联名卡模式下的持卡人获利分析

An Analysis on Benefits of Cardholders under Operation Mode of Co-Branded Card

联名卡,以企业、银行、持卡人"三方皆利"的特殊利益机制,创造了"三边共赢"的良好市场效应。总结和分析联名卡模式下的持卡人获利情况,对银企正确开发、推广联名卡产品以及持卡人有效使用联名卡是大有裨益的。初步分析研究,成功的联名卡至少可以为持卡人带来以下四个主要方面的实际利益:一是满足个人身份需求;二是便利日常消费生活;三是畅享丰富金融功能;四是获得银企双重优惠。

The operation mode of co - branded card, which is based on the benefits of enterprises, cardholders as well as banks, has gained considerable marketing effects. Thus, an analysis onthe benefits of cardholders is of great help to the effective promotion of products and better use of the cards. Generally, successful co- branded card can bring cardholders the following benefits： showing a certain identity, being convenient in daily life, getting access to the functions of financial deals and preferential policy to both the banks and enterprises.