Research On Mobile Banking APP Of Inner Mongolia Rural Credit Cooperatives

In recent years,with the introduction of the concept of technology-enabled finance,the pace of digital transformation and development in the financial sector has been accelerating,and innovation-driven is still an important chapter in the 14 th FiveYear Plan,which also mentions the concepts of digital China and digital development,emphasizing the importance of digital transformation in the financial sector.Financial institutions such as the banking industry need to grasp the latest developments in the current technology field in real time,promote the empowerment of science and technology in the financial industry,and innovate the application of enterprise products,services and management to enhance their competitiveness in the same industry.The vigorous development of communication technology and network technology has effectively promoted the further updating and improvement of various service functions of mobile banking.On the basis of collecting and sorting out the relevant research literature of domestic and foreign mobile banking,this paper takes the Inner Mongolia Rural Credit Mobile Banking APP as the research object,elaborates on the current situation of the Inner Mongolia Rural Credit Mobile Banking APP and its main functions,and combines the theoretical basis of the use and satisfaction theory,user experience theory,long tail theory and other theoretical bases to study the service improvement of the Inner Mongolia Rural Credit Mobile Banking APP.Under the premise of theoretical guidance,the literature research method and questionnaire survey method were used to analyze the Inner Mongolia Rural Credit Mobile Banking APP.According to the marketing situation,use function and user group characteristics of inner Mongolia Rural Credit Mobile Banking APP,the questionnaire is designed,and the questionnaire is distributed and recycled through the network platform.Through the analysis of the current situation of the Inner Mongolia Rural Credit Mobile Banking APP and the questionnaire,it is found that although the Inner Mongolia Rural Credit Mobile Banking APP is generally convenient in function,simple in operation,beautiful and concise in page,it can provide convenience of life and has a good reputation and influence,but there are still some problems.For example,the Inner Mongolia Rural Credit Mobile Banking APP does not pay attention to the use preferences and emphases of different user groups,the functional homogenization is serious,the lack of innovation,the type of investment and financial management is small,the usage rate is not high,the anti-fraud publicity is not enough,the security needs to be strengthened,the page design is complex,the personalized settings are less,the preferential activities are less,the publicity channels are relatively single,the research is not in-depth enough,the user feedback channels are less,the service and marketing process are derailed,and the feedback and follow-up after marketing are insufficient.This paper puts forward feasible suggestions for the above problems.