Analysis On Strategies To Future Development Of Sport Virtual Community With Its Application Products In China

At present, our society has developed and transformed from survival period to the developing period. The main goal at present is to promote the all-round development of national people. Sport competitions succeeding frequently, commercial sport events gaining its prosperity, mass sports career developing fast, people in our country start to pay more attention to social health, fitness and aerobics. Sport, in help of "constructing the new national healthy life style" plays an essential role. On the other hand, the combination of Internet and communications makes our country officially enter the Modern Mobile Internet Era. With the plan of "Internet+" action, which has caused extensive and profound repercussions in various fields of the industry of national society. The demand of sports fans based on "sport interests+social contacts" helps to promote Mobile Internet and Sport Union, which gave birth to the Mobile Social Virtual Sport Community and its App products. Under this background, this article uses the literature material method, expert interview method, case analysis and on-the-spot investigation method to full research on basic knowledge of Mobile Social Virtual Sport Community in China. In order to make the article more specific, brand of "Le Runner" is taken as the example case, so that the main existing problems can be found and solved. The conclusions are as below:1. The definition of the Mobile Social Virtual Sport Community:it refers to a kind of online interactive platform, which is based on the mobile Internet infrastructure, intelligent terminal equipment and mobile App products. The purpose is to share the fun of experiencing sport events and to help organizing more sport activities with the sports resources. People with the same interests in sport and social preferences are the majority of this community. Also, the main functions of the Mobile Social Virtual Sport Community are sports and fitness, health management, social interest.2. The forms and the basic elements of the Mobile Social Virtual Sport Community:The forms include Sports Website (Portal) Mobile Client, Sports Forum (Paste) Mobile Client, Mobile Client of Video Live Sports Events, Mobile Sports Community App products; the basic elements include the "space" and "log" and "group" "activities".3. Mobile Social Virtual Sport Community, under the Mobile Internet Era background, is a new-born industry given birth by the integration of "Internet+Sports Industry", including on-line virtual sport community and off-line sport activities these two main parts. The on-line community, means people based on the same interest in sports gather together through PC or App to the community, forming sport circles, sharing happiness of sport experience; off-line sport activities, relying on marketing promotions in large-scale events and topics of interest activities. The Mobile Social Virtual Sport Community offers activities to their sport fans to experience happiness of having sports.4. Mobile Social Virtual Sport Community’s commercial value, is showed as an intermediate platform, combining the needs and profits of on-line and off-line, docking the resources between the users and the businesses. In this way, a new type of sports social contact mode appeared, which is called "O2O"(on-line to off-line). It works as "forming on-line sport circles, dating any-time sport activities you want and experiencing off-line sports". This mode helps to promote the Internet industry and Sport industry to the integration of a certain depth.5. The development strategy of Chinese Mobile Social Virtual Sport Community, are influenced by the promotion of its App products as well as the organization and management of its off-line community activities. Although it has a bright developing future including beneficial environment of economy and policy, the market competition is tough. There are still remaining four main restricting problems:(1) Serious homogenization problem; (2) Product operations effect underwhelms; (3) Single business model; (4) Problems of users’information protection and personal safety.6. Based on the 4V marketing theory and the theory of Product Life Cycle, this paper gives the following reasonable developing strategies: (1)Optimizing the technology and performance of the product as well as its peripheral products; (2)Using the "Co-Co Running" strategy to enterprise commercial alliance; (3)Focusing on the 020 style of the marathon marketing and topic sport events marketing; (4)Constructing both PC and App terminals to the Mobile Social Virtual Sport Community; (5) Building the user management system and community security mechanism.