The purpose of this research is to understand Marketing and Social Responsibility of Credit Card through the literature discussion and the secondary material analytic method. This research firstly exploreing a series of discussions to the trend of Credit Card through the data on periodical, paper, and newspaper and advertisement material. With the help of the research material of Credit Card studied by the card organization and in-depth interviews with their clerks, this research find out the key success point of the case bank¡¦s marketing, and how the target bank adopt their suitable marketing strategy in the competitive market. The fields of risk management, brand image, marketing mix and social responsibility of the target bank -The International Commercial Bank of China (ICBC) also discussed.
Secondly, the research find out that Credit Card market expand speedy in Taiwan caused of dual influence both in the furious competition and the fact that consumer finance sector aim at "quantity" not ¡§quality¡¨. Due to Credit Card customer screening is not all that rigorous like the enterprise finance sector do, there are many social responsibility problems occured, like Credit Card overflowing, question of student card, false Credit Card and inappropriate collect the receiveable on demand. Financial Supervisory Commission, Bankers Association and Credit Card Organization should play an important role in public policy and corporate social responsibility, avoiding the credit card crisis like that occurred in South Korea.
In conclusion, the study synthesizes these findings to propose the comprehensive view, and provides marketing strategy in the credit card marketing; avoid the credit card fasle use and suggestion in the public policy.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0725105-003900 |
| Date | 25 July 2005 |
| Creators | Chiu, Chin-Tao |
| Contributors | Jun-Ying Huang, Eing-Ming Wu, Jason H. Huang, James B.W.Cheng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0725105-003900 |
| Rights | not_available, Copyright information available at source archive |
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