作者：杨娟、杜丽洁、华旦扎西、朱代伟
页数：194
出版社：清华大学出版社
出版日期：2022
ISBN：9787302619345
电子书格式：pdf/epub/txt
内容简介
本书从图文、短视频入手，指导学生完成内容创意、内容制作、内容传递，提升学生在移动互联网时代的就业能力、创业能力，让拟尝试自媒体创业的大学生了解并熟练掌握种种新兴自媒体平台的运营规则和变现体系、理解IP运营规律以及价值转化路径。除了文本部分，书中还通过二维码链接了大量的阅读材料，这些材料有助于教学理论与实践结合，增强学生的积极性。
本书适用于本科或高职类院校新媒体运营相关专业课程和新媒体教育通识类课程，也可作为有意愿学习自媒体运营的人员的拓展读物。
作者简介
杨娟,厦门大学硕士，马来西亚理科大学在读博士，四川旅游学院创新创业学院创新创业教研室主任，指导学生参加创新创业类竞赛获得省级以上奖项10余项等。
本书特色
从图文、短视频入手，指导学生完成内容创意、内容制作、内容传递，提升学生在移动互联网时代的就业能力、创业能力，让拟尝试自媒体创业的大学生了解并熟练掌握种种新兴自媒体平台的运营规则和变现体系、理解IP运营规律以及价值转化路径5G时代需要的内容产业人才要求具备创意能力、独特价值观持续输出能力、数字化技术交互能力，高校开设个人IP培育课程具有价值观引领、提升学生数字化生存能力、培养新时代创业者的重要意义，5G时代需要的内容产业人才要求具备创意能力、独特价值观持续输出能力、数字化技术交互能力，高校开设个人IP培育课程具有价值观引领、提升学生数字化生存能力、培养新时代创业者的重要意义，
目录
目 录
第一章 移动互联网与数字内容产业 ····················································1
第一节 移动互联网时代 ············································································1
第二节 数字内容产业 ···············································································4
第三节 数字内容细分产业演变及市场运行现状 ··············································6
第四节 内容商业化的核心主体 ·································································32
第二章 自媒体大背景下个人IP发展 ·················································39
第一节 自媒体时代与IP经济 ···································································39
第二节 个人IP崛起 ···············································································43
第三节 塑造IP的渠道与平台 ···································································49
第三章 个人IP策划 ····································································62
第一节 个人IP定位 ···············································································62
第二节 个人IP账号策划 ·········································································69
第三节 IP内容的三个层次 ·······································································72
第四节 组建高效的团队 ··········································································75
第四章 图文类IP内容生产 ····························································79
第一节 “爆款”图文内容特征 ·································································79
第二节 图文IP创作步骤 ·········································································83
第三节 图文IP创作技巧 ·········································································93
第四节 图文排版 ···················································································99
第五章 短视频IP内容生产 ··························································104
第一节 优质短视频的五大要素 ································································104
第二节 短视频脚本制作 ·········································································106
第三节 短视频制作：从拍摄到剪辑 ··························································109
第四节短视频热门平台实战···································································117
第六章个人IP运营··································································120
第一节增长黑客理论 ············································································120
第二节 IP运营 ·····················································································122
第三节运营数据分析 ············································································135
第四节实战：不同平台AARRR运营策略 ··················································146
第七章 IP运营变现和个人IP价值影响 ············································170
第一节 IP内容的变现逻辑 ······································································170
第二节主流变现方式 ············································································171
第三节个人IP价值影响 ········································································175
第八章自媒体时代个人IP发展趋势预测 ··········································179
第一节 5G对内容媒体的总体影响 ····························································179
第二节内容载体的未来趋势···································································183
参考文献 ·················································································195
