國內現金卡銀行競爭策略之研究 -以T銀行為例

The research of domestic cash card competive strategy. Example: T bank

王姿今(Tzu-Chin Wang)

指導教授 ： 李弘暉

元智大學/管理學院/管理研究所/碩士(2008年)

摘要

民國八十八之前,信用卡可說是消費金融市場最熱門及銀行間 競爭最激烈的商品,但自從民國八十八年國內萬泰銀行從日本引進第一張現金卡,引人關注的第一支現金卡廣告,強調提款機就可以借錢的功能,吸引了大批的民眾申辦現金卡,而高利潤的現金卡更為萬泰銀行獲利的金雞母。但國內直到民國九十年國內才推出第二張現金卡,之後陸續有大量銀行擁入這個競爭市場。而本研究主要針對國內第二家發行現金卡的T銀行,就其、「競爭策略」、「風險管理」、方面的成功關鍵因素進行深入的分析,加上針對T銀行進行「個案訪談」,並依其研究發現,提出結論與建議,以供業者參考。
現金卡由於其便利功能性,為顧客及企業皆創造了價值,而探討T銀行成功的關鍵因素有:
一、 組織改革:領導人投入,成立獨立的事業處。
二、 差異化策略:事前、事中、事後管理的差異化優勢。
三、 風險管理:取得日本顧問的指導,建置評分卡及風險管理系統。
四、 品牌形象的提升:成功的廣告行銷及差異化做法提供品牌形象。
本研究的結論與建議為:
一、現金卡目前為寡占市場,銀行需差異化策略及提升附加價值,以有效提升產品市占率及客戶忠誠度。
二、銀行做好風險控管,以防浮濫發卡,造成消費者信用過度膨脹。
三、銀行善盡社會責任:銀行教育客戶金錢管理,妥善理財
四、消費者應衡量本身的狀況選擇適合的理財工具及銀行,以避免信用膨脹,造成信用破產。
五、政府應妥善監督銀行的發卡及定期檢核銀行內部劉成,以控管現金卡發卡品質,避免衍生社會問題。
關鍵字:現金卡、競爭策略、風險管理、SWOT分析、五力分析

關鍵字

現金卡 ； 競爭策略 ； 風險管理 ； SWOT分析 ； 五力分析

並列摘要

Before 1999 the credit card can be said the most popular product of the consumer finance market and it’s also very competitive , but in 1999 the domestic bank “ Cosmos Bank “ introduced the first cash card from Japan ,the first cash card Ad ,it emphasizes that you can very easy borrow the money from the ATM .It successfully arrested a lot of people to apply for the cash card and high profit of cash card becomes the most profitable business of Cosmos Bank .Until 2001 there was the second domestic cash card release and after that a lot of banks started to join the competitive market .And this study focused on the domestic bank which was “ T-bank ” of the second released the cash card and in-depth analyzed the successful key factor of its “competition strategy” and “Risk management” with T-bank for a “case interview” and according to the research provides the conclusion and recommendation for consultation.
Because of the convenience of the cash card created the value between the customer and bank .The research of successful key factor on the T-bank were:
1. Reform the Organization: The leader of investment and establishment of an independent department .
2. The Difference Tactic : Take the advantage of difference way at management by three steps of process.
3. Risk Management: Get the consultant's guidance from Jap , build score card and risk management systems.
4. As the Band- enhancing: the successful marketing and advertising.

In this study the Conclusion and recommendation :
1. The current cash card for the oligopoly market ,banks need to differentiate strategies and enhance the value-added then effectively enhance product market share and customer loyalty .
2. Banks need to control the risks and prevent the excess supply the cards ,resulting in excessive expansion of consumer credit .
3. The social responsibility of banks :The bank provide the education of money management and financial management .
4. The consumers should access the state of their own and choice of a suitable financial instruments and banks even avoid credit expansion resulting in credit bankruptcy .
5. The Government should properly supervise the way of the bank issued the cards and regularly check the internal processes to control the quality of cash card and avoid the social problems .
Key word : Cash Card, Competitive strategy ,Risk management , SWOT analyze , Five factors analyze ,

並列關鍵字

Cash Card ； Competitive strategy ； Risk management ； SWOT analyze ； Five factors analyze

參考文獻

十五、蔡承洋(2007),「卡債問題之研究-以台新銀行為例」,元智大學管理研究所碩士論文。

六、RobertH.C.(1972),Consumer and Commercial Credit Management.4-th ed.,Richard D.Irwin

七、Weihrich,Heinz(1982),The SWOT Matrix-A Tool for situational Analysis,Long Range planning,Vo115,No.2,P60

中文部份

一、李壽田(2004),「台灣金融業發行現金卡經營策略之研究」,中華大學科技管理研究所碩士論文。