Fast Growth of Keep (An Online Fitness APP) During COVID-19 Pandemic

DOI

10.2991/assehr.k.211209.415How to use a DOI?

Keywords

COVID-19 pandemic; modern marketing; big data; home fitness; Keep

Abstract

A global pandemic broke out in 2020. While the traditional business model has suffered a severe blow, some new business models have begun to appear on the stage of history, for example, Keep (An online fitness app) completed a rapid accumulation and conversion of user, and standed out among home-fitness industry. This article regards the pandemic period as the research background, takes Keep as the research case, collects official statistical data and interview records through second-research methods. Based on the 4P theory, this study also explains how Keep uses its own advantages (Big Data) to quickly locate customer needs, adjust product strategies, and maintain a high user retention rate. Finally, the article summarizes Keep’s “Consumer Needs and Products&Channels” loop model, clarifies the new relationship between these two sides in big data era, and provides new ideas for product development in Internet industry.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Xupeng Lu
PY  - 2021
DA  - 2021/12/15
TI  - Fast Growth of Keep (An Online Fitness APP) During COVID-19 Pandemic
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2553
EP  - 2556
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.415
DO  - 10.2991/assehr.k.211209.415
ID  - Lu2021
ER  -