Marketing Strategy Research On Fitness Software Keep App Under The Background Of Internet+

With the development of economy and the improvement of living standard,the sports fitness mode of sports activities in a fixed place and fixed time cannot fully satisfy the needs of modern people.Meanwhile,China has vigorously supported the policy of "Internet+",so the sports fitness software has emerged.As one of the best,Keep App has attracted wide attention of the society.This paper mainly explores the marketing strategy of Keep App,a fitness software under the "Internet+" background.First of all,taking Keep App as the research object,this paper explores its functional structure,business performance and development process,combined with 4V marketing theory to put forward problems of Keep App,such as function homogeneity,system loopholes,lack of brand culture and profit model unicity.Secondly,by exploring PEST method,the external marketing environment of Keep App is analyzed.At the same time,questionnaire survey is conducted to analyze the basic characteristics of users,the channels for users to understand the brand,the user awareness of Keep App and its marketing activities,and their satisfaction with Keep App.Thirdly,it makes a comparative analysis with its competitors in terms of function,product positioning and profit model,and analyzes its internal competitiveness via SWOT analysis.Finally,based on three elements of marketing STP and the new 4P marketing management theory,the paper puts forward suggestions for Keep App on effective marketing strategy optimization of four aspects,i.e.process strategy,personnel strategy,performance strategy and project strategy.In order to ensure the effective implementation of optimization suggestions,it offers guarantee proposals on capital,personnel and technology.At the same time,the paper also provides some enlightenment for the smooth operation of marketing activities of other sports fitness Apps and its own long-term development of Keep App.