招商银行高端信用卡合作方案
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高端信用卡丰富多样的品牌合作 Plenty of cooperation of brands
•名车
•名表 •名品
8
优质高端持卡客户，特征速写 High-quality clients' features
他们是 They are - 供职于金融机构、政府事业单位、 Top management staff from world’s 知名企业或跨国公司的高阶管理人员 best 500 companies - 世界500强，国内上市公司 Management staff from - 院校医院、科研机构、设计院的业界精英 top local corporations 各项金融服务的贵宾客户 VIP clients from the banking sector 高尔夫俱乐部、知名会所的会籍客户 Members from top golf clubs and other clubs.
• 2011年1月11日，招商银行连续第七年获得胡润百富榜“最青睐信用卡发卡行”的称号，并获得胡 润百富“至尚优品星光圣殿大奖”。Awarded “the best favorable issuing bank” of “Hurun Report” for the past continuous five years. 2009年3月27日，招商银行获得“2008中国广告品牌营销创新大奖”，成为获此殊荣的两家企业之 一和唯一一家金融机构。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和讯银行卡发展与营销论坛暨中国信用卡测评发布会在北京举行，我行一 举获得最佳发卡银行、普卡奖、金卡奖和白金卡奖等四项大奖。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，获得亚洲银行家“2008中国零售银行卓越大奖”之“最佳信用卡业务奖”。Awarded the “Best Credit Card Business” by “The Asian Banker”. 2007年12月招商银行国际标准信用卡荣获《理财周报》主办的最佳银行理财产品年度评选之 “2007年中国最具理财价值的信用卡”。Got the honor of “the most valuable credit card for financing in Y2007” by the Financing Weekly.
招商银行高端信用卡 合作建议方案 CMB High-end Credit Card Co-operation Proposal
招商银行信用卡中心 CMB Credit Card Center
1
Leabharlann Baidu
招商银行信用卡中心简介
Introduction of CMB Credit Card Center
招商银行信用卡中心成立于2001年12月，采取全国集中化运作，是国内首家真正意义上独立运作的信用
Top VIP High-end
Gold level
White collar
Young people
X generation
Students
4
众多殊荣，见证荣耀
Honors of CMB Credit Card
发卡8年来，招行信用卡载誉等身，被市场公认是“信用卡领导品牌”
During the 8 years, CMB credit card received many of honors and is recognized as the leading brand of the market.
招商银行无限卡
2008年4月招商银行首发“无限卡”，定位为 “全国最顶级信用卡产品”，刚性年费1万元， 在白金卡基础上提供更顶级专属的服务。 In 2008, CMB launched Infinite Cards firstly, designed to be "the top cards of China” 无限卡仅通过邀请发卡，拥有客户4000余人。 Infinite cards can only be invited to have one, and only 4,000 people have it by now.
HQ :Shanghai East China :Suzhou,
Nanjing, Hangzhou, Hefei, Ningbo, Wuxi, Nanchang
South China : Guangzhou,
Shenzhen, Fuzhou, Xiamen, Foshan , Dongguan
3
产品体系:针对不同人群,开创族群经营模式
他们 是成功人士、享受生活、尊贵地位、受人关注、社会精英 They are successful business people who enjoy 群体一员、家庭幸福、有责任心、享受国际化服务的商务人士 services with high international standards.
9 资料来源：2007年新华信高端新产品研究报告/ AC Nielsen 2008年研究报告
他们拥有 They have - 高档别墅或公寓会所 High ended estate, - 宝马、奥迪等知名品牌， and houses 中高端系列私家车 Memberships from many VIP clubs - 对信用卡的增值服务了解并使过……… (hotels, restaurants and clubs)……
自2002年12月发行国内首张符合国际标准的信用卡开始，截至2008年12月招商银行信用卡发卡已突破
2,800万；2008年消费金额突破2,100亿元，居国内首位。招商银行信用卡被业内专家誉为国际信用卡发 展史上的一个奇迹，日前已被哈佛大学商学院编写成MBA教学案例。 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 card has been evaluated as a miracle of the international market, and was adopted by Harvard Business School for case studying.
Product Segmentation for different groups
• 秉承因您而变的服务理念，深入细分消费者族群，屡次开创跨业合作先河
We divide consumers into different groups, and provided innovative products by co-branding with leading brands of various industries. • 自2002.12.3发行国内首张符合国际标准的信用卡至今， 所发行产品已逾150种，是国内发卡种类最多的发卡机构 Up to now, CMB has launched more that 150 products, playing the leading role in product development.
