Research On The Brand Communication Strategy And Effect Of Fitness Apps,by The Example Of APP Keep

The popularity of the internet has generated a variety of Apps,some of the App downloads are very considerable,and at a huge rate of growth.With the demand for health,the App for health management is more and more attractive among people.This paper analyzes detailedly one of the excellent fitness Apps,Keep,aiming at the exploring the effort of the brand communication.The author makes the following arrangements for the content:the first chapter for summarizes,including the research significance,content and research;The second chapter mainly for the current situation of the brand communication of the fitness category App in our country.This paper also introduces the types of the current popular fitness App,analyzes the spreadable advantages and defects of fitness App brand,and studies the marketing strategy of fitness app brand.The third chapter takes keep as an example,and analyzes its brand growth and communication strategy.Through looking too deeply into the existing reference documents,the author analyzes the brand growth process of Keep with the view of the brand life cycle theory.The development of the brand of Keep App is divided into three stages,namely brand incubation period,brand cubhood and brand growth period.In addition,the brand communication characteristics are analyzed.Finally,the author compares the keep with other fitness Apps to highlight the advantages of Keep.The forth chapter delves into the specific brand communication effect of Keep App in reality,and uses questionnaire to collect information about the use experience,brand attitude,value perception,quantitative and qualitative analysis.Eventually,the fifth chapter concludes the current development of fitness App brand,with the reference to the excellent experience of Keep App brand communication effort and summarizes the limitations and prospect of research,in order to provide reference to fitness App operators.The author aims to study the brand communication effect of fitness App Keep,and provides effective reference to the development of fitness App.Nowadays fitness App brands grow rapidly,and more attention should be paid to the choice of brand communication.The author offers the user a caring experience and a high degree of trust,ensures a favorable position in the fierce market competition,and creates a good brand image.