國內現金卡銀行競爭策略之研究
-以T銀行為例

王姿今

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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 , Masters　　Advisor：李弘暉　　

繁體中文

現金卡；競爭策略；風險管理； SWOT分析；五力分析； Cash Card ； Competitive strategy ； Risk management ； SWOT analyze ； Five factors analyze

Abstract │ Reference (31) │ Altmetrics

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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 ,

Reference ( 31 ) 〈TOP〉

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。
連結：
二十一、蔡承洋,「如何防止因債務問題而自殺」,自殺防治中心網站:http://www.tspc.doh.gov.tw
連結：
六、RobertH.C.(1972),Consumer and Commercial Credit Management.4-th ed.,Richard D.Irwin
連結：
七、Weihrich,Heinz(1982),The SWOT Matrix-A Tool for situational Analysis,Long Range planning,Vo115,No.2,P60
連結：
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