The Development of Marketing Plan for a Virtual Cycling Application: A Case Study of China (Beijing)

Background and Aims: Due to the COVID-19 pandemic, people's social activities have been greatly affected, so online activities have seen rapid development and user growth. become the norm. In cycling, the China Cycling Association canceled or postponed several races, affecting cyclists across the country. This is because the mass gatherings and high crowd density associated with such events increase the risk of virus transmission. Because of this, bicycle virtual riding software has developed rapidly, and users have increased rapidly. In addition, the evolving metaverse concept has prompted increased investment in bicycle virtual riding software development. This study explores and analyzes the operation plan of bicycle virtual riding software in China (Beijing) and analyzes the specific needs of Chinese people. Methodology: The main research methods include SWOT analysis, user stories, and population research. Use competitive product analysis such as SWOT analysis to study the specific reasons why other products cannot be promoted and popular in China (Beijing). Collect the main channels for users to obtain information and determine product promotion plans. And conduct user demand research, establish user portraits, and finally propose feasible solutions. Results: The main findings are the difficulties in promoting virtual bicycle riding software in Beijing, China, the reasons why the currently popular software is difficult to promote, the travel habits and consumption willingness of residents, and a complete promotion plan. Conclusion: The study sheds light on factors impeding the adoption of popular software already in use and clarifies the travel habits and consumption attitudes of the locals in Beijing, China. It also highlights challenges in promoting virtual bicycle riding software in Beijing. It provides insights into creating a strong promotion strategy to overcome the obstacles found and increase the adoption of virtual bicycle riding technology through in-depth analysis.