Analysis of Marketing Activities and Competitive Strategies in Taiwan’s Credit Card Industry
Date Issued
2014
Date
2014
Author(s)
Shao, Hsiao-San
Abstract
This thesis studies the marketing mix and competitive strategies in Taiwan’s credit card industry. First, the related official statistics and the news articles were collected. Second, the market was researched by means of descriptive statistics, regression models and qualitative research.
The results indicate that product competitiveness plays a critical role in the changes in the number of credit cards issued monthly. In addition to innovative promotional activities, marketing activities that no other competitors follow are positively related to the changes in the monthly transaction amounts per card. Because in the short term competitors find it difficult to respond to these activities which both require high capital investments, the activities can lead to more transaction amounts.
The top 5 issuers have developed different strategies to maintain their current market positions. China Trust is the market leader in the number of the credit cards in circulation and of the total transaction amounts while Citibank is the leader in the effective-card-ratio and of the monthly transaction amounts per card. China Trust continually makes efforts to maintain its market share as well as creates product demand. Although Cathay does not initiate lots of marketing activities, it takes advantage of its parent company for growth. On the other hand, Citibank focuses on entertainment demand and provides “all in one” services. E.SUN targets small but valuable market segments, and follows early movers with some minor differentiation. Taishin often respond fast to what market leaders do, so is likely to lose focus and hard for it to build up customer loyalty.
The results indicate that product competitiveness plays a critical role in the changes in the number of credit cards issued monthly. In addition to innovative promotional activities, marketing activities that no other competitors follow are positively related to the changes in the monthly transaction amounts per card. Because in the short term competitors find it difficult to respond to these activities which both require high capital investments, the activities can lead to more transaction amounts.
The top 5 issuers have developed different strategies to maintain their current market positions. China Trust is the market leader in the number of the credit cards in circulation and of the total transaction amounts while Citibank is the leader in the effective-card-ratio and of the monthly transaction amounts per card. China Trust continually makes efforts to maintain its market share as well as creates product demand. Although Cathay does not initiate lots of marketing activities, it takes advantage of its parent company for growth. On the other hand, Citibank focuses on entertainment demand and provides “all in one” services. E.SUN targets small but valuable market segments, and follows early movers with some minor differentiation. Taishin often respond fast to what market leaders do, so is likely to lose focus and hard for it to build up customer loyalty.
Subjects
信用卡
行銷活動
行銷戰爭
競爭策略
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-103-R01741013-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):ac116a7166ff370d2d55ffd675b35614