“互联网+”背景下健身营销类APP发展的SWOT分析及对策研究

A SWOT analysis and countermeasures of fitness marketing development of APP in the background of “Internet Plus”

在"互联网+"政策的不断推动下,体育产业实现了与互联网的融合创新,产生了大量新型的以健身营销类APP为代表的体育互联网产品。采用SWOT分析法对我国健身营销类APP发展过程中拥有的内部优势和劣势,以及面临的外部机会与威胁进行了研究,结果显示:APP功能便捷性强且内容丰富,但核心竞争力不足,运营模式尚不成熟;国家政策扶持,健身市场需求旺盛;市场竞争激烈,线下健身场所拒绝使用。针对其存在的问题提出了加强APP个性化功能建设,健全用户健身反馈机制,优化APP运营模式,合理配置线下健身资源等发展对策,从而推动"互联网+"背景下我国健身营销类APP的良好发展,为健身用户提供更为便捷的健身服务。

With the promoting of ＂Internet Plus＂ policy, sports industry achieved its combing innovation with Internet, thus producing a large number of news type sport internet products represented by fitness marketing APP. This article adopted SWOT method analyzed the inner advantages and disadvantages during the developing process of fitness marketing APP, and external opportunity and threat it faced. The results show that APP is convenient and fast and the content of APP is rich; that APP is short of core competitiveness, and its operating pattern isn＇t mature; that although national policy supports APP and the fitness market has a huge demand, there is an intense competition in market and the APP is declined by off-line fitness clubs. This article puts forward countermeasures according to the existing problems： APP should strengthen its personalized function, improve users＇ fitness feedback mechanism, optimize the operating pattern, and give rational allocation of offline resources, so as to promote the development of fitness marketing APP in the background of ＂Internet plus＂, and provide more continent service for users.