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作者欧阳晓波 付磊 李嘉尉 胡奇 著
出版社清华大学出版社
ISBN9787302669449
出版时间2024-09
装帧平装
开本其他
定价42元
货号1203366438
上书时间2024-11-24
商品详情
- 品相描述：全新
- 商品描述
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作者简介
欧阳晓波，主要研究领域为工商管理、经济管理、电子商务。自2006年开始一直从事经济管理、电子商务相关课程的教学与研究工作，为江西省商务厅电子商务专家库成员，江西省电子商务协会理事。近来主持、参与2项、主持和参与省级课题5项。曾在省级以上刊物上公开发表学术论文十余篇。
目录
目 录
项目1 直播间的开设 ·····················································································1
项目导入 ·································································································1
教学目标 ·································································································2
课前自学 ·································································································2
一、认识直播电商 ···············································································2
二、直播电商发展历程·········································································3
三、直播平台 ·····················································································4
四、直播电商团队中的岗位及其任务·······················································6
五、与直播电商相关的法律法规·····························································6
课前自测 ·································································································8
课中实训 ·································································································8
一、选择一个合适的直播平台································································8
二、和同学组建一个直播团队······························································ 10
项目评价 ······························································································· 12
课后拓展 ······························································································· 13
思政园地 ······························································································· 14
项目2 直播品牌IP 化策略 ··········································································15
项目导入 ······························································································· 15
教学目标 ······························································································· 15
课前自学 ······························································································· 16
一、直播间的定位 ············································································· 16
二、IP 定位策略 ··············································································· 17
三、IP 打造：主播人格魅力的训练方法 ················································· 18
四、直播账号注册 ············································································· 23
五、直播间搭建 ················································································ 24
课前自测 ······························································································· 27
课中实训 ······························································································· 27
一、设计一个直播IP 定位 ·································································· 27
二、完成一个百货直播间账号搭建························································ 28
项目评价 ······························································································· 29
课后拓展 ······························································································· 31
思政园地 ······························································································· 31
项目3 直播准备Ⅰ——做好产品的选择 ·······················································33
项目导入 ······························································································· 33
教学目标 ······························································································· 33
课前自学 ······························································································· 34
一、直播间选品 ················································································ 34
二、直播商品定价 ············································································· 36
三、直播间排品 ················································································ 39
课前自测 ······························································································· 42
课中实训 ······························································································· 43
一、完成一个百货直播的选品定价························································ 43
二、完成一个百货直播的排品计划表····················································· 46
项目评价 ······························································································· 48
课后拓展 ······························································································· 49
思政园地 ······························································································· 50
项目4 直播准备Ⅱ——脚本撰写 ·································································51
项目导入 ······························································································· 51
教学目标 ······························································································· 52
课前自学 ······························································································· 52
一、直播电商脚本的撰写思路······························································ 52
二、直播电商流程和技巧···································································· 53
三、消费者心理 ················································································ 53
课前自测 ······························································································· 54
课中实训 ······························································································· 55
一、撰写直播脚本 ············································································· 55
二、完成一个产品的主播口播稿··························································· 57
三、直播违规案例分析······································································· 58
项目评价 ······························································································· 59
课后拓展 ······························································································· 60
思政园地 ······························································································· 61
项目5 直播准备Ⅲ——主播素养和口才训练················································62
项目导入 ······························································································· 62
教学目标 ······························································································· 62
课前自学 ······························································································· 63
一、直播主播必备的心理素质······························································ 63
二、直播主播说话的技巧···································································· 64
三、直播主播常用语 ·········································································· 65
四、主播口才训练的4 个重点······························································ 66
五、主播口才训练的4 种方法······························································ 67
课前自测 ······························································································· 69
课中实训 ······························································································· 69
一、进行主播口才训练展示································································· 69
二、拍摄录制一场15 分钟的开场单品演示 ············································· 70
项目评价 ······························································································· 71
课后拓展 ······························································································· 72
思政园地 ······························································································· 72
项目6 直播间互动技巧 ················································································74
项目导入 ······························································································· 74
教学目标 ······························································································· 75
课前自学 ······························································································· 75
一、直播间控场 ················································································ 75
二、直播间贴片 ················································································ 78
课前自测 ······························································································· 80
课中实训 ······························································································· 81
一、撰写百货直播间控场脚本······························································ 81
二、撰写百货直播间氛围脚本······························································ 82
三、设计百货直播间贴片···································································· 84
项目评价 ······························································································· 86
课后拓展 ······························································································· 87
思政园地 ······························································································· 88
项目7 直播实战 ··························································································89
项目导入 ······························································································· 89
教学目标 ······························································································· 90
课前自学 ······························································································· 90
一、直播的基本步骤 ·········································································· 91
二、直播间选品与定价······································································· 93
三、直播流程规划 ············································································· 95
四、直播间搭建 ················································································ 97
五、引流短视频 ················································································ 99
六、直播实战操作 ············································································100
课前自测 ······························································································102
课中实训 ···············································································
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