The report sums up the development of the global and Chinese personal bankcard markets in 2004. Through accurate data and full elaboration, it presents the structure of China's personal bankcard market and characteristics of the demand-supply relationship from various angles. Meanwhile, it examines competition between enterprises in different market segments, presenting comprehensive assessment of leading enterprises and growing enterprises competitiveness.

The report especially points out the following: In 2004, China's personal bankcard market maintained prosperity, with steady increase in card issuance, franchised businesses, card issuers and total amount of consumption. In terms of product structure, debit card holds a dominant position, while credit card takes on strong growth momentum. Some commercial banks started to collect annual fee on debit cards, which is a general trend. In expanding the pool of card users, banks should target the middle class. Although people's awareness of personal bankcard is enhancing, due to various existing constraints, the percentage of consumption through personal bankcards and the volume of credit consumption are restricted to a great extent. With sizable market shares, leading enterprises have solid competitive strength, while growing enterprises are expanding their card issuance through personalized services.

The report looks into major factors affecting the development of China's personal bankcard market from 2005-2009. Favorable factors include the following: As their income rises, people will have stronger awareness of personal bankcard use; government departments are making unremitting efforts to popularize personal bankcards; emerging technologies are spreading; the industry is growing mature through continuous expansion. Unfavorable factors include the following: As the scope of user groups is narrow, at present the market is relatively saturated; the legal system is not perfect yet, and the government's support for the personal bankcard industry is still insufficient; technology needs improving, and it is necessary to step up product innovation; the industry is not fully mature yet.

On such basis, it presents qualitative and quantitative forecast of the development trend of the market. Meanwhile, it provides development strategy and recommendations for leading enterprises and growing enterprises respectively. For the next five years the market will continue to see rapid development. With the government's guidance, improvement of laws and regulations, and the opportunities brought about by the 2008 Olympics and World Expo2010, product structure and price structure will further develop, with remarkable growth in card issuance, franchised businesses, total amount of consumption and cardholders. We have every reason to believe that in China, which is the country with the largest potential cardholder groups in the world and enjoys stable economic environment, issuance of credit card will grow by 80%-100% annually from 2005-2009 and even beyond. In five years' time, card issuance may exceed 10 million cards, which is equivalent to the total amount of cards issued in Hong Kong. While consolidating their market shares, major enterprises should play a leading role in the market by expanding the usage of personal bankcards and promote people's awareness of card use. Growing enterprises should pursue the strategy of personalization and diversification.

2.Present Situation and Characteristics of China's Personal Bankcard Market in 2004
2.1 Present Situation of the Market 
2.2 Product Structure
2.3 Market Structure 

3.Supply and Demand in China's Personal Bankcard Market in 2004
3.1 Supply Analysis
3.2 Demand Analysis
 
4.Competition Situation in China's Personal Bankcard Market in 2004 and Assessment of Leading Enterprise' Competitiveness
4.1 Analysis of Competition Situation
4.2 Analysis of Leading Enterprises Competitiveness
4.3 Analysis of Growing Enterprises Competitiveness

5.Factors Affecting the Development of China's Personal Bankcard Market from 2005 to 2009
5.1 Objective of China's Personal Bankcard Industry 
5.2 Favorable Factors
5.2.1 Market demand
5.2.2 Policy Factors
5.2.3 Product Technology
5.2.4 Industry Maturity
5.2.5 Consumption Level
5.2.6 Emerging Markets
5.3 Unfavorable Factors
5.3.1 Market Saturation
5.3.2 Policy Changes
5.3.3 Product Technology
5.3.4 Industry Maturity
5.3.5 Market Development
5.3.6 Substitute Products

6.Development Trend of China's Personal Bankcard Market from 2005 to 2009
6.1 Development Trend of Products
6.2 Development Trend of Price
6.3 Development Trend of Channels
6.4 Development Trend of User Needs
6.4.1 Security Need
6.4.2 Use Need 
6.4.3 Identification Need
6.4.4 Super-Value Need
6.5 Development Trends of Services

7.Forecast of China's Personal Bankcard Market from 2005 to 2009
7.1 Forecast Methods & Model
7.2 Forecast of Market Size
7.3 Forecast of Market Structure
7.3.1 Product Structure
7.3.2 Price Structure
7.3.3 Regional Market Structure
7.3.4 Vertical Market Structure
7.3.5 Horizontal Market Structure
7.3.6 Structure of Marketing Channels

8.Recommendations
8.1 Recommendations for Leading Enterprises
8.1.1 Product Strategy
8.1.2 Pricing Strategy
8.1.3 Channel Strategy
8.1.4 Sales Strategy
8.1.5 Service Strategy
8.1.6 Brand Strategy
8.2 Recommendations for Growing Enterprises
8.2.1 Product Strategy
8.2.2 Pricing Strategy
8.2.3 Channel Strategy
8.2.4 Sales Strategy
8.2.5 Service Strategy
8.2.6 Brand Strategy