I 摘要 随着国内经济的持续发展，国民收入不断提高，人们对健康理念和健康生活 的的关注越发强烈，导致运动热潮在国内不断兴起，同时伴随着移动互联网的兴 起和发展，以及政府出台系列体育产业发展的扶持政策，市面上出现了大量的运 动类 APP。运动类 APP 的出现确实有利于促进人们科学、合理的运动，还能极大 地改变了人们的运动习惯、运动方式。但嗅到商机的创业者们大量涌入互联网+运 动行业，加之资本的加持，市场上运动类 APP 的数据急剧增长，同时也导致的无 序的市场竞争，各运动类 APP 都面临流量成本越来越高，产品同质化越来越严重 等诸多现实困境。并且随着近年来以小程序为代表的轻应用的兴起，更是严重挤 压了APP的市场空间，本身受众规模就较小的众垂直型运动类APP更是首当其冲。 面对残酷的市场竞争，作为运动类 APP 中具有代表性的咕咚 APP 也必须更新现有 的营销策略，方能在激烈的市场竞争中为自己赢得一席之地。 本文以咕咚 APP 为代表，采用文献资料法、案例分析法、战略分析法、问卷 调查法，并结合 4V 营销、4I 营销等相关营销理论对咕咚 APP 的市场营销问题进 行分析，通过分析咕咚 APP 的现行营销策略，发现存在以下不足：趣味性不足难 以满足用户需求、利益性不够尚未形成盈利模式、互动性不够影响用户活跃度、 互动性不够影响用户活跃度。 通过对上述问题进行分析，并结合互联网营销趋势，重新确定咕咚 APP 的目 标市场。制定了从优化 UI 设计、增加优质内容、打造健身场景故事等方面来提升 咕咚 APP 产品的趣味性，通过精神刺激、物质奖励等激励手段强化用户对咕咚 APP 利益感知，完善群组功能和线上线下互动活动，开启全媒体营销渠道来增加产品 与用户之间的互动性，开展用户裂变分享活动，构建绿色低碳运动联盟 ，打造运 动健康产业协作平台，增强软硬件链接等独家特色的个性化营销策略，开启全媒 体营销时代咕咚的智能运动服务平台的发展之路。 本文的研究不仅能够为咕咚 APP 市场营销的改进和优化提供指导，对于其他 APP 市场营销策略的制定也具有一定借鉴价值。 关键词：咕咚 APP，市场营销，4I 理论ABSTRACT II ABSTRACT With the continuous development of domestic economy and the continuous improvement of national income, people pay more and more attention to the concept of health and healthy life, which leads to the rising of sports boom in China. At the same time, with the rise and development of mobile Internet, as well as the government's supporting policies for the development of sports industry, a large number of sports apps appear on the market. The emergence of sports app is really conducive to promoting people's scientific and reasonable sports, and it can greatly change people's sports habits and ways. However, entrepreneurs who sniff business opportunities pour into the Internet plus sports industry, and with the addition of the venture capital, the data of sports APP in the market have increased dramatically, and also led to the disorder of market competition. Sports app is facing more and more realistic difficulties, such as higher data cost and more and more homogenization of products. And with the rise of light applications represented by Wechat applet in recent years, the market space of APP has been seriously squeezed, and the vertical sports app with a smaller audience is the first one to bear the brunt. In the face of cruel market competition, as a representative of sports app, Gudong app also has to find and update the existing marketing strategy in order to win a place for itself in the fierce market competition. This paper takes Gudong app as a representative, adopts the methods of literature, questionnaire, case analysis, strategic analysis and empirical analysis, combined with 4V marketing, 4I marketing and other related marketing theories to analyze the marketing problems of Gudong app. Through the analysis of the current marketing strategies of Gudong app, we find the following shortcomings: lack of interest is difficult to meet the needs of users, and it is not enough to form a profit model, the interaction is not enough to affect user activity. Through the analysis of the above problems, combined with the Internet marketing trend, the target market of Gudong app is determined again. We have formulated to improve the interest of Gudong products from the aspects of optimizing UI design, adding high-quality content, creating fitness scene stories, etc., strengthen users' interest