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自媒體時代個人IP培育(理論與實踐21世紀經濟管理新形態教材)/營銷學系列 版權信息
- ISBN：9787302619345
- 條形碼：9787302619345 ; 978-7-302-61934-5
- 裝幀：70g膠版紙
- 冊數：暫無
- 重量：暫無
- 所屬分類：>>
自媒體時代個人IP培育(理論與實踐21世紀經濟管理新形態教材)/營銷學系列 本書特色
從圖文、短視頻入手，指導學生完成內容創意、內容制作、內容傳遞，提升學生在移動互聯網時代的就業能力、創業能力，讓擬嘗試自媒體創業的大學生了解并熟練掌握種種新興自媒體平臺的運營規則和變現體系、理解IP運營規律以及價值轉化路徑5G時代需要的內容產業人才要求具備創意能力、獨特價值觀持續輸出能力、數字化技術交互能力，高校開設個人IP培育課程具有價值觀引領、提升學生數字化生存能力、培養新時代創業者的重要意義，5G時代需要的內容產業人才要求具備創意能力、獨特價值觀持續輸出能力、數字化技術交互能力，高校開設個人IP培育課程具有價值觀引領、提升學生數字化生存能力、培養新時代創業者的重要意義，
自媒體時代個人IP培育(理論與實踐21世紀經濟管理新形態教材)/營銷學系列 內容簡介
本書從圖文、短視頻入手，指導學生完成內容創意、內容制作、內容傳遞，提升學生在移動互聯網時代的就業能力、創業能力，讓擬嘗試自媒體創業的大學生了解并熟練掌握種種新興自媒體平臺的運營規則和變現體系、理解IP運營規律以及價值轉化路徑。除了文本部分，書中還通過二維碼鏈接了大量的閱讀材料，這些材料有助于教學理論與實踐結合，增強學生的積極性。 本書適用于本科或高職類院校新媒體運營相關專業課程和新媒體教育通識類課程，也可作為有意愿學習自媒體運營的人員的拓展讀物。
自媒體時代個人IP培育(理論與實踐21世紀經濟管理新形態教材)/營銷學系列 目錄
目 錄
**章 移動互聯網與數字內容產業 ····················································1
**節 移動互聯網時代 ············································································1
第二節 數字內容產業 ···············································································4
第三節 數字內容細分產業演變及市場運行現狀 ··············································6
第四節 內容商業化的核心主體 ·································································32
第二章 自媒體大背景下個人IP發展 ·················································39
**節 自媒體時代與IP經濟 ···································································39
第二節 個人IP崛起 ···············································································43
第三節 塑造IP的渠道與平臺 ···································································49
第三章 個人IP策劃 ····································································62
**節 個人IP定位 ···············································································62
第二節 個人IP賬號策劃 ·········································································69
第三節 IP內容的三個層次 ·······································································72
第四節 組建高效的團隊 ··········································································75
第四章 圖文類IP內容生產 ····························································79
**節 “爆款”圖文內容特征 ·································································79
第二節 圖文IP創作步驟 ·········································································83
第三節 圖文IP創作技巧 ·········································································93
第四節 圖文排版 ···················································································99
第五章 短視頻IP內容生產 ··························································104
**節 優質短視頻的五大要素 ································································104
第二節 短視頻腳本制作 ·········································································106
第三節 短視頻制作：從拍攝到剪輯 ··························································109
第四節短視頻熱門平臺實戰···································································117
第六章個人IP運營··································································120
**節增長黑客理論 ············································································120
第二節 IP運營 ·····················································································122
第三節運營數據分析 ············································································135
第四節實戰：不同平臺AARRR運營策略 ··················································146
第七章 IP運營變現和個人IP價值影響 ············································170
**節 IP內容的變現邏輯 ······································································170
第二節主流變現方式 ············································································171
第三節個人IP價值影響 ········································································175
第八章自媒體時代個人IP發展趨勢預測 ··········································179
**節 5G對內容媒體的總體影響 ····························································179
第二節內容載體的未來趨勢···································································183
參考文獻 ·················································································195
展開全部
自媒體時代個人IP培育(理論與實踐21世紀經濟管理新形態教材)/營銷學系列 作者簡介
楊娟,廈門大學碩士，馬來西亞理科大學在讀博士，四川旅游學院創新創業學院創新創業教研室主任，指導學生參加創新創業類競賽獲得省級以上獎項10余項等。
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