银行信用卡竞争地位之分析.pdf

經營管理論叢 Vol.3, No.2, 2007第 1-22頁 銀行信用卡競爭地位之分析 The Analysis of Marketing Competition Position on the Credit Card 1 2 3 吳宗正 溫敏杰 蔡政良 (Received: Dec. 29, 2006 ；First Revision: Mar. 28, 2007 ；Accepted: Mar. 9, 2007 ) 摘要 卡債風暴影響到傳統信用卡的行銷策略，如今，銀行業者應著眼做好信用卡市場區 隔，針對不同的消費族群擬定相對應的行銷策略。本研究試圖以消費者的觀點，找出台 南市發卡銀行彼此的競爭地位及消費者特性，使業者知道自己的競爭地位，並找出現存 及未來的潛在競爭者，制定出因應之策。本研究對象為台南市 36 家國內、外發卡銀行， 研究母體為 20 歲以上之市民，採取分層抽樣並以郵寄問卷的方式得到300份有效樣本， 透過統計方法分析，找出各家銀行的競爭地位及消費者特性。本研究主要發現：(1) 消 費者選擇銀行信用卡主要因素為金融服務導向。 (2) 消費者選擇銀行信用卡主要受年 齡、家庭生命週期會影響。(3) 消費者生活形態主要因素為忙碌奮鬥型。(4) 全面導向 型發卡銀行中以中國信託為領導品牌，主要競爭對手為台新、國泰世華、聯邦等銀行與 日盛商銀。 (5)服務導向型發卡銀行中以花旗銀行為領導品牌，主要競爭對手為台北富 邦銀行。 關鍵詞 ：競爭定位、消費者特性、統計分析 Abstract Bank’s marketing strategies have been influenced by credit debit disturbances. The economic benefits of credit card market still can not ignored. Today, how to increase market share of credit card is not the key point of bank’s marketing strategy. There is not necessary that high market share can bring high economic benefits. Therefore, the banks must draw up relative marketing strategies under the different consumer group. Furthermore, find out the competitive position and consumer’s characteristics. This research regards thirty-six issuing banks in Taiwan. We used the stratified sampling and collected data by means of mail survey to get three hundred effective samples. We employed statistical methods to analysis this data. The main results are: (1) Consumers who selected the credit card bank considered banking service orientation; (2) Consumers who selected the credit card were affected by age and life style; (3) Busying and work hard are the main factors for the