發卡銀行如何評估店內獨家聯名信用卡的發行與經營策略

Abstract

本研究旨在探討台灣發卡銀行發行商戶店內獨家聯名信用卡的策略考量，並以台灣好市多作為關鍵案例進行深入分析。儘管此類聯名卡的發行與經營面臨利潤空間低及商戶議價能力高的挑戰，其對於獲取新客戶群及提升客戶終身價值仍具關鍵重要性，尤其在與具備強大市場影響力的商戶合作時。

研究方法採用質化分析方法，透過深度專家訪談，剖析銀行在此類合作夥伴關係建立前、期間及即將結束的決策過程。主要研究結果顯示，銀行驅動此類合作的首要目的為獲取新客戶及其他銀行產品的交叉銷售機會，而非僅限於信用卡交易量。在評估商戶合作夥伴時，銀行側重其客戶基礎的互補性、市場領導地位，以及共同投入行銷資源的意願。

發卡銀行在推動此類業務時面臨多重挑戰，包括確保充足的營運量能以因應高發卡量需求、管理與商戶之間可能出現的衝突，以及在聯名卡轉換期間降低潛在的聲譽風險。短期目標的成功要素包含銀行與商戶間高度一致的目標、來自廣泛消費金融部門的強大支援，以及流程整合能力。至於長期而言，欲實現成功的交叉銷售，關鍵要素則涵蓋自上而下的策略指令、有效運用數據以深入洞察客戶需求，以及跨部門間的無縫協作與溝通。本研究為發卡銀行在啟動、管理及終止此類策略性聯名卡夥伴關係的複雜過程中，提供了具體可行的建議。

This research investigates strategic considerations for issuing banks in Taiwan concerning in-store exclusive co-branded credit cards, using Costco Taiwan as a key case study. Such co-branded card programs are vital for acquiring new customer segments and enhancing customer lifetime value, especially with strong merchant partners, despite inherent low margins and merchant’s high bargaining power. Employing a qualitative approach through in-depth expert interviews, this study analyzes banks' decision-making processes before, during, and after these partnerships. Key findings reveal that banks are primarily driven by new customer acquisition and cross-selling opportunities for other banking products, beyond just credit card transaction volume. Evaluation criteria for merchant partners include customer base complementarity, market leadership, and willingness to co-invest in marketing. Issuing banks face challenges such as ensuring sufficient operational capacity for high issuance volumes, managing conflicting objectives with merchants, and mitigating reputational risks during cardholder transitions. Success factors for short-term goals include strong objective alignment between the bank and merchant, robust support from broader consumer banking divisions, and process integration capabilities. For long-term success in cross-selling, critical elements include top-down strategic mandates, effective data utilization for deeper customer understanding, and seamless interdepartmental collaboration and communication. This study provides actionable recommendations for issuing banks navigating the complexities of initiating, managing, and concluding these strategic co-branded card partnerships.