Change for you: the service marketing concept and practice of China Merchants Bank

After the opening ceremony of the 2008 Olympic Games, some netizens posted that 5 billion soft advertisements were hidden in the opening ceremony. It is mentioned in the post that the word "He" on China Merchants Bank's Olympic credit card is almost exactly the same shape as the word "He" evolved from the Chinese characters of this opening ceremony; It also mentioned the performance of Lang Lang, the spokesman of China Merchants Bank, at the opening ceremony, which was reminiscent of the "Red Touches China" advertisement that was broadcasted by China Merchants Bank in that year.

Although this post looks like a joke, in the full-page advertisement published by China Merchants Bank on the front page of Economic Observer on August 18, the main picture is a photo of Lang Lang and a little girl performing at the opening ceremony, while the "he" placed in the corner of the previous advertisement was magnified several times and placed at the top of the picture. This seems to amplify the benefits of unplanned "harmonious" advertising.

This beautiful and precise marketing adds a lot to the brand communication of China Merchants Bank, which is hard to imagine. Only 265,438+0 years ago, it was only a small regional bank in Shekou, Shenzhen.

Ma Weihua, president of China Merchants Bank, once said a very classic sentence: "Banks without brands are doomed to be sad." In today's increasingly fierce international competition of local finance, brand has become the core competitiveness of banks, and banks have sought breakthroughs in brand marketing. Interpreting the establishment and spread of China Merchants Bank brand, the "three ones" strategy is clearly visible.

A Flower —— Exhibition Service Strategy of Sunflower in the Sun

Sunflower is the flower and brand symbol of China Merchants Bank. Customers who walk into China Merchants Bank will see sunflowers everywhere. There are paintings, photos, objects, objects and plastics. Because sunflowers always face the sun, China Merchants Bank regards customers as its own sun, sunflowers turn around the sun, and China Merchants Bank changes around customers. Many customers choose China Merchants Bank for better service.

The "Golden Sunflower" brand of China Merchants Bank embodies the successful operation of China Merchants Bank's service system.

China Merchants Bank launched golden sunflower card in June 2002. With the development of society, personal assets are gradually increasing, and the demand of high-end customers for assets is no longer just satisfied with deposit and withdrawal, but the demand for value-added is increasing, so financial management has become an important content of customer service. At the same time, high-end customers are no longer satisfied with waiting for business with ordinary customers. They hope not to waste too much time. They need someone to remind them to transfer funds when they are due, remind them to buy better financial products, and design financial plans for them ... So the product positioning of "Golden Sunflower" is: to provide high-quality and high-quality products for customers with daily average deposits or assets (including stocks, government bonds and funds) of more than 500,000 yuan in China Merchants Bank. Different from the brand and marketing of general financial products, "Golden Sunflower" financial management introduces the service system into products for the first time. The service system of "Golden Sunflower" includes seven aspects: one-to-one financial consultant, exclusive financial space, customized financial information, various premium offers, national roaming service, 24-hour online consultation and convenient service channels.

"One-on-one" is the core of "Golden Sunflower" financial management. At the initial stage of product promotion, China Merchants Bank established a team of nearly 1,000 high-quality account managers around the service of "financial consultants", who provided professional and caring financial services to customers through special vocational training. At the same time, China Merchants Bank also set up a national unified "Golden Sunflower" customer service hotline; Unified design and distribution of the national universal "Golden Sunflower" VIP card, no matter where, as long as you take out this card, you can enjoy VIP rooms, tourism information services, emergency support services, property storage and other services all over the country. After the launch of "Golden Sunflower", China Merchants Bank specially designed a "financial planning" system. With this system, account managers can provide better investment and financial planning services for individual high-end customers; Creatively concentrate the resources of the whole bank, develop "Golden Sunflower" special merchants and special merchants to shop all over the country, so that "Golden Sunflower" customers can enjoy more favorable prices and services. According to the main needs of customers' financial management, China Merchants Bank also launched three packages: Easy Loan, Investment and Jiale. Establish a foreign Huitong studio to provide personalized financial information services for VIP customers every day.

The convenient use of "Sunflower" largely meets the needs of users in golden sunflower card. Sunflower is not only product marketing, but also the construction of service system. Therefore, sunflower is not only a small bank card, a financial package, but a microcosm of China Merchants Bank's quality service.

In a word, "change for you" highlights the innovation strategy.

"Change for you" is the business philosophy of China Merchants Bank. This sentence is the extension of sunflower to sunflower, and it is also the embodiment of the innovative spirit of China Merchants Bank, which is to meet the changing needs of customers.

When it comes to innovation, we can't help but mention the "one card" of China Merchants Bank, because "one card" is the most vivid display of China Merchants Bank's business philosophy, in which the innovation of ideas is the source of the continuous development of China Merchants Bank's "one card" business, while the innovation of technology is "one card", which has been practiced hard for many years.

"All-in-one card" began in the mid-1990s. At that time, when the domestic banking industry was committed to the electronization of savings passbook, China Merchants Bank took a different approach and launched a high-tech electronic financial management tool-"savings card". This small card has eight functions, such as universal deposit and withdrawal, automatic transfer, loan financing, deposit inquiry, automatic identification and account printing, which replaces the inconvenient passbook. It took only 50 days to develop and launch the "savings card". Although its scientific and technological content needs to be enriched, it has been sought after by urban youth who are active in consumption and pursue high efficiency as soon as it appears.

