隨著卡債、卡奴的事件爆發，銀行業者舊有的信用卡行銷策略已經宣告失敗，但信用卡市場背後帶來的經濟效益，仍然是不容忽視。如今，要如何增加信用卡市場的佔有率已不是銀行業者的行銷重點，高佔有率並不一定就能帶來高經濟效益。銀行業者的行銷策略應該是做好信用卡市場區隔，找出不同特性的消費族群，依消費者選擇信用卡的考量因素擬訂行銷策略，進而提升市場競爭地位。本研究試圖以消費者的觀點，找出台南市發卡銀行彼此之間的競爭地位及消費者特性，使業者知道自己的競爭地位為何？並找出現存競爭者及未來的潛在競爭者，制定因應之策。
本研究以台南市36家國內、外發卡銀行為研究對象，20歲以上之市民為研究母體，藉由郵寄問卷的方式蒐集資料，採取分層抽樣得到300份有效樣本，透過主要的統計分析(敘述統計、因素分析、差異分析、集群分析與多元尺度分析等)，針對上述的研究目的來找出各家銀行的競爭地位及消費者特性。本研究發現：
1.就全面導向型發卡銀行而言，以中國信託為領導品牌，主要的競爭對手為有台新銀行、國泰世華銀行、聯邦銀行與日盛商銀。
2.就服務導向型發卡銀行而言，以花旗銀行為領導品牌，主要的競爭對手為台北富邦銀行
3.就一般導向型發卡銀行而言，一般導向型的銀行其市場佔有率普遍偏低，發現有兩塊的競爭區塊，第一區塊為遠東商銀與華僑銀行，第二區塊為上海銀行與土地銀行。
4.就金融服務導向而言，重視程度受年齡、家庭生命週期、教育程度、身分、職業及月收入影響。
5.就形象導向而言，重視程度受年齡、家庭生命週期、教育程度、月收入及行政區影響。
6.就便利導向而言，重視程度受到年齡、家庭生命週期及行政區的影響。

With credit debt and credit card slaves increasing, bank’s former marketing strategies have failed. The economic benefits of credit card market still are not ignored. Today, how to increase market share of credit card is not the key point of bank’s marketing strategy. There is not necessary that high market share can bring high economic benefits.
This research regards thirty-six issuing banks in Taiwan and overseas. The residents of twenty years old above are the population. We collect data by means of sending survey. We takes stratified sampling to get three hundred samples in effect. The main statistics methods are “Descriptive Statistics Analysis”, “Factor Analysis”, “Analysis of Variance”, “Cluster Analysis” and “Multidimensional Scaling Analysis”, etc….We find the competitive position and consumer characters of each bank.
This research exposes as follows:
1. The omni-directional issuing bank: Chinatrust Bank is the leader. The main competitions are Taishin International Bank, Cathay United Bank, Union Bank of Taiwan and Jih Sun International Bank.
2. The servicing-directional issuing bank: Citi Bank is the leader. The main competition is Taipei Fubon Bank.
3. The general-directional issuing bank: The general-directional issuing banks have a smaller market share than the others. There are two competition groups: one group are Far Eastern International Bank and Overseas Chinese Bank, another are Shanghai Commercial & Saving Bank and Land Bank.
4. The financial-serving direction: The degrees that Survey Candidates care are influenced by ages, family life cycle, the level of education, background, profession and monthly income.
5. The image direction: The degrees that Survey Candidates care are influenced by ages, family life cycle, the level of education, monthly income and districts.
6. The convenience direction: The degrees that Survey Candidates care are influenced by ages, family life cycle and districts.

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