II
摘 要
人民银行提出从 2013 年 1 月 1 日起，全国性的商业银行都要开始发行金融
IC 卡，并实现境内所有受理银行卡的联网通用终端都能够受理金融 IC 卡，为此
全国掀起了“换芯”的高潮。鞍山银行为了能够积极响应国家的政策，在 2013
年年底开始了金融 IC 卡的推广应用工作，由于当前我国金融 IC 卡的推广工作仍
是处于初期阶段，所以各个商业银行在进行推广工作均遇到了多方的阻碍，本文
则以鞍山银行的推广工作为例，通过社会调研、查阅资料、拜访专家等方法，积
极获取鞍山银行的推广数据和其他银行在进行推广工作时的心得体会，经过后期
的整理工作，分析总结了鞍山银行在这个过程中遇到的几个问题，并针对各个问
题给出了针对性地对策建议，其中，这些问题主要包括：①市民办卡积极性不高；
②迁移成本巨大；③受理环境问题多；④跨行业应用难；⑤各相关部门支持力度
不够；⑥金融 IC 卡缺乏统一的标准等。通过对上述问题的分析，本文给出的对
策，主要包括：①加强金融 IC 卡的宣传营销工作；②多渠道降低成本；③加大
受理环境升级改造；④打破利益格局，降低行业阻碍；⑤政府主导，实现多方协
作支持；⑥制定标准，完善行业应用规范等。通过上述的研究工作，希望能够对
鞍山银行后期的推广工作提供一定的指导作用，同时也希望本文的成果和结论能
够为正在进行和准备进行金融 IC 卡推广工作的各商业银行提供一定的借鉴作
用，从而协助各大银行顺利完成 IC 卡的推广发行。

关键词：金融 IC 卡；推广应用；推广对策Abstract
III
Abstract
The people's bank of China puts forward that since January 1, 2013, national
commercial Banks should be going to start issuing financial IC card and implement
all accept bank cards in networking general terminal to be able to accept the financial
IC card. At the end of 2013 Anshan Banks started the financial IC card application
work in order to be able to actively respond to a nation policy. The financial IC card
in our country is still in its early promotion stages, so each commercial bank in
promoting all met with many obstacles. This paper makes Anshan Bank’s promotion
work as an example. We get Anshan Bank’s promotion data and other Bank’s
promotion experience through social investigation, methods of access to information,
visiting experts and so on. Then we analyze the date and summarize a few of the
problems encountered in the process. At the last, we give the corresponding
countermeasures for the problems. These problems mainly include: ①handle card
citizens' enthusiasm is not high; ②the migration cost; ③cross-industry application
difficult; ④all relevant departments support is not enough; ⑤the financial IC card
lack of unified standards, etc. Through the analysis of the above problems, this paper
gives the countermeasures, mainly includes: ①to strengthen the financial IC card in
the promotion of the marketing work; ②through various channels to reduce costs;
③break the pattern of interests, reduce the blocking of the industry; ④the
government leading, the realization of collaborative support; ⑤standards, perfect the
industry application specification, etc. Through the above research work, we hope to
be able to provide certain guidance for the later promotion work of Anshan Banks. At
the same time also hope that the results and conclusions can provide certain reference
for commercial Banks who is carrying on the financial IC card or reading later.
Key Words ： Financial IC Card ， Popularization and application ， Promotion
countermeasure