Kneel for the promotion strategies and methods of bank products.

200 1 "New Century, New Image, New Service" Financial Services National Roadshow Marketing Activities

-Community Roadshow and Downtown Roadshow of China Merchants Bank Guangzhou Branch

I. Purpose of the activity:

1. Implement the spirit of the Head Office's 200 1 Bank-wide professional conference on market development, build the brand image of "One Card" and "One Netcom" in Guangzhou according to the activity strategy of "unified planning, unified organization, unified action and unified publicity content" and cooperate with the marketing ideas of the Head Office, and deepen the image of quality service among the general public and enterprises.

2. By holding roadshows, we will show outstanding product and service features to enterprises and individuals, provide financial management tools and tools to meet different needs, and enhance the popularity of various product functions.

3. With the holding of the "One-card Stock-trading Hundred Days Competition", the climax of marketing promotion was set off in the whole bank.

2. Theme of the event: "New Century, New Image, New Service"-China Merchants Bank Financial Services National Roadshow (Guangzhou Station)

Third, the theme color of the event: China Merchants Bank Red

Four. Time and place of activity:

Urban roadshow address: Panyu Trust-Mart on May 20th, responsible branch: Panyu Sub-branch.

On May 26th, Panyu Hotel Roadshow and Inventory Review Meeting, responsible branch: Panyu Sub-branch.

June 16, Beijing Road, responsible branches: Yuexiu Branch and Renmin Middle Road Branch.

On June 23, China Plaza, responsible branches: Dongshan Sub-branch, Baiyun Sub-branch.

On June 24th, China Plaza, responsible sub-branch: Wuyang Sub-branch, Huanshidong Sub-branch.

Address of community roadshow: May 29th, Guangdong University of Technology, responsible branch: World Trade Branch.

On June 9th, Lijiang Garden was in charge of branches: Tianhe Branch and Haizhu Branch.

On June 30th, Dijingyuan was in charge of branches: branch sales department and East Station Sub-branch.

Verb (abbreviation of verb) activity arrangement:

Roadshow Director: President Luo

Deputy conductor of roadshow: President Li

Team members and division of labor: Zhang Xuejun and its branches (responsible for the overall marketing arrangement and the implementation of publicity work such as venues, telephone lines and power supply).

Personal Banking Department of Yuhe Branch (responsible for the planning and implementation of personal financial roadshows, including community roadshows and urban roadshows)

Corporate Finance Department of Dani and its branches (responsible for the planning and implementation of corporate finance promotion meeting)

Zhang Shuying and the accounting department of the branch (responsible for the preparation of activity expenses)

Liu Qiongming and Computer Department (responsible for technical support of mobile computers and preparation of computer equipment)

Yanwu and the personnel department of the branch (responsible for the arrangement and attendance of the event host)

And the security department of the branch (responsible for on-site security work)

Intransitive verb activities: divided into community roadshows and urban roadshows.

(a) community roadshows

1, the main forms of activities: community residents' activities, various life information consultation, and financial service publicity.

2. Activity assistance partners: Guo Tong Securities Guangzhou Sales Department, China Netcom, automobile dealers (to be determined), Hua Fei Telecom, Guangzhou Mobile, and Mary Kay Beauty Consulting Company.

3. Main contents of the activity

(1) Publicity of community public welfare activities. Arrange community residents to participate in the signature activities of Beijing's Olympic bid in the community.

(2) Community business promotion

Set up a demonstration area, a small stage and a card opening area for various businesses in the activity community. The small stage is mainly designed for the host to hold small games and answer questions with prizes. The card opening area is specially designed for on-site business application and card opening, and integrates the "one card" wealth management service. According to the needs of target customers from different angles, business demonstrations are divided into: city banks, commercial banks, community banks, online banks and our bank. The contents mainly include:

Name of publicity area, organizer of publicity content

City bank securities trading, foreign exchange trading, self-help loans, transfer and remittance, merchant consumption, easy payment, auto loan responsibility branch, Guo Tong Securities, Netcom Company and auto dealers.

Commercial bank remote withdrawal, merchant consumption, VTM card, hotel reservation, mobile banking, Shenzhouxing recharge outlets, Guangzhou Mobile.

Community bank online account opening, securities trading, Netcom IP, agent payment, telephone banking, online postal remittance, responsible branch and Netcom Company.

Online Banking Online Personal Banking Popular Edition, Online Personal Banking Professional Edition, Online Securities Responsibility Branch

Our bank (1) provides customers with special financial solutions (2) focuses on: securities trading, foreign exchange trading, specialized branches of personal banking, personal banking department and Hua Fei company.