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•
•
• •
高端信用卡产品，顶级尊享 Premium cards for high-end clients
• 位于金字塔最顶层的黑金卡、无限卡和四大白金信用卡（AE、银联、经典、精致） 专为高消费实力的社会顶层人群设计，拥有多维度的增值功能和最顶级的优质专属服 务。
Platinum & Infinite Cards are designed and be provided for high-quality people with outstanding consumption power, which has various value-added features and top exclusive services.
2
招商银行信用卡中心简介
Introduction of CMB Credit Card Center
• 我们熟悉区域市场，目前分支遍及30个城市，全面负责区域发卡、消费促动、特惠 商户、积分兑换、分期等多项业务，成为同业标杆。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.
卡中心，完全按照国际标准运作，真正实现信用卡的一体化专业化服务。同时，信用卡中心拥有来自美 国、台湾的专业信用卡顾问人才，将国外经验带入国内市场。CMB Credit Card Center (CMB CCC) was established in Dec, 2001. It is a nation-wide 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.
North China : Beijing, Tianjin,
Jinan, Qingdao, Shenyang, Dalian, Zhengzhou, Yantai, Harbin
South-West China :
Chengdu, Chongqing, Wuhan,
Xi’an, Changsha, Kunming, Lanzhou
优质高端持卡客户 High-quality clients
客户属性 Clients' characters • • 70%是男性持卡人 70% of total are male
•
• • • • • • •
月度消费25,000元以上
Monthly spending is about 25 thousands 36-50岁占比超过60％ More than 60% are between 36 and 50 82％的人已经结婚 82% of total are married 73％的持卡人学历在本科以上 73% of total are above undergraduate
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招商银行白金卡（经典）
2005年3月首家推出针对高端人群的白 金卡产品，年费3600元，提供包括商旅、康护、 高尔夫、特惠等功能。 In 2005, CMB was the first bank to launch Platinum Cards in China. 目前白金卡已拥有超过20万高端持卡人，占据高 端信用卡市场60%以上。 By now we have more than 200,000 platinum cardholders and own over 60% of total market.
7
高端信用卡丰富多样的品牌合作 Plenty of cooperation of brands
•名车
•名表 •名品
8
优质高端持卡客户，特征速写 High-quality clients' features
他们是 They are - 供职于金融机构、政府事业单位、 Top management staff from world’s 知名企业或跨国公司的高阶管理人员 best 500 companies - 世界500强，国内上市公司 Management staff from - 院校医院、科研机构、设计院的业界精英 top local corporations 各项金融服务的贵宾客户 VIP clients from the banking sector 高尔夫俱乐部、知名会所的会籍客户 Members from top golf clubs and other clubs.
• 2011年1月11日，招商银行连续第七年获得胡润百富榜“最青睐信用卡发卡行”的称号，并获得胡 润百富“至尚优品星光圣殿大奖”。Awarded “the best favorable issuing bank” of “Hurun Report” for the past continuous five years. 2009年3月27日，招商银行获得“2008中国广告品牌营销创新大奖”，成为获此殊荣的两家企业之 一和唯一一家金融机构。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和讯银行卡发展与营销论坛暨中国信用卡测评发布会在北京举行，我行一 举获得最佳发卡银行、普卡奖、金卡奖和白金卡奖等四项大奖。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，获得亚洲银行家“2008中国零售银行卓越大奖”之“最佳信用卡业务奖”。Awarded the “Best Credit Card Business” by “The Asian Banker”. 2007年12月招商银行国际标准信用卡荣获《理财周报》主办的最佳银行理财产品年度评选之 “2007年中国最具理财价值的信用卡”。Got the honor of “the most valuable credit card for financing in Y2007” by the Financing Weekly.
招商银行高端信用卡 合作建议方案 CMB High-end Credit Card Co-operation Proposal
招商银行信用卡中心 CMB Credit Card Center
1
Leabharlann Baidu
招商银行信用卡中心简介
Introduction of CMB Credit Card Center
招商银行信用卡中心成立于2001年12月，采取全国集中化运作，是国内首家真正意义上独立运作的信用
Top VIP High-end
Gold level
White collar
Young people
X generation
Students
4
众多殊荣，见证荣耀
Honors of CMB Credit Card
发卡8年来，招行信用卡载誉等身，被市场公认是“信用卡领导品牌”
During the 8 years, CMB credit card received many of honors and is recognized as the leading brand of the market.
