenges. Driven by the restriction of outlets and the maximization of profits, concentrating resources to provide services for high-end customers in key areas will remain the key strategy for foreign banks to operate credit card business, which is a major test of the localization ability of Chinese banks.

Successful marketing: What is the goal of CITIC Bank's credit card in the next three years? For example, what is the market share and the card opening rate? Among the domestic credit card institutions, has it been decided that the credit card institutions of CITIC Bank should rank first?

Jin Chen: In the next three years, the cumulative number of credit cards issued by CITIC will reach10,000, striving to become a first-class credit card brand, a credit card center with considerable business scale and profitability, and strive to be at the forefront of the competition between Chinese and foreign commercial banks.