转自：经济日报
花样繁多的联名信用卡，是商业银行零售产品获客的重要通道。近期，却有多家银行表示停发联名信用卡。
公开信息显示，青岛银行、中信银行、农业银行、长沙银行等均公告称停发联名信用卡。例如，中信银行7月初公告称，将停止发行多款联名卡产品，包括“中信银行锦江WeHotel联名信用卡”等。
所谓联名信用卡，是指商业银行与外部机构联合发行的银行卡产品，是银行零售产品矩阵的重要部分。发行联名信用卡，既可以帮助银行零售获客，也有助于增强客户黏性。
商业银行停发联名信用卡有多方面原因，包括市场环境、合作期限、合作方策略变化、监管政策等。一家股份行信用卡中心人士表示，一方面，联名信用卡是联名双方合作的产品，受合作方意愿、合作期限等因素影响，在合作结束后有可能停止发行；另一方面，停发联名信用卡还有应对市场环境周期性变化的考量。
回归本质来看，发行联名信用卡是银行零售产品细分化营销的一种手段。信用卡研究人士董铮认为，银行自身服务能力不足，必须通过整合社会资源，为持卡人提供细分化服务。“有时候细分反而‘过了头’。过去几年商业银行发行了大量联名信用卡，但是服务跟不上，这种产品就成了‘废卡’。如今，信用卡行业进入存量竞争阶段，联名信用卡这种‘跑马圈地’阶段的产物就成了摆设。”
部分联名信用卡在监管部门的规范行动中沦为被清理对象。2022年7月发布的《关于进一步促进信用卡业务规范健康发展的通知》要求，金融机构应强化睡眠信用卡动态监测管理，严格控制占比。银行业金融机构应当承担本机构联名卡的经营管理主体责任，并审慎充分评估联名单位与信用卡产品定位的匹配度。
不过，批量停发联名信用卡，并不代表这类信用卡就此退出市场。上述股份行信用卡中心人士表示，随着市场和消费者需求变化，银行也会不断调整产品经营方向，旧产品会不断被新产品代替，以此保持信用卡产品体系的持续生命力，也为市场提供最符合客户消费需求的产品。
记者注意到，不少银行正在发行新的联名信用卡。例如，8月8日，招商银行与B站再度合作发行联名信用卡；更早之前，民生银行携手山姆会员商店推出联名信用卡。
招行信用卡中心相关人士表示，招行信用卡的联名合作范围包括电商、社交、游戏、视频、商旅、动漫、体育等多个领域。2023年以来，招行信用卡陆续新推出三体、美团、Hello Kitty涂鸦、宝可梦可达鸭等联名信用卡。
事实上，受多方面因素影响，当前信用卡行业面临重重挑战。发卡量明显减少、信用卡交易金额普遍萎缩、信用卡不良贷款率上升等情况，进一步坐实信用卡行业进入存量甚至缩量时代。在此背景下，无论是发行联名信用卡还是主题信用卡，都考量着银行卡中心的经营策略。降本增效已是必选项。
着眼于当下市场，董铮建议，首先要找准刚性消费场景；其次对用户精准画像，“要把用户的消费需求研究清楚”。
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