新媒体营销

前言

**章　新媒体概述....................................................................................1

**节　认识新媒体...............................................................................................2

第二节　新媒体的发展趋势...................................................................................6

本章小结.................................................................................................................13

练习题.....................................................................................................................13

第二章　新媒体营销与运营........................................................................16

**节　认识新媒体营销.....................................................................................17

第二节　新媒体营销方法与思维.........................................................................21

第三节　新媒体运营.............................................................................................25

本章小结.................................................................................................................39

练习题.....................................................................................................................40

第三章　微博营销.....................................................................................42

**节　认识微博营销.........................................................................................43

第二节　微博营销入口设计.................................................................................50

第三节　微博营销推广技巧.................................................................................56

第四节　微博营销效果分析.................................................................................59

本章小结.................................................................................................................65

练习题.....................................................................................................................66

第四章　微信营销.....................................................................................69

**节　认识微信营销.........................................................................................70

第二节　微信朋友圈营销.....................................................................................73

第三节　微信群营销.............................................................................................79

第四节　微信公众号营销.....................................................................................83

本章小结.................................................................................................................89

练习题.....................................................................................................................89

第五章　短视频营销..................................................................................91

**节　认识短视频营销.....................................................................................92

第二节　短视频营销模式及创作.........................................................................98

第三节　直播营销...............................................................................................106

本章小结...............................................................................................................112

练习题...................................................................................................................112

第六章　自媒体平台营销...........................................................................115

**节　认识自媒体平台营销...........................................................................116

第二节　自媒体平台内容营销...........................................................................120

第三节　今日头条平台.......................................................................................127

第四节　百家号...................................................................................................133

本章小结...............................................................................................................137

练习题...................................................................................................................138

第七章　社群营销...................................................................................140

**节　认识社群营销.......................................................................................141

第二节　打造社群运营团队...............................................................................147

第三节　社群商业变现.......................................................................................150

第四节　社群营销典型案例分析.......................................................................154

本章小结...............................................................................................................158

练习题...................................................................................................................159

第八章　其他类型新媒体营销....................................................................161

**节　游戏营销...............................................................................................162

第二节　知识问答营销.......................................................................................168

第三节　App营销...............................................................................................174

本章小结...............................................................................................................180

练习题...................................................................................................................181

第九章　新媒体营销与大数据推广.............................................................183

**节　大数据与大数据推广...........................................................................184

第二节　大数据推广的特点...............................................................................185

第三节　大数据推广的营销价值.......................................................................186

第四节　大数据推广+新媒体营销...................................................................188

第五节　新媒体运营中的大数据分析工具.......................................................192

本章小结...............................................................................................................194

练习题...................................................................................................................194

参考文献 ...............................................................................................196