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- KurzbeschreibungThe rapid growth of Taiwan credit card market has <br>created an extremely competitive environment which <br>has urged all the players to take their stands as <br>early as possible. The dilemma of how to rapidly <br>increase market share to achieve economies of scale <br>so as to reach break even point, while dealing with <br>declining or diminishing profitability arose from <br>the execution of expeditious new card acquisition <br>strategy, is becoming an important subject for card <br>issuers in Taiwan. From the execution perspective, <br>identification of acquisition channels and promotion <br>strategies that can bring in profitable card base <br>helps credit card issuers to formulate their overall <br>acquisition strategies. The objective of this study <br>is to investigate and analyze the effectiveness <br>(namely: cancellation, spending and revolving <br>behaviors) of the credit cards acquired by different <br>acquisition channels and/or under separate promotion <br>strategies, and to understand the degree of <br>effectiveness and their value contribution to credit <br>card issuers.
- AutorJoseph Leo
- Seiten96 Seiten
- Gewicht144 g
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