银行信用卡营销 须告别噱头回归务实

Core Insights - The marketing campaign by multiple banks offers a folding bicycle worth 2000 yuan for customers who apply for 13 credit cards at once, highlighting aggressive promotional strategies in the banking sector [1][2] - The initiative reflects the performance pressure faced by bank employees, as the cost of acquiring new credit card customers has risen, prompting banks to collaborate on promotions [2][3] - Credit card business is a significant profit source for banks, contributing to 23.7% of retail banking profits in China by 2024, and is essential for establishing long-term customer relationships [2][3] Group 1: Marketing Strategies - The promotional activity is a response to declining interest in traditional gifts, leading banks to offer high-value items to attract customers [2] - The cost of promotional gifts typically ranges from 20 to 50 yuan, while a successful credit card customer can generate 300 to 500 yuan in annual revenue for banks [3] - The phenomenon of applying for multiple credit cards is seen as a "task completion" marketing strategy, driven by employee performance metrics [3][4] Group 2: Employee Performance and Pressure - Employees face significant performance pressure, with each new credit card application potentially impacting their personal performance metrics negatively [2] - The collaborative marketing approach is a direct result of this pressure, as employees may resort to personal funding for promotional gifts to meet targets [2][3] - The focus on quantity over quality in credit card applications may lead to challenges in retaining active users, as evidenced by the recent cleaning of "sleeping credit cards" in the industry [4] Group 3: Recommendations for Banks - Banks should shift their focus from merely increasing the number of new credit card applications to enhancing customer engagement and retention [4][5] - Strategies could include personalized services, reminders for billing, and innovative partnerships to improve customer experience and usage frequency [5] - Targeting specific demographics, such as university students, and leveraging technology for marketing can help banks attract and retain quality customers [5]