Research On Operation Strategy Of Bank A's Credit-card-APP

Based on rapidly development of the Mobile-Internet,consumers has stimulated available needs for financial services at all circumstances.Under the "User-Center"financial services model,the who control the user resources,the who will gain the advantage in market competition.Mobile-APPs has become an important tools for commercial banks to expand service channels&launch new credit-card business,and is also become an important role in"user-life-cycle-management"and "customer-relationship-management",it force most of the commercial banks invested sum of human and material resources in it.With the rapidly changes in the Mobile-Internet,most of Mobile-APPs has evolved products competition into larger scale of user's competitions Users,however has become the most important factors than any factors at all,and User Operating Capability has become the core competitiveness of any APPs today! How to improve the level of user' s satisfaction,loyalty and services by using the convenience of mobile APPs,has become the top priority of Credit-Card-APP operation.This paper adopts the research method combining theory&practice.,and takes the"customer relationship management" theory and "AARRR" theory as the guidance.Systematically analyzed the credit-card APP operation of Bank A,found out some of the problems on the current situation,such as inefficient access mode,low user activity ratio,product viscosity to be increased,not valid APP revenue model,insufficient product brand dissemination etc.These series of problems are mainly caused by the bank itself,such as bank's own aspects,App product function,operation system and bank data base,etc.According to those factors,this paper discussed the effective solutions on the problems of the Bank A' s credit card APP user growth,and put forward the specific operation strategy for Credit-Card-APP operation,including the acquisition strategy,the active strategy,the retention strategy,the income strategy and the self-dissemination strategy.This research is not only beneficial to enrich the theory of mobile APP operation,but also provide theoretical guidance and practical reference for other credit card APPs.