《短視頻運營實務》是一本2020年清華大學出版社出版的圖書，作者是馬文娟，杜作陽。本書內容涵蓋了短視頻運營的方方面面。
基本介紹
- 中文名：短視頻運營實務
- 作者：馬文娟、杜作陽
- 出版社：清華大學出版社
- ISBN：9787302562542
內容簡介,圖書目錄,作者簡介,
內容簡介
《短視頻運營實務》包含 7 個項目，每個項目包含 2 ～ 3 個任務，涵蓋了短視頻運營的方方面面。前 4 個項目是“短視頻平台認識與選擇”“短視頻用戶洞察”“短視頻內容規劃”和“短視頻製作”，主要介紹了短視頻創作方面的知識；後 3 個項目是“短視頻運營數據分析”“短視頻引流與變現”和“短視頻賬號培育實踐”，主要介紹了運營的策略和方法。
為便於教學，每個任務均配有思維導圖、情景案例、操作步驟、相關知識、經驗總結以及配套練習，幫助學習者更加快速、有效地進行技能訓練，增加實戰經驗，從而提升短視頻創作及運營的能力。
圖書目錄
目 錄
項目1 短視頻平台認識與選擇 ·······································································1
任務1-1 認識主流短視頻平台 ··················································································3
任務1-2 選擇並部署短視頻平台 ············································································12
項目2 短視頻用戶洞察 ················································································25
任務2-1 洞察主流短視頻平台用戶 ········································································27
任務2-2 洞察行業垂直用戶 ····················································································45
項目3 短視頻內容規劃 ················································································55
任務3-1 定位精準人群 ····························································································57
任務3-2 規劃優質內容 ····························································································66
任務3-3 建設爆款選題庫 ························································································76
任務3-4 策劃創意選題 ····························································································83
項目4 短視頻製作 ·······················································································91
任務4-1 編制短視頻腳本 ························································································93
任務4-2 拍攝短視頻素材 ······················································································102
任務4-3 剪輯與後期製作 ······················································································109
項目5 短視頻運營數據分析 ······································································129
任務5-1 解讀短視頻運營指標體系 ······································································131
IV
任務5-2 探析抖音平台推薦機制 ··········································································140
任務5-3 熟悉基本的數據分析工具 ······································································147
任務5-4 分析短視頻賬號數據 ··············································································153
項目6 短視頻引流與變現 ··········································································165
任務6-1 剖析內容引流策略 ··················································································167
任務6-2 認識平台引流渠道 ··················································································175
任務6-3 解析流量變現模式 ··················································································186
項目7 短視頻賬號培育實踐 ······································································195
任務7-1 組建短視頻團隊 ······················································································197
任務7-2 打造短視頻IP ·························································································207
任務7-3 布局短視頻矩陣 ······················································································219
參考文獻 ······································································································225
作者簡介
馬文娟，廣州松田職業學院電子商務專業講師，茉莉傳媒合作講師，高校聯盟新媒體“雙創”導師，具備豐富的短視頻運營經驗，曾2次獲得廣東省微課大賽二等獎。
