ABSTRACT
With the COVID-19 outbreak, there is an increasing focus on sports and fitness needs. Due to the need of epidemic prevention and control, fitness at home has gradually become a popular lifestyle. With the rapid development of smart phone application technology, artificial intelligence and Internet of Things, many enterprises have developed sports and fitness apps. These apps provide training courses for users, and customizes personalized training plans for them in combination with smart wearable devices. Keep App, a sports and fitness app developed by Keep Company, has the most users in China at present. It has created a technology platform for users to experience smart sports at home from multiple aspects, and has gained considerable income in operation. Taking Keep company as an example, this paper analyzes the marketing environment of the sports and fitness industry by using PEST model and Porter's Five Forces model, and puts forward optimization suggestions for Keep company's marketing strategy from the aspects of customer's need strategy, customer's cost strategy, convenience strategy and communication strategy by using 4C marketing theory.
- Zeng Zhao, & Liu Juan, (2016). "Healthy China 2030" plan outline issued by the CPC Central Committee and The State Council. Bulletin of The State Council of the People's Republic of China (32), 5-20. dbname=CMFD202102&filename=1021032699.nhGoogle Scholar
- Gao Jiawei. (2021). Keep the brand communication strategy based on user experience research (a master's degree thesis, heilongjiang university). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202102&filename= 1021032699.nhWANG Yeqi, MI Fangfang. Research on the Use of Keep Sports software by College Students in Hangzhou [J]. Today's Wealth,2020(01):166-167.Google Scholar
- Wang Yeqi, Mi Fang.(2020). Investigation and Research on the Use of Keep sports software by Hangzhou College students. Fortune today (01),166-167. doi:Google Scholar
- Wang Heyuan, CAI Yu.(2021). Operation Model analysis of sports APP Keep under O2O model. Investment and Entrepreneurship (04),144-147. doi:Wu Ruoxi, WANG Qingjun. Sports fitness class APP development present situation, problems and countermeasures research [J]. Journal of shandong sports institute, 2015, 31 (4) : 18 to 22. DOI: 10.14104 / j.carol carroll nki. 1006-2076.2015.04.003.Google Scholar
- Wu Ruoxi, Wang Qingjun.(2015). Research on the development status, problems and countermeasures of sports and fitness apps. Journal of Shandong University of Physical Education (04),18-22. doi:10.14104/j.cnki.1006-2076.2015.04.003.Google ScholarCross Ref
- Xu Qianying. (2017). Food take-away O2O platform based on the theory of 4 c marketing strategy study (a master's degree thesis, jiangxi normal university). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD201801&filen ame=1017089095.nhGoogle Scholar
- Du Yi.(2011). Management ideas of Sports and fitness Clubs in China based on 4C Marketing Theory. Journal of Hebei University of Physical Education (05),19-22. doi:Yang Ting. Research on Mobile Internet Marketing Model of Small and Medium-sized Enterprises [D]. Anhui University, 2014.Google Scholar
- Yang Ting. (2014). Research on Mobile Internet Marketing Mode of Small and Medium-sized Enterprises. (Dissertation, Anhui University).Google Scholar
- Ou Zhiqiang. (2018). 4C Marketing Theory and its application research. Modernization of shopping malls (15), 2.Wu, J. . (2009). Marketing strategies of digital library with 4p and 4c marketing mix integrated. library.Google Scholar
- Xin, L. , Wang, X. , & Harbin. (2000). The application of 4c strategies in online marketing. POLICY-MAKING REFERENCE.Google Scholar
- Yeqi, Wwang., (2017). Research on brand Communication strategy and Communication effect of fitness APP – Take Keep as an example (Dissertation, Guangxi University).Google Scholar
- Grondys, K. (2020). Optimization of Vehicle Routes for Inter-warehouse Operations Using the Clark and Wright's Saving Algorithm. Global Journal of Entrepreneurship and Management, 1 (2), 16–26.Google Scholar
- Pakpienthakolphol, C., & Jeżyna, B. (2021). Key Variables Influencing Maintenance Services Outsourcing in the Automotive Sector – Comparing Asian and European Dynamics. Global Journal of Entrepreneurship and Management, 2 (2), 17–29.Google Scholar
- Muangmee, C. (2020). Relationship Marketing and Perception Service Quality Model of Business Operator of Homestays in Samut Sakhon Province of Thailand. Revista Argentina de Clínica Psicológica, 29 (5), 966–976. https://doi.org/10.24205/03276716.2020.1093Google ScholarCross Ref
- Drożdż, W., Bilan, Y., Rabe, M., Streimikiene, D., & Pilecki, B. (2022). Optimizing biomass energy production at the municipal level to move to low-carbon energy. Sustainable Cities and Society, 76, 103417.Google ScholarCross Ref
- Hariharasudan, A., Kot, S., & Sangeetha, J. (2021). THE DECADES OF RESEARCH ON SCM AND ITS ADVANCEMENTS: COMPREHENSIVE FRAMEWORK. Acta Logistica, 8 (4), 455–477. https://doi.org/10.22306/al.v8i4.264Google ScholarCross Ref
- Kot, S., Goldbach, I., & ŚLusarczyk, B. (2018). Supply chain management in SMEs – Polish and Romanian approach. Economics & Sociology, 11 (4), 142–156.Google ScholarCross Ref
- Khalid, B. (2021). ENTREPRENEURIAL INSIGHT OF PURCHASE INTENTION AND CO-DEVELOPING BEHAVIOR OF ORGANIC FOOD CONSUMPTION. Polish Journal of Management Studies, 24 (1), 142–163.Google ScholarCross Ref
- Muangmee, C. (2021). Effects of Facebook advertising on sustainable brand loyalty and growth: case of Thai start-up businesses. Transnational Corporations Review, 1–12.Google Scholar
- Muangmee, C., Kot, S., Meekaewkunchorn, N., Kassakorn, N., Tiranawatananun, S., & Khalid, B. (2021). Students’ use behavior towards e-learning tools during COVID-19 pandemics: Case study of higher educational institutions of Thailand. International Journal of Evaluation and Research in Education (IJERE), 10 (4), 1166.Google ScholarCross Ref
- Khalid, B., & Kot, M. (2021). The Impact of Accounting Information Systems on Performance Management in the Banking Sector. IBIMA Business Review, 1–15.Google Scholar
Recommendations
Behavior-Based Pricing in Marketing Channels
With behavior-based pricing BBP, firms use customers' purchase history data to price discriminate between past and new customers. Prior research has examined BBP in a non-channel setting. In this paper, we investigate BBP in a channel setting in which ...
Individual Marketing with Imperfect Targetability
Our research investigates the competitive ramifications of individual marketing and information management in today's information-intensive marketing environments. The specific managerial issues we address are as follows. First, what kinds of incentive ...
Comments