招商银行无限卡
2008年4月招商银行首发“无限卡”，定位为 “全国最顶级信用卡产品”，刚性年费1万元， 在白金卡基础上提供更顶级专属的服务。 In 2008, CMB launched Infinite Cards firstly, designed to be "the top cards of China” 无限卡仅通过邀请发卡，拥有客户4000余人。 Infinite cards can only be invited to have one, and only 4,000 people have it by now.
HQ :Shanghai East China :Suzhou,
Nanjing, Hangzhou, Hefei, Ningbo, Wuxi, Nanchang
South China : Guangzhou,
Shenzhen, Fuzhou, Xiamen, Foshan , Dongguan
3
产品体系:针对不同人群,开创族群经营模式
他们 是成功人士、享受生活、尊贵地位、受人关注、社会精英 They are successful business people who enjoy 群体一员、家庭幸福、有责任心、享受国际化服务的商务人士 services with high international standards.
9 资料来源：2007年新华信高端新产品研究报告/ AC Nielsen 2008年研究报告
他们拥有 They have - 高档别墅或公寓会所 High ended estate, - 宝马、奥迪等知名品牌， and houses 中高端系列私家车 Memberships from many VIP clubs - 对信用卡的增值服务了解并使过……… (hotels, restaurants and clubs)……
自2002年12月发行国内首张符合国际标准的信用卡开始，截至2008年12月招商银行信用卡发卡已突破
2,800万；2008年消费金额突破2,100亿元，居国内首位。招商银行信用卡被业内专家誉为国际信用卡发 展史上的一个奇迹，日前已被哈佛大学商学院编写成MBA教学案例。 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 card has been evaluated as a miracle of the international market, and was adopted by Harvard Business School for case studying.
Product Segmentation for different groups
• 秉承因您而变的服务理念，深入细分消费者族群，屡次开创跨业合作先河
We divide consumers into different groups, and provided innovative products by co-branding with leading brands of various industries. • 自2002.12.3发行国内首张符合国际标准的信用卡至今， 所发行产品已逾150种，是国内发卡种类最多的发卡机构 Up to now, CMB has launched more that 150 products, playing the leading role in product development.
5
•
•
• •
高端信用卡产品，顶级尊享 Premium cards for high-end clients
• 位于金字塔最顶层的黑金卡、无限卡和四大白金信用卡（AE、银联、经典、精致） 专为高消费实力的社会顶层人群设计，拥有多维度的增值功能和最顶级的优质专属服 务。
Platinum & Infinite Cards are designed and be provided for high-quality people with outstanding consumption power, which has various value-added features and top exclusive services.
2
招商银行信用卡中心简介
Introduction of CMB Credit Card Center
• 我们熟悉区域市场，目前分支遍及30个城市，全面负责区域发卡、消费促动、特惠 商户、积分兑换、分期等多项业务，成为同业标杆。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.
卡中心，完全按照国际标准运作，真正实现信用卡的一体化专业化服务。同时，信用卡中心拥有来自美 国、台湾的专业信用卡顾问人才，将国外经验带入国内市场。CMB Credit Card Center (CMB CCC) was established in Dec, 2001. It is a nation-wide 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.
North China : Beijing, Tianjin,
Jinan, Qingdao, Shenyang, Dalian, Zhengzhou, Yantai, Harbin
South-West China :
Chengdu, Chongqing, Wuhan,
Xi’an, Changsha, Kunming, Lanzhou
优质高端持卡客户 High-quality clients
客户属性 Clients' characters • • 70%是男性持卡人 70% of total are male
•
• • • • • • •
月度消费25,000元以上
Monthly spending is about 25 thousands 36-50岁占比超过60％ More than 60% are between 36 and 50 82％的人已经结婚 82% of total are married 73％的持卡人学历在本科以上 73% of total are above undergraduate
javascript:void
招商银行白金卡（经典）
2005年3月首家推出针对高端人群的白 金卡产品，年费3600元，提供包括商旅、康护、 高尔夫、特惠等功能。 In 2005, CMB was the first bank to launch Platinum Cards in China. 目前白金卡已拥有超过20万高端持卡人，占据高 端信用卡市场60%以上。 By now we have more than 200,000 platinum cardholders and own over 60% of total market.