台灣信用卡廠商競爭策略和競爭行動分析

Competitive Strategies and Action Characteristics among Taiwan's Credit Card Companies

張順教(Shun-Chiao Chang) ； 何幸芩(Hsing-Chin Ho)

《台灣金融財務季刊》 11卷4期 (2010/12) Pp. 1-29

https://doi.org/10.6985/TBFQ.201012.0001

摘要

本研究主要利用結構內容分析法和實證分析，探討台灣的信用卡廠商競爭互動的特徵，其中包括分析台灣信用卡發卡廠商的競爭策略型態，以及檢視台灣信用卡市場廠商的競爭行動是否受到競爭者回應次數與回應落差所影響。從38,991筆新聞資料中所篩選出共16類793筆廠商競爭互動資料顯示，有741筆屬戰術型競爭互動；52筆屬策略型競爭互動。廠商競爭互動資料首先顯示當競爭攻擊行動的發起者發動的攻擊是屬於戰術型策略，將引起較多的競爭對手回擊，而且競爭對手的反擊愈快。但若發卡廠商是採取策略型的競爭行動時，競爭對手反擊時間會拉長。再者，實證結果發現，在台灣的信用卡市場中，顯示台灣信用卡發卡廠商間的競爭行為與競爭回應數目，以及與競爭回應落差之間均呈現高度正相關。

關鍵字

結構內容分析 ； 信用卡 ； 回應落差 ； 戰術型 ； 策略型

並列摘要

The study explores the main features of the competitions among Taiwan's credit card issuers, via the both approaches: structure content and empirical analysis. We do not only analyze the strategic patterns of banks but also investigate whether their competitive moves are affected by the number and time lagging, which they react against their rivals’ strategies. Screened out from 38,891 news reports, our documents that include 16 categories and 793 banks' reports show that: There are 741 ones revealed that the firms most of the times engaged in tactical competitive interactions; the others tell that they sometimes toke strategic competitive interactions. The information revealed from the data also point out two interesting events. On the one hand, when the banks initiate tactical strategies, they have more rivals that react in less time lagging. On the other hand, if the issuers take strategic competitive moves, their rivals react in a longer period. Moreover, our empirical results show that there exists a positive correlation between the reaction intensity and time lagging, which the issuers initiate in the Taiwan credit market.

並列關鍵字

Structured Content Analysis ； Credit Card ； Strategic Action ； Tactical Action

參考文獻

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財政部網站，http://www.mof.gov.tw/mp.asp?mp=1(最後瀏覽日期：2009 年11 月15 日)。

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