卡战“枪声渐起” - —中国信用卡市场竞争分析案例(doc 8)

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{\rtlch\fcs1 \ab\af30 \ltrch\fcs0 \b\f38\fs32\cf17\insrsid12484075 \loch\af38\hich\af38\dbch\f13 卡战“枪声渐起”\emdash \emdash \emdash 中国信用卡市场竞争分析案例}{\rtlch\fcs1 \ab\af30 \ltrch\fcs0 \b\f38\fs32\cf17\insrsid12484075 __\par }\pard \ltrpar\qj \li0\ri0\sl-560\slmult0\nowidctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 {\rtlch\fcs1 \ab\af30 \ltrch\fcs0 \b\f38\cf17\insrsid12484075 __\par }{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 信用卡是银行或其它财务机构签发给资信状况良好人士的一种特制卡片，是一种特殊的信用凭证，持卡人可凭卡在发卡机构指定的商户购物和消费，也可在指定的银行机构存取现金。信用卡分为广义信用卡和狭义信用卡，广义信用卡包括贷记卡、准贷记卡、借记卡、储蓄卡、提款卡}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 (ATM}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 卡}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 )}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 等。而我们所说的信用卡其实指的是狭义信用卡，是具有“免担保、免预备金、先消费后还款、额度循环使用、无须银行账号”特点的信用卡。}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 __\par }\pard\plain \ltrpar\s15\ql \li0\ri0\sb100\sa100\sbauto1\saauto1\sl-560\slmult0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \rtlch\fcs1 \af0\afs24\alang1025 \ltrch\fcs0 \fs24\lang1033\langfe2052\loch\af13\hich\af13\dbch\af13\cgrid\langnp1033\langfenp2052 {\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2002}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 12}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 月}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 3}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 日，招商银行对外正式发行招行信用卡，这是招商\loch\af38\hich\af38\dbch\f13 银行发行的第一张真正意义和符合国际标准的信用卡。此前的}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 1995}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年广东发展银行曾经发行了国内第一张人民币贷记卡，这被看做是国内第一张真正的信用卡，此后，中国银行、工商银行、招商银行、建设银行、上海银行也先后发行信用卡，而一批外资银行也已经开始或正在申请在中国市场发行信用卡业务。于是一场围绕中国最高端人群的信用卡销售战就此开始。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }\pard\plain \ltrpar\qc \li0\ri0\nowidctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid12484075 \rtlch\fcs1 \af30\afs24\alang1096 \ltrch\fcs0 \fs21\lang1033\langfe2052\kerning2\loch\af0\hich\af0\dbch\af13\cgrid\langnp1033\langfenp2052 {\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　中国消费者的持卡数量虽然超过}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 5}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 亿}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 6000}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 万张，但其中借记卡}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 5}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 亿}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 4000}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 万张，准贷记卡}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2000}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 万张，真正具有}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\dbch\af13\hich\f38 \'93}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 先消费后还款}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\dbch\af13\hich\f38 \'94}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 功能的信用卡却只有}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 200}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 万张，而且绝大多数都是这两年发展的\loch\af38\hich\af38\dbch\f13 。