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TV commercials play an important role for consumers¡¦ purchasing behavior. As the competition being fierce in the financial goods market, the banks weight the commercial effect with the sales of issued cards. What kind of commercials elicit the most effective advertising result? A successful commercial precisely transmits the message to the target consumers, and it must be logical and convincing for consumers¡¦ demand. What kind of TV commercials will attract the desire of purchasing? This study is based on content analysis approach to analyze 49 TV commercials about cash cards in Taiwan, intends to probe the commercial types for the corporations to meet the consumers¡¦ need efficiently. After statistical analysis, find it as follows mainly: 1. Cash card commercials are mostly drama-oriented expression, and the main purpose is for promotion or service. The ¡¥static¡¦ type is vocal and narrative. 2. Commercial contexts are physical surroundings indoors and outdoors, designed for the interpersonal interaction of more than three people, with voice-over to communicate, and provide abundant information. 3. Commercials show the most powerful influence on symbolic needs, which are the needs for social relationship and the sense of self-achievement. 4. Commercials shape the cash cards as perceptual and low-involvement goods.

Issuing cash cards brings banks a large amount of money from interest and fees. Because of the reason, many banks that refused to join the competition in the beginning changed their minds and offer the similar product to compete with each other. In such intensified competition environment, in order to earn customers¡¦ attention and grab the market shares, banks simply loosen the approved criteria, increase the approved speed, and lower the interest rates. However, if banks take these actions without thinking carefully or planning cautiously, it is very easy to have problems in the risk management. This research try to from the organization staffs¡¦ point of view to discuss what kinds of policies will affect their risk management perception and if there is any relationship between perception and achievement. Besides, this research also tries to understand where risk management should put great emphasis and what kinds of risks banks should pay attention when operating the business of cash cards This research assumes different card approved time, interest rates, credit limit update time, and credit evaluation systems will affect cash cards risk management perception. And the results find that higher interest rates and credit evaluation systems designed by foreign have significant effect for cash cards risk management perception. Besides, procedures planning and customers choosing will also affect the perception. All in all, banks with better risk management perception have better performance in the market shares. As for the risk sources, the main risks come from customers choosing. Therefore, banks should have developed credit risk measure systems, or in the future banks will suffer because of these problems.

近年來由於國民所得的提升、外匯增加，消費貸款相關法令鬆綁及政府政策刺激消費下，臺灣信用卡市場在外商銀行、新銀行的強力業務主導下，從1991年到2005年歷經了蓬勃發展、同業之間的激烈競爭、現金卡的發行加入競爭行列、整合型小額信用貸款的竄出，讓金融業以市場行銷為業務主導下，逐漸放鬆銀行的授信政策。在市場競爭及飽和下，消費者過度地消費和整體經濟持續低迷，終於引爆了嚴重的信用卡、現金卡逾期無法繳款的雙卡卡債問題。本研究欲從信用卡的成長、輔助現金卡的加入競爭行列，由各代表性的銀行發展中，探討出發生嚴重逾期放款的原因，再使用各銀行提供給金融監督管理委員會的重大資訊逐一分析，作為佐證之依據。 研究結果如下: 1. 銀行業為了業務成長，並未正確及適時地看待相關風險的控管，不斷的簡化辦卡程序、提高信用額度、增加信貸總額，以期增加信貸客戶數及客戶忠誠度。 2. 銀行業在擴張業務的同時沒有充分考慮到客戶的真實收入與負債比例，進而在發生嚴重的信貸危機時，違約比率不斷增加，銀行業亦承受了相當大打銷呆帳的金額。 3. 政府主導的統一債務協商機制，各銀行已逐漸從混亂中，走上標準作業，協商成功比率陸續提升中。未來卡片市場可否走向更健全：金融業、全民、主管機關都應更謹慎地處理消費者信用貸款的問題。 / Credit card market, driven by foreign banks and local new banks, had been boosting from 1991 to 2005 derived from GDP growth, hike of foreign exchange reserves, laws ease up, and government policies creating friendlier environment to boost consumer spending. In the same time, banks’ credit policies were loosened due to fierce competition among credit card issuers, issuances of cash card and integrated unsecured loan led by sales and marketing. Given the situation of over-banking and competition in credit card market, consumers overspent under the consistent economy recession triggered credit crunch for credit card and cash card, so called “Credit card and cash card lending crash”. This research intends to search for the root of this credit crunch by investigating the history of the growth of credit card business and issuance of cash card of major players in the market. Furthermore, this research also evidences the concluded root reasons by analyzing the important information reported to FSC by all the banks. The conclusions of the investigation are as follows: 1. Banking industry overemphasized on business growth so the related risks were not properly and timely controlled by simplifying application procedures and increasing credit lines hoping to enhance number of customers and strengthen customers’ loyalty. 2. Banking industry ignored the percentage of customers’ real income and liability while expanding their business rapidly. It further deepened the delinquency ratio and card issuers wrote off enormous amount of bad debts when credit crunch happened. 3. Debt Negotiation Plan (DNP) led by government enabled banks to set up “Standard Operation Procedures” (SOP) which helped banks to resume their card business back to normal. The success ratio of DNP is increasing gradually. The future of credit card market all depends on how banking industry, consumers, and government deal with the issues on consumer unsecured loans.