現今市場競爭的激烈，企業如未能成功持續的開發與推出新產品，將面臨市場更大的衝擊與挑戰。對企業而言，創新是企業維持競爭優勢的基礎。此外，既有產品更是因為消費者偏好之不同與捉摸不定的需求與嗜好，相較市場不斷的推陳出新與相關因素而使得產品變得異常的脆弱。因此，對於新產品開發與產品創新的瞭解與研究是刻不容緩。 台灣信用卡發展史自1976年遂萌以來，以逾30餘年，其中歷經1997 年金融危機、2005年雙卡風暴與2008年金融海嘯的洗禮，市場已趨穩定與成熟。惟在競爭的環境下，獲利者僅為少數，更議論在產品的創新上，投入發展者僅為少數。本研究針對信用卡產品創新深入探討，以找出企業內外部影響信用卡產品創新成功因素。 Today markets are highly competitive, if companied can’t build and promote new products, they will face more shock and challenge from markets. Innovation is the foundation that companies can keep their competition advantage. Consumers always have different habits, requirements and preference. However, available products may be eliminated due to consumers’ preference and new products come out one after. We shall discuss and realize how new and innovative product be developed. Credit cards market in Taiwan was conducted form 1976, up to now; it is for more than 30 years. The market went through financial crisis in 1997, “double card storm” in 2005 year end and financial tsunami in 2008, it became mature and stable. But only some companies can earn profits in Taiwan competitive market. Companies who go into develop creative products may be much less. The thesis would deeply discuss innovative credit card products and define the reason how product can launched successfully.
