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直播電商 版權信息
- ISBN：9787302669449
- 條形碼：9787302669449 ; 978-7-302-66944-9
- 裝幀：暫無
- 冊數：暫無
- 重量：暫無
- 所屬分類：>>
直播電商 內容簡介
直播是在直播平臺對產品或服務進行直播展示的一種營銷行為，已成為電子商務的一種重要形式。本書分章節介紹了直播電商的整個過程，注重直播電商實踐操作環節的訓練，具有較強的實用性。全書共10個項目，分別為直播間的開設、直播品牌IP化策略、直播準備Ⅰ——做好產品的選擇、直播準備Ⅱ——腳本撰寫、直播準備Ⅲ——主播素養和口才訓練、直播間互動技巧、直播實戰、直播數據分析Ⅰ、直播數據分析Ⅱ、直播復盤。 本書結構清晰，圖解豐富，既可作為高等職業院校電子商務及相關專業的教材，也可作為直播電商從業人員的培訓教材。
直播電商 目錄
目 錄
項目1 直播間的開設 ·····················································································1
項目導入 ·································································································1
教學目標 ·································································································2
課前自學 ·································································································2
一、認識直播電商 ···············································································2
二、直播電商發展歷程·········································································3
三、直播平臺 ·····················································································4
四、直播電商團隊中的崗位及其任務·······················································6
五、與直播電商相關的法律法規·····························································6
課前自測 ·································································································8
課中實訓 ·································································································8
一、選擇一個合適的直播平臺································································8
二、和同學組建一個直播團隊······························································ 10
項目評價 ······························································································· 12
課后拓展 ······························································································· 13
思政園地 ······························································································· 14
項目2 直播品牌IP 化策略 ··········································································15
項目導入 ······························································································· 15
教學目標 ······························································································· 15
課前自學 ······························································································· 16
一、直播間的定位 ············································································· 16
二、IP 定位策略 ··············································································· 17
三、IP 打造：主播人格魅力的訓練方法 ················································· 18
四、直播賬號注冊 ············································································· 23
五、直播間搭建 ················································································ 24
課前自測 ······························································································· 27
課中實訓 ······························································································· 27
一、設計一個直播IP 定位 ·································································· 27
二、完成一個百貨直播間賬號搭建························································ 28
項目評價 ······························································································· 29
課后拓展 ······························································································· 31
思政園地 ······························································································· 31
項目3 直播準備Ⅰ——做好產品的選擇 ······················································33
項目導入 ······························································································· 33
教學目標 ······························································································· 33
課前自學 ······························································································· 34
一、直播間選品 ················································································ 34
二、直播商品定價 ············································································· 36
三、直播間排品 ················································································ 39
課前自測 ······························································································· 42
課中實訓 ······························································································· 43
一、完成一個百貨直播的選品定價························································ 43
二、完成一個百貨直播的排品計劃表····················································· 46
項目評價 ······························································································· 48
課后拓展 ······························································································· 49
思政園地 ······························································································· 50
項目4 直播準備Ⅱ——腳本撰寫 ·································································51
項目導入 ······························································································· 51
教學目標 ······························································································· 52
課前自學 ······························································································· 52
一、直播電商腳本的撰寫思路······························································ 52
二、直播電商流程和技巧···································································· 53
三、消費者心理 ················································································ 53
課前自測 ······························································································· 54
課中實訓 ······························································································· 55
一、撰寫直播腳本 ············································································· 55
二、完成一個產品的主播口播稿··························································· 57
三、直播違規案例分析······································································· 58
項目評價 ······························································································· 59
課后拓展 ······························································································· 60
思政園地 ······························································································· 61
項目5 直播準備Ⅲ——主播素養和口才訓練················································62
項目導入 ······························································································· 62
教學目標 ······························································································· 62
課前自學 ······························································································· 63
一、直播主播 的心理素質······························································ 63
二、直播主播說話的技巧···································································· 64
三、直播主播常用語 ·········································································· 65
四、主播口才訓練的4 個重點······························································ 66
五、主播口才訓練的4 種方法······························································ 67
課前自測 ······························································································· 69
課中實訓 ······························································································· 69
一、進行主播口才訓練展示································································· 69
二、拍攝錄制一場15 分鐘的開場單品演示 ············································· 70
項目評價 ······························································································· 71
課后拓展 ······························································································· 72
思政園地 ······························································································· 72
項目6 直播間互動技巧 ················································································74
項目導入 ······························································································· 74
教學目標 ······························································································· 75
課前自學 ······························································································· 75
一、直播間控場 ················································································ 75
二、直播間貼片 ················································································ 78
課前自測 ······························································································· 80
課中實訓 ······························································································· 81
一、撰寫百貨直播間控場腳本······························································ 81
二、撰寫百貨直播間氛圍腳本······························································ 82
三、設計百貨直播間貼片···································································· 84
項目評價 ······························································································· 86
課后拓展 ······························································································· 87
思政園地 ······························································································· 88
項目7 直播實戰 ··························································································89
項目導入 ······························································································· 89
教學目標 ······························································································· 90
課前自學 ······························································································· 90
一、直播的基本步驟 ·········································································· 91
二、直播間選品與定價······································································· 93
三、直播流程規劃 ············································································· 95
四、直播間搭建 ················································································ 97
五、引流短視頻 ················································································ 99
六、直播實戰操作 ············································································100
課前自測 ······························································································102
課中實訓 ······························································································103
一、選擇5 個產品并確定定價·····························································103
二、撰寫直播前方案 ·········································································104
三、撰寫直播中口播方案···································································105
四、制作直播間視覺方案并執行··························································106
五、拍攝、制作引流短視頻································································107
六、進行直播間設置 ·········································································107
七、完成一場45 分鐘介紹5 個產品的完整營銷流程直播 ··························107
項目評價 ······························································································108
課后拓展 ······························································································109
思政園地 ······························································································109
項目8 直播數據分析Ⅰ ··············································································111
項目導入 ······························································································111
教學目標 ······························································································111
課前自學 ······························································································112
一、直播間數據相關概念···································································112
二、直播間數據獲取與分析································································115
課前自測 ······························································································120
課中實訓 ······························································································120
根據案例直播間數據分析報表·····························································120
項目評價 ······························································································123
課后拓展 ······························································································124
思政園地 ······························································································125
項目9 直播數據分析Ⅱ ··············································································130
項目導入 ······························································································130
教學目標 ······························································································130
課前自學 ······························································································131
一、粉絲分析的概念及主要內容··························································131
二、直播流量數據分析·······················································
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直播電商 作者簡介
歐陽曉波，主要研究領域為工商管理、經濟管理、電子商務。自2006年開始一直從事經濟管理、電子商務相關課程的教學與研究工作，為江西省商務廳電子商務專家庫成員，江西省電子商務協會理事。近來主持、參與2項、主持和參與省級課題5項。曾在省級以上刊物上公開發表學術論文十余篇。
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