自媒體運(yùn)營(yíng)實(shí)戰(zhàn)教程（抖音版）
定 價(jià)：78 元
- 作者：蔣晶
- 出版時(shí)間：2024/9/1
- ISBN：9787121354571
- 出 版 社：電子工業(yè)出版社
- 中圖法分類：F713.365.2
- 頁(yè)碼：288
- 紙張：
- 版次：01
- 開(kāi)本：16開(kāi)
本書(shū)是自媒體運(yùn)營(yíng)職業(yè)技能等級(jí)證書(shū)配套教材之一，依據(jù)《自媒體運(yùn)營(yíng)職業(yè)技能等級(jí)標(biāo)準(zhǔn)（2023 版）（中級(jí)）》編寫(xiě)而成。 全書(shū)共12 個(gè)項(xiàng)目、48 個(gè)任務(wù)，包括賬號(hào)管理、場(chǎng)景搭建、文案創(chuàng)意、圖片拍攝與處理、視頻拍攝與剪輯、口播技術(shù)、短視頻運(yùn)營(yíng)、直播運(yùn)營(yíng)、付費(fèi)推廣、用戶運(yùn)營(yíng)、電商變現(xiàn)和服務(wù)變現(xiàn)，分屬賬號(hào)搭建、內(nèi)容創(chuàng)作、引流轉(zhuǎn)化和商業(yè)變現(xiàn)四大模塊，內(nèi)在邏輯清晰，實(shí)現(xiàn)了技能閉環(huán)，寫(xiě)法上屬于典型的OBE 理念指導(dǎo)下的任務(wù)驅(qū)動(dòng)模式，真實(shí)、實(shí)用。 本書(shū)是自媒體運(yùn)營(yíng)1+X 考試復(fù)習(xí)教材，也可作為高等職業(yè)院校"自媒體運(yùn)營(yíng)”課程配套教材，還適合抖音自媒體創(chuàng)作者自學(xué)參考。
主要任教電子商務(wù)專業(yè)，主講電子商務(wù)專業(yè)相關(guān)課程10余年。研究方向?yàn)殡娮由虅?wù)、新商科相關(guān)領(lǐng)域。
項(xiàng)目一 賬號(hào)管理···································································································.1
任務(wù)1.1 新手達(dá)人違規(guī)處理與賬號(hào)運(yùn)營(yíng)邏輯 ········································································.2
任務(wù)1.2 確認(rèn)定位方向，尋找對(duì)標(biāo)賬號(hào) ··············································································.4
任務(wù)1.3 完善賬號(hào)資料 ···································································································.9
任務(wù)1.4 賬號(hào)診斷與作品數(shù)據(jù)優(yōu)化 ····················································································13
項(xiàng)目小結(jié) ······················································································································18
項(xiàng)目二 場(chǎng)景搭建····································································································19
任務(wù)2.1 配置不同直播場(chǎng)景下的硬件設(shè)備 ···········································································20
任務(wù)2.2 安裝、配置自媒體軟件環(huán)境 ·················································································26
任務(wù)2.3 搭建美食類短視頻場(chǎng)景 ·······················································································34
任務(wù)2.4 不同類型直播間搭建與裝修 ·················································································37
項(xiàng)目小結(jié) ······················································································································43
項(xiàng)目三 文案創(chuàng)意·····································································································44
任務(wù)3.1 用選題輔助工具確定一個(gè)美妝選題 ········································································45
任務(wù)3.2 以某舞蹈賬號(hào)為例，完成內(nèi)容創(chuàng)意并制作內(nèi)容大綱 ···················································51
任務(wù)3.3 制作一期美妝圖文內(nèi)容 ·······················································································57
任務(wù)3.4 撰寫(xiě)催淚紀(jì)錄片推薦的短視頻腳本 ········································································61
項(xiàng)目小結(jié) ······················································································································70
項(xiàng)目四 圖片拍攝與處理··························································································71
任務(wù)4.1 用數(shù)碼相機(jī)拍攝圖片 ··························································································72
任務(wù)4.2 用Photoshop 還原圖像色彩 ··················································································79
任務(wù)4.3 設(shè)計(jì)一款大促活動(dòng)主題字體 ·················································································83
任務(wù)4.4 設(shè)計(jì)一款直播大促預(yù)熱海報(bào) ·················································································89
項(xiàng)目小結(jié) ···················································································································.100
項(xiàng)目五 視頻拍攝與剪輯·····················································································.101
任務(wù)5.1 拍攝一組情緒短片視頻素材 ··············································································.102
任務(wù)5.2 使用剪映專業(yè)版為視頻素材配音 ········································································.107
任務(wù)5.3 結(jié)合剪映工具進(jìn)行視頻配樂(lè) ··············································································.113
任務(wù)5.4 貓糧廣告視頻的后期制作 ·················································································.118
項(xiàng)目小結(jié) ···················································································································.124
項(xiàng)目六 口播技術(shù)····································································································.125
任務(wù)6.1 美妝主播自我素養(yǎng)提升 ····················································································.126
任務(wù)6.2 拆解對(duì)標(biāo)直播間單品直播話術(shù) ···········································································.133
