《直播電商實務一本通》是2021年中國人民大學出版社出版的直播電商職業技能實訓教材。
基本介紹
- 書名：直播電商實務一本通
- 作者：北京星播文化傳媒有限公司,竇敏 ，李曦，孟迪雲
- 類別：教材類圖書
- 出版社：中國人民大學出版社
- 出版時間：2021年
- 定價：55 元
- 開本：16 開
- 裝幀：平裝-膠訂
- ISBN：9787300297934
內容簡介,作者簡介,圖書目錄,
內容簡介
本書是一本具有很強的實操性的直播電商職業技能實訓教材。
直播電商目前已成為產品銷售及品牌行銷的主流形式。直播電商所需人才匱乏及相關人員能力缺失的情況與直播電商不斷發展的供需矛盾日益突出。基於行業發展與對應人才強需求的情況，本書作者結合自身直播電商業務經營的多年經驗，在走訪相關企業及與多所院校進行研討的基礎上，完成了本書的撰寫。
本書包含“直播之形、直播前籌備、選品與產品行銷、主播職業化塑造、直播推廣、直播運營、冬粉運營”七章，內容融合了直播行業、直播平台的特點，闡述了直播電商的具體工作流程和產品選品行銷的關鍵，揭示了直播電商人員任職的關鍵技能的培養途經和方法，將直播推廣、直播運營和打造千萬價值冬粉群的破冰之法完整地呈現在讀者面前。同時，結合本書每節的“要點提示、教學目標、名詞解釋、知識要點、小結測試”的內容模組，本書為廣大職業院校提供了完備的直播電商的職業崗位培訓和人才培養的教學方案及商業案例。
作者簡介
北京星播文化傳媒有限公司是一家專注於新媒體電商的行銷服務的專業機構，旗下包含“星播電商、星播教育、星播傳媒”三大業務版塊：其中星播電商作為國內校園新媒體電商的重要平台，秉承“網際網路 教育”的理念，大力整合優質產品供應鏈，不僅為學生提供了高性價比的產品，更為學生開拓了在校創業之路。星播教育以產業賦能教育，將行業的運營流程融入院校人才培養體系，真實項目實訓培養師資，以教學資源和實訓平台為抓手，通過引企入校，校政企共建直播電商基地實現真正的產教融合的目標。星播傳媒專注為品牌提供全媒體，全數據，全渠道的行銷方案與代運營服務，核心業務包含主播孵化、企業電商代運營、企業直播代運營、品牌專場活動運營、政府專場直播活動運營、短視頻代運營等。
圖書目錄
01
第一章 直播之形 ·············001
第一節 直播行業發展概況 ······ 001
☆要點提示 ··························001
☆教學目標 ··························001
1.1.1 直播行業的發展經歷 ······001
1.1.2 直播行業的市場前景 ······002
1.1.3 直播行業的發展趨勢 ······002
1.1.4 直播行業未來存在的
挑戰 ···························003
名詞解釋 ·····························003
知識要點 ·····························003
小節測試 ·····························004
第二節 直播人、貨、場 ········· 004
☆要點提示 ··························004
☆教學目標 ··························004
1.2.1 主播的分類 ··················004
1.2.2 主播的“馬太效應” ·········005
1.2.3 主播的發展路徑 ············006
1.2.4 適合直播的產品特點 ······007
1.2.5 直播產品的類型 ············007
1.2.6 直播場景的分類 ············008
名詞解釋 ·····························009
知識要點 ·····························009
小節測試 ·····························009
第三節 直播平台 ·················· 010
☆要點提示 ··························010
☆教學目標 ··························010
1.3.1 頭部流量直播平台 ·········010
1.3.2 腰部流量直播平台 ·········011
1.3.3 細分領域直播平台 ·········012
1.3.4 平台之間的相互關係 ······013
名詞解釋 ·····························013
知識要點 ·····························014
小節測試 ·····························014
第四節 直播帶貨類型 ············ 014
☆要點提示 ··························014
☆教學目標 ··························014
1.4.1 店鋪型自主帶貨 ············014
1.4.2 達人 &網紅型帶貨直播 ···017
1.4.3 明星帶貨主播 ···············017
1.4.4 直播帶貨主持人 ············018
知識要點 ·····························019
小節測試 ·····························019
第五節 崗位設定 ·················· 019
☆要點提示 ··························019
索 02
教學目標 ·····························019
1.5.1 直播電商—電商的團隊組織
架構 ···························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—直播最佳化師 ···026
1.5.8 直播電商—冬粉運營經理 ··026
1.5.9 直播電商—直播運營崗位 ··027
1.5.10 電商直播—直播團隊組織
構架 ··························030
1.5.11 電商直播—產品經理選品 ···030
1.5.12 電商直播—產品經理
企劃 ··························030
1.5.13 電商直播—行業主播 ·····031
1.5.14 電商直播—推廣經理 ·····031
1.5.15 電商直播—運營 ···········032
名詞解釋 ·····························033
知識要點 ·····························034
小節測試 ·····························034
第六節 直播的流程 ··············· 035
☆要點提示 ··························035
☆學習目標 ··························035
1.6.1 大型活動直播總流程 ······035
1.6.2 大型活動直播當場流程 ···037
1.6.3 單場直播流程 ···············038
知識要點 ·····························039
小節測試 ·····························039
第二章 直播前籌備 ····················································································041
節 直播間設備 ··············· 041
☆要點提示 ··························041
☆教學目標 ··························041
2.1.1 入門級及專業級推流
直播設備 ·····················041
2.1.2 直播設備的組裝方法 ······042
名詞解釋 ·····························043
小節測試 ·····························043
第二節 直播軟體 ·················· 044
☆要點提示 ··························044
☆教學目標 ··························044
2.2.1 直播推流軟體的安裝與
使用 ···························045
2.2.2 直播美顏修形軟體的安裝
與使用 ························045
名詞解釋 ·····························045
小節測試 ·····························046
第三節 直播間設計與搭建 ······ 046
☆要點提示 ··························046
☆教學目標 ··························046
2.3.1 直播間物料準備 ············046
2.3.2 直播間布光 ··················047
2.3.3 直播間構圖設計 ············048
2.3.4 主流直播間設計類型與
風格 ···························048
··········
