<p>当下银行数字化转型升级不断加速，银行产品不断更新，客户对银行的线上需求也更加多样化。手机银行的推出，因其智能性、易于操作性、服务性等受到客户更多的关注，使得人们足不出户实现财务支配与管理。赞助2022北京冬奥会后，中行的品牌知名度和市场上的影响力不断攀升，但中行手机银行的发展却不尽如人意，无法匹配其品牌知名度和影响力，这对于中行借助手机银行之力的数字化发展产生了一定的影响。如何将手机银行的下载量、活动量、交易量在众多银行品牌中突围出来，如何在激烈的同业竞争中把握优势，如何在现有营销模式下继续维持客户量增长，这些都是亟待解决的问题。</p> <p>本文以中行YC分行手机银行为研究对象，通过系统梳理国内外研究文献、相关概念及理论，对中行YC分行手机银行发展阶段AARRR进行分析，运用SERVQUAL模型总结出手机银行特征，并指出该行手机银行特征存在的不足，如手机银行易用性不明显、手机载体智能化和安全性存疑、市场定位不够清晰等；提出手机银行特征对用户粘性影响的研究假设并构建研究模型，对相关变量的测量问项及调查问卷进行设计；结合问卷调查数据及访谈结果，就中行YC分行手机银行特征对用户粘性的影响进行数据分析，得出主要研究结果：该行手机银行的易用性、功能有用、安全性、用户认同、个性化五个特征均对用户粘性具有正向影响，信任在二者影响中发挥着重要的中介作用；结合研究结果，从手机银行五个阶段提出中行YC分行手机银行用户粘性的提升建议。通过以上研究，拟为中行YC分行以及其他类似银行的手机银行业务发展提供一定的实践指导和参考价值。</p>

<p>At present, the digital transformation and upgrading of banks are accelerating, bank products are constantly being updated, and customers&#39; online demands for banks are becoming more diversified. The launch of mobile banking has attracted more attention from customers due to its intelligence, ease of operation, and service, enabling people to achieve financial control and management without leaving their homes. After sponsoring the 2022 Beijing Winter Olympics, the brand awareness and market influence of Bank of China continue to rise. However, the development of Bank of China&#39;s mobile banking is not satisfactory and cannot match its brand awareness and influence. This has had a certain impact on Bank of China&#39;s digital development with the help of mobile banking. How to break through the download volume, activity volume, and transaction volume of mobile banking among numerous banking brands, how to seize advantages in fierce industry competition, and how to continue to maintain customer growth under existing marketing models are all urgent issues that need to be addressed.</p> <p>This article takes the YC Branch of Bank of China&#39;s mobile banking as the research object. By systematically reviewing domestic and foreign research literature, relevant concepts, and theories, it analyzes the AARRR development stage of Bank of China&#39;s YC Branch&#39;s mobile banking. Using the SERVQUAL model, it summarizes the characteristics of mobile banking and points out the shortcomings of the bank&#39;s mobile banking features, such as unclear usability of mobile banking, doubts about the intelligence and security of mobile carriers, and unclear market positioning; Propose research hypotheses on the impact of mobile banking features on user stickiness and construct a research model. Design measurement questions and survey questionnaires for relevant variables; Based on questionnaire survey data and interview results, a data analysis was conducted on the impact of the characteristics of Bank of China YC Branch&#39;s mobile banking on user stickiness. The main research results were obtained: the usability, functional usefulness, security, user identification, and personalization of the bank&#39;s mobile banking all have a positive impact on user stickiness, and trust plays an important mediating role in the two influences; Based on the research results, suggestions for improving the user stickiness of Bank of China YC Branch&#39;s mobile banking are proposed from five stages of mobile banking. Through the above research, it is proposed to provide practical guidance and reference value for the development of mobile banking business of Bank of China YC Branch and other similar banks.</p>

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