4, activity program

The day before the (1) 10 activity, the residential property company will cooperate to make a residential questionnaire (see Annex 5 for details) in order to understand the residents' intentions and decide on the combination and arrangement of activities. Three days before the event, a Letter to Community Residents will be issued (see Annex 8). Personal banking department.

(2) On the day of the activity, all personnel are required to be present at 8: 30 on time. The office is responsible for site layout, power supply and telephone line connection, and the computer department is responsible for the connection of computer equipment in each demonstration area.

On May 29th, June 9th and June 30th, the time for foreign activities is 10: 00— 16: 00.

TentNo。 Main contents of time promotion: Notes on the responsible units, participating units and number of people.

Metropolitan bank area10: 00-12: 0012: 30-16: 00 (1100-1/kloc. This is the responsibility of Guo Tong Securities. 2. Foreign exchange trading: on-site demonstration and introduction of our "one-card foreign exchange trading" business; 3. Auto loan: the wealth management center of the branch promotes auto loan business and self-help loan business on the spot; 4.2 people, namely Easy Pay Branch, Merchant Consumption Branch and Guo Tong Securities Branch; Guo Tong Securities has 2 people and 3 computers (the computer department is responsible); 1 telephone line (personal banking department is responsible) and power supply (office is responsible); Tables and chairs (implemented by branch) leaflets (implemented by branch)

Business banking area:10: 00-12: 0012: 30-16: 00 introduces all the functions of the card, mainly including telephone banking, remote withdrawal, VTM card, merchant consumption, hotel reservation and mobile banking. Responsible for 2 sub-branches and Guangzhou Mobile Sub-branch; Guangzhou Mobile is powered by 2 people (responsible for the office); Leaflets (executed by branches)

Community Banking Area10: 00-12: 0012: 30-16: 001,Netcom IP: Business introduction and live demonstration of Netcom IP; Send small gifts through account opening and transfer-"The more you play, the happier you are"; 2. Other businesses: online account opening, securities trading and online remittance. 2 branches of Netcom; There are 2 promotion personnel of Netcom, one telephone (in charge of the office), one telephone line (in charge of the personal banking department), one small gift (provided by Netcom) and one publicity sheet (implemented by the branch).

Online Banking Zone10: 00-12: 0012: 30-16: 00 live demonstration and business introduction of online personal banking. Responsible for two people, two computers (in charge of computer department), 1 telephone line (implemented by personal banking department) power supply (power supply)

On-site demonstration and business introduction of our special zone10: 00-12: 0016: 001,EFT (online EFT, wireless EFT) 2. Providing special financial solutions for customers. Hua Fei Company has 2 employees, 1 person, 1 computer, 1 telephone line (provided by Hua Fei Company), 1 wireless payment system (provided by Personal Banking Department), power supply (implemented by the office) and leaflets (implemented by branches).

Card opening area:10: 00-12: 0012: 30-16: 00. When you open the card, you will be sent to the keychain. When you open the "one card securities trading" function, you will be sent to the "China Online" network card. Give one more gift (such as umbrella, business card holder, etc.) for each additional service function. Each sub-branch has 3 people/sub-branch, ***6 people, 2 sets of card opening equipment (computers and printers, which are the responsibility of the sub-branch), 1 telephone line (which is the responsibility of the personal banking department) and 2 sets of photocopiers (which are carried by 2 sub-branches). On-site gifts are distributed by the branch company, which is responsible for it.

Main stage:10: 00-1:001:00-1:30 game activity small unit review meeting moderator: 4 staff members: 2 (the branch is responsible) are presided over.

11:30-12: 00 signature activity for the Olympic bid.

12: 00- 13: 00 The main stage is closed.

13: 00- 15: 00 game activities

Summary:

1, computer equipment: 2 sets of card opening equipment, wireless payment 1 set, 6 computers and 2 photocopiers;

2. Telephone lines: 2 telephones (with hands-free devices), 3-5 telephone lines and several power supplies;

3. Audio equipment: 1 set of audio (CD player, power amplifier, 2 speakers, 2 wireless microphones). If it is a large-scale event, professional sound is needed;

4. Number of participants: 40, including business consultant, card issuer: 16, program host: 4, game worker: 8, partner: 2, personal banking department: 2, computer department: 3, office: 2, attendance clerk:1;

5. On-site gifts: 500 colored balloons and 300 key chains at a time; 80 umbrellas; There are 30 business cards and 5 briefcases.

6. Tents: 6 red China Merchants Bank tents, inflatable tents 1 roof (according to the venue)

7. Tables and chairs (tablecloths): 12 long table; 40 stools

(2) Roadshows in urban areas

1. The main forms of activities: recommended by the host of the main stage, program performance, prize-winning question and answer, game activities, consultation and exchange in various functional areas, on-site service, etc.

2. Activities assisting partners: Guo Tong Securities Guangzhou Sales Department, China Netcom, Hua Fei Telecom, Guangzhou Mobile and Shenzhou Online.

