中信银行推联名信用卡 QQ会员打造异业合作典范
携手中信银行推联名信用卡 QQ会员打造异业合作新典范
随着异业合作越来越成为一种主流的营销手段，人们开始越来越注重其效果而非形式。日前，由QQ会员中信银行联名信用卡的开卡活动正在火热进行中。该卡致力于QQ会员特权与信用卡消费的整合，以及QQ会员尊贵身份和生活特权的挖掘，打造异业合作的新典范。
异业合作新玩法：将QQ号码印上信用卡
QQ号码是互联网时代最普及、最通用的身份标识，而信用卡则是年轻群体最时尚消费方式的代表。据了解，在QQ会员中信联名信用卡中，QQ号码有史以来第一次被印上了QQ会员联名卡，真正意义做到了“每张卡都独一无二”，在满足年轻人个性化需求的同时，让这一异业产品更具尊贵性。
此外，不管是此次发布的QQ会员中信联名信用卡，还是早前发布的QQ会员招行联名信用卡，代表VIP地位的红毛QQ会员形象也均印上了卡面，这对忠诚的QQ会员用户来说，极有吸引力和亲切感。
共同挖掘消费潜力：QQ会员是支付习惯最强的年轻群体
基于异业合作的“联名信用卡”并不鲜见，但很多联名卡噱头大于实质，很难形成长效吸引力。据了解，QQ会员中信联名信用卡针对用户推出网购刷卡享受3倍积分的特惠政策，并且针对哈根达斯、钱柜等精选商户推出5折或者买一赠一等优惠活动。以优惠和积分为主打，该联名卡有效解决了这一普遍问题。
除了开卡即可获赠大量权益，QQ会员联名卡还推出针对性的活动，从现在到2013年1月31日，会员购机票立即返现30%活动。活动期间，20万元现金大放送，会员通过QQ旅游购机票立即返现30%，为用户送上新年大礼。
数据显示，50.92%QQ会员年龄在23岁以上，82.27%QQ会员为在职人员，高达90%的QQ会员有网上支付的习惯，并且QQ会员的用户留存率在80%以上。显然，QQ会员是支付习惯极强、有着极高忠诚度和消费能力的群体，这意味着QQ会员推出的联名信用卡与用户的消费特征十分吻合，可极大提高联名卡的长期使用率。
持续拓展异业合作权益：与线上线下特权的开发接轨
QQ会员与银行信用卡的异业合作还有一个与众不同之处：这并不仅仅是营销层面的合作，而是深度纳入到了QQ会员特权体系之中。这让单纯的异业合作变得更加有拓展性和长期延续性，提高了异业产品的生命周期。
据了解，QQ会员作为腾讯旗下最成熟的增值服务，其本质就是“特权”。而在过去12年中，QQ会员先后推出了QQ特权、游戏特权、生活特权和购物特权等四大特权体系。在QQ会员与中信、招行等推出的联名信用卡中，其中涉及的优惠特权均被纳入生活、购物等特权体系中。
以QQ会员中信联名卡为例，首期主打的是积分类特权，QQ会员用户绑定号码以后网购刷卡消费可享受最高5倍积分，用户可以使用积分在中信银行积分商城兑换商品，更可以参加积分抽奖等活动。后期，该卡的消费金额特权、9元特权、白金特权等还将陆续上线。
异业合作典范：开卡量创造新纪录
海量的QQ会员群体、线上线下特权的整合、匹配的用户群体，再加上腾讯强大的推广资源整合能力，这让QQ会员的联名信用卡业务成为异业合作的经典案例。据了解，在某门户网站发起的评选中，QQ会员中信联名卡荣膺“年度最受欢迎信用卡”，《银行家杂志》也授予该信用卡“2012年十佳金融产品营销奖”的荣誉。
来自用户的反应也十分火爆。据悉，QQ会员招行联名信用卡自2012年5月推出以来，开卡量连续半年雄踞招行各种联名信用卡的首位。截止目前，该卡的发行量已经突破50万张，成为招商银行开卡成绩最好的信用卡。
腾讯QQ会员品牌负责人罗群琳表示，未来，QQ会员将携手银行进一步开拓持卡用户的线下特权。伴随合作的深入，QQ会员这一独特的特权式营销模式，将为异业合作创造更多标杆案例。
Citic bank to push the joint credit card QQ member make different industry cooperation new model
With different industry cooperation more and more become a kind of mainstream marketing means, people begin to pay more and more attention to the effect rather than form. A few days ago, the QQ member citic bank joint credit card open card activity was going on. The card is committed to QQ member privileges and credit card consumption integration, as well as the QQ member rispectable status and life privilege of digging, create a new model of different industry cooperation.
