1、招商银行高端信用卡合作建议方案CMB High-end Credit CardCo-operation Proposal招商银行信用卡中心CMB Credit Card Center1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-wi
2、de 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.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
3、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 developmen
4、t of CMB credit card has been evaluated as a miracle of the international market, and was adopted by Harvard Business School for case studying.招商银行信用卡中心简介Introduction of CMB Credit Card Center2North China : Beijing, Tianjin,Jinan, Qingdao, Shenyang, Dalian,Zhengzhou, Yantai, HarbinHQ :ShanghaiEast C
5、hina :Suzhou,Nanjing, Hangzhou, Hefei, Ningbo, Wuxi, NanchangSouth China : Guangzhou,Shenzhen, Fuzhou, Xiamen,Foshan , DongguanSouth-West China :Chengdu, Chongqing, Wuhan,Xian, Changsha, Kunming,Lanzhou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、
6、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. 3产品体系 :针对不同人群 ,开创族群经营模式Product Segmentation for different groups 秉承 因您而变 的服务理念，深入细分消
7、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 d
8、evelopment.Top VIPHigh-endGold levelWhite collarYoung peopleX generationStudents4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. 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
9、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 wh
10、ich 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
11、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.5高端信用卡产品，顶级尊享Premium cards for high-end clients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
12、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. 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
13、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.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 Platin
14、um 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.javascript:void67名车名表名品高端信用卡丰富多样的品牌合作Plenty of cooperation of brands8他们拥有- 高档别墅或公寓会所- 宝马、奥迪等知名品牌，中高端系列私家车- 对信用卡的增值服务了解并使过 They have- High ended estate, and
15、houses- Memberships from many VIP clubs(hotels, restaurants and clubs)他们是- 供职于金融机构、政府事业单位、知名企业或跨国公司的高阶管理人员- 世界 500强，国内上市公司- 院校医院、科研机构、设计院的业界精英They are- Top management staff from worlds best 500 companies- Management staff from top local corporations9优质高端持卡客户，特征速写High-quality clients features- 各项金融服务
16、的贵宾客户- 高尔夫俱乐部、知名会所的会籍客户他们 是成功人士、享受生活、尊贵地位、受人关注、社会精英群体一员、家庭幸福、有责任心、享受国际化服务的商务人士资料来源： 2007年 新华信高端新产品研究报告 / AC Nielsen 2008年研究报告- 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优质高端持卡客户High-quality clients10
