| With the development of Internet technology and the popularization of mobile smart phones,all kinds of mobile app have become the necessary application software for the majority of mobile phone users.Users use these different types of app to meet their own needs in life,work,entertainment and other aspects.The sports industry has always been concerned by many people,and various sports apps are emerging one after another.This paper will take the domestic unique Hupu sports App as the research object,using the methods of literature review,case analysis and difference comparison to explore its successful operation strategy,mainly from the three perspectives of content,users and marketing,so as to provide constructive ideas for the operation and development of sports app.The main body of this paper is divided into five chapters.The first chapter introduces the General Situation of the operation of Hupu sports APP,mainly combs the development vein of Hupu sports APP in recent years and the new functions which have been updated with the development of the Times.The second chapter explores the content strategy of the operation of Hupu sports APP,combining the relevant theories of communication,mainly from its unique UGC mode,Gif production,translation and popular science articles,text broadcast room four aspects,highlight the advantages of its content operations strategy.The third chapter studies the user strategy of Hupu sports APP operation,mainly explores the characteristics and advantages of its community communication mode,the online live broadcast mode which is in line with the times,and the combination of online and offline communication mode,explore how it can maintain its long-term appeal to users.The Fourth Chapter Studies the marketing strategy of the operation of Hupu sports APP,which is mainly based on high-quality content,pays attention to users’ feelings,constantly improves the service level,at the same time conforms to the development trend of the times,and continuously integrates and develops across borders,to make a profit.The fifth chapter is mainly about some problems existing in the running process of Hupu sports APP and some suggestions for improvement.The problems mainly include the low quality of original content,pop-up ads appear frequently,the impact of server congestion and so on.The author hopes that this study can provide suggestions for building more professional and more user-friendly sports APP. |