perception of Gudong app through spiritual stimulation, material reward and other incentives, improve group functions and online and offline interaction activities, openABSTRACT III all media marketing channels to increase the interaction between products and users, and carry out user fission sharing activity, build a green and low-carbon sports alliance, build a sports health industry cooperation platform, enhance exclusive personalized marketing strategies such as software and hardware links, and open the development road of Gudong intelligent sports service platform in the era of all media marketing. The research of this paper can not only provide guidance for the improvement and optimization of Gudong app marketing, but also have certain reference value for the formulation of other app marketing strategies. Keywords: CodoonAPP，Marketing，4I Theory目 录 IV 目 录 第一章 绪论....................... 1 1.1 研究背景和意义... 1 1.1.1 研究背景..... 1 1.1.2 研究意义..... 2 1.2 研究目的和方法... 2 1.2.1 研究目的..... 2 1.2.2 研究方法..... 3 1.3 研究内容和技术路线.......................... 3 1.3.1 研究内容..... 3 1.3.2 技术路线..... 4 第二章 文献综述和理论基础.......................... 6 2.1 文献综述............... 6 2.1.1 运动类 APP 发展的文献综述... 6 2.1.2 运动类 APP 营销模式的文献综述.......................... 7 2.1.3 运动类 APP 营销效果的文献综述.......................... 7 2.1.4 运动类 APP 用户群体特征的文献综述.................. 8 2.2 相关理论............... 8 2.2.1 互动营销理论............................ 8 2.2.2 整合营销传播理论.................... 9 2.2.3 4V 营销理论............................. 10 2.2.4 4I 营销理论.11 2.3 本章小结............. 12 第三章 咕咚 APP 市场营销现状和营销环境分析...................... 13 3.1 咕咚公司介绍..... 13 3.1.1 公司简介... 13 3.1.2 发展历程... 14 3.2 咕咚发展模式..... 15 3.2.1 产品策略... 15 3.2.2 用户体系... 17 3.2.3 个性设计... 18目 录 V 3.3 基于 PEST 的宏观环境分析............. 19 3.3.1 政策环境... 19 3.3.2 经济环境... 21 3.3.3 社会环境... 23 3.3.4 技术环境... 24 3.4 基于波特五力模型的竞争环境分析 27 3.4.1 同行业内现有竞争者的竞争能力......................... 27 3.4.2 潜在竞争者进入的能力.......... 29 3.4.3 替代品的替代能力.................. 30 3.4.4 供应商的讨价还价能力.......... 30 3.4.5 购买者的讨价还价能力.......... 31 3.5 本章小结............. 32 第四章 咕咚 APP 市场营销策略的问题分析.............................. 33 4.1 咕咚 APP 市场营销问题的用户调查.............................. 33 4.1.1 问卷设计和发放...................... 33 4.1.2 问卷效度检验.......................... 34 4.1.3 描述性统计.............................. 35 4.2 咕咚 APP 市场营销存在的问题....... 36 4.2.1 难以满足用户需求................... 36 4.2.2 营销的利益性较弱................... 37 4.2.3 用户互动性不强....................... 37 4.2.4 产品同质化严重...................... 38 4.3 咕咚 APP 市场营销问题的原因....... 39 4.3.1 产品缺乏趣味性...................... 39 4.3.2 盈利模式尚未形成.................. 40 4.3.3 与用户的互动性不够.............. 41 4.3.4 缺乏个性化特色...................... 41 4.4 本章小结............. 41 第五章 咕咚 APP 营销策略改进建议........... 43 5.1 市场定位............. 43 5.1.1 市场细分... 43 5.1.2 目标市场... 45 5.1.3 市场定位... 46目 录 VI 5.2 营销策略的制定. 47 5.2.1 趣味性的市场营销策略.......... 48 5.2.2 利益性的市场营销策略.......... 49 5.2.3 互动性的市场营销策略.......... 51 5.2.4 个性化的市场营销策略.......... 52 5.3 营销策略的实施保障........................ 56 5.3.1 增强营销意识.......................... 56 5.3.2 加强数据管理.......................... 57 5.3.3 人力资源保障.......................... 57 5.3.4 绩效管理保障.......................... 58 5.3 本章小结............. 59 第六章 结论与展望......... 60 6.1 研究结论............. 60 6.2 未来展望............. 61 6.3 不足之处............. 61 致 谢.. 62