Research On The Brand Communication Of Fitness APP From Scene Perspective

With the increase in per capita income and the improvement of living standards,people gradually began to pursue a healthy lifestyle and attitude towards life.As teenagers reach the middle and old ages of 50 or 60,more and more people are participating.Go to a variety of sports and fitness.The popularization and application of fitness APP corresponds to the concept of mass fitness that gradually begins to awaken.People can meet various fitness needs such as professional fitness training,fitness knowledge popularization and fitness equipment purchase through fitness APP.With the entry of different competitors,The establishment and spread of fitness brands has become an important core competitiveness of fitness APP.On the other hand,the in-depth development of the mobile Internet has gradually made people pay attention to the importance of the context.The context is the essence of mobile communication and the most important core element of the mobile Internet era.Whether the context can be grasped and the context is used for context propagation directly determines the spread.The effect and impact.This paper mainly discusses the brand communication problem in mobile context.The main purpose is to study the changes of brand communication in the new environment of mobile context,and combine the specific practice cases of Keep to analyze the changes of fitness APP in the era of mobile context.Based on the theory of context and the theory of brand communication,this paper will discuss the following main issues: What changes have occurred in brand communication under the mobile context? How to use the context to carry out brand communication? How to carry out context construction and context adaptation for fitness APP brand communication? What kind of brand communication strategy should the fitness app adopt in the mobile context era?The first chapter of this paper first introduces the brand communication in the era of mobile context,and explains how the brand communication uses the context through five aspects: communication strategy,content,channel,audience and effect,and analyzes the connotation of context and context communication.The relationship between brand communication and scenario construction reveals the importance of scenario building to focus on brand audiences,enrich brand content,and expand brand communication channels.The second chapter is based on the position of fitness APP.It analyzes the elements,directions,modes and methods of fitness APP construction context,and proposes corresponding strategies for context adaptation after context construction.The third chapter summarizes the experience and shortcomings of Keep's scenario construction in terms of communication strategy,content,channel,audience and effect by analyzing Keep's scenario path and practice cases.Finally,the fourth chapter summarizes the fitness.Different scenarios and strategies that class brands should adopt.Through the study of the relationship between context and brand communication,this paper aims to analyze the new ideas of brand communication in the new era of mobile Internet development,and hopes to provide corresponding brand owners and communicators through the research on brand communication of fitness brand Keep.Learn from the meaning.