高戰力團隊的建立：以個案信用卡中心為例

Building a High Powered Team: A Case of a Credit Card Center

李崇豪(ChungHao Lee)

指導教授 ： 陳家祥

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

信用卡產品的引入在台灣近二十幾年來，早已成為消費者購物支付的主要方式之一。消費金融也隨著金融自由化、國際化的發展，加上國民生活水準不斷提升、及民眾消費形態及觀念的明顯改變，使得台灣地區銀行信用卡業務蓬勃發展。經過銀行間的積極拓展，信用卡業務目前已漸漸形成成熟型產業，但各銀行間為了擴展市場占有率造成彼此惡性競爭，進而引發了嚴重的卡債問題，面對風暴後復甦緩慢的消費市場，銀行內部組織戰力的提升與經營策略的訂定，將是一道非常重要的課題。本研究以個案銀行之信用卡中心為個案研究對象，首先藉由文獻之探討與分析，瞭解目前信用卡產業的發展現況，及其對銀行業者制定經營策略之影響。再針對個案銀行進行研究，研究方式為從產品與行銷、組織與管理制度、系統與外在環境等方面深入探討，並經由研究分析來瞭解整體信用卡產業其外部環境之機會與威脅及內部環境的經營優勢與劣勢。再藉由策略管理之分析為個案銀行擬定未來可行之發展方向及其策略執行與組織設計之調整。最後再提出可成功與持續的營運模式的結論供參。

關鍵字

信用卡 ； 策略管理

並列摘要

The credit card products have been introduced into Taiwan’s market more than two decades; and it has become one of the major consuming payments. The consumer finance along with the financial liberalization, the internationalization development, the domestic living standard promote unceasingly. Additionally, the behavior and the concept of the populace expending have been obviously changed, which has led a vigorous development among the banking and credit card industry of the entire Taiwan area; moreover, through the intensive development among the process of banks, the credit card business has gradually formed the mature status for this industry. However, the numerous banks, in order to extend the business market percentage, has not only created the blind competition each other, but also has caused the severe credit debt issue. After the economic storm, the consumer market has been recovered slowly, it is essential to reconstruct the internal organization of bank for increasing the strength and the management strategy. This research aims to take the bank credit center as the case study object; the first discussion and the analysis is based on the literature to explore the present credit card industry development and its situation, which has formulated the influence of the management strategy to the bank entrepreneur. Secondly, to aim at the case bank to conduct the research again, and the research method is to analysis the product, the marketing, the organization, the management system, and the other external aspects for further discusses. Moreover, to discover the advantages and the disadvantages of the overall credit card industry and its external environment surrounding with opportunity and the threat. In addition, to draft in the future adjustment of the feasible development direction, the strategy execution, and the organization design analysis of the tactical management for the case bank. Finally, to propose the implication of possible successful operation options.

並列關鍵字

Credit Card ； Strategy Management

參考文獻

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