尊榮信用卡（2011年）：追求不景氣後之富裕消費者 是由出版商Mercator Advisory Group, Inc.在2011年07月所出版的。
這份英文市場調查報告書包含32 pages 價格從美金2950起跳。
多數卡片發行業者，於專注獲得具有優良信用紀錄之富裕層（HNW）消費者同時，強烈顯示出，增加富裕消費者卡片持有人於信用卡產業中之特權之趨勢。尊榮信用卡行銷應該基於成功考量加以判斷，並具有嚴苛環境中達成之價值，富裕消費者也展現對此種產品之重視以及消費之意願。
本報告為，調查分析尊榮信用卡市場，並以獲得富裕消費者為目標，匯整卡片發行公司應考量之市場特徵及趨勢，分析持續改變之主要卡片公司策略等，以下列摘要形式闡述。
簡介
富裕市場之成長
- 富裕客層及有限支出之供應
- 資產額多寡之目標行銷
- 收入多寡之目標行銷
- 富裕區隔行銷之挑戰：戶口收入
產品平台：超級優質市場之複雜化
- 進步過程
- 市場普及率穩定成長
- American Express
- MasterCard
- Visa
- Discover Network
值得注意之發行業者計畫：致力於其特別之品牌
- 對所有卡片持有人回饋之方針變化
- 發行業者規定之獨特尊容產品品牌
持續成熟卡片區隔中策略性意義
- 保有獨佔性相關之誠實性
- 金錢來源（但不是無底洞）
- 旅行促銷之魅力：對所有人產生獨占性
- 對維持產品品牌獨占性之挑戰
圖表
Abstract
Boston, MA -- With more card issuer interest and focus on pursuing
affluent and high net worth (HNW) consumers with excellent credit histories,
the credit card industry has responded by expanding or enhancing the perks
offered to wealthy cardholders.
Mercator' s newest report, “Premium Credit Cards 2011: Chasing The Affluent
Consumer Post-Recession”, highlights developments in credit card usage and
products among the wealthiest consumers in the U.S. This report first examines
the current market opportunity by updating key affluent and HNW consumer
statistics that are fundamental to card product development in the affluent
space, and addresses questions such as: Is this market growing? Is it
saturated with card products? Has card spending increased among affluent
cardholders since our last measurement in 2007? Next, the report reviews the
growth of the major card product platforms, provides an update on new features
and benefits of the leading super premium offerings, and profiles some new
entrants in this space.
Highlights of the report include:
- Estimations, trends, and penetration rates in premium credit card spending
over the last three years.
- Tactics leading issuers have employed to differentiate proprietary premium
card brands as the main premium card network product platforms have grown in
market penetration.
- The primary means of differentiating primary cards, along with features of
the products.
- Comparison grids of the features/benefits of the most popular premium card
offerings.
Ken Paterson, VP for Research Operations at Mercator Advisory Group and
Director of the Credit Advisory Service, the author of the report comments;
“All things considered, the marketing of premium credit cards must be
considered as success, and the fact that it has been achieved in difficult
economic times is both remarkable and logical. Affluent and high net worth
consumers are clearly finding value in the products, and are showing a notable
willingness to pay for them.”
One of the 16 exhibits included in this report:
The report is 32 pages long and contains 16 exhibits.
About Mercator Advisory Group
Mercator Advisory Group is the leading, independent research and
advisory services firm exclusively focused on the payments and banking
industries. We deliver pragmatic and timely research and advice designed to
help our clients uncover the most lucrative opportunities to maximize revenue
growth and contain costs. Our clients range from the world' s largest payment
issuers, acquirers, processors, merchants and associations to leading
technology providers and investors.
Table of Contents
Introduction
Affluent Market Growth
- A Limited Supply Of Affluent Prospects And Spending
- Targeting By High Assets
- Targeting By High Income
- The Challenge of Affluent Segment Marketing: Household Income
Product Platforms: Super Premium Market Becomes More Crowded
- An Evolutionary Process
- A Strong Increase in Market Penetration
- American Express
- MasterCard
- Visa
- Discover Network
Notable Issuer Programs: Focus On Proprietary Branding
- A Shift In Cardholders' Rewards Orientation?
- Issuers Define Their Own Premium Product Brands
Strategic Implications For This Maturing Card Segment
- Keeping Honest About Exclusivity
- It' s Where The Money Is (But It Is Not Unlimited)
- The Magic Of Travel Benefits: Creating Exclusivity For All
- The Challenge of Maintaining Product Platform Exclusivity
Table of Figures
- Exhibit 1: Estimated Number Of U.S. Mass Affluent Households
($500k-$999k net worth) 2006-2010
- Exhibit 2: Estimated Number of HNW U.S. Households 2006-2010
- Exhibit 3: Total Mass Affluent and HNW Card Spending 2006 and 2010
- Exhibit 4: Distribution of Monthly Credit Card Spending Volume By
Household Wealth Segment (2010)
- Exhibit 5: Estimated Number Of Households By Annual Income Segment
- Exhibit 6: Total Annual Card Spend By Income
- Exhibit 7: Distribution Of Monthly Credit Card Spending Volume By
Household Income Segment (2010)
- Exhibit 8: 2006-2010 Super Premium Card Product Ownership By Wealth
Segment
- Exhibit 9: 2006-2010 Super Premium Card Ownership By Income Segment
- Exhibit 10: American Express Premium Card Products
- Exhibit 11: MasterCard World Elite
- Exhibit 12: Visa Signature Preferred
- Exhibit 13: Discover Premium Plus
- Exhibit 14: Rewards Participation On Primary Credit Card By Wealth
Segment
- Exhibit 15: Financial Services Relationship Cards
- Exhibit 16: General Interest Travel-Focused Cards
- Exhibit 17: Perks in Black And White
