Development Strategy Study Of Mobile Banking APP In Agricultural Bank Of China Branch In Gansu

With the rapid development of wireless network technology in recent years, as well as the spread of 4G terminal, the Chinese mobile Internet market presents an almost explosive growth,also spawned a number of new financial models and service models based on mobile Internet. It also further stimulates urgent needs of the people in enjoying anytime, anywhere, portable financial services. As early as 2010, mobile banking began to become an important way to expand service channels and launch new business in commercial banks. Many banks also timely introduce mobile banking services, and actively involved in a lot of effort. Wherein the mobile banking APP because of its ease of use, security, and other inherent advantages, has become the preferred platform for mobile banking. With the rapid growth of mobile banking APP, many banks through their continuous efforts have produced a different transcript, which are similar to a traditional ranking of banks, but also different. Factors which affect the user experience of mobile banking will be the focus of this paper.Agricultural Bank of China is a large national commercial bank, which launched a mobile banking APP version in early 2012. After years of development and updating, more than one hundred million people have been using it and the majority of them affirmed it. With the achievements, tremendous pressure on the operation is also accompanied, this paper studies on Agricultural Bank mobile banking APP, using data analysis, field research, comparative analysis,user interviews and other methods, and strives to use objective data to analyze the user experience,finally, formulates the enhanced strategy of user experience of the Agricultural Bank mobile banking APP. The paper also expounds the different development strategies of Agricultural Bank mobile banking APP combining with the actual situation of Gansu Branch of ABC to, as well as urban and rural markets.I hope the marketing strategies studied in this article could provide certain significance for the Agricultural Bank of China Mobile Banking APP and Gansu Branch.