直播电商实务一本通

　　本书是一本具有很强的实操性的直播电商职业技能实训教材。直播电商目前已成为产品销售及品牌营销的主流形式。直播电商所需人才匮乏及相关人员能力缺失的情况与直播电商不断发展的供需矛盾日益突出。基于行业发展与对应人才强需求的情况，本书作者结合自身直播电商业务经营的多年经验，在走访相关企业及与多所院校进行研讨的基础上，完成了本书的撰写。本书包含“直播之形、直播前筹备、选品与产品营销、主播职业化塑造、直播推广、直播运营、粉丝运营”七章，内容融合了直播行业、直播平台的特点，阐述了直播电商的具体工作流程和产品选品营销的关键，揭示了直播电商人员任职的关键技能的培养途经和方法，将直播推广、直播运营和打造千万价值粉丝群的破冰之法完整地呈现在读者面前。同时，结合本书每节的“要点提示、教学目标、名词解释、知识要点、小结测试”的内容模块，本书为广大职业院校提供了完备的直播电商的职业岗位培训和人才培养的教学方案及商业案例。

　　北京星播文化传媒有限公司是一家专注于新媒体电商的营销服务的专业机构，旗下包含“星播电商、星播教育、星播传媒”三大业务版块：其中星播电商作为国内校园新媒体电商的重要平台，秉承“互联网 教育”的理念，大力整合优质产品供应链，不仅为学生提供了高性价比的产品，更为学生开拓了在校创业之路。星播教育以产业赋能教育，将行业的运营流程融入院校人才培养体系，真实项目实训培养师资，以教学资源和实训平台为抓手，通过引企入校，校政企共建直播电商基地实现真正的产教融合的目标。星播传媒专注为品牌提供全媒体，全数据，全渠道的营销方案与代运营服务，核心业务包含主播孵化、企业电商代运营、企业直播代运营、品牌专场活动运营、政府专场直播活动运营、短视频代运营等。

01
章 直播之形 ························································································001
节 直播行业发展概况 ······ 001
☆要点提示 ··························001
☆教学目标 ··························001
1.1.1 直播行业的发展经历 ······001
1.1.2 直播行业的市场前景 ······002
1.1.3 直播行业的发展趋势 ······002
1.1.4 直播行业未来存在的
挑战 ···························003
名词解释 ·····························003
知识要点 ·····························003
小节测试 ·····························004
第二节 直播人、货、场 ········· 004
☆要点提示 ··························004
☆教学目标 ··························004
1.2.1 主播的分类 ··················004
1.2.2 主播的“马太效应” ·········005
1.2.3 主播的发展路径 ············006
1.2.4 适合直播的产品特点 ······007
1.2.5 直播产品的类型 ············007
1.2.6 直播场景的分类 ············008
名词解释 ·····························009
知识要点 ·····························009
小节测试 ·····························009
第三节 直播平台 ·················· 010
☆要点提示 ··························010
☆教学目标 ··························010
1.3.1 头部流量直播平台 ·········010
1.3.2 腰部流量直播平台 ·········011
1.3.3 细分领域直播平台 ·········012
1.3.4 平台之间的相互关系 ······013
名词解释 ·····························013
知识要点 ·····························014
小节测试 ·····························014
第四节 直播带货类型 ············ 014
☆要点提示 ··························014
☆教学目标 ··························014
1.4.1 店铺型自主带货 ············014
1.4.2 达人 &网红型带货直播 ···017
1.4.3 明星带货主播 ···············017
1.4.4 直播带货主持人 ············018
知识要点 ·····························019
小节测试 ·····························019
第五节 岗位设置 ·················· 019
☆要点提示 ··························019
索 02
教学目标 ·····························019
1.5.1 直播电商—电商的团队组织
架构 ···························020
1.5.2 直播电商—选品师岗位 ···020
1.5.3 直播电商—企划师岗位 ···022
1.5.4 直播电商—主播岗位 ······025
1.5.5 直播电商—主播助理岗位 ··025
1.5.6 直播电商—推广岗位 ······026
1.5.7 直播电商—直播优化师 ···026
1.5.8 直播电商—粉丝运营经理 ··026
1.5.9 直播电商—直播运营岗位 ··027
1.5.10 电商直播—直播团队组织
构架 ··························030
1.5.11 电商直播—产品经理选品 ···030
1.5.12 电商直播—产品经理
企划 ··························030
1.5.13 电商直播—行业主播 ·····031
1.5.14 电商直播—推广经理 ·····031
1.5.15 电商直播—运营 ···········032
名词解释 ·····························033
知识要点 ·····························034
小节测试 ·····························034
第六节 直播的流程 ··············· 035
☆要点提示 ··························035
☆学习目标 ··························035
1.6.1 大型活动直播总流程 ······035
1.6.2 大型活动直播当场流程 ···037
1.6.3 单场直播流程 ···············038
知识要点 ·····························039
小节测试 ·····························039
第二章 直播前筹备 ····················································································041
节 直播间设备 ··············· 041
☆要点提示 ··························041
☆教学目标 ··························041
2.1.1 入门级及专业级推流
直播设备 ·····················041
2.1.2 直播设备的组装方法 ······042
名词解释 ·····························043
小节测试 ·····························043
第二节 直播软件 ·················· 044
☆要点提示 ··························044
☆教学目标 ··························044
2.2.1 直播推流软件的安装与
使用 ···························045
2.2.2 直播美颜修形软件的安装
与使用 ························045
名词解释 ·····························045
小节测试 ·····························046
第三节 直播间设计与搭建 ······ 046
☆要点提示 ··························046
☆教学目标 ··························046
2.3.1 直播间物料准备 ············046
2.3.2 直播间布光 ··················047
2.3.3 直播间构图设计 ············048
2.3.4 主流直播间设计类型与
风格 ···························048

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