Research On Marketing Communication Strategy Of Mobile App Of Beijing Calorie Company

Since the reform and opening up,with the rapid development of society and the national economy,the living standards of residents have been significantly improved,people’s demand for health has become more and more prominent,and it has affected many aspects of social life.Under the national strategy of national fitness,fitness has become a universally accepted new lifestyle,which makes China’s fitness and entertainment industry flourish,and various innovations,fitness programs,fitness organizations,etc.around fitness needs continue to innovate..At the same time,in the era of mobile Internet,mobile phone clients occupy an important position in people’s daily lives.Affected by the Internet,various APP applications have emerged as early as the rain,and sports and fitness apps have also come to the fore.With the rapid development of China’s sports industry and the sharp increase in the number of sports fans,the number of fitness APP users has risen rapidly in recent years.Among the many competitors in the domestic fitness application market,the fitness mobile phone APP-Keep developed by Beijing Calorie Company is a more influential fitness app in the industry,facing increasing competition in the industry,homogenization of communication creativity,etc.In the case of problems,it is of great practical significance for Keep to develop a reasonable communication strategy to gain a competitive advantage.As far as the media is concerned,the effects of traditional mass communication have not been able to compete with network communication.Compared with the traditional channels of communication,the network media communication channel has the characteristics of massive information sharing,superior timeliness,multimedia functions,better interaction experience,easy retrieval,and personalized information dissemination environment.Fitness APP spread,promotion and application.This research hopes to use the Las Vegas "5W" propagation model,combined with the Internet media,based on user analysis,to sort out the application model of Keep communication strategy,and form a set of practical and feasible communication ideas.Therefore,this paper follows the principle of system and proposes specific research goals according to the needs of theory and practice.Firstly,the research background and methods of this topic are introduced,and the research framework and ideas are clarified.Then,the development history and internal and external environment of Keep APP are analyzed,and Lasswell’s "5W"propagation model is combined with the characteristics of current Internet communication.Analyze its marketing communication strategy;again,according to relevant theoretical analysis,formulate safeguard measures that can effectively implement the communication strategy;finally,sort out and summarize the paper.I hope that through the research of Keep APP marketing communication strategy,I will give some thoughts on the exploration of China’s APP communication strategy,and put forward constructive opinions and suggestions on the development of the new media communication.