3. Main contents of the activity (the activity area consists of the main stage, five exhibition areas and card opening areas)

(1) main stage: the host controls the live activities, and makes recommendations from merchants, questions, lottery and performances.

(2) Contents of each demonstration area (city bank, commercial bank, community bank, online bank, my bank)

The contents mainly include:

Name of publicity area, organizer of publicity content

City bank securities trading, foreign exchange trading, self-help loans, transfer and remittance, merchant consumption, easy payment, auto loan responsibility branch, Guo Tong Securities, Netcom Company.

Commercial bank remote withdrawal, merchant consumption, VTM card, hotel reservation, mobile banking, Shenzhouxing recharge outlets, Guangzhou Mobile.

Community bank online account opening, securities trading, Netcom IP, agent payment, telephone banking, online postal remittance, responsible branch and Netcom Company.

Online Banking Online Personal Banking Popular Edition, Online Personal Banking Professional Edition, Online Securities, China Online Business Department, China Online.

My bank 1, easy payment service, easy online payment 2, providing special financial solutions for customers 3, key recommendations: securities trading, foreign exchange trading, personal banking professional branch, personal banking department, Hua Fei company.

4, activity program

(1) 10 Determine the venue, stage layout, location arrangement of each district and personnel in place before the activity.

(2) On the day of the activity, all personnel are required to be present at 8: 30 on time. The office is responsible for site layout, power supply and telephone line connection, and the computer department is responsible for the connection of computer equipment in each demonstration area.

On May 20th, May 26th, June 16, June 23rd and June 24th, the time for foreign activities is 10: 00- 17: 00.

Remarks on the time, responsible units, participating units and number of people in the demonstration area.

Metropolitan bank area10: 00-12: 0012: 30-17: 00 (1100-1/kloc. This is the responsibility of Guo Tong Securities. 2. Foreign exchange trading: on-site demonstration and introduction of our "one-card foreign exchange trading" business; 3. Auto loan: the wealth management center of the branch promotes auto loan business and self-help loan business on the spot; 4. It is easy to pay the handling fee, and the merchant is responsible for the consumption branch and Guo Tong Securities Branch; Guo Tong Securities has 2 people and 3 computers (the computer department is responsible); 1 telephone line (the office is responsible) and power supply (the office is responsible); Tables and chairs (implemented by branch) leaflets (implemented by branch)

Business banking area:10: 00-12: 0012: 30-17: 00 introduces all the functions of one-card business, mainly including telephone banking, remote withdrawal, VTM card, merchant consumption, hotel reservation, mobile banking and Shenzhou. Responsible for 2 sub-branches and Guangzhou Mobile Sub-branch; Guangzhou Mobile is powered by 2 people (responsible for the office); Leaflets (executed by branches); Mobile phone (responsible for Guangzhou Mobile)

Community Banking Area10: 00-12: 0012: 30-17: 001,Netcom IP: Business introduction and live demonstration of Netcom IP; Send small gifts through account opening and transfer-"The more you play, the happier you are"; 2. Other businesses: online account opening, securities trading and online remittance. 2 branches of Netcom; 2 promotion personnel of Netcom, telephone 1 department (responsible for the office), telephone line 1 article (responsible for the office), small gifts (provided by Netcom) and leaflets (implemented by branches).

Online Banking Zone10: 00-12: 0012: 30-17: 001,live demonstration and business introduction of online personal banking popular version and professional version; 2. China Online Sub-branch, China Online Sub-branch, China Online, 2 computers (in charge of computer department) 1 telephone line (in charge of office) power supply (in charge of office) leaflet (in charge of branch).

On-site demonstration and business introduction of our special zone10: 00-12: 0017: 001,EFT (online EFT, wireless EFT) 2. Providing special financial solutions for customers. Hua Fei Company has 2 employees, 1 person, 1 computer, 1 telephone line (provided by Hua Fei Company), 1 wireless payment system (provided by Personal Banking Department), power supply (implemented by the office) and leaflets (implemented by branches).

Card opening area:10: 00-12: 0012: 30-17: 00. When you open the card, you will be sent to the keychain. When you open the "one card securities trading" function, you will be sent to the "China Online" network card. Give one more gift (such as umbrella, business card holder, etc.) for each additional service function. Each sub-branch has 3 people/sub-branch, ***6 people, 2 sets of card opening equipment (computers and printers, which are in charge of the sub-branch), 1 telephone line (in charge of the office) and 2 sets of photocopiers (carried by 2 sub-branches). On-site gifts are delivered by the branch company, which is responsible for it.

