Research On The Development Strategy Of Sports Fitness APP KEEP Under The Background Of "Internet +"

Since the National Fitness Program became our national strategy in 2016,people’s need for health,fitness and fitness has been increasing.The introduction of the "Internet+" plan has brought about the emergence and development of APP,which meets the needs of people’s fitness and exercise at any time.KEEP stands out among many sports fitness apps and attracts the attention of many fitness enthusiasts.In this paper,KEEP is taken as the research object,using the methods of documentation,expert interview,field investigation and comparative analysis as the main research methods,combining the product life cycle theory and 4V marketing theory put forward by Professor Raymond Vernon,starting from the relationship between KEEP and sports fitness APP,the market environment,development stage,user situation of KEEP are studied.Function design,operation promotion and profit channel,find the problems and causes in function setting,hardware system,brand promotion and profit channel,and put forward corresponding content strategy,technology strategy,brand strategy and profit strategy,also provide some enlightenment for the development of other sports fitness APP in China.