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
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_322105 |
| Date | January 1998 |
| Contributors | Ko, Wai-Yee., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, vii, 55 leaves ; 30 cm. |
| Coverage | China, Hong Kong, China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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