Current Situation And Development Strategy Of Profitable Domestic Fitness Micro-channel Public Platform

In this network information dissemination-oriented new media era,WeChat had mixed Real-time and socialization,and quickly grew into the largest mobile Internet applications in China,far ahead of other information software.As one of the main services of WeChat,micropublic platform,which has received the attention of nearly 80% WeChat users,has become an important source of micro-message users to receive information.There is Fitness WeChat Public Platform(FWPP).With the change of the concept of health and the improvement of economic level,the fitness and leisure industry has developed rapidly.The development of the current domestic fitness market is not mature,there are still many problems,such as information dissemination is not in place,service mechanism is too simple,information is not popular enough and so on.In the context of the rapid development of the Internet,traditional fitness has been unable to meet the demand of people.Therefore,the fitness industry started its rapid development in the Internet age.the fitness industry settled in WeChat public platform for fitness enthusiasts to provide free information push service.The purpose of this paper is to explore the problems in the process of development of FWPP through the classified research on the operation status,to analyze the overall development trend,and then to explore the development strategy of FWPP,with a view to a useful reference to the future development of FWPP.This paper makes a comprehensive analysis on the operation status,operating characteristics,profit mode and existing problems of FWPP by literature data,expert interview method,logical analysis method and content analysis method.The author believes that the current development of FWPP is still in its infancy,there are many aspects need to be improved.Although the development of FWPP is vigorous,there are some problems such as unclear positioning,homogeneity of contents,lack of user thinking and service consciousness,lack of interactive services,lack of scientific system of operational concepts and single profit mode.In the development model,the author believes that the FWPP should be developed from the online operation to the offline operation,and create high-quality user manufacturing content mechanism,the combination of online and offline development is the future development of the feasible way.In view of the above problems,the author believes that the FWPP can refer to the following development strategies to improve:(1)Differentiated operational strategy.The FWPP should clear their own characteristics of positioning,create high-quality content generation mechanism and use different means to break the content homogeneity.(2)Interactive service enhancement strategy.The FWPP can set up user thinking,enhance service awareness and try different interactive ways.(3)Operational model improvement strategy.The FWPP can actively explore new models of sustainable development and pay more attention to the combination of online and offline to explore more space for future development.