《直播運營實務》是2021年清華大學出版社出版的圖書，作者是黃旭強、梅琪、洪文良等。
基本介紹
- 中文名：直播運營實務
- 作者：黃旭強、梅琪、洪文良
- 出版社：清華大學出版社
- 出版時間：2021年1月1日
- 頁數：184 頁
- 開本：16 開
- 裝幀：184
- ISBN：9787302573029
內容簡介,圖書目錄,作者簡介,
內容簡介
《直播運營實務》內容分為九大項目，分別是“認識直播平台”“直播間布置與裝修”“直播策劃與實施”“主播講解技巧”“直播間冬粉運營”“直播團隊組建”“直播復盤與數據運營”“直播選品與賣點挖掘”“主播篩選與建立合作”,每個項目包含2-4個任務，涵蓋了直播運營的方方面面。
每個任務都有思維導圖、情景案例、詳細的操作步驟、相關知識、經驗總結，以及配套的練習，幫助學習者更加快速、有效地進行技能訓練，增加實戰經驗，從而提升直播運營的能力。
圖書目錄
項目1 認識直播平台 ·····················································································1
任務1-1 電商直播巨觀環境分析 ···························································3
任務1-2 電商直播平台環境分析 ·························································10
項目2 直播間布置與裝修 ············································································19
任務2-1 篩選並採購直播間設備 ·························································21
任務2-2 完成直播間的裝修與陳列 ······················································31
項目3 直播策劃與實施 ················································································39
任務3-1 選品 ·················································································41
任務3-2 策劃商品腳本 ·····································································47
任務3-3 策劃並實施直播 ··································································53
項目4 主播講解技巧 ···················································································59
任務4-1 熟悉消費者心理特徵 ····························································61
任務4-2 了解主播講解步驟 ·······························································67
任務4-3 掌握主播講解技巧與話術 ······················································74
任務4-4 熟悉好用的直播玩法 ····························································80
項目5 直播間冬粉運營 ················································································85
任務5-1 熟悉直播間冬粉 ··································································87
任務5-2 掌握直播間冬粉管理方法 ······················································92
任務5-3 提升直播間冬粉的回訪及轉化率 ·············································97
項目6 直播團隊組建 ·················································································103
任務6-1 組建直播運營團隊 ······························································105
任務6-2 制定並實施團隊管理與績效體系 ············································110
項目7 直播復盤與數據運營 ······································································117
任務7-1 解讀直播數據指標 ······························································119
任務7-2 最佳化直播效果 ····································································128
項目8 直播選品與賣點挖掘 ······································································137
任務8-1 直播選品 ··········································································139
任務8-2 賣點挖掘 ··········································································145
項目9 主播篩選與建立合作 ······································································153
任務9-1 識別與篩選主播的帶貨能力 ··················································155
任務9-2 建立與主播的合作關係 ························································165
參考文獻 ······································································································176
作者簡介
黃旭強，碩士，中級職稱，廣州松田職業學院茉莉學院執行院長、商貿系主任。杜作陽，副教授，洛陽科技職業學院電子商務學院常務副院長，全國電子商務行業指導委員會委員，主編高等職業教育“十三五”規劃教材多本。
