- 學位論文
以經營績效探討台灣發卡業者在市場上的定位
A Review of Taiwan Credit Card Issuers Positioning in the Market According to their Business Performance.
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摘要
摘 要 從1974年中國信託發行全台灣第一張信用卡（簽帳卡）開始，至1993年全面開放信用卡市場，發展至今30年，台灣已成為全球成長最快速的信用卡市場之一，全台有高達五十一家發卡機構，不管本土銀行或外商銀行，新銀行或老銀行，都使出各種促銷手法，搶食這塊大餅，競爭之激烈更可稱為一項台灣特色。 本研究之目的（1）五十一家信用卡發卡機構在競爭激烈的台灣，哪幾家有機會繼續留在市場?（2）發卡量少、虧損或仍在苦撐階段的業者，可能被迫出售或併購，整併時是否因為單一公司對同一人之授信限縮，導致持卡人信用緊縮？或，業者為了讓是項業務不致萎縮從而影響獲利能力採取膨脹信用卡額度措施？（3）有鑑於南韓信用卡業在短短幾年內即出現泡沫膨脹與破滅的情形，台灣是否因為管理當局的從嚴管控，發生骨牌效應，引發類似韓國信用卡業金融危機？ 本文係以財政部公告各發卡業者之重要業務與財務資訊統計資料進行研究，針對樣本業者的資產規模及績效表現進行集群分析，並探討不同群族在市場上的策略定位。 本研究有關業者的資產規模及績效表現指標共有19項，使用SPSS電腦軟體進行資料分析，為了縮減變數維度，提高解釋力，採用因素分析之主成分分析（Principle Component Analysis），進行濃縮萃取主成分因素，結果共選取四個主要因素。再以凝聚分層（agglomerative）法的「華德法」（Ward’s Method ）進行集群分析（Cluster Analysis）取得集群數目，計算出各群之重心（Cluster Centers），再以各群之中心為種子點，投入K平均數法（K-Means）進行重新分群。經過二階段分群結果，以區分五群之結果較為顯著。 研究結果如下： 一、規模經濟群組將續留市場，有效卡逾百萬張是可觀察標準，符合此標準者為集群三中之發卡機構分別為中國信託銀行、台新商業銀行、國泰世華銀行、玉山商業銀行、台北富邦銀行、聯邦商業銀行及花旗銀行等共計有七家。 二、依Visa國際組織公佈的信用卡債研究報告，台灣每一百元的消費中，只有四十四元會轉成卡債，台灣有息卡債的比率遠低於亞太其他國家，顯示台灣仍在合理控制範圍內。 三、台灣「家庭」及「個人」平均負債占國內生產毛額（GDP）比重還不是很高異於韓國，台灣信用卡市場健康有潛力。
並列摘要
ABSTRACT In 1974, Chinatrust Commercial bank issued the first credit card (charge card) in Taiwan, and in 1993, the credit card market was fully opened. After 30 years, Taiwan has become one of the fastest growing markets of credit card business. Having as much as 51 card issuing institutions, both local and foreign banks, new and old, they all use any kinds of promotional activities to gain position in the market. Cutthroat competition has become one of the features in Taiwan. The main purposes of this research are: 1. For the 51 card issuers, which are the ones who have opportunities to stay in the market? 2. In situation where issuers only have a small portfolio or operating at deficit, they will be forced to exit the market or to be merged. When merged, one single company may lessen the credit line given to the customer, leading to credit shrinkage on the side of the customer. 3. In view of the inflation and the burst of bubble economy that happened to South Korea credit card issuers in just a few years, will Taiwan face the same card monetary crisis caused by the domino effect produced by the strong control of Taiwan authority? This essay is about the research based on the prior affairs and financial information statistics of each card issuers published by the Ministry of Finance. The analysis is based on the asset dimensions and operating results of these card issuers. Besides, it also discusses the strategic positioning about different populations in the market. There are 19 indexes concerning the asset dimensions and operating results of the sellers. The analytical tool used for this study was Spss. To reduce dimension and explain more clearly, I use principle component analysis of factor analysis to condense and assemble primary ingredient factor. As a result, there are 4 main factors chosen. Then I do cluster analysis in Ward’s Method of agglomerative to get the number of the group and figure out the cluster centers of each group. Next, I put the center of each groups as initial cluster centers into K-means to regroup. After the two-step grouping, it reveals that the result will be more remarkable if dividing into 5 groups. The consequences of this research are as follows: 1. The ones with the economical scale will continue to stay in the market. The observable standard is millions of available cards. The card issuers who meet this standard are those in the third group: Chinatrust Bank, Taishin International Bank, Cathay United Bank, E.Sun Bank, Taipei Fubon Bank, Union Bank, and Citibank, a total of 7. 2. According to the research report about card debt published by Visa, in Taiwan, there are only 44 dollars will become card debt in per 100 consumptions. The percentage of credit interests in Taiwan is much lower than those in other countries in Asia Pacific. This shows Taiwan is still within the acceptable range, and is under control. 3. The average personal/familial debt to GDP ratio in Taiwan is not high. Unlike the circumstance in Korea, the Taiwan credit card market is healthy and has potential.。