运动社交平台市场营销策略的分析——以Keep为例

Analysis of the Marketing Strategy of the Sports Social Platform—Taking Keep as an Example

当下,人们的运动健身需求日益增长,健康运动结合高新技术、线上化及大数据的应用趋势明显,互联网健身平台发展迅速,Keep作为运动科技领域的佼佼者,尽管它拥有显著的用户基础和广泛的流量,但同样面临着成长与转型的挑战。本文以Keep为范例,深入探讨其所处时代的机遇与挑战,并针对其现有的市场营销策略进行深入剖析,旨在发现其潜在问题,并探索创新的发展策略,以期为其他运动科技公司提供策略建议。

At present, people’s demand for sports and fitness is increasing day by day. The application trend of health sports combining high-tech, online and big data is obvious, and the Internet fitness platform is developing rapidly. Keep, as the leader of sports technology, has a huge traffic, but it is also facing the dilemma of further development. This paper takes Keep as an example to analyze the current opportunities and difficulties, and focuses on the marketing strategy of the platform, explores the existing problems, explores a new path of development, and provides marketing suggestions for the development and improvement of other sports enterprises in the later stage.