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

• Main Authors: Tzu-Chin Wang, 王姿今
• Other Authors: Hung-Hui Li
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/29480281784992387506

碩士 === 元智大學 === 管理研究所 === 96 === 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 ,