The Market Share and Competitive Strategy of Credit Card Business in Taiwan's Banking Industry
Kao Hsiu- Chuan
|關鍵字:||競爭策略;信用卡市占率;銀行規模;縱橫面迴歸模型;competitive strategy;market share of credit card;business size;panel data|
本研究係以聯合信用卡處理中心之會員銀行及四家主要外商銀行為研究對象。資料時間係以八十七年底迄九十二年七月底之財政部金融局之金融統計輯要及聯合信用卡處理中心提供予會員銀行之資料為主。依據訪談個案銀行信用卡部門及蒐集公開訊息之資料，以歸納分析法，釐清個案銀行之競爭策略。再佐以縱橫面（Panel Data ）迴歸模型釐清信用卡市占率、簽帳金額市占率與銀行規模、投入資源之相關性，以進一步了解信用卡市場。
The banking industry in Taiwan has shifted its focus to consumption business after the Asian Financial Crisis in 1997. The ensuing results are rising market of credit cards, multiple growing of credit card issuer, frequent marketing program. Joint promotion cards, outsourcing marketing, benefit attraction, and competitions for consumers are the often-seen strategies. This industry cannot ignore the associated risk of bad debt. It is doubtless that drastic competition of credit card market causes the increasing of costs and risks of the industry. The objects of this research are the members of NCCC (National Credit Card Center of R.O.C.) and four major foreign banks. The period of the data is from end of 1998 to July of 2003, which comes from the statistics of Bureau of Monetary Affairs, Ministry of Finance and NCCC. According to case interview of credit card departments of banks and collection of public information, we clarify the strategy of each bank. The main findings of our regression analysis are as follows: The effect of bank total property on circulating card is significantly negative. The effect of ATM cards on credit card circulation is significantly positive. The effect from employee’s number on card circulation is significantly positive. The effect from advertising expense on card circulation is significantly positive. The effect from card circulation on debt amount is significantly positive. The effect from earnings per share on debt amount is significantly positive. The main findings from our case studies are as below: The shortcut to promote the credit card market share is strategic alliance and group resource. Economic scale supports the conducting the credit card market. The development of customer loyalty, cross sales, and instant customer convenient services depend crucially on the information system. In addition to investing manpower, the great deal of devotion on information equipment is also a key factor. Only through explicit market differentiation, different strategy and creative service can bring out the value of card issuers.
|Appears in Collections:||Thesis|