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Abstract
Since the government opened new banks to join the business, consumer loans have been one of the main sources of profitability for new banks. The profitability of car loans plays an important role in consumer loans. Previously foreign banks were the pioneers of car loans. However, because the economic growth is not as expected, Taiwan is a small market, and interest rates go gradually lower, the profits have been compressed. As a result. The foreign banks had to withdraw from the market. Currently only local banks and financing companies still operate. Under this adverse situation, loan banks and financing companies all pull out their efforts to increase market share and profitability. However, various instituions may have their own strengths. How to develop a competitive strategyto improve competitiveness is the focus of this study. According to the long-term business performance of case, this study goes through a variety of analysis for the advantages and disadvantages of competitors, and then develop a competitive strategy to improve performance.
Keywords: Five competitive forces, in-depth interview, Non-Performing Loans Ratio
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