电子商务创业实训系列教材直播运营实务(电子商务创业实训系列教材)

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