作者：黄旭强、梅琪、洪文良、王博、马文娟、朱燕
页数：175
出版社：清华大学出版社
出版日期：2021
ISBN：9787302573029
电子书格式：pdf/epub/txt
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商务学院常务副院长，全国电子商务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。
本书特色
《直播运营实务》主要面向大中专院校的大学生和直播从业者，将直播运营的三大核心内容分解为九大项目，包含从直播平台的选择、直播间的搭建、目标粉丝的定位，到前期的团队搭建、直播选品和脚本策划以及直播实施过程中的控场技巧、主播话术，再到数据复盘和商务合作。通过详细的知识点讲解和任务分解，帮助读者更加有计划、有目标地掌握直播运营的相关知识，训练相关技能。
2020年广东省第一批高水平专业群“电子商务专业群”成果、2016年广东省教育厅教学改革项目成果全国电子商务行业指导委员会推荐用书，现代学徒制特色丛书，中小企业电商直播从0到1，成为合格的电商主播。
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