任務(wù)6.3 健身達(dá)人直播互動(dòng)設(shè)計(jì) ····················································································.138
任務(wù)6.4 美妝達(dá)人的一場(chǎng)直播流程拆解 ···········································································.146
項(xiàng)目小結(jié) ···················································································································.149
項(xiàng)目七 短視頻運(yùn)營(yíng)································································································.150
任務(wù)7.1 美妝達(dá)人Grace 的視頻運(yùn)營(yíng)月度規(guī)劃 ··································································.151
任務(wù)7.2 完成美妝博主的賬號(hào)包裝和審校 ········································································.156
任務(wù)7.3 一條洗發(fā)水廣告視頻的數(shù)據(jù)分析 ········································································.162
任務(wù)7.4 “雪糕刺客”爆款視頻打造 ···············································································.169
項(xiàng)目小結(jié) ···················································································································.175
項(xiàng)目八 直播運(yùn)營(yíng)··································································································.176
任務(wù)8.1 設(shè)定一場(chǎng)飾品帶貨直播的目標(biāo) ···········································································.177
任務(wù)8.2 新人首次開(kāi)播直播策劃 ····················································································.181
任務(wù)8.3 一場(chǎng)美妝直播的運(yùn)營(yíng)執(zhí)行工作 ···········································································.185
任務(wù)8.4 一場(chǎng)飾品帶貨直播的復(fù)盤 ·················································································.189
項(xiàng)目小結(jié) ···················································································································.194
項(xiàng)目九 付費(fèi)推廣····································································································.195
任務(wù)9.1 廣告賬號(hào)創(chuàng)建 ································································································.196
任務(wù)9.2 DOU+ 自定義定向投放 ····················································································.200
任務(wù)9.3 創(chuàng)建信息流廣告計(jì)劃 ·······················································································.205
任務(wù)9.4 創(chuàng)建搜索廣告計(jì)劃 ··························································································.211
項(xiàng)目小結(jié) ···················································································································.218
項(xiàng)目十 用戶運(yùn)營(yíng)···································································································.219
任務(wù)10.1 蛋黃酥品牌的用戶調(diào)研設(shè)計(jì) ············································································.220
任務(wù)10.2 美妝博主的粉絲群管理和活動(dòng)策劃 ···································································.225
任務(wù)10.3 建立防曬霜產(chǎn)品的FAQ 庫(kù) ··············································································.231
項(xiàng)目小結(jié) ···················································································································.235
項(xiàng)目十一 電商變現(xiàn) ·································································································.236
任務(wù)11.1 開(kāi)通商品櫥窗 ······························································································.237
任務(wù)11.2 櫥窗商品管理與應(yīng)用 ·····················································································.239
任務(wù)11.3 直播商品上下架 ···························································································.244
任務(wù)11.4 直播銷售 ····································································································.250
任務(wù)11.5 資金管理 ····································································································.255
項(xiàng)目小結(jié) ···················································································································.259
項(xiàng)目十二 服務(wù)變現(xiàn)································································································.260
任務(wù)12.1 服務(wù)交易平臺(tái)賬號(hào)注冊(cè)與信息設(shè)置 ···································································.261
任務(wù)12.2 服務(wù)接單與拒單 ···························································································.264
任務(wù)12.3 執(zhí)行任務(wù) ····································································································.270
任務(wù)12.4 收入結(jié)算與提現(xiàn) ···························································································.275
項(xiàng)目小結(jié) ···················································································································.280
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