摘要
I
摘要
在现代社会，卡片已经成为人们生活的一部分。从银行卡到身份证，从社保卡到
医疗卡，各类卡片充斥着我们的生活。因此，中国巨大的发卡量带出的制卡市场给生
产销售制卡设备及其配套方案的 Datacard 公司（以下简称为 DC 公司）带来了前所未
有的机遇。最近数年随着中国经济的飞速发展，人均持卡量逐年攀升。在经历了长时
间的集中式制卡之后，个人对卡片的个性化需求越来越高，以银行为主的发卡机构提
供的服务也越来越人性化。为了提升用户粘度，吸引新客户，提升卡片激活和使用率，
纷纷推出更多的个性化服务，即時制卡方案应运而生。DC 公司顺势通过与国内的系
统集成商合作，推出了以银行业为主，推广到政府、医疗等各行业的即時制卡软硬件
配套的方案

通过同 DC 公司管理人员的访谈与资料收集，了解到 Datacard 作为一家有着几十
年的卡片个性化方案研发生产销售历史的方案供应商，成立于上世纪六十年代，并于
十多年前进入中国市场，更在苏州建立了生产基地。经过过去十多年的努力，DC 公
司的集中式制卡设备及其配套方案已经占据了国内90%集中式制卡的市场。但在即時
制卡方案兴起的近几年，面临着众多国内外竞争对手的强有力挑战。特别是在集中式
制卡优势不再的今天，国内众多竞争对手经过数年的技术积累和市场开拓，即时制卡
方案的竞品无论是硬件稳定性还是安全性都另业界刮目相看。面对即时制卡领域的激
烈竞争，如何能在中国继续发挥其在集中式制卡的垄断优势，采取合适的市场营销策
略，采用合作策略同具有强大背景的系统集成商达成战略合作关系开拓即时制卡方案
的国内市场，从而克服众多外资企业在中国所碰到的水土不服问题，成为当前其最值
得思考的一个问题

本论文从介绍即時制卡方案的营销背景开始，阐述制卡方案的原理，银行对即時
制卡方案的需求等背景，通过总结 DC 公司过往数十年在集中式制卡方案的销售经验
和即時制卡方案在全球的营销和发展状况，归纳出目前的营销方案在实施过程中发现
的一系列问题以及产生问题的可能原因。然后运用分析方法对 DC 公司内外环境和目
前即時制卡方案营销情况进行分析，通过明确即時制卡方案产品应进入的细分市场，
进行清晰的市场定位，从产品，价格，渠道，促销四个角度来设计未来的营销方案

为了将新的营销方案落实到实处，另外还提出了一系列的保障措施来保证该方案的顺
利进行。最后本文也提出了研究结论和不足之处，以及对 DC 公司即时制卡方案的研
究展望

关键词：Datacard 公司，集中式制卡，即時制卡，营销策略ABSTRACT
III
ABSTRACT
In modern time cards are already the part of our daily life, which is full of all kinds of
cards. For example, financial cards, identity cards, social security cards, medical cards and
so on. Therefore, the huge requirement of card issuance will bring Datacard Company who
produces card personalization equipment and relative solutions a big opportunity that never
appears before.
With the rapid development of China&39;s economy in recently years, the card-holding
capacity per person has been increasing year by year. After the development of centralized
card issuance for decades, the demand of customized card issuance is growing. Card
issuers, banks are the principal, are tending to provide more and more user-friendly
services.
In order to increase the user viscosity, attract new customers, increase the new card
activation ratio and the usage of cards, banks have provided more customized service, card
instant issuance solution came out accordingly. Datacard Company cooperated with some
domestic system integrators, introduced instant issuance solution to the banks, government,
medical organizations.
By interviewing Datacard China management team and collecting relative data, we get to
know that Datacard Company has acted as a supplier of card personalization equipment for
decades. They also have the ability of researching, development and production. It was
established in the 1960s, and entered Chinese market more than ten years ago, they also
founded a manufacturing plant in Suzhou. After more than 10 years of efforts, Datacard
has occupied 90% of domestic marketing share of centralized card personalization
equipment and corresponding solution.
However, in recent years with the card instant issuance solution becoming popular,
Datacard faced with a number of domestic and foreign competitors. The advantages of
centralized card issuance no longer exist. After several years of technology accumulation
and market development, many domestic rivals’ competingproducts of card instant
issuance equipment are already stable, robust and secure enough. They have won a lot of西安电子科技大学硕士学位论文
IV
admiration from their customers.
In the face of relentless competition in the field of instant card issuance, how does
Datacard keep its monopoly advantage in the field of centralized card issuance in China
mainland What appropriate marketing strategy and cooperative strategy to be adopt How
to cooperate with domestic system integrators who have strong backgrounds How to
overcome the localization problem that many foreign enterprises in China encountered
These questions are the most worthy of consideration currently.
This paper introduces the background of instant card issuance and the business model of
bank instant card issuance solution. By summarizing sales experiences of Datacard in past
several decades in global centralized card issuance and instant card issuance marketing and
development situation, to sum up the problems found and correspondent possible causes
during the implementation process of current marketing solution. Then to take the analysis
method to analyze the internal and external environment of Datacard Company and the
current marketing situation of instant card issuance, and to make clear market positioning
by clarifying the segment market what instant card issuance solution should enter, and
finally to design future marketing strategy from product, price, place and promotion
standpoints.
In order to implement the new marketing strategy, a series of guarantee measures are to
ensure the smooth progress of the plan. The research conclusion and shortcomings are also
put forward in the end of this paper, as well as the research prospects of Datacard instant
card issuance solution.
Keywords: Datacard Company, centralized card issuance, instant card issuance, marketing
strategy插图索引
V
插图索引
图1.1研究框架图...7
图3.1图3.1DC 公司即時制卡方案示意图.........17
图3.2集中式制卡流程.....18
图3.3银行即时制卡流程.19表格索引
VII
表格索引
表3.1DC 公司即時制卡方案营收简报...22
表4.1DC 公司的 SWOT 分析矩阵..........36
表4.2即時制卡方案产品-市场矩阵.......37
表4.3定位图.........39缩略语对照表
XI
缩略语对照表
缩略语英文全称中文对照
DC 公司 Datacard Group目录
XIII
目录
摘要....I
ABSTRACTIII
插图索引.....III
表格索引....VII
缩略语对照表
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