中国的信用卡业务虽然起步晚，但发展速度却是异常迅猛，很多成熟行业的竞争手段在信用卡市场上一开始就得到了应用，业内人士认为用}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\dbch\af13\hich\f38 \'93}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 信用卡大战}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\dbch\af13\hich\f38 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\ltrch\fcs0 \insrsid12484075 __\par }\pard\plain \ltrpar\s15\ql \li0\ri0\sb100\sa100\sbauto1\saauto1\sl-560\slmult0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0 \rtlch\fcs1 \af0\afs24\alang1025 \ltrch\fcs0 \fs24\lang1033\langfe2052\loch\af13\hich\af13\dbch\af13\cgrid\langnp1033\langfenp2052 {\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 起步的中国信用卡市场，力图客观展现信用卡市场竞争实战案例。请看本期“中国信用卡市场竞争分析案例”。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　信用卡在中国经历了早进入，发展迟缓的这个阶段其实与当时中国经济发展水平是高度相关的。八十年代以来，中国一直处于高储蓄期\loch\af38\hich\af38\dbch\f13 ，消费者的很大一部分收入主要用于储蓄，而不是消费，这给信用卡的使用带来很大障碍；当消费规模持续增长到一定规模，消费者的消费习惯也逐步发生变化，尤其是随着个人信贷消费走向成熟，信用卡的外部发展环境逐渐成熟。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　从银行角度看，在中国}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 80%}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 的贷款业务来自企业，而这一块业务的发展空间并不大，银行要想进一步扩大自己的信贷业务就必须发展个人贷款业务，如今住房信贷、汽车信贷已经成为个人信贷业务的主流，无疑下一步发展个人信用卡业务将成为银行发展个人信贷业务的突破口。对于股份制银行和外资银行而言，四大国有银行因为网点的优势\loch\af38\hich\af38\dbch\f13 已经占据了绝大多数的个人储蓄业务，发展信用卡业务是他们挑战国有银行，争取个人业务的一个重要途径。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　产品将交易功能演化为综合业务平台}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 1995}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年广东发展银行发行国内第一张信用卡\emdash \emdash \emdash 广发卡以来，中国银行、工商银行、招商银行、建设银行、上海银行分别发行了长城信用卡、牡丹信用卡、招行信用卡、龙卡信用卡和申卡信用卡。这些信用卡都具有了国际信用卡的标准。例如}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2000}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年广东发展银行在国内同业中第一家提出“免担保人”的政策，随后还提出了“先消费，后还款”的服务承诺，最高透支额度达到}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 5}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 万元，消费免息还款期限可达}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 5\hich\af38\dbch\af13\loch\f38 6}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 天，刷卡签账时无须输入密码。广发卡推出这些服务后，中国银行、工商银行、建设银行也纷纷推出类似的服务。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★对于刚刚起步的中国信用卡市场，各大银行发行的信用卡在产品方面已经出现了同质化的倾向。“在中国的信用卡市场上，只能抢在竞争对手前面推出具有新功能的信用卡或抢先占据独特的销售概念，才有可能占据主动地位。”招商银行信用卡中心副总经理彭千这样形容信用卡市场的产品竞争态势。“招商银行推出的信用卡主推‘一卡双币全球通用’，尽管此前工商银行推出的牡丹信用卡也具有这个功能，但没有大力推广，所以招商银行很快就占据了这\loch\af38\hich\af38\dbch\f13 个}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 USP(}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 独特的销售主张}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 )}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 ，现在一提起招行信用卡就会首先想到“一卡双币”的概念。”彭千向记者介绍。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★为了与竞争对手形成区隔，各大银行为推出的信用卡产品明确了产品特点：工商银行主打一卡双账户、全球通用的贷记卡；交通银行的太平洋卡具有以外币结算、可在境外使用的功能；深圳发展银行的发展信用卡号称是国内首张刷卡使用密码的贷记卡，具有信用额度高、取现额度高、还款实时到账、临时加额服务、本地或异地存取款不收费的功能；招商银行的招行信用卡则具有了“一卡双币”的特点，该卡同时开立人民币和美元账户，采取国际通行的免担保\loch\af38\hich\af38\dbch\f13 办卡方式。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★虽然信用卡市场才仅仅起步，产品就已经出现细分化，银行从受众和使用功能上进一步细分产品，抢先占据细分市场。例如广东发展银行抢先推出针对都市白领女性的国际贷记卡\emdash \emdash \emdash “广发女性真情卡”，“广发真情卡”除了具有先消费后还款、无需担保人、消费免息最长}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 50}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 天、失卡零风险、安全网上购物等现有广发信用卡的特点和功能外，真情卡特设女性专用网页，建立广发女性俱乐部，广发行还将定期为持卡人举办会员聚会活动，为持卡人提供一个交流沟通的好机会。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2003}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 7}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 月招商银行率先和中国国际航空公司合作发行了“国航知音卡”，\loch\af38\hich\af38\dbch\f13 将目标对象对准了经常乘坐飞机的高端客户，使用“国航知音卡”除了可以享受招行信用卡所有服务外，还可以享受中国国际航空公司的里程积分等各种服务，即只要持卡消费就累计里程；几乎与此同时，广东发展银行与南方航空公司合作推出了类似的业务\emdash \emdash \emdash “南航明珠信用卡”，其目的也是为了争取航空客户，使信用卡具有了捆绑更多业务的综合功能。