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在当今消费升级与数字化转型并行的时代背景下，金融服务如何打破传统边界，深度融入居民日常生 活，成为银行业探索的重要课题。兴业银行广州分行信用卡中心以创新为驱动，携手白云山风景区，通 过"金融+文旅+IP"的跨界融合，打造了8大主题打卡点和2大驻点服务区，不仅为市民游客带来了一场沉 浸式体验，更探索出一条信用卡服务场景化、生活化的新路径。这一实践，不仅为金融惠民提供新思 路，也为文旅产业注入蓬勃生机。 跨界联动：构建"金融+文旅"生态圈 在信息爆炸的时代，单纯的功能性金融服务已难以吸引用户，尤其是年轻客群和亲子家庭。《2024年Z 世代消费报告》清晰显示，62%的年轻消费者更愿为IP场景化体验买单。在他们眼中，消费不再仅仅是 满足物质需求，更是追求精神层面的愉悦与共鸣。从金融行业视角来看，面对消费主力军的更迭与需求 转变，金融机构年轻化转型进程也需不断加速，众多金融机构纷纷将目光投向热门IP，借助IP联名打破 传统金融服务严肃、刻板的固有印象，吸引年轻客群。 例如顶流熊猫"花花"，凭借其憨态可掬的形象，在社交媒体上拥有超高人气，成为现象级国民IP。对于 年轻消费者而言，"花花"不仅是一只可爱的熊猫，更代表着治愈 ...

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在大力提振消费的背景下，今年"618"成为银行信用卡业务发力的关键节点。各大银行积极响应国家政策号召，不仅携手 京东、淘宝、天猫、支付宝等主流电商及支付平台推出多重福利活动，更在营销模式、服务场景等方面不断推陈出新，以金融 之力助力消费市场焕发新动能。 本报记者 彭妍 今年"618"，银行紧抓消费热潮加码信用卡业务。相较往年，今年各大银行以一系列创新举措打破传统营销边界，创新力 度空前：不仅升级满减折扣、分期免息等惠民活动，更紧扣"以旧换新""国补"政策推出专属福利；同时，打通线上线下消费场 景，将金融服务无缝嵌入多元消费场景。 上海金融与法律研究院研究员杨海平在接受《证券日报》采访时表示，今年"618"期间银行信用卡业务创新实践，折射出 两大核心发展趋势：一方面，信用卡作为消费金融与零售业务的关键载体，正以更精准的服务对接政府促消费政策，通过金融 工具放大政策红利效应；另一方面，行业加速拥抱金融科技前沿成果，推动信用卡业务向线上化、数字化、智能化、场景化深 度转型，重塑客户服务体验与运营模式。 银行信用卡刷新"618"营销玩法 "信用卡行业正经受着存量博弈与数字变革的双重考验。"素喜智研高级研究员苏筱芮认为 ...

Group 1 - The core objective of the government's 2025 work report is to significantly boost consumption, with the "Five Five Shopping Festival" being a key platform to stimulate consumer potential and market activity [2] - The sixth "Five Five Shopping Festival" saw Bank of Communications actively participating by launching the "Digital Life Festival - BOC Welfare Season" to promote quality consumption through financial means [2] - The bank has been involved in the "Five Five Shopping Festival" for six consecutive years, leveraging its local presence to enhance digital consumption scenarios and collaborate with various merchants [2] Group 2 - The "scene integration" feature of this year's festival includes partnerships with platforms like 12306, Ctrip, and Qunar to offer discounts on cultural and tourism activities [2] - The bank has curated special food brand promotions, allowing consumers to enjoy significant discounts on local delicacies, thereby invigorating the Shanghai consumption market [2] Group 3 - Bank of Communications is enhancing payment services by optimizing online and offline payment experiences, offering discounts through various platforms [3] - The bank has introduced a series of payment discount activities, including reductions for using its debit and credit cards on specific apps and platforms [3] Group 4 - The bank is committed to inclusive finance, launching a series of activities aimed at benefiting the public, including trade-in programs for vehicles and home appliances [5] - Special offers for UnionPay credit card users include subsidies for purchasing home appliances and digital products, as well as interest rate discounts for personal credit loans [5]

Group 1 - The core viewpoint of the articles highlights the innovative marketing strategies employed by banks, such as promotional activities linked to popular culture and events, to attract new customers and enhance brand visibility [1][18][20] - Ping An Bank has launched a promotional campaign where new customers can receive a Labubu toy by opening an account and depositing at least 50,000 yuan, which has gained significant attention and participation from young customers [2][10][8] - Jiangsu Bank has also engaged in promotional activities by offering free tickets to the Jiangsu Provincial Urban Football League through its app, which has increased user engagement and brand exposure [12][14][11] Group 2 - The marketing strategies reflect a shift in the banking industry towards breaking traditional service models and enhancing competitiveness, as banks adapt to changing customer expectations and digital trends [1][18][19] - However, regulatory concerns have emerged, with financial authorities in the Yangtze River Delta region prohibiting banks from using physical gifts or partnerships with internet platforms to attract deposits, emphasizing the importance of compliance in marketing efforts [19][20][17] - The articles suggest that while innovative marketing can drive short-term customer acquisition, banks should focus on long-term customer relationships and service quality rather than solely relying on promotional tactics [18][20][19]

Core Viewpoint - In 2025, China's economy is at a critical juncture of consumption-driven transformation, with expanding domestic demand and stabilizing growth as core policy goals. The credit card business, as a "main force" in consumer finance, plays a vital role in activating consumption potential [1][3]. Group 1: Market Dynamics - The credit card market has shifted from a "land grab" development model to a more sustainable approach as the market nears saturation. The focus is now on scenario-based and digital strategies to break through the constraints of existing business models [1][7]. - As of the end of 2024, the total number of credit cards and combined lending cards reached 727 million, a decrease of 5.14% year-on-year, indicating a trend of market saturation [7]. Group 2: Marketing Strategies - Credit card issuers are increasingly launching diverse marketing activities during peak consumption seasons, such as traditional holidays and e-commerce shopping festivals, to stimulate consumer enthusiasm [3][4]. - Recent promotional activities include significant cashback offers and discounts for cardholders during events like Mother's Day, showcasing the integration of credit cards into the consumer ecosystem [3][4]. Group 3: Product Innovation - Credit cards are evolving to meet changing consumer demands, expanding into new areas such as health, education, and pet care, while also enhancing integration with various consumption scenarios [4][5]. - Innovations in credit card products are focusing on green finance and digital services, utilizing big data and AI to provide personalized financial services [5][10]. Group 4: Competitive Strategies - To address market saturation, banks are raising quick payment limits and offering installment payment discounts to stimulate consumer spending and extend payment cycles [7][8]. - Recent competitive moves include significant interest rate reductions for installment loans, with promotional rates as low as 2.76% for 12-month plans, aimed at encouraging larger purchases [8]. Group 5: Future Outlook - The credit card industry is expected to continue its growth trajectory by deepening scenario-based and digital transformations, aligning with government initiatives to boost consumption [9][10]. - The integration of advanced technologies such as big data, AI, and blockchain will be crucial for enhancing customer insights, risk management, and product innovation [10][11].

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