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電子商務(wù)創(chuàng)業(yè)實(shí)訓(xùn)系列教材短視頻運(yùn)營(yíng)實(shí)務(wù)/馬文娟 杜作陽(yáng) 沈瑛瑩

電子商務(wù)創(chuàng)業(yè)實(shí)訓(xùn)系列教材短視頻運(yùn)營(yíng)實(shí)務(wù)/馬文娟 杜作陽(yáng) 沈瑛瑩

出版社：清華大學(xué)出版社出版時(shí)間：2020-10-01
開(kāi)本： 其他 頁(yè)數(shù)： 232
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電子商務(wù)創(chuàng)業(yè)實(shí)訓(xùn)系列教材短視頻運(yùn)營(yíng)實(shí)務(wù)/馬文娟 杜作陽(yáng) 沈瑛瑩 版權(quán)信息

  • ISBN：9787302562542
  • 條形碼：9787302562542 ; 978-7-302-56254-2
  • 裝幀：一般膠版紙
  • 冊(cè)數(shù)：暫無(wú)
  • 重量：暫無(wú)
  • 所屬分類(lèi)：>

電子商務(wù)創(chuàng)業(yè)實(shí)訓(xùn)系列教材短視頻運(yùn)營(yíng)實(shí)務(wù)/馬文娟 杜作陽(yáng) 沈瑛瑩 本書(shū)特色

校企合作教材手把手教你創(chuàng)作優(yōu)質(zhì)內(nèi)容、打造IP人設(shè)、搭建賬號(hào)矩陣、實(shí)現(xiàn)短視頻變現(xiàn)！ 手把手教你創(chuàng)作優(yōu)質(zhì)內(nèi)容、打造IP人設(shè)、搭建賬號(hào)矩陣、實(shí)現(xiàn)短視頻變現(xiàn)！

電子商務(wù)創(chuàng)業(yè)實(shí)訓(xùn)系列教材短視頻運(yùn)營(yíng)實(shí)務(wù)/馬文娟 杜作陽(yáng) 沈瑛瑩 內(nèi)容簡(jiǎn)介

《短視頻運(yùn)營(yíng)實(shí)務(wù)》包含 7 個(gè)項(xiàng)目，每個(gè)項(xiàng)目包含 2 ～ 3 個(gè)任務(wù)，涵蓋了短視頻運(yùn)營(yíng)的方方面面。前 4 個(gè)項(xiàng)目是“短視頻平臺(tái)認(rèn)識(shí)與選擇”“短視頻用戶洞察”“短視頻內(nèi)容規(guī)劃”和“短視頻制作”，主要介紹了短視頻創(chuàng)作方面的知識(shí)；后 3 個(gè)項(xiàng)目是“短視頻運(yùn)營(yíng)數(shù)據(jù)分析”“短視頻引流與變現(xiàn)”和“短視頻賬號(hào)培育實(shí)踐”，主要介紹了運(yùn)營(yíng)的策略和方法。 為便于教學(xué)，每個(gè)任務(wù)均配有思維導(dǎo)圖、情景案例、操作步驟、相關(guān)知識(shí)、經(jīng)驗(yàn)總結(jié)以及配套練習(xí)，幫助學(xué)習(xí)者更加快速、有效地進(jìn)行技能訓(xùn)練，增加實(shí)戰(zhàn)經(jīng)驗(yàn)，從而提升短視頻創(chuàng)作及運(yùn)營(yíng)的能力。

電子商務(wù)創(chuàng)業(yè)實(shí)訓(xùn)系列教材短視頻運(yùn)營(yíng)實(shí)務(wù)/馬文娟 杜作陽(yáng) 沈瑛瑩 目錄

目 錄
項(xiàng)目1 短視頻平臺(tái)認(rèn)識(shí)與選擇 ·······································································1
任務(wù)1-1 認(rèn)識(shí)主流短視頻平臺(tái) ··················································································3
任務(wù)1-2 選擇并部署短視頻平臺(tái) ············································································12
項(xiàng)目2 短視頻用戶洞察 ················································································25
任務(wù)2-1 洞察主流短視頻平臺(tái)用戶 ········································································27
任務(wù)2-2 洞察行業(yè)垂直用戶 ····················································································45
項(xiàng)目3 短視頻內(nèi)容規(guī)劃 ················································································55
任務(wù)3-1 定位精準(zhǔn)人群 ····························································································57
任務(wù)3-2 規(guī)劃優(yōu)質(zhì)內(nèi)容 ····························································································66
任務(wù)3-3 建設(shè)爆款選題庫(kù) ························································································76
任務(wù)3-4 策劃創(chuàng)意選題 ····························································································83
項(xiàng)目4 短視頻制作 ·······················································································91
任務(wù)4-1 編制短視頻腳本 ························································································93
任務(wù)4-2 拍攝短視頻素材 ······················································································102
任務(wù)4-3 剪輯與后期制作 ······················································································109
項(xiàng)目5 短視頻運(yùn)營(yíng)數(shù)據(jù)分析 ······································································129
任務(wù)5-1 解讀短視頻運(yùn)營(yíng)指標(biāo)體系 ······································································131
IV
任務(wù)5-2 探析抖音平臺(tái)推薦機(jī)制 ··········································································140
任務(wù)5-3 熟悉基本的數(shù)據(jù)分析工具 ······································································147
任務(wù)5-4 分析短視頻賬號(hào)數(shù)據(jù) ··············································································153
項(xiàng)目6 短視頻引流與變現(xiàn) ··········································································165
任務(wù)6-1 剖析內(nèi)容引流策略 ··················································································167
任務(wù)6-2 認(rèn)識(shí)平臺(tái)引流渠道 ··················································································175
任務(wù)6-3 解析流量變現(xiàn)模式 ··················································································186
項(xiàng)目7 短視頻賬號(hào)培育實(shí)踐 ······································································195
任務(wù)7-1 組建短視頻團(tuán)隊(duì) ······················································································197
任務(wù)7-2 打造短視頻IP ·························································································207
任務(wù)7-3 布局短視頻矩陣 ······················································································219
參考文獻(xiàn) ······································································································225

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電子商務(wù)創(chuàng)業(yè)實(shí)訓(xùn)系列教材短視頻運(yùn)營(yíng)實(shí)務(wù)/馬文娟 杜作陽(yáng) 沈瑛瑩 作者簡(jiǎn)介

馬文娟，廣州松田職業(yè)學(xué)院電子商務(wù)專(zhuān)業(yè)講師，茉莉傳媒合作講師，高校聯(lián)盟新媒體“雙創(chuàng)”導(dǎo)師，具備豐富的短視頻運(yùn)營(yíng)經(jīng)驗(yàn)，曾2次獲得廣東省微課大賽二等獎(jiǎng)。

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