直播電商實(shí)務(wù)一本通

定　價(jià)：￥55.00

作　者：	北京星播文化傳媒有限公司，竇敏
出版社：	中國(guó)人民大學(xué)出版社
叢編項(xiàng)：	直播電商職業(yè)技能實(shí)訓(xùn)教材
標(biāo)　簽：	暫缺

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ISBN：	9787300297934	出版時(shí)間：	2021-12-01	包裝：	平裝-膠訂
開本：	16開	頁(yè)數(shù)：		字?jǐn)?shù)：

內(nèi)容簡(jiǎn)介

　　本書是一本具有很強(qiáng)的實(shí)操性的直播電商職業(yè)技能實(shí)訓(xùn)教材。直播電商目前已成為產(chǎn)品銷售及品牌營(yíng)銷的主流形式。直播電商所需人才匱乏及相關(guān)人員能力缺失的情況與直播電商不斷發(fā)展的供需矛盾日益突出。基于行業(yè)發(fā)展與對(duì)應(yīng)人才強(qiáng)需求的情況，本書作者結(jié)合自身直播電商業(yè)務(wù)經(jīng)營(yíng)的多年經(jīng)驗(yàn)，在走訪相關(guān)企業(yè)及與多所院校進(jìn)行研討的基礎(chǔ)上，完成了本書的撰寫。本書包含“直播之形、直播前籌備、選品與產(chǎn)品營(yíng)銷、主播職業(yè)化塑造、直播推廣、直播運(yùn)營(yíng)、粉絲運(yùn)營(yíng)”七章，內(nèi)容融合了直播行業(yè)、直播平臺(tái)的特點(diǎn)，闡述了直播電商的具體工作流程和產(chǎn)品選品營(yíng)銷的關(guān)鍵，揭示了直播電商人員任職的關(guān)鍵技能的培養(yǎng)途經(jīng)和方法，將直播推廣、直播運(yùn)營(yíng)和打造千萬(wàn)價(jià)值粉絲群的破冰之法完整地呈現(xiàn)在讀者面前。同時(shí)，結(jié)合本書每節(jié)的“要點(diǎn)提示、教學(xué)目標(biāo)、名詞解釋、知識(shí)要點(diǎn)、小結(jié)測(cè)試”的內(nèi)容模塊，本書為廣大職業(yè)院校提供了完備的直播電商的職業(yè)崗位培訓(xùn)和人才培養(yǎng)的教學(xué)方案及商業(yè)案例。

作者簡(jiǎn)介

　　北京星播文化傳媒有限公司是一家專注于新媒體電商的營(yíng)銷服務(wù)的專業(yè)機(jī)構(gòu)，旗下包含“星播電商、星播教育、星播傳媒”三大業(yè)務(wù)版塊：其中星播電商作為國(guó)內(nèi)校園新媒體電商的重要平臺(tái)，秉承“互聯(lián)網(wǎng) 教育”的理念，大力整合優(yōu)質(zhì)產(chǎn)品供應(yīng)鏈，不僅為學(xué)生提供了高性價(jià)比的產(chǎn)品，更為學(xué)生開拓了在校創(chuàng)業(yè)之路。星播教育以產(chǎn)業(yè)賦能教育，將行業(yè)的運(yùn)營(yíng)流程融入院校人才培養(yǎng)體系，真實(shí)項(xiàng)目實(shí)訓(xùn)培養(yǎng)師資，以教學(xué)資源和實(shí)訓(xùn)平臺(tái)為抓手，通過(guò)引企入校，校政企共建直播電商基地實(shí)現(xiàn)真正的產(chǎn)教融合的目標(biāo)。星播傳媒專注為品牌提供全媒體，全數(shù)據(jù)，全渠道的營(yíng)銷方案與代運(yùn)營(yíng)服務(wù)，核心業(yè)務(wù)包含主播孵化、企業(yè)電商代運(yùn)營(yíng)、企業(yè)直播代運(yùn)營(yíng)、品牌專場(chǎng)活動(dòng)運(yùn)營(yíng)、政府專場(chǎng)直播活動(dòng)運(yùn)營(yíng)、短視頻代運(yùn)營(yíng)等。

