Study On The Communication Effect Of Keep App Based On The Vision Of Uses And Gratifications

With the gradual awakening of public awareness of fitness and the promotion of national policies,the nationwide fitness craze is coming,which has also promoted the rapid development of sports and fitness apps in China.With its highly recognizable brand image and professional library of courses,Keep has captivated a large number of users,emerging from the highly homogeneous APP as the industry's "Unicorn".With 200 million users,however,Keep has hit a wall:new users are growing at the top and retention rates are low.Under this background,it is very important to improve the analysis of pain point for increasing the stickiness of users.Based on the theory of the use and satisfaction,this paper analyzes the media contact behavior,motivation and satisfaction of different functions of Keep users from the perspective of users.In terms of research methods,literature analysis is used to study the main situation of Keep,and questionnaire survey is used to study the usage and satisfaction of Keep users.First of all,this paper sorts out the literature related to the use of Keep and the theory of satisfaction,and summarizes the development model and main functions of Keep,through the questionnaire data,the author sums up the users'demographics characteristics and the use behavior preference.Thirdly,the author makes a statistical analysis on the strength of different use motivation dimensions and the satisfaction of each motivation Finally,the author makes clear the role attribute of Keep users,points out the shortcomings of Keep in the process of satisfying the users'needs,and puts forward some suggestions on technology and communication strategy.