直播运营实务

图书标准信息

• 作者 黄旭强；梅琪；洪文良；王博；马文娟；朱燕妮；林艳萍；李云昌；孟海涅；柯志豪；魏小丽；李静雯；王鸿翔；马文艺；冀昱格；龙芳；陈道志
• 出版社 清华大学出版社
• 出版时间 2021-02
• 版次 1
• ISBN 9787302573029
• 定价 39.80元
• 装帧 平装
• 开本 16开
• 页数 184页
• 字数 243千字

【内容简介】

《直播运营实务》内容分为九大项目，分别是“认识直播平台”“直播间布置与装修”“直播策划与实施”“主播讲解技巧”“直播间粉丝运营”“直播团队组建”“直播复盘与数据运营”“直播选品与卖点挖掘”“主播筛选与建立合作”,每个项目包含2-4个任务，涵盖了直播运营的方方面面。
  每个任务都有思维导图、情景案例、详细的操作步骤、相关知识、经验总结，以及配套的练习，帮助学习者更加快速、有效地进行技能训练，增加实战经验，从而提升直播运营的能力。

【作者简介】

黄旭强，硕士，中级职称，广州松田职业学院茉莉学院执行院长、商贸系主任。杜作阳，副教授，洛阳科技职业学院电子学院常务副院长，电子行业指导委员会委员，主编高等职业教育“十三五”规划教材多本。

【目录】

目 录

 

 

项目1 认识直播平台 ·····················································································1

 

 

任务1-1 电商直播宏观环境分析 ···························································3

 

 

任务1-2 电商直播平台环境分析 ·························································10

 

 

项目2 直播间布置与装修 ············································································19

 

 

任务2-1 筛选并采购直播间设备 ·························································21

 

 

任务2-2 完成直播间的装修与陈列 ······················································31

 

 

项目3 直播策划与实施 ················································································39

 

 

任务3-1 选品 ·················································································41

 

 

任务3-2 策划商品脚本 ·····································································47

 

 

任务3-3 策划并实施直播 ··································································53

 

 

项目4 主播讲解技巧 ···················································································59

 

 

任务4-1 熟悉消费者心理特征 ····························································61

 

 

任务4-2 了解主播讲解步骤 ·······························································67

 

 

任务4-3 掌握主播讲解技巧与话术 ······················································74

 

 

任务4-4 熟悉好用的直播玩法 ····························································80

 

 

项目5 直播间粉丝运营 ················································································85

 

 

任务5-1 熟悉直播间粉丝 ··································································87

 

 

 

 

 

任务5-2 掌握直播间粉丝管理方法 ······················································92

 

 

任务5-3 提升直播间粉丝的回访及转化率 ·············································97

 

 

项目6 直播团队组建 ·················································································103

 

 

任务6-1 组建直播运营团队 ······························································105

 

 

任务6-2 制定并实施团队管理与绩效体系 ············································110

 

 

项目7 直播复盘与数据运营 ······································································117

 

 

任务7-1 解读直播数据指标 ······························································119

 

 

任务7-2 优化直播效果 ····································································128

 

 

项目8 直播选品与卖点挖掘 ······································································137

 

 

任务8-1 直播选品 ··········································································139

 

 

任务8-2 卖点挖掘 ··········································································145

 

 

项目9 主播筛选与建立合作 ······································································153

 

 

任务9-1 识别与筛选主播的带货能力 ··················································155

 

 

任务9-2 建立与主播的合作关系 ························································165

 

 

参考文献 ······································································································176