《自媒體時代個人IP培育：理論與實踐》是清華大學出版社於2022年出版的圖書，作者是楊娟、杜麗潔、華旦扎西、朱代偉
基本介紹
- 中文名：自媒體時代個人IP培育：理論與實踐
- 作者：楊娟、杜麗潔、華旦扎西、朱代偉
- 出版時間：2022年10月1日
- 出版社：清華大學出版社
- ISBN：9787302619345
- 定價：49 元
內容簡介,作者簡介,圖書目錄,
內容簡介
本書從圖文、短視頻入手，指導學生完成內容創意、內容製作、內容傳遞，提升學生在移動網際網路時代的就業能力、創業能力，讓擬嘗試自媒體創業的大學生了解並熟練掌握種種新興自媒體平台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，書中還通過二維碼連結了大量的閱讀材料，這些材料有助於教學理論與實踐結合，增強學生的積極性。 本書適用於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，也可作為有意願學習自媒體運營的人員的拓展讀物。
作者簡介
楊娟,廈門大學碩士，馬來西亞理科大學在讀博士，四川旅遊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餘項等。
圖書目錄
第一章 移動網際網路與數字內容產業 ····················································1
第一節 移動網際網路時代 ············································································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
第一節 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的渠道與平台 ···································································49
第三章 個人IP策劃 ····································································62
第一節 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
第一節 “爆款”圖文內容特徵 ·································································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
第一節 優質短視頻的五大要素 ································································104
第二節 短視頻腳本製作 ·········································································106
第三節 短視頻製作：從拍攝到剪輯 ··························································109
第四節短視頻熱門平台實戰···································································117
第六章個人IP運營··································································120
第一節增長黑客理論 ············································································120
第二節 IP運營 ·····················································································122
第三節運營數據分析 ············································································135
第四節實戰：不同平台AARRR運營策略 ··················································146
第七章 IP運營變現和個人IP價值影響 ············································170
第一節 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
第一節 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
