Research On The Enhancement Of Mobile Bank User Activity Of Bank A Suzhou Branch

At present,with the rapid development of mobile communication technology and the widespread Popularity of smart phones,mobile banking has gradually become a popular financial service mode for users.Therefore,building and applying mobile banking is the key area to implement business innovation of eommercial banks and meet the needs of information technology.Bank A Suzhou Branch is also developing rapidly mobile banking business,but it is facing the problem of low user activity,which not only affects the current customer recognition of Bank A mobile banking products,but also affects the overall competitiveness of Bank A in the mobile Internet era in the long run.The purpose of this paper is to analyze the mobile banking activity of Bank A Suzhou Branch,and put forward targeted improvement strategies to enhance the mobile banking user activity of Bank A Suzhou Branch.Firstly,this paper expounds the research background,research significance,research eontent,research methods and research status at home and abroad,and provides theoretical guidance through the use of marketing strategy mix theory,service marketing theory and customer relationship theory.Through the elaboration of the current situation of user activity and current marketing strategy,combined with case analysis method,this paper analyzed the existing problems of mobile phone bank user activity of Bank A Suzhou Branch,including the single and inefficient means of obtaining customers,the need to improve product service function,the need for rich scene construction and inadequate publicity content,which affected the mobile phone bank user activity.On this basis,the improvement strategies are put forward from five aspects:acquiring customers,enhancing user activity,enhancing customer retention,increasing product revenue and enriching markcting eontent and means.Ai the same time,through the establishment of user-centered concept,optimization and improvement of organizational structure,enhance information technology capabilities,and establish data platforms and other aspects of security measures.