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★在这方面，招商银行显然认识的更深刻，他们已经意识到信用卡不仅仅是一种交易系统，而是可以捆绑多种业务的综合平台，从而大大延伸信用卡的使用范围。据了解}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 10}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 月}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 1}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 日开始，招商银行将推出“分期免息\loch\af38\hich\af38\dbch\f13 付款＋惠普”的业务，即用招行信用卡可采用免息分期付款的方式购买惠普的}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 PC}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 产品和掌上电脑产品，而且手续非常简单易操作。据说这种类型的业务以后还将陆续推出，一张信用卡将可以承担更多的交易功能和消费手段。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　分析信用卡营销，首先要转变银行的经营体制}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★信用卡本身所具有的复杂产品属性对营销模式提出了较一般消费类产品更高的要求，而国内银行本身的体制成为信用卡营销模式的最大障碍。中国的银行基本上都采用总行、分行、支行的分散式经营模式，每一级银行独立开展业务，自负盈亏。而信用卡产品对于中国的银行而言是一个长线产品，\loch\af38\hich\af38\dbch\f13 前期需要巨大的资金投入用于购买设备和市场培育，这对于以赢利多少为考核指标的各级银行来说是很难做到，如果把信用卡业务分散到各级银行去销售推广，以现在银行的分行、支行的职能，他们只不过相当于信用卡产品的代理商而已，对于一个短期不能赢利的产品，代理商怎么会有兴趣去推广和销售呢？看来，只有集中式、集约式的经营运作模式才能够适应当前信用卡市场的发展要求。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★于是发卡银行尝试把信用卡业务独立出来，成立相对专业、独立的信用卡中心，集中进行信用卡的营销和运作，以提高盈利能力和抗风险能力。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2001}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 12}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 月招商银行信用卡中\loch\af38\hich\af38\dbch\f13 心从个人银行部独立出来，并于}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2002}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年迁址上海，该中心在招行内部实行全面成本核算，拥有比一级分行大得多的授权，在人、财、物方面相对独立；广东发展银行把原来设在广州的信用卡中心也搬迁到上海浦东；}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2002}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 1}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 月中国农业银行银行卡营运中心成立；}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2002}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 5}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 月中国工商银行牡丹卡中心在京成立；}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2003}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 1}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 月建设银行信用卡中心又在上海开张，推出建行第一张龙卡信用卡。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★“成立信用卡中心保证了前期集中的投入，而且可以面对市场的变化迅速做出反应，这是信用卡中心在体制上最大的优势。由于采用全国联网，平台统一化，服务的水平大大提高了。”招商银行信用卡中心副总经理彭千这样评价卡中心的优势。例如招行信用卡中心建立了}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 24}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 小时的}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 800}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 免费电话，同时设立了英语服务台席，仅仅这个环节就需要投入很多的人力和物力，但其带来的回报也是巨大的。一家国际跨国企业准备进行信用卡招标，在考察了几家银行信用卡的业务和服务后，发现只有招行信用卡中心可以提供}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 24}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 小时的英语服务，无疑天平已经向招行信用卡这边\loch\af38\hich\af38\dbch\f13 倾斜。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★信用卡中心的另外一个优势体现在快速的反应能力方面。例如}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2003}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 5}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 月下旬国家外汇管理局出台政策：“对于因境内卡项下透支而形成的外汇垫款，如持卡人能够出具由发卡金融机构提供的外币卡项下交易账单，允许持卡人用外币现钞和外汇存款偿还或用人民币资金购汇偿还。”这一政策颁布后，招行信用卡中心立即集中决策，重新调整了结算系统，并对}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 800}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 客服中心进行了集中培训，这样在}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 6}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 月}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 日招行就在全国的媒体上发布了招行信用卡“一卡双币”将实行境外消费，国内人民币还款的消息，招商银行成为第一个宣布采用“境外消费，人民币还款\loch\af38\hich\af38\dbch\f13 ”的信用卡发卡银行，从而占据先发优势。