健身APP产品类型与营销对策研究——以KEEP为例

本科论文摘 要近年来由于人们趋向于追求健康的体质和健美的体型，导致健身行业发展迅速，各种健身 APP 也争先涌现。本文主要以健身 APP 为主要研究对象，并以 Keep 移动健身APP 为个例进行研究和分析，目的是通过对市场上现存的健身 APP 在发展的过程中所存在的问题进行分析，最后针对所存在的问题为健身 APP 在后期的发展中提出具有可借鉴性的营销对策。在本文的研究过程中，发现了健身 APP 产品具有可为用户节省成本、提高用户的参与度、全面记录用户运动数据等优点，但同时具有同质化现象严重、盈利模式不合理、替代传统健身房存在一定难度等缺点。为了促进健身 APP 后期在健身领域中的改善和持续发展，针对这些现象，在本文的最后建议健身 APP 可以通过优化用户的细分、对内容和功能进行差异化来留住老用户与吸引新用户，对平台上的产品可采取一定的促销策略来改善盈利模式，而针对难以替代健身房的窘境可以逐渐采取多渠道策略来应对。关键词：APP,健身 APP，运动健身，用户 本科论文AbstractIn recent years,as people tend to pursue a healthy physique and a strong body,the fi-tness industry has developed rapidly,and a variety of fitness apps have also emerged.This arti-cle mainly fitness APP as the main object of study,and to Keep moving research and analysis on the fitness APP,for example,purpose is through to the existing fitness APP on the market in the process of the development of the analysis of existing problems,finally aimed at the probl-ems for fitness APP in the development of late have can helps for marketing countermeasure-s are put forward.In the research process of this paper,it is found that fitness APP products hav-e the advantages of saving cost for users,improving user participation,and comprehensively r-ecording user exercise data,but at the same time,they have the disadvantages of serious homog-eneity,unreasonable profit model,and certain difficulties in replacing traditional gyms.Late in order to promote fitness APP improvement and sustainable developm...