Main stage10: 00-1:001:30-12: 0013: 0014: 00/ Introduce each demonstration area) 1, prologue, introduce each functional area (with music) 2, performance program 3, merchant recommendation 4, performance program 5, prize-winning question and answer 6, small game 7, lottery host: 4 staff members: 2 (the branch is responsible) The host controls the whole activity (Liu Ning, etc.). ), as well as power and audio (implemented in the office).

Summary:

1, computer equipment: 2 sets of card opening equipment, wireless payment 1 set, 6 computers and 2 photocopiers;

2. Telephone lines: 2 telephones (with hands-free devices), 3-5 telephone lines and several power supplies;

3. Audio equipment: 1 set of audio (CD player, power amplifier, 2 speakers, 2 wireless microphones).

4. Number of participants: 40, including business consultant, card issuer: 16, program host: 4, game worker: 8, partner: 2, personal banking department: 2, computer department: 3, office: 2, attendance clerk:1;

5. On-site gifts: 500 colored balloons and 300 key chains at a time; 80 umbrellas; There are 30 business cards and 5 briefcases.

6. Tents: 6 red China Merchants Bank tents, inflatable tents 1 roof (determined according to the actual site).

7. Tables and chairs (tablecloths): 12 long table; 40 stools

Seven. Responsibilities of various departments

(1) branches

1, responsible person: Zhang Xuejun;

2. Responsible for arranging the publicity media of the event and completing the photo coverage of the event required by the Head Office;

3. Be responsible for coordinating the relationship with the relevant departments of the venue, including the production of the activity stage, background board (as required by the head office), venue reservation, telephone lines (3-5), power supply, tables and chairs (tablecloths), venue layout of the advertising company, etc.

4. Responsible for contact activities and performances, such as bands and performances, and report the activities to the Cultural Bureau and other departments as required;

5. Responsible for the preparation of promotional gifts, including the production of gifts: including 5,000 colorful balloons, 2,000 key chains, 500 umbrellas, 200 business cards and 50 briefcases;

6. Responsible for the implementation of all promotional materials (four materials provided by the head office) and promotional materials on the day of the event.

7. Responsible for the logistics of carrying vehicles and lunch on the day of the event.

8. Attendant: Three or more. Among them, 1 electrician, 1 logistics personnel, 1 personnel coordinate the relationship with field departments.

(2) Personal Finance Department of the Branch

1. Person in charge: Yu;

2 responsible for the planning, organization and arrangement of community roadshows and urban roadshows in the "three new" roadshows, including writing and planning roadshows;

3. Implement various partners (including Network Communication Co., Ltd., Guo Tong Securities, Hua Fei Telecom, China Mobile, Shenzhou Online, automobile dealers, etc.). );

4. Contact the roadshow venue and discuss cooperation with the residential property company;

5. Implement the program arrangement and organization of community roadshows and urban roadshows (including formulating the specific contents of games, competitions and performances, and determining prizes, etc.). ) and coordinate the business of various departments and venues;

6. Responsible for implementing the arrangement of personnel of all participating departments on the day of the activity;

7. Waiter: Two people.

(3) Computer Department of the Branch

1. Person in charge: Liao Qiongming

2. Responsible for coordinating the office connection and applying for the telephone lines required for roadshows;

3. Prepare 1 wireless toll collection equipment and 6 computers (5 of which are Internet computers) on the day of the road show;

4. Responsible for providing network technical support and consultation;

5. Debugging, opening and maintenance of all lines and computers;

6. Attendant: Two people.

(4) Personnel Department of the Branch

1. Person in charge: Yanwu;

2. Four program hosts responsible for the implementation of roadshows;

3. List and number of attendees on the day of the event;

4. Be responsible for the attendance and dress inspection of the employees present;

5. Attendant: 1.

(5) Branch Security Department

1. Person in charge: Zhou;

2. Be responsible for the safety and security of each activity venue on the day of the activity;

3. Responsible for arranging 2 policemen.

(six) responsible for the branch.

1, responsible for on-site business consultation, card opening, function application and roadshow demonstration, and carrying all kinds of applications and business vouchers;

2. Be responsible for computer demonstration in each demonstration area;

3. Program stage staff;

4. Attendant: 18 people, including 6 people who open cards (guide to fill out forms), 2 people who demonstrate 10, and 2 people who work on stage.

Eight, matters needing attention:

1. Each unit shall submit the list of participants and their location arrangement to the personnel department of the branch for attendance arrangement five days before the activity;

2. Please bring your laptop to the activity site to open the card on the activity day of the computer liaison officer of the card opening unit (branch, branch business department);

3. The staff arrived at the activity venue at 8: 30;

4. Participants shall not be late or leave early, and shall not leave halfway;

5. wear uniforms;

6. After the activity, the staff of the sub-branch assisted to evacuate the site;

7. If it rains, the activity will not be rescheduled.