台灣信用卡發行機構正處於競爭激烈的環境，面對市場趨於飽和，如何透過精準的行銷策略已是銀行業在行銷方面重要的議題。本研究採用個案分析法，針對國內大型發卡機構E銀行為研究對象，從顧客關係管理CRM、以及聯名卡行銷策略加以探討，在銀行業者推行聯名卡的策略上，茲將本研究的主要結論與建議說明如下：(1)以STP目標行銷策略推動聯名卡的發行；(2) 積極以悠遊聯名卡提供多元服務，發展新市場；(3) 建立永續顧客關係。而針對對個案公司我們建議：(1) 善用資料庫分析，掌握消費者行為並進行精準行銷；(2) 建立互信、承諾與深化聯盟關係；(3)以量化研究方式發展行銷策略。;The credit card issuing banks in Taiwan are facing intense competition. An effective marketing strategy therefore is important for the banks to attract and retain customers. In this study we examine the credit card operation in Taiwan with the case analysis method, in particular, under the framework of CRM (consumer relationship management) and the co-brand card marketing strategy. This research concludes the following points: (1) STP (segmentation, market targeting, position) strategy is effective for promoting co-brand cards; (2) incorporating multiple functions is helpful when developing a new market; (3) focusing on customer relationship management is important for retaining customers. A number of advices to the bank in case study are in order. First, make good use of database analysis and maintain accurate understanding of consumer behavior. Second, build trust and commitment with ally companies. Lastly, quantitative analysis would be useful for developing future marketing strategy.