When other banks have launched similar products and services, China Merchants Bank has a unique eye, seized the opportunity of the rise of the Internet boom, and took the lead in launching personal online banking with "one card" as the medium in the industry, realizing the leap of bank card service beyond time and space and developing into a new brand of "One Netcom".

During the period of 1999, China Merchants Bank took the lead in realizing all counter deposits and withdrawals, and all POS machines were connected to all ATMs, which provided great convenience for customers to use cards and remit money. Subsequently, China Merchants Bank took the lead in launching new customer service channels such as "telephone banking", "mobile banking" and "PDA". Together with business outlets and self-service banks, it has formed a new service network of "cement+mouse" mode, providing customers with convenient and fast financial services without leaving home for 24 hours.

With the rapid expansion of "one card" customers, China Merchants Bank further subdivided its customer base. Following the launch of the "Golden Sunflower" wealth management brand as a high-end VIP wealth management service in June 5438+ 10, 2002, in July 2004, the tactics were changed again, and the "All-in-One Card" gold card was launched to provide personalized financial services for customers with bank assets of more than 50,000 yuan, which marked the basic completion of the hierarchical service system framework of China Merchants Bank's personal banking. Today, this small card has more than 30 personal financial service functions such as debt business, intermediary business and asset business, which can comprehensively solve customers' daily savings, consumption, payment and investment needs.

It is precisely because of continuous innovation that the "one card" that "changes with customers" has become every surprise. It should be said that many customers fell in love with China Merchants Bank through "one card".

One Person —— "Spokesperson Lang Lang" Showing Differentiated Star Raiders

Lang Lang, 1982, from Shenyang, China. At the age of 3, he studied piano under the inspiration of his father. He is the most influential young pianist in the world today. In 2003, among the "20 Young People Who Will Change the World" selected by People, a famous American magazine, Lang Lang was the only China native and the only artist.

On June 7th, 2006 10, Lang Lang was invited as the image and brand spokesperson of China Merchants Bank. Brand building of China Merchants Bank has entered a new stage. In recent years, China Merchants Bank has won a brand reputation for its "leading service and technological innovation". However, the brand competition in the domestic financial industry is becoming increasingly fierce, and the means of communication are becoming increasingly homogeneous. How to endow the brand with distinctive identification and personality characteristics, China Merchants Bank seeks a new leap in brand building.

Since its establishment more than 20 years ago, China Merchants Bank has created dozens of firsts in innovative financial products and services. Lang Lang's musical talent and his passionate performance passion complement each other, making him the most ideal interpreter in the field of classical music and an idol in the hearts of young people. His idol characteristics of youth, enthusiasm, vitality, elegance and success can bring positive and noble brand association to China Merchants Bank brand.

Lang Lang is world-renowned and highly recognized internationally, which is also in line with the direction of China Merchants Bank to build an international brand; Lang Lang is young, energetic and innovative, and his performance is full of passion and vitality, which is highly consistent with China Merchants Bank's brand personality of "innovation and leadership". As an international goodwill ambassador of UNICEF, Lang Lang conforms to the concept of "corporate social responsibility" advocated by China Merchants Bank ... It is these similarities and common values that bring Lang Lang and China Merchants Bank together. During the endorsement period, China Merchants Bank tapped the best combination of brand attributes of Lang Lang and China Merchants Bank, refined the slogan "I think so I change, China Merchants Bank changes because of you", and carried out a series of brand promotion and social welfare activities through integrated planning.

Crisis is the driving force of brand promotion.

As the president of China Merchants Bank, Ma Weihua often talks about the crisis faced by China Merchants Bank. This constant introspection, this honor, should think that the crisis is an important part of the corporate culture concept of China Merchants Bank. Introspection allows people of China Merchants Bank to see their own gaps and shortcomings, treat the market rationally, treat their peers rationally and treat themselves rationally.

Qin, general manager of China Merchants Bank, believes that the pressure and challenges of brand management of China Merchants Bank come from the following aspects: First, the challenges of strategic innovation. Now the advertising expenses of the same industry have increased a lot, not only exceeding China Merchants Bank, but also exceeding China Merchants Bank in absolute terms. In this case, there is only one way out for China Merchants Bank to maintain a relatively leading position in brand promotion and brand marketing, that is, to boldly innovate strategically and constantly explore. However, strategic innovation is also relative. You can do music marketing, others can do it, and he can even invite the best orchestra in the world to do it. These things are easy to imitate and surpass, so it is a very big test to keep the brand of China Merchants Bank shining. Secondly, China Merchants Bank also faces many challenges in brand contact point management. China Merchants Bank is a newly established joint-stock commercial bank, and some branches have matured and just started. How to achieve a relatively balanced bank, so that all China Merchants Bank have a unified brand image, and how to make customers at each outlet have a good brand experience? This is also a very severe test in the brand management of China Merchants Bank.

Sense of crisis is the driving force for brand promotion. A sunflower full of vitality and affinity, a promise of "changing with you", and a spokesperson who strives to climb and seek transcendence in the art field. Facing the challenges and pressures, China Merchants Bank has built a solid brand of China banking industry around the "Three Ones" on the road of innovation.