圖書目錄

01
章直播之形 ························································································001
節(jié) 直播行業(yè)發(fā)展概況 ······ 001
☆要點(diǎn)提示 ··························001
☆教學(xué)目標(biāo) ··························001
1.1.1 直播行業(yè)的發(fā)展經(jīng)歷 ······001
1.1.2 直播行業(yè)的市場(chǎng)前景 ······002
1.1.3 直播行業(yè)的發(fā)展趨勢(shì) ······002
1.1.4 直播行業(yè)未來(lái)存在的
挑戰(zhàn) ···························003
名詞解釋 ·····························003
知識(shí)要點(diǎn) ·····························003
小節(jié)測(cè)試 ·····························004
第二節(jié) 直播人、貨、場(chǎng) ········· 004
☆要點(diǎn)提示 ··························004
☆教學(xué)目標(biāo) ··························004
1.2.1 主播的分類 ··················004
1.2.2 主播的“馬太效應(yīng)” ·········005
1.2.3 主播的發(fā)展路徑 ············006
1.2.4 適合直播的產(chǎn)品特點(diǎn) ······007
1.2.5 直播產(chǎn)品的類型 ············007
1.2.6 直播場(chǎng)景的分類 ············008
名詞解釋 ·····························009
知識(shí)要點(diǎn) ·····························009
小節(jié)測(cè)試 ·····························009
第三節(jié) 直播平臺(tái) ·················· 010
☆要點(diǎn)提示 ··························010
☆教學(xué)目標(biāo) ··························010
1.3.1 頭部流量直播平臺(tái) ·········010
1.3.2 腰部流量直播平臺(tái) ·········011
1.3.3 細(xì)分領(lǐng)域直播平臺(tái) ·········012
1.3.4 平臺(tái)之間的相互關(guān)系 ······013
名詞解釋 ·····························013
知識(shí)要點(diǎn) ·····························014
小節(jié)測(cè)試 ·····························014
第四節(jié) 直播帶貨類型 ············ 014
☆要點(diǎn)提示 ··························014
☆教學(xué)目標(biāo) ··························014
1.4.1 店鋪型自主帶貨 ············014
1.4.2 達(dá)人 &網(wǎng)紅型帶貨直播 ···017
1.4.3 明星帶貨主播 ···············017
1.4.4 直播帶貨主持人 ············018
知識(shí)要點(diǎn) ·····························019
小節(jié)測(cè)試 ·····························019
第五節(jié) 崗位設(shè)置 ·················· 019
☆要點(diǎn)提示 ··························019
索 02
教學(xué)目標(biāo) ·····························019
1.5.1 直播電商—電商的團(tuán)隊(duì)組織
架構(gòu) ···························020
1.5.2 直播電商—選品師崗位 ···020
1.5.3 直播電商—企劃師崗位 ···022
1.5.4 直播電商—主播崗位 ······025
1.5.5 直播電商—主播助理崗位 ··025
1.5.6 直播電商—推廣崗位 ······026
1.5.7 直播電商—直播優(yōu)化師 ···026
1.5.8 直播電商—粉絲運(yùn)營(yíng)經(jīng)理 ··026
1.5.9 直播電商—直播運(yùn)營(yíng)崗位 ··027
1.5.10 電商直播—直播團(tuán)隊(duì)組織
構(gòu)架 ··························030
1.5.11 電商直播—產(chǎn)品經(jīng)理選品 ···030
1.5.12 電商直播—產(chǎn)品經(jīng)理
企劃 ··························030
1.5.13 電商直播—行業(yè)主播 ·····031
1.5.14 電商直播—推廣經(jīng)理 ·····031
1.5.15 電商直播—運(yùn)營(yíng) ···········032
名詞解釋 ·····························033
知識(shí)要點(diǎn) ·····························034
小節(jié)測(cè)試 ·····························034
第六節(jié) 直播的流程 ··············· 035
☆要點(diǎn)提示 ··························035
☆學(xué)習(xí)目標(biāo) ··························035
1.6.1 大型活動(dòng)直播總流程 ······035
1.6.2 大型活動(dòng)直播當(dāng)場(chǎng)流程 ···037
1.6.3 單場(chǎng)直播流程 ···············038
知識(shí)要點(diǎn) ·····························039
小節(jié)測(cè)試 ·····························039
第二章直播前籌備 ····················································································041
節(jié) 直播間設(shè)備 ··············· 041
☆要點(diǎn)提示 ··························041
☆教學(xué)目標(biāo) ··························041
2.1.1 入門級(jí)及專業(yè)級(jí)推流
直播設(shè)備 ·····················041
2.1.2 直播設(shè)備的組裝方法 ······042
名詞解釋 ·····························043
小節(jié)測(cè)試 ·····························043
第二節(jié) 直播軟件 ·················· 044
☆要點(diǎn)提示 ··························044
☆教學(xué)目標(biāo) ··························044
2.2.1 直播推流軟件的安裝與
使用 ···························045
2.2.2 直播美顏修形軟件的安裝
與使用 ························045
名詞解釋 ·····························045
小節(jié)測(cè)試 ·····························046
第三節(jié) 直播間設(shè)計(jì)與搭建 ······ 046
☆要點(diǎn)提示 ··························046
☆教學(xué)目標(biāo) ··························046
2.3.1 直播間物料準(zhǔn)備 ············046
2.3.2 直播間布光 ··················047
2.3.3 直播間構(gòu)圖設(shè)計(jì) ············048
2.3.4 主流直播間設(shè)計(jì)類型與
風(fēng)格 ···························048