| Summary: | 碩士 === 實踐大學 === 企業創新發展研究所 === 94 === The relaxation of Taiwan credit card restrictions in recent years, the fact drove banks turn to reinforce credit card market, in addition, Taiwanese consumed with credit card gradually and social conduct transition. The basic functions of credit card progressively crossed over general procurement in livelihood. It even brought card holders financial management assistance and meet satisfaction of deep soul.
Female has always been the main group of credit card usage which banks strived for actively in Taiwan. Many banks planned to lots of features and service to attract females with strong economic strength of credit card usage according to consumption habits of female.
The research prospected Association Rules of Data Mining and questionnaire survey as research method to classify interviewee, to extract features of preference and discover other features with highly relation. Furthermore, the result of research could be applied to adjust existing credit card cooperates with its target market. It also can design new mix of credit card features base on interviewee classification.
According to the result of this research, it advised Rose Platinum Card of Taishan International Bank could add features as “Cell-phone call rate discount” and “Free of charge for ATM wired transfer among banks” to make up for idea product mix. It also could add either product mix likes “Traveling insurance” and “Free of charge for ATM wired transfer among banks”; or product mix likes “Cinema ticket discount” and “Free of charge for ATM wired transfer among banks”.
Moreover, it proposed that Vogue card of AnShin Credit Limited Company could add either product mix likes “Free of charge for ATM wired transfer among banks”, “Cinema ticket discount” and “Cell-phone call rate discount”; or product mix likes “Free of charge for ATM wired transfer among banks”, “Discount for female underwear and commodities” and “Cell-phone call rate discount”. It can meet customers' demand and improve service with proper attachment of credit card features.
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