Research On Marketing Strategy Of Sports APP Of Company G

With the continuous development of domestic economy and the continuous improvement of national income,people pay more and more attention to the concept of health and healthy life,which leads to the rising of sports boom in China.At the same time,with the rise and development of mobile Internet,as well as the government's supporting policies for the development of sports industry,a large number of sports apps appear on the market.The emergence of sports app is really conducive to promoting people's scientific and reasonable sports,and it can greatly change people's sports habits and ways.However,entrepreneurs who sniff business opportunities pour into the Internet plus sports industry,and with the addition of the venture capital,the data of sports APP in the market have increased dramatically,and also led to the disorder of market competition.Sports app is facing more and more realistic difficulties,such as higher data cost and more and more homogenization of products.And with the rise of light applications represented by Wechat applet in recent years,the market space of APP has been seriously squeezed,and the vertical sports app with a smaller audience is the first one to bear the brunt.In the face of cruel market competition,as a representative of sports app,Gudong app also has to find and update the existing marketing strategy in order to win a place for itself in the fierce market competition.This paper takes Gudong app as a representative,adopts the methods of literature,questionnaire,case analysis,strategic analysis and empirical analysis,combined with 4V marketing,4I marketing and other related marketing theories to analyze the marketing problems of Gudong app.Through the analysis of the current marketing strategies of Gudong app,we find the following shortcomings: lack of interest is difficult to meet the needs of users,and it is not enough to form a profit model,the interaction is not enough to affect user activity.Through the analysis of the above problems,combined with the Internet marketing trend,the target market of Gudong app is determined again.We have formulated to improve the interest of Gudong products from the aspects of optimizing UI design,adding high-quality content,creating fitness scene stories,etc.,strengthen users' interest perception of Gudong app through spiritual stimulation,material reward and other incentives,improve group functions and online and offline interaction activities,open all media marketing channels to increase the interaction between products and users,and carry out user fission sharing activity,build a green and low-carbon sports alliance,build a sports health industry cooperation platform,enhance exclusive personalized marketing strategies such as software and hardware links,and open the development road of Gudong intelligent sports service platform in the era of all media marketing.The research of this paper can not only provide guidance for the improvement and optimization of Gudong app marketing,but also have certain reference value for the formulation of other app marketing strategies.