Different industry cooperation new play: QQ number printed on the credit card
QQ number is the Internet age the most popular, the most common identity identification, and credit card is the most fashionable young group representatives of consumption patterns. It is understood that the QQ member citic joint credit card, QQ number for the first time was printed on the QQ member card, the real meaning to do the "each card is unique", in meet the individual needs of young people at the same time, make the products more different industry and sex.
In addition, whether the release of the QQ member citic joint credit card, or earlier release QQ member zhaohang joint credit card, on behalf of VIP status red hair QQ member image also are printed on the KaMian, the loyalty of the QQ member users, very attractive and cordial feeling.
Common mining consumption potential: QQ member is used to pay for the best young group
Based on the different industry cooperation "joint credit card" is not rare, but a lot of card stunt is greater than the essence, it is difficult to form a long-term attraction. It is understood that the QQ member citic joint credit card based on the user's launch e-commerce credit card to enjoy preferential policy on the integral three times, and in haagen-dazs, cash box and select merchant out 5 fold or buy a present first favourable activity. With preferential and integral give priority to dozen of, this card effectively solve the common problems.
Besides open card can receive a lot of rights and interests, QQ member card also introduced specific activities, from now until January 31, 2013 members purchase tickets immediately return is 30% activity. During the campaign, the 200000 yuan in cash, new members through the QQ tourism purchase tickets immediately return is 30%, for the user to the New Year gift.
Data showed that 50.92% QQ member age in 23 years of age or older, 82.27% QQ member for on-the-job personnel, up to 90% of QQ members have the habit of online payment, and members of the QQ user retention rate in more than 80%. Obviously, the QQ member is used to pay for strong, has a high loyalty and consumption ability groups, this means that the QQ member launched joint credit card and the user's consumption characteristics perfectly, it can greatly improve the utilization rate of the card for a long time.
Continuous development different industry cooperation rights: online and offline privilege development practice
QQ members and bank credit card different industry cooperation and a difference: this is not just a marketing level of cooperation, but depth into the QQ member privileges in the system. It makes simple different industry cooperation become more expanding and long-term continuity and improve the different industry product life cycle.
It is understood that the QQ member as tencent's most mature value-added services, its essence is "privilege". In the past 12 years, QQ member has introduced a QQ privilege, and game privilege, and life privileges and shopping privilege and so on four big privilege system. In the QQ member and citic, China merchants bank and launch of the joint credit card, including discount privilege were included in the life, shopping and privilege system.
To QQ member citic card as an example, the main is integral class privilege, QQ member user binding number the net after credit card consumption can enjoy the top five times the integral, the user can use the integral in the citic bank integral mall exchange goods, more can participate in activities such as integral lottery. Later, which allow the consumption amount privilege, 9 yuan privilege, and platinum privileges, etc will also online.
Different industry cooperation model: KaiKaLiang create new record
The magnitude of the QQ member groups, online offline privileges integration, matching user group, plus tencent strong promotion resource integration ability, this let QQ member of the joint credit card business become a classic case of different industry cooperation. As we have learned, in a gateway website launched by the QQ member of citic card "the most popular credit card", "the banker magazine also awarded the credit card" 2012 top ten financial product marketing award "honor.
From the user's response is also very popular. It is reported, QQ member zhaohang joint credit card since May 2012, half a year since the launch of KaiKaLiang continuous travel topped all joint credit card first. So far, which allow the circulation has breakthrough 500000 pieces, become China merchants bank open card, the best of the credit card.
Tencent QQ member brand LuoQunLin person in charge said that the future hand in hand, QQ member will further develop the bank CARDS the user's offline privilege. With the deepening of the cooperation, QQ member of this unique privilege type marketing model, for different industry cooperation to create more pole case.