双节消费季，银行信用卡营销激战

Core Viewpoint - The article highlights the surge in consumer spending during the extended holiday period, prompting banks to launch various credit card promotions to capture market share, while emphasizing the need for a long-term strategy beyond short-term marketing tactics [1][5][7]. Group 1: Consumer Trends - During the holiday season, domestic travel intentions increased by 30% year-on-year, and outbound travel demand grew by over 40% [1]. - Banks are responding to this consumer enthusiasm by offering targeted credit card promotions that include discounts, cashback, and exclusive offers across various spending categories [1][3]. Group 2: Bank Strategies - Major banks such as Bank of China, Agricultural Bank of China, and China Merchants Bank have introduced special credit card offers for the holiday season, focusing on travel, shopping, and dining [3][4]. - For instance, Bank of China launched a "Double Festival Global Travel" campaign, providing significant discounts and cashback for cardholders traveling to popular destinations [3]. Group 3: Marketing Effectiveness - Analysts note that promotional strategies like cashback and discounts effectively meet immediate consumer needs and can significantly boost credit card usage during holiday periods [5][9]. - However, there is a call for banks to integrate these short-term promotions with a sustainable long-term benefits system to enhance customer loyalty and usage frequency [5][9]. Group 4: Industry Challenges - Despite the promotional activities, the credit card industry faces growth challenges, with many banks reporting a decline in transaction volumes compared to previous years [7][8]. - For example, while China Merchants Bank led the industry with a transaction volume of 2.02 trillion yuan, it still experienced an 8.54% decrease year-on-year [7]. Group 5: Future Directions - Banks are focusing on transforming their credit card business by optimizing customer acquisition strategies and enhancing service offerings to adapt to changing market conditions [8][10]. - There is an emphasis on deepening the integration of credit cards into everyday consumer scenarios and improving risk management through advanced data analytics [9][10].