短运营实务/马文娟 杜作阳 沈瑛莹 大中专高职计算机 马文娟、杜作阳、沈瑛莹、孟海涅、黄旭强、梅琪、李小敏、韩林林、贾馥榕、马文艺、、陈道志
手把手教你创作优质内容、打造ip人设、搭建账号矩阵、实现短变现！
￥ 29.45 6.4折 ￥ 46 全新
库存7件
作者马文娟、杜作阳、沈瑛莹、孟海涅、黄旭强、梅琪、李小敏、韩林林、贾馥榕、马文艺、、陈道志
出版社清华大学出版社
ISBN9787302562542
出版时间2020-10
版次1
装帧平装
开本16
页数232页
定价46元
货号xhwx_1202154229
上书时间2024-12-19
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校企合作教材
目录：
目 录
项目1 短台认识与选择 ·······································································1
任务1-1 认识主流短台 ··················································································3
任务1-2 选择并部署短台 ············································································12
项目2 短用户洞察 ················································································25
任务2-1 洞察主流短台用户 ········································································27
任务2-2 洞察行业垂直用户 ····················································································45
项目3 短内容规划 ················································································55
任务3-1 定位人群 ····························································································57
任务3-2 规划优质内容 ····························································································66
任务3-3 建设选题库 ························································································76
任务3-4 策划创意选题 ····························································································83
项目4 短制作 ·······················································································91
任务4-1 编制短脚本 ························································································93
任务4-2 拍摄短素材 ······················································································102
任务4-3 剪辑与后期制作 ······················································································109
项目5 短运营数据分析 ······································································129
任务5-1 解读短运营指标体系 ······································································131
iv
任务5-2 探析抖音台机制 ··········································································140
任务5-3 熟悉基本的数据分析工具 ······································································147
任务5-4 分析短账号数据 ··············································································153
项目6 短引流与变现 ··········································································165
任务6-1 剖析内容引流策略 ··················································································167
任务6-2 认识台引流渠道 ··················································································175
任务6-3 解析流量变现模式 ··················································································186
项目7 短账号培育实践 ······································································195
任务7-1 组建短团队 ······················································································197
任务7-2 打造短ip ·························································································207
任务7-3 布局短矩阵 ······················································································219
参文献 ······································································································225
内容简介：
短运营实务包含 7 个项目，每个项目包含 2 ～ 3 个任务，涵盖了短运营的方方面面。前 4 个项目是“短台认识与选择”“短用户洞察”“短内容规划”和“短制作”，主要介绍了短创作方面的知识；后 3 个项目是“短运营数据分析”“短引流与变现”和“短账号培育实践”，主要介绍了运营的策略和方法。
为便于，每个任务均配有思维导图、情景案例、作步骤、相关知识、经验结以及配套练，帮助学者更加快速、有效地进行技能训练，增加实战经验，从而提升短创作及运营的能力。
作者简介：
马文娟，广州松田职业学院电子专业讲师，茉莉传媒合作讲师，高校联盟新媒体“双创”导师，具备丰富的短运营经验，曾2次获得广东省微课大赛。
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