by Hau Ka-hau, Wu Wei-chi. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 84-[85]). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.vii / LIST OF ILLUSTRATIONS --- p.ix / LIST OF TABLES --- p.xi / ACKNOWLEDGEMENTS --- p.xii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Background Information --- p.1 / Purpose of.the Study --- p.5 / Chapter II. --- METHODOLOGY --- p.6 / General Description of the Experimental Technique --- p.6 / Subjects Used --- p.8 / Simulation Game --- p.8 / Company Interview --- p.9 / Details of the Experiment --- p.9 / Chapter III. --- DATA ANALYSIS AND DISCUSSION --- p.13 / Chapter IV. --- COMPANY INTERVIEWS --- p.22 / Interview with Citibank --- p.22 / Interview with American Express --- p.28 / Chapter V. --- IMPLICATIONS AND RECOMMENDATIONS --- p.33 / Factors Affecting the Selection of a Credit Card --- p.33 / Benefits of the Bonus Points Programs --- p.35 / Lucky Draw --- p.37 / Discounted Merchandise --- p.39 / Target Marketing --- p.41 / Chapter VI. --- LIMITATIONS OF THE STUDY --- p.44 / Chapter VII. --- CONCLUSION --- p.46 / APPENDICES --- p.48 / TABLE --- p.82 / BIBLIOGRAPHY --- p.84

by Cheung Mo Man, Mandy, Lau Yiu Kwong, Clive. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves [31]-[34] (2nd group)). / EXECUTIVE SUMMARY --- p.i / ACKNOWLEDGMENTS --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / LIST OF FIGURES --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- OBJECTIVES --- p.5 / Chapter 2.1 --- Decision-Making Objective --- p.7 / Chapter 2.2 --- Research Objectives --- p.7 / Chapter III. --- LITERATURE REVIEW --- p.9 / Chapter 3.1 --- Standardization Versus Adaptation --- p.9 / Chapter 3.1.1 --- International Marketing Standardization --- p.11 / Chapter 3.1.2 --- International Marketing Adaptation --- p.13 / Chapter 3.1.3 --- Standardization or Adaptation? --- p.14 / Chapter 3.2 --- Studies on Credit Card Market --- p.16 / Chapter 3.2.1 --- Cross-Cultural Studies of Credit Cardholders --- p.16 / Chapter 3.2.2 --- Studies of the Credit Card Market in Hong Kong --- p.20 / Chapter 3.2.3 --- Studies of the Credit Card Market in the United Kingdom --- p.23 / Chapter 3.3 --- Overview of the Credit Card Market --- p.25 / Chapter 3.3.1 --- Global Market --- p.25 / Chapter 3.3.2 --- Hong Kong Market --- p.36 / Chapter 3.3.3 --- United Kingdom Market --- p.39 / Chapter IV. --- METHODOLOGY --- p.43 / Chapter 4.1 --- Research Design --- p.43 / Chapter 4.2 --- Data Collection --- p.47 / Chapter 4.2.1 --- Secondary Data Collection --- p.47 / Chapter 4.2.2 --- Primary Data Collection --- p.48 / Chapter 4.3 --- Sampling --- p.50 / Chapter 4.3.1 --- Sampling Method --- p.50 / Chapter 4.3.2 --- Sample Size --- p.51 / Chapter 4.4 --- Construction of Questionnaire --- p.52 / Chapter 4.5 --- Field Work --- p.55 / Chapter 4.6 --- Data Analysis --- p.56 / Chapter 4.6.1 --- Editing --- p.56 / Chapter 4.6.2 --- Coding --- p.57 / Chapter 4.6.3 --- Methods of Analysis --- p.58 / Chapter V. --- LIMITATIONS --- p.61 / Chapter 5.1 --- Sampling Control --- p.61 / Chapter 5.2 --- Information Control --- p.62 / Chapter 5.3 --- Administrative Control --- p.63 / Chapter VI. --- FINDINGS AND IMPLICATIONS --- p.65 / Chapter 6 .1 --- Usage Patterns --- p.65 / Chapter 6.2 --- Card Selection Criteria --- p.72 / Chapter 6.3 --- Attitudes Toward Credit Cards --- p.76 / Chapter 6.4 --- Demographic Characteristics of Heavy Users --- p.81 / Chapter VII. --- RECOMMENDATIONS --- p.85 / Chapter 7.1 --- Standardization Versus Adaptation --- p.85 / Chapter 7.2 --- Recommended Marketing Strategies --- p.89 / Chapter 7.2.1 --- Marketing Strategies for the HK Market --- p.89 / Chapter 7.2.2 --- Marketing Strategies for the UK Market --- p.93 / APPENDIX / BIBLIOGRAPHY

