ICBC Credit Card Marketing Summary

Since the beginning of this year, ICBC Sub-branch has developed the scale of credit cards and seized the credit card market share as the focus of bank card work. Based on its own resources, it has won the bidding of high-end customers, marketing collective cards, seizing high-quality special merchants, expanding the scale of card issuance, and working together through the Bank. Significant results have been received. As of September 10, the number of credit card is 4,500, which is five times the total number of cards issued last year. It ranks first in the ICBC branch's credit card issuance, and realizes bank card intermediary business income of 660,000 yuan.

The first is to clarify the market positioning. In order to expand the development of credit card scale and seize the credit card market share, the bank conducted objective and accurate research, analysis and forecasting on the credit card market, and held symposiums for department and outlets to raise awareness, change concepts and unify employees' behaviors. We will implement the business decision-making of the sub-branches and strive to create a business philosophy and business environment that “revolves around the market and employees turn around customers”.

The second is to improve the assessment mechanism. At the beginning of the year, the bank decomposed the credit card target tasks into departments and outlets, and implemented the “double-hook” policy, that is, the number of indicators is linked to the performance of departmental outlets, and linked to customer managers. At the same time, second-line personnel are also required to fully exploit individual customer resources. Release the target mission. Through the formulation of incentive measures such as the Bank Card Marketing Incentive Measures, employees who complete the task are rewarded according to the standards, and the employees who have not completed the tasks are punished. Not only everyone participates, but also with job responsibilities, so that employees have the goal in mind, shoulder pressure, work motivation, and maximize the enthusiasm of employees to actively promote, introduce, publicize, and sell credit cards.

The third is to take the initiative to attack marketing. The bank got rid of the situation of relying solely on the passive marketing of individual gold departments, and formulated and implemented the marketing marketing linkage mechanism to give full play to the integrated marketing functions of existing marketing teams and business outlets such as the Ministry of Finance and account managers, to achieve the overall marketing and department of the whole bank. Complementary advantages, product bundle sales, and the effect of batch card issuance. Dongpeng Branch went deep into the mining area and increased its marketing efforts to group customers. It successfully sold 374 credit cards at one time. During the promotion of credit cards, it focused on the advantages of the company and housing, and added new loans to real estate development companies and loans. Household and housing mortgage customers publicized and introduced various new businesses of the bank to combine bank card and loan marketing, and targeted marketing credit cards at one time to improve service quality.

ICBC Credit Card Marketing Summary

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