China Merchants Bank Credit card case study: Three elements of network marketing innovation

Network | Network Marketing Js.MyCring.Com Summary points:
Theme: Traditional industries should also do a good job in network marketing
Do a good job of network marketing attention 3 points
1. Choose a good marketing platform (depending on the target user base)
2. The combination of creativity and resources to achieve interactive marketing with consumers.
3. Analysis and statistics on the effect of the promotion, find the core needs of users, and continuously improve the network marketing.

China Merchants Bank is a pioneer in the mainland credit card industry, since December 2002, the first issue of domestic credit cards in line with international standards began, as of December 25, 2006, Merchants Bank credit card issuance volume has exceeded 10 million, accounting for 1/3 of the market share.

How does China Merchants Bank become the credit card market leader within four years? In addition to visionary corporate strategic planning, the full use of Internet resources is also a key factor. It can be said, whether it is market segmentation, marketing, or customer service, the application of the Internet has infiltrated the merchant bank credit card operation of each important link.

Internet promotes credit card market segmentation

At present, credit card products are becoming more and more diversified, in addition to the standard credit card, China Merchants Bank also uses the different product function and design to attract the specific ethnic groups by the way of market segmentation and market separation.

As early as in 2005, China Merchants Bank in the domestic--young credit card products for college students card. It is supposed that college students do not have a fixed income, not the traditional target group of credit cards, but on the other hand, they are the largest potential users of credit cards, China Merchants Bank hopes to be able to pre-empt the development of credit card consumption "future star."

Considering the high degree of application of the Internet by college students, young card application, Introduction, post service, etc. are communicated through the Internet with students, in addition to the initial need to sign applications, there is basically no paper documents. After the merchant bank sends the credit card to the user, the user has any question in the use process, such as the Bill inquiry and so on the internet completes. At the same time, China Merchants Bank has any new initiatives, such as promotional information, but also through e-mail and user communication.

In the promotion and application of female products, China Merchants Bank also makes the Internet play an important role.

In early November 2006, China Merchants Bank officially issued Hello Kitty fan credit card. Hello Kitty's target crowd is fashionable young, relatively female. China Merchants Bank regards them as a certain kind of fans, they are more outgoing and have a strong desire for foreign communication. From the experience of the past, this type of Cardholder's concept, including the concept of financial management are relatively advanced, swipe consumption will be more frequent, and the Internet is their important channel of communication.

As a result, the launch of Hello Kitty card at the same time, China Merchants Bank has set up a separate special website, the Hello Kitty card products applications, use information, etc. on the Internet, but also carried out a number of offline promotion methods to cooperate.

From college students to fashion women, for these people with high frequency of internet use, China Merchants Bank through the network with them to establish more direct, more interactive communication, effectively achieve the product differentiation strategy, promote the development of the market segments.

Creativity and interaction are the fundamental of network marketing

In domestic banking, China Merchants Bank is not the most branch of the bank, can not through the intensive business network to achieve user coverage. Therefore, how to better convey information to the target consumer groups is particularly important. The advantages of the network application of financial products and the Internet usage of the target audience give us such a revelation: the Internet can become an important platform for Merchants Bank credit card marketing.

According to past experience, in the process of applying for credit card, because of lack of necessary knowledge, consumers will have many worries and need to do a lot of explaining work. such as China Merchants Bank Hello Kitty card products, in addition to the beauty of the card itself, other functions, card consumption There is no feedback, strong security and other information, all need to communicate with consumers fully. Solve the above problem, the Internet is a very suitable media. Therefore, the Hello kitty card to promote the network, the choice of exclusive cooperation with NetEase, entertainment channels as the main platform for young people, and through other channels of advertising, to attract as many young people attention and participation. As a result of the establishment of a large number of media contacts, consumers landing NetEase can learn about Hello Kitty card information. By linking into the special website of Hello Kitty, you can download the application, fill it out and send it back, and leave their contact online so that the bank's service staff can communicate with them further.

As with the traditional marketing, the network marketing, the choice of media is very important, China Merchants Bank has its own experience in this regard.

First of all, the site's user base and enterprise promotion target group to match. Like this Hello Kitty card to choose to cooperate with NetEase, because NetEase has the highest media arrival rate and preference rate in the young group, is a veritable youth media king, and Hello Kitty card's target group is very match.

Second, the site should be able to provide good ideas, their own network resources and customer marketing activities closely combined to achieve interactive marketing with consumers. China Merchants Bank in the choice of network media cooperation, hope that the site is not only the customer as an advertiser, but can and customers think together partners. Because the internet has too much "interactive" content can be done, so the need for the middle of the appropriate creative with it, and whether in content creativity, or customer marketing creativity, NetEase is the leader of the domestic portal site.

Third, the website should have a good effect evaluation system. For each marketing activities affected by the number of netizens, netizens behavior, such as standardized and digitized statistical analysis, from the basic Web page traffic to the click Rate has complete data, these indicators are the most concerned customers, but also the evaluation of network marketing effectiveness of the important standards.

When a site can do the above three points well, the cooperation space they offer will be broader and more flexible. Through creativity and interaction, network marketing can be truly integrated into the target users of the process of using the Internet, the effect of this is simple network advertising can not match.

Make the network the most important customer service platform

While maintaining product innovation, China Merchants Bank has been paying great attention to network application innovation. From the earliest domestic issue of international standard credit card, to the introduction of personalized products for special groups, such as Hello Kitty card, young card, MSN Mini Credit card, joint card and platinum, and so on, the product line has been greatly enriched, at the same time, the innovation of network marketing has continued to deep development.

Through the successful use of network resources, China Merchants Bank credit card brand image has been deeply rooted. And now, China Merchants Bank's network marketing has a higher goal-the network to create a core platform for customer service.

Now, most of China Merchants Bank users ' knowledge of credit card usage information is already on the Internet. Recent statistics show that 30%~40% credit card users will be able to inquire about their own transaction and repayment billing information through the Internet. Therefore, for China Merchants Bank, with the increasingly perfect credit card products, the Internet has not only been limited as a channel for publicity and promotion, will become an important part of customer service, and even further become the main customer service platform of China Merchants Bank.

From market segmentation, marketing to customer service, China Merchants Bank's application of the network is deepening. In the future, China Merchants Bank will be more products and services to connect with the network, through the network with netease such as close cooperation to provide our clients with more convenient services.