American Express's brand structure in the past: successful merchants and travelers with core customers need excellent service, respect and recognition, universal and secure network. The main products: credit cards, TC and TSO's excellent service in brand promise (special treatment), recognition and respect (special people), universal, safe and reliable.
American Express brand structure: Core customers, advanced and successful merchants and travelers need major products that are universal, edible or debitable, rewarding, safe and reliable, such as credit cards, universal cards, TC, blue credit cards, * * the same brand and various financial services. Brand promise provides paid services to far-sighted customers and recognizes them.
The cooperation between American Express and Microsoft makes American Express even more powerful.
From 65438 to 0995, due to the increase in the number of commercial organizations using the Internet, the shortage of travel agency consultants, and the increase in the cost of traditional operation methods, American Express Company began to develop online business and became a leader in the use of e-commerce in travel agencies. In terms of customer communication, it took the lead in launching an e-mail-based expenditure reporting system and a reservation system, and accepted the first reservation issued by the agent that year.
1In July, 1996, American Express cooperated with Microsoft to develop an online booking system called AEI Travel-American Express Interactive Travel. Since then, the company has devoted itself to e-commerce and started a directional transformation from a traditional travel agency to an electronic travel agency. During this period, American Express actively communicated with customers, publicized the concept of tourism e-commerce and its convenient features, trained existing customers to use online booking, and expanded new online customer groups in electronic technology companies that are highly familiar with the Internet.
By the middle of 1999, American Express Booking Network had 240 long-term cooperative online corporate customers. The reason why AEI travel online booking system is so successful is that it is committed to understanding its different customer groups and designing solutions to meet their expectations and needs.
At the same time, AXI Travel also helps business travelers who always choose the most suitable flight by phone, so that they can adjust their travel time according to the preferential items on the computer screen at a glance. This can save travelers an average of 20% travel expenses. In addition, because the agent booking fee of American Express is lower than that of telephone booking, major companies can further save money.
American Express is committed to designing the unique benefits that AXI travel brings to travelers. Among them, the value-added functions include: seat planning tools, travel guides, common travel templates, visa and passport planning tools and customer files, among which "customized seat map service" has the greatest influence. For the first time, business travelers feel that AXI travel has brought them benefits, which can't be achieved by telephone booking. American Express also found that the network can easily record every customer's situation and form a customer profile, including frequent customers, VIPs, catering and seat preferences. AXI travel can not only provide customers with the lowest price products, but also automatically suggest the most suitable flights, seats, restaurants and so on according to customers' personal preferences. Universal travel templates also help to reduce the time spent arranging regular business trips. What the customer needs to do is to find out the saved travel plan and make a reservation after changing the date. These innovations provide great convenience and added value for business travelers, which makes more and more people tend to book online. In the first half of 1999, the ticket sales of AXI tourism doubled every month.
American Express has always been sensitive to new technologies. In introducing voice recognition, personal digital assistant/mobile phone method and smart card, American Express keeps up with the latest trends and keeps leading the technology in the industry. This leading edge enables American Express AXI Travel Online Booking System to continuously introduce new e-shopping solutions and new functions.
There are no fixed rules in Aauto Quicker's online environment. It can be seen that Aauto Quicker's continuous success in tourism operation stems from its ability to constantly study market demand, propose solutions and integrate technological innovation.
Analysis of Successful Password of American Express Website
The website of American Express Company is positioned as a comprehensive customer management solution based on financial services. The "Solution" also divides the market into three business groups: first, personal domestic financial services; The second is the financial and fund management of small industrial groups (the number of employees is less than100); Third, enterprise-level investment and comprehensive business planning. The goal of these three companies is to "provide global credit card, financial and tourism services, and comprehensively help individuals and enterprises to carry out business activities".
The multiple functions of American Express website reflect the company's marketing strategy of taking diversified services as a competitive weapon. This is mainly because if American Express simply issues electronic cards, it is no match for credit card giants Visa and MasterCard. If you are only engaged in passenger travel business, you are far from having the strength of several major airlines; In enterprise management consulting, it is not as good as many well-known professional consulting companies such as law, finance, human resources and market planning. Its obvious advantage lies in the comprehensiveness of regular service. For most small and medium-sized enterprises, these are the services they need for their daily operation and management.
On the Internet, the characteristics of the Express website are "facing the vast majority of customers, meeting the vast majority of needs and providing the vast majority of routine services".
The advantages of American Express Company are embodied in its competitive strategy of "uniqueness" and "cost reduction". It attracts a large number of customers with low admission fees and provides many consulting services. With the increase of customers, American Express formed an alliance with AOL at a low price, further reducing its service threshold fee and rapidly increasing many special services based on the network. In this way, it constantly promotes "cost reduction" with "uniqueness" and then strengthens its "uniqueness" with "cost reduction". These two competitive means are used alternately, which has built a stable market position of the express delivery industry.
Of course, American Express's "comprehensive, comprehensive and personalized" service is still carried out in a context, with emphasis and hierarchy. All the business of American Express Company is carried out around its main direction-American Express card issuance and credit management.
The core business of American Express website is a "business solution" centered on credit card issuance. With the help of various convenient conditions of the internet, we will strive for customers with its rich and meticulous consulting services and provide customers with comprehensive value-added services.
The marketing strategy of American Express website is to go beyond the advertising layer and enter the commercial operation layer, and then enter the value-added layer of service from the simple operation layer. It transcends the boundaries of conventional credit services and enters a comprehensive value-added service that provides "financial solutions" for enterprises and individuals.
In view of the lack of holistic, regular and diversified consultation for most individuals or small businesses, American Express has established a huge virtual consultation center as the starting point of website business to provide services for all customers who use American Express cards. For American Express card users of small businesses, the website provides the following consulting services: small-scale purchase and sale business, daily management of enterprises, expanding international business, finding business sources, winning more customers, franchising, signing contracts with the government, employee employment and human resource management, daily business of companies, establishing rules and regulations, law and insurance, etc. These services are attractive to any small business.
At the same time, Express also launched an online consultation center called "Small Business Exchange Zone", which provides consultation on customer and user management, enterprise fund management, market development, regular business, online market development, taxation, travel and the establishment of family companies. Formally, it is divided into two types: expert teaching and case solving. Expert lectures, express will specially invite tax experts to talk about tax topics; For case consultation, American Express promises that "all customers' questions will be answered within 5 working days".
In fact, the services provided by American Express to the society have already gone far beyond the basic scope of a credit card and travel service company. As a traditional service company, Express has launched a comprehensive service solution with the help of information technology and the Internet, and built its competitive advantage on the extension of enterprise intellectual resources. With the continuous expansion of the types and depth of express website services, users have obtained the intellectual assistance, process management and advanced operation guidance of a world-class large enterprise, and express has also been deeply involved in the management of customer enterprises. Logically, the website of American Express has become the management consulting center of countless small and medium-sized companies and an inseparable part of these enterprises and individuals. In fact, these small and medium-sized enterprises have become social workers parasitic on them through the Internet in terms of credit, management, operation mode and even daily decision-making, and become a "nebula" model with Express as its intellectual core.