by Ko Wai-Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 54-55). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / PREFACE --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- EXECUTIVE SUMMARY --- p.2 / Chapter III. --- BUSINESS DEFINITION / Nature of Business --- p.3 / Types of Credit Card Credit Card --- p.4 / Charge Card --- p.4 / Affinity Card --- p.4 / Company Card --- p.5 / Cash Card --- p.5 / Smart Card --- p.5 / Functions of Credit Card / Exchange Medium --- p.6 / Source of Credit --- p.6 / Source of Cash --- p.7 / Operations of Credit Card --- p.7 / Chapter IV. --- market and channel definition / Cardholder --- p.9 / Merchant --- p.9-10 / Market Players --- p.11-12 / Chapter V. --- RESEARCH METHOD AND LITERATURE REVIEW / Literature Review / Database Marketing --- p.13 / Direct Mail --- p.14 / Telemarketing --- p.15 / Advertising --- p.15 / Credit-based Promotion --- p.16 / Interview --- p.16 / Research --- p.17 / Secondary Data --- p.17 / Chapter VI. --- RESEARCH ANALYSIS / Objectives / Overview of Credit Card Market --- p.18 / Card Acquisition --- p.18 / Card Utilization --- p.18 / Card Attrition --- p.19 / Research Method --- p.19 / Findings / Higher Utilization rate of credit cards --- p.20 / Bonus Points Scheme is Driving Card Usage --- p.20 / Components of an Ideal Bonus Point Scheme --- p.21 / "Affinity Cards, Especially Co-branded Credit Cards, Will Become a Trend" --- p.21 / Rising Demand for Higher Credit Limit --- p.21 / More Competitive Interest Rate Offer is Expected --- p.22 / Repayment will Become More Custom-made --- p.22 / Stronger Resistance to Annual Fee --- p.22 / Rewards (Card Acquisition) are Evaluated to Dollar Terms --- p.22 / "More Bargaining and Interactions with Card Issuers, and Growing Importance of Telephone Service at Card Centre" --- p.22 / Image of Hang Seng Credit Card Has Been Changed --- p.23 / Interest in Electronic Money is High --- p.23 / Bank Image Perception --- p.23-25 / Chapter VII. --- MARKETING PLAN / Current Situation and Review / Promotions --- p.26 / Brand Image --- p.27 / Competitive Analysis / Market Share Analysis --- p.28 / Product Features --- p.28-30 / Promotions --- p.31 / SWOT Analysis --- p.31 / Marketing Objectives & Strategies / Objectives --- p.32 / Marketing Strategies --- p.32-34 / Promotion Plan --- p.35 / Chapter VIII. --- CONCLUSION --- p.36 / APPENDIX / Major Credit Card Product Features --- p.37-43 / Major Credit Card Promotional Campaign - 1997 --- p.44-48 / Promotional Schedule for Hang Seng Credit Card - 1998 --- p.49 / Focus Group Discussion Guide --- p.50-53 / REFERENCES --- p.54

by Chiang Kwok Keung, Eric, Fung Shun Ching, Katherine. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaf [9]