本研究透過專家問卷與消費者問卷,探討台灣信用卡市場廠商之競爭策略與行動,並對照消費者觀點.本研究所要探討的兩大主題:一,二次金改後,發卡銀行在「債清條例」實施前後主要競爭對手的策略變化,以及各個銀行在"債清條例"實施前後之競爭策略不對稱情形;二,從消費者角度探討發卡銀行的攻擊或回應行動之對象,以及發卡銀行競爭策略是否與消費者對發卡銀行競爭策略的認知一致.

We would like to analyze not only how the credit card issuers compete and response in Taiwan credit card market but also which bank is the best on consumers' mind and the reason.

1.Bertaut, C. C. and Halisassos, M. (2006), “Credit Cards: Facts and Theories,” Center for Financial Studies, No.2006/19.
2.Breinlich, H. and Criscuolo, C. (2009), “International Trade in Service: A Portrait of Importers and Exports,” CEP Discussion Paper, 2009.
3.Berlin, M. and Mester, L. J. (2004), “Credit Card Rates and Consumer Search” Review of Financial Economics, Vol. 13, P.179-198.
4.Chen, H. M. and Tseng, C. H. (2005), “The Performance of Marketing Alliances between The Tourism Industry and Credit Card Issuing Banks in Taiwan,” Tourism Management, Vol.26, P.15-24.
5.Chen, M. J. (1996), “Competitor Analysis and Interfirm Rivalry: Toward a Theoretical Integration,” Academy of Management Review, 21(1):100-134.
6.Chakravorti, S. and To, T. (2007), “A Theory of Credit Cards,” International Journal of Industrial Organization, Vol.27, P.583-595.
7.Gruben, W. C. and McComb, R. P. (2001), “Privatization, Competition, and Supercompetiton in the Mexican commercial banking system,” Journal of Banking & Finance, Vol.27, P.229-249.
8.Stango, V. (2000), “Competition and Pricing in the Credit Card Market,” The Review of Economics and Statistics, August 2000, 82(3): 499-508.
9.Stango, V. (2003), “Strategic Responses to Regular Threat in the Credit Card Market,” Journal of Law and Economics, Vol. XLVI (October 2003).
10.Wang, Z. (2007), “Market Structure and Credit Card Pricing: What Drives the Interchange?” Federal Reserve Bank of Kansas City.
11.Zineldin, M. (1996), “Banking Strategic Position and Some Determinants of bank Selection”, International Journal of Bank Marketing, P.12-22.