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Credit Card Effectiveness by Different Channels and Promotions
Acquisition Channels and Promotion Strategies can have impact on the profitability of credit card portfolio
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The rapid growth of Taiwan credit card market has §created an extremely competitive environment which §has urged all the players to take their stands as §early as possible. The dilemma of how to rapidly §increase market share to achieve economies of scale §so as to reach break even point, while dealing with §declining or diminishing profitability arose from §the execution of expeditious new card acquisition §strategy, is becoming an important subject for card §issuers in Taiwan. From the execution perspective, §identification of acquisition channels and promotion §strategies that can bring in profitable card base §helps credit card issuers to formulate their overall §acquisition strategies. The objective of this study §is to investigate and analyze the effectiveness §(namely: cancellation, spending and revolving §behaviors) of the credit cards acquired by different §acquisition channels and/or under separate promotion §strategies, and to understand the degree of §effectiveness and their value contribution to credit §card issuers.
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