信用卡大戰 現金回饋成主流 - 信用卡
By Hedy
at 2014-07-20T18:06
at 2014-07-20T18:06
Table of Contents
新聞:信用卡大戰 現金回饋成主流
來源:中央社/記者田裕斌 http://ppt.cc/25tl
信用卡大戰持續,據統計,消費者對於「現金回饋」依舊情有獨鍾,信用卡現金回饋比率
也成戰場,最高達2.2%,銀行等於虧本衝量。
目前市面上推出信用卡現金回饋的銀行,包括元大銀行、中國信託商銀、華南銀行、花旗
銀行及匯豐銀行,其中信用卡發卡量相對偏低的元大銀行,祭出現金回饋2.2%殺手鐧,希
望從中殺出一條血路,不過,權益到年底可能會有一波調整。
台灣信用卡現金回饋的始祖是花旗銀行,從2003年便率先發行現金回饋白金卡,並在去年
9月增加發行「無限卡」,且不定期推出加碼回饋;匯豐銀行的現金回饋卡,除一般消費
0.5%現金回饋,刷卡天數達5天便增加回饋到0.7%,生日當天消費更有1%回饋。
銀行在現金回饋市場殺得火熱,華南銀行旗下包括旅鑽商務御璽卡及超級現金回饋卡,都
屬於高現金回饋比率的信用卡,其中,旅鑽商務御璽卡主打海外消費1.6%現金回饋,可完
全抵銷海外消費衍生的手續費支出;超級現金回饋卡主打國內消費不論通路1%回饋,且保
證回饋3年。
元大銀行最新推出「元大鑽金卡」,首創國內消費1.2%、國外消費2.2%現金回饋,震撼市
場,除了高額現金回饋,也鎖定國人海外上網需求趨勢,獨家推出全球190國海外免費上
網優惠。
雖然現金回饋人人愛,但也有銀行反其道而行,將紅利積點作為主要回饋方式。
中信銀信用卡暨支付事業處副總經理徐鋒志認為,現金回饋雖可實際反映在帳單金額上,
但對持卡人卻非最有利方式,且根據中信銀內部調查,雖然消費者對現金回饋偏愛度高,
但在實際使用行為上,卻未明顯偏向使用高現金回饋卡片。
徐鋒志表示,在採購量大的規模經濟下,銀行具有集體議價能力,平均價值新台幣0.6元
紅利點數具有價值膨脹能力,兌換時實際價值可以遠超過0.6元,讓持卡人以較低價格用
點數換得商品,對於高資產客戶銀行更可提供客製化兌換服務,已有卡友用點數換到極光
之旅、F1賽車貴賓包廂及品牌限量商品,這些都不是現金回饋可以做到的。
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