2024年中国国际服务贸易交易会(简称服贸会)近期开幕，但在金融服务专题展的现场，比金融机构展位密度更加集中的，是商业银行的信用卡地推。
服贸会现场，信用卡推销随处可见，礼品众多9月12日，记者实地体验发现，在展会现场不出百米的过道中，至少聚集了5家银行工作人员在地推信用卡。在前行过程中，平均每2分钟就会有人上前询问信用卡办卡需求。展区外，玩偶、露营车、空气炸锅等各类办卡就送的礼品更是堆积如山。
现象背后，也折射出当前信用卡新客业务的几大难点。
一是信用卡竞争模式告别“跑马圈地”，新客难求。“信用卡新规”今年7月实施以来，商业银行以发卡量、客户数量作为主要考核指标的情况有所好转。但即使在人流聚集的服贸会现场，多位银行工作人员告诉记者，当下信用卡业务拓新难度较大。
“现在符合开卡要求的客户大多有信用卡，或者开办信用卡后又注销了，再多持有一张商业银行信用卡、重新开办信用卡的意愿不高。”某城商行工作人员告诉记者。
央行数据显示，我国信用卡总量已连续6个季度下降。其中，截至今年上半年，我国人均持有信用卡和借贷合一卡0.54张，同比下降0.02张。除了持卡量，信用卡交易金额也在减少，此前，券商中国记者统计的上市银行信用卡数据显示，14家纳入统计的上市银行上半年信用卡总交易额合计减少约1.86万亿元，这意味着信用卡消费的使用频率降低，居民消费意愿也有待提升。
二是信用卡业务竞争加剧，背后暗藏风险隐患。现场多位银行从业人员告诉记者，银行对新开信用卡用户数量有考核，某股份行工作人员称一天需开20张新卡；时至傍晚，工作人员告诉记者，当天的“kpi”已减至7个。“今天的信用卡地推人员感觉比参展消费者还多，所以考核数量就降低了。”他说。
据了解，服贸会开展首日是工作日，参展人数未达高峰，但当天，某大行已出动超百位工作人员地推信用卡。此外，有至少两家股份行出动了“外包”地推。“僧多粥少”的局面，不仅容易导致无序竞争，更容易出现滥发卡情况，还会增加银行坏账风险。
展会快结束时，记者就不断收到“求助”：“帮我完成任务吧？不用使用，三个月后销卡就好。”一国有大行工作人员说，当记者问及办卡要求时，另一银行工作人员表示“有工作、有工资、有社保”就“问题不大”。
虽然信用卡发放需由总行或信用卡中心系统审批，但无论是推销时放宽授信要求，还是强调办卡后无需使用，均不符合信用卡新规要求。
三是信用卡营销也走入降本增效，“草莓熊”缩水了。记者发现，相比去年的服贸会，今年消费者想要在现场获得丰厚礼品的难度增加。
最直观的是，银行们拿出的玩偶大小不如去年了。记者在某国有大行的信用卡展位咨询后发现，今年想要获得最大型号（约1.5米）的“草莓熊”玩偶，需要申请并获批该行白金级别信用卡，该类卡的资格审查、消费额度、年费等标准均比一般信用卡更高。去年，该礼品则是申请获批该行主推的信用卡即可获得。
今年以来，信用卡权益减少的报道不断登上社交媒体平台，诸如接送机、积分兑换礼品等信用卡权益门槛进一步提高，无论是玩偶缩水、还是权益变少，均显示银行信用卡业务营销正在降本增效。另外，也说明该业务管理步入精细化，深耕场景化拓客和客群分类管理。
责编：汪云鹏
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2022年， 封开县全面铺开 以南丰、长安、金装镇为主体的 三镇连片乡村振兴示范带建设。 华电广东区域驻封开县南丰镇帮镇扶村工作队深入学习宣传贯彻党的二十大精神，全面推进“华电粤彩…
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女大学生回乡养鸡，一只鸡能卖到238元，巧用两招年销售达四千万，鸡的销路怎么找！
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女大学生回乡养鸡，一只鸡卖到238元，一个鸡蛋卖到2.5元，而且还不愁销路。她带领农户一起养鸡，保障了大伙的稳定收入。她去打开市场时，只用了两招，一下子就获得了200多万元的订单，…
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有什么超划算的【神级流量卡】推荐？19元/月长期卡，限时上架！晚清上色老照片，这才是100多年前老百姓的真实生活！
作者：岩铭运营商专营店 作为资深套餐侠，游戏王者，行动的WiFi侠，经手的流量卡不下上百种种！ 总算是被我发现了一款10月份还能上新的19元长期有155G全国高速流量的神仙流量卡了…
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大学老师创业，会比普通人更容易成功吗？
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近年来，越来越多的大学老师选择在校外兼职或创业，以发挥自身的专业技术优势，为社会提供更多的服务和价值。一些大学老师创办了教育科技公司、生物医药公司等，取得了不错的成绩。但是，大学老…