信用卡結合票證功能、各式各樣的支付功能及優惠活動，已成為民眾生活中的必需品，藉由信用卡的消費資料，可使銀行對顧客有更深入的了解，所以各銀行都積極發展信用卡業務，惟全體流通卡數已逾3,800萬卡，顧客再申辦新的信用卡意願不高，除非該項信用卡產品有較佳的權益及活動，才能促使民眾付諸實際申辦該信用卡的行動。
聯名卡是結合銀行與聯名企業的資源，提供會員更好的優惠，持有聯名卡的會員，一般而言會享有較沒有持有聯名卡會員更多的優惠、權益、服務及獨家活動，會員們理應大量申辦聯名卡，但實際情況不然，大部分聯名卡發卡成效有待加強，發卡數超過100萬卡的聯名卡，更是少之又少。
本研究是以A銀行與C公司聯名卡為例，將實際做法以4C策略行銷架構來分析，剖析成功經營聯名卡的做法後，促使聯名卡的4C邁向良性循環，讓未來負責經營聯名卡的企劃人員，規劃出有效的行銷策略與執行方案。 / In conjunction with the use of EasyCard, various payment functions and other promotional activities, credit card has now become a necessity of life. Through credit card expense reports, the personal spending pattern is reflected, and the bank is able to better understand the customer’s needs. Many banks are actively developing their business focus on credit card. As the number of credit card in circulation has exceeded 38 million in the market, people have little desire for adding a new credit card. However, if the credit card is appealing with lots of better benefits and activities, people may be tempted to have their application put into action.
Co-brand card is a credit card that combines resources for the bank and the joint partner to provide members with exclusive benefits and services. Comparing to the general credit cards, co-brand card should be very popular because the card holders enjoy better services and exclusive activities, but in reality, it is rather rare for the co-brand card providers to achieve more than 1 million as an overall number.
In this paper, a co-brand card issued by the bank A and the joint partner C will be taken as an example for study. The actual operation will be analyzed based on the 4C strategic marketing framework. After understanding the reasons of success behind, it may help 4C to flow in a functional circle. Furthermore, the personnel in charge of co-brand card may work out effective marketing strategies and implementations for the project in the future.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0103932152 |
| Creators | 張正志, Chang, Cheng Chih |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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