Abstract
The research is to discover the competition among banks with platinum card without yearly charge. First of all, the general situation of the market of platinum card from May 2002 to June 2003 will be analyzed. Second, it is for the purpose of discovering the strategic groups, dynamic resource analysis, and reaction time of competitors respectively of the whole market of platinum card. Some factors that can influence the strategy of banks, such as time, competition, customers, resources and other parties will be regarded as analytic aspects. Finally, new 7¡¦S model will be used as an analytic tool in order to understand the main competitive strategies of China Trust Bank, Taishin Bank and Fubon Bank, which are the three primary competitors in the market. In this research, the primary information is attempted to be collected via deep interview in qualitative research method; then, the analysis will be completed by means of the integration of secondary information.
The results of the research are also divided into five parts:
1. The interaction between banks and timing: Banks of small scale will prefer to follow up after the market leader joins; the timing that the competition launches the product will affect the policy of banks, and they will adjust the major functions or services of the products according to the different timing of entrance.
2. The interaction between banks and competition: Thorough differentiating the main competitors of banks, they can arrange the order and priority of the actions while implementing the strategies. In the future, banks should start to think from ¡§how to increase competitors¡¦ movable obstacle¡¨, and demolish the features that strategies are highly similar and easy to be imitated in the credit card industry.
3. The interaction between banks and customers: Banks must understand the difference of needs between what customers recognize and what banks recognize; then, endeavor to minimize this difference. Banks should undertake how to raise customers¡¦ switch cost, to find their needs that they themselves do not discover yet, and try to increase their loyalty.
4. The interaction between banks and resources: Banks should consider from a long-term point of view for the accumulation and creation of their internal resources, and the application for the resources lever. In addition, resources and capabilities required for the future should be trained up in advance. On the other hand, the obtainment of external resources is as important as the training of internal resources; hence, banks should think both of them highly and take advantage of each other.
5. The interaction between banks and other parties: The future competition might be the competition between industry networks, financial control companies, blocs or issuing organizations. Banks should improve their competency and increase the bargaining power with their partners. Therefore, they are able to look for a good partner and raise the barrier of exit of partners.
Last but not least, some specific suggestions would be addressed to the banks of big, middle and small scales for the reference of their strategic planning in the future.
Keyword: platinum card, competitive strategy, timing, and resource capability.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0625103-104053 |
| Date | 25 June 2003 |
| Creators | Chuang, Yu-Shan |
| Contributors | Pei-how Huang, Anlin Chen, Chin-Tarn Lee |
| 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-0625103-104053 |
| Rights | unrestricted, Copyright information available at source archive |
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