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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近几年来，随着直播平台的崛起，越来越多人开始做直播赚钱。可以说直播行业带动了一波又一波主播的发家致富。比如游戏直播，带货直播等等，那么直播行业到底该如何运营变现呢？今天，我们就一起…
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电信流量卡最新代表作“黄金速率29元155G+可通话”，对比移动顶配19元100G+100分钟，谁赢了？店主穿版｜打造上短下长好比例
作者：爱说真话的胖妞 有一说一，这次电信和移动的较量，看得小编是热血沸腾，十分得劲儿。 2位大佬最近在流量卡配置上都有了阶段性的突破。先是电信春晖卡，在20年长期29元155G的大…
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销售拓客的4种方法
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做销售最重要的就是客户，除了需要维护老客户关系，还要不断拓客，所以今天给大家分享的就是实用的拓客方法。 一、利用社交平台 如今想要拓客一定离不开互联网，所以不管是朋友圈还是自媒体平…
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惊人！销户10张流量卡之后，流量卡踩坑记录，那些你不知道的坑点和注意事项！
作者：胖胖鹿船长 【第一步，先关注我】大家好 我是@胖胖鹿船长， 看到每天热评榜，一定会有流量卡的上榜，可以看出大家还是对流量卡比较有热情的。 我这次给小伙伴们介绍一下我最近2年办…
