An Analysis Of The Effectiveness Of APP Recipients On The Value Of The Firm

In recent years,with the rapid development of big data artificial intelligence technology,the popularization of intelligent terminal not only promotes the development of mobile Internet,but also brings the explosive growth of mobile APP.APP has become the main carrier of Mobile Internet Information Service,which plays an important role in providing people's livelihood service and promoting economic and social development.At the same time,the state has further increased the importance of APPS.The promulgation of the "regulations on the management of Mobile Internet application information services" aims to strengthen the standardized management of APP Information Services and promote the healthy and orderly development of the industry.For banks,users are an important intangible asset,the most direct driver of value creation is the company's customers,the customer base can directly reflect the competitiveness of the company,the number of users is also a key indicator of enterprise revenue,as a result,many banks have launched mobile banking apps.Compared with traditional business outlets,online APP recipients shoulder the important mission of promoting the transformation of banking business and are an important arena in the transformation of digital banking and business models,and an important part of the bank's winning future.with the development of big data and Internet Financial Technology,China Merchants Bank has put forward a series of policies such as "APP first,credit card later" and "changing from customers' thinking to users' thinking",first launched in2010,"Palm Life" mobile APP,credit card business function transformation.At present,the "Palm Life" APP of China Merchants Bank has become an important channel for its credit cards to obtain customers.It is not only a channel for the bank's online services,but also for the construction of a service platform and the expansion of retail financial services.The market value of the bank continues to increase,the important factors of improving the market competitiveness.Therefore,the core research question of this paper is how does APP Customer Affect Bank value?Different from the previous research,this paper combines the background of big data and Internet finance to combine the bank APP customer and the bank value.The research ideas of this paper are as follows: Firstly,based on the relevant theoretical foundation of the mobile APP customer and the bank value,then,select the "Palm Life" APP of China Merchants Bank as the research object of the case,introduce the channels and systems of receiving customers of China Merchants Bank and the "Palm Life" APP,secondly,it makes a comparative analysis of the profitability of China Merchants Bank's credit cards in the past ten years.Finally,it analyzes the utility of APP customers to banks based on the customer-value Business Ladder Model and Eva Valuation method,and for how to use APP customers to improve the value of the company to put forward ideas and suggestions.The innovation and application inspiration of this paper lies in that,on the basis of case analysis,the author combines mobile banking APP acquisition with bank value,combs the logical flow,explores the internal logical relationship between mobile phone APP acquisition and customer value,and company value,an analysis of the utility of APP recipients to the company.At present,there is little literature in the field of APP customer acquisition and company value,which enriches the research on APP customer acquisition and enterprise value in China merchants bank's banking industry,and enhances the company value for the banking industry by using APP customer acquisition model,speed up the receiving platform and digital transformation.