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　竞争提前上演的市场大战}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★各大银行的信用卡中心把目标都对准了所谓的“高端人群”，即具有高学历、高收入和高消费能力的“三高人群”。按万事达卡亚太区首席经济学家王月魂所定义的“高端人群”，即是在私营企业和外企工作，教育水平很高，年收入超过}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 5000}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 美元，年龄在}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 20}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 岁～}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 34}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 岁之间，未婚或没有孩子的新兴单身贵族。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★然而，据有关数据显示，恰恰是那些并非高端的客户为银行创造的价值更高，现在普遍意义上的高端客户对小额信贷的需求肯定没有大众化的消费者旺盛，如果将产品定位于\loch\af38\hich\af38\dbch\f13 满足并不旺盛的市场需要，这个产品如何发展。对于这个问题彭千表示目前也只能这样做，毕竟现在中国的信用制度还没有完全建立起来，银行发卡要面临一定的市场风险，从现实的角度看，“高端人群”的信用水平还是相对比较好的。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★不过招商银行还是提出了“有车，就有招行信用卡”的金融产品营销新概念，将信用卡和私家车这两种不同领域的产品捆绑在一起提供给客户，使有车一族能够轻松申请招行信用卡。彭千认为这是现阶段不得已但却是最现实的一种规避风险的做法，毕竟在贷款买车、买房领域已经形成相对稳定的信用市场，招商银行借用这个市场已经形\loch\af38\hich\af38\dbch\f13 成的信用体系，可以更容易找到自己的目标客户，而且可以大大降低经营风险。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★对信用卡最具有需求的往往是普通消费者，他们对于从银行透支具有较大的需求。只有经常透支，银行才可以从信用卡的使用者中获得超额的利息。据招商银行信用卡中心副总经理彭千分析，信用卡给银行带来三块利润：一是年费收入，二是手续费，刷卡消费能使发卡行获得占客户消费金额}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2%}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 左右的佣金，第三是持卡人因透支付给银行的利息。银行最看重的就是透支利息。超过免息期后，贷记卡透支消费的年利息高达}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 18.25%}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 。彭千说，无论是在国内还是在国外，银行业再没有其他\loch\af38\hich\af38\dbch\f13 任何一项稳定、传统的银行业务能像信用卡一样存在如此巨大的利润空间。但记者认为这只是一种理论上的假设，因为无论是中国人的消费心理还是目前信用卡选择的目标客户的消费形态都决定银行要想在透支利息方面获得巨大的利润还比较困难。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★彭千认为}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 2003}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 年应该算做中国信用卡元年，今年信用卡的竞争将全面展开，据说继广东发展银行、中国银行、工商银行、招商银行发行信用卡后，上海银行、中国农业银行、中信银行、浦东发展银行、民生银行和华夏银行也正在筹备发行信用卡，而外资银行中的花旗银行、汇丰银行、渣打银行也分别通过参股国内股份制\loch\af38\hich\af38\dbch\f13 银行的方式和向央行申请外币信用卡经营牌照在国内准备发行信用卡。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　★很多银行才刚刚开始发行信用卡就已经开始打价格战，最典型的就是不收年费。虽然各家银行的信用卡年费从}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 100}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 元到}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \hich\af38\dbch\af13\loch\f38 300}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 元不等，但很多银行已经放弃掉了信用卡的这一利润来源；而且银行信用卡产品的复制速度非常快，你推出一个“国航卡”，我就推出一个“南航卡”，彭千认为最快推出业务的并一定能够获得先发优势，还有可能成为先烈。}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　推广手段五花八门认知度依然不高}{\rtlch\fcs1 \af0\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 __\par }\pard\plain \ltrpar\qc \li0\ri0\nowidctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid12484075 \rtlch\fcs1 \af30\afs24\alang1096 \ltrch\fcs0 \fs21\lang1033\langfe2052\kerning2\loch\af0\hich\af0\dbch\af13\cgrid\langnp1033\langfenp2052 {\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 　　}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\dbch\af13\hich\f38 \uc1\u9733\'3f}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 \f38\cf18\insrsid12484075 \loch\af38\hich\af38\dbch\f13 在明确了信用卡市场的大小、发卡的目标对象、年度的发卡目标、年度信用卡消费的期望金额等营销\loch\af38\hich\af38\dbch\f13 战略后，下一步的工作就是信用卡的市场推广和销售工作了。很多国内银行虽然由于体制的制约在品牌推广方面的意识和行动还很落后，并没有建立起市场化的营销模式。但独立经营、独立核算、专业化操作的信用卡中心走的却是公司化经营的路线，在市场推广方面的起点并不低，不仅市场推广的力度很大，而且专业化程度相当高。例如深圳发展银行选择了国际}{\rtlch\fcs1 \af30\afs21 \ltrch\fcs0 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