國內信用卡市場成長快速，認同卡已成市場主流，但百貨認同卡發行量一直不佳， 本文針對百貨公司認同卡市場，運用市場區隔選定目標顧客群，擬定行銷組合策略進行目標 行銷，期能提供業者作為拓展市場之參考。本文重要發現為:1.百貨公司認同卡消費者，可 就生活型態變數萃取八個因素構面，並區隔成「新潮多變群」、「高尚生活群」、「傳統現金消 費群」等三個不同特性集群，各集群在生活型態上之表現有顯著差異。2.各集群在人口統計、 持卡意願、媒體接觸及消費者利益追求上，皆有顯著差異。在持卡意願上的表現，以高尚生 活群最高，新潮多變群次高。3.以PROBIT模式，找出影響消費者持卡意願之關鍵因素，分 別是新奇流行、現金消費、自信獨立進取、社交娛樂、休閒運動、保守知足，經常看報紙、 經常看雜誌、經常看有線電視、經常注意DM及所得等11項因素。本文建議將20-39歲的「高 尚生活群」及「新潮多變群」，設定為我們的目標市場，進而對這兩群分別發展不同之行銷 組合策略。

　　　　　The credit card market has rapidly grown in Taiwan, and the alleged affinity credit cards have gradually become the main stream; however, the growth of the affinity credit cards of department stores is discouraging. This research mainly focuses on how department stores segment the market and select their target customers, and further how to draw up mixed market tactics and carry out target marketing strategies. This research provides affinity credit card issuing companies with a reference for market development. The important findings are as follows: 1. From life style point of view, affinity credit card holders of department stores are composed of 8 elements and segmented as three different characteristic groups: fashionable and changeable consumers, noble-like consumers, and traditional-cash-paid consumers. The differences among these groups are significant. 2. In addition, the differences in terms of demographic, holding intention, media habit and credit card holding benefits are obvious. Results indicate that noble-like consumers are the most likely to hold the credit cards, and then fashionable and changeable ones. 3. Using the PROBIT model, we found that there are 11 critical factors to influence holding intention: (1) novelty and fashion, (2) cash paid, (3) confidence, independence and aggression, (4) sociality and entertainment, (5) leisure and sports, (6) conservatism and contentment, (7) frequently read newspapers, (8) frequently read magazines, (9) frequently watched cable TV, (10) frequently attended to DM, (11) income. After careful analysis, it is found that to develop different mixed marketing strategies for the target markets of noble-like, and fashionable and changeable consumers aged 20-39 is recommended.