Bank Of China Product Design Of College Credit Card-"UP Youth"

College credit card is not a brand new term.As early as 14 years ago,on September 20,2004,Jin Chengxin and Guangdong Development Bank,opening up the credit consumption of college students,issued China's first college credit card jointly.College credit card has gone through four stages in our country.In the first phase of 2004-2009,various banks entered the credit card market for university students,and they gradually launched due to the outbreak of bad debts.In the second phase of 2009-2015,only a few banks continued to carry out credit card business for college students,but the services offered did not attract college students.In 2015-2016,the third phase,each bank began to enter the college credit card market,but was overshadowed by the campus credit at the time.The market response was lukewarm.From the fourth year of 2016 to the present,the supervisory level is still rectifying the risk and harming campus loans,encouraging banks to provide financial services for university students,and the current homogenization of college students' credit card market is serious.The Bank's "UP Youth" college student credit card presented in this paper is a credit card product specially designed for college students.This product not only has the basic deposit and interest of credit card,interest-free period of overdraft spending,revolving credit,optional password consumption,report loss effective,cash advance,automatic repayment,flexible plan repayment,installment payment,online banking,etc.The function also provides college students with credit card affiliate smart bracelet,DIY card surface customization and other special services.This article designed a questionnaire to understand the current needs of college students and consumption characteristics,so as to provide more targeted services to college students,and then form a design program.In the approval process and quota change process,the bank used the credit scoring system specifically designed for university students designed in cooperation with a third-party credit company to conduct credit and risk assessments for the college student cardholders."UP Youth" college students' credit cards make up for the lack of products in the current market and have technology,policy,and market feasibility.The main source of income is personal service fees,merchant commission income,and implicit income.Due to its business characteristics,undergraduates' credit cards have risks such as credit risk,operational risk,and difficulty of products entering the market,and corresponding countermeasures have been proposed for these risks.In the marketing promotion of "UP Youth" college students' credit cards,starting from the 4C theory and the 4I principle,more targeted and characteristic programs were proposed on product selling points,prices,channels,and promotion strategies.Finally,the exit mechanism of this product is proposed from the perspective of the product life cycle.