直播电商

目 录 项目1 直播间的开设 ·····················································································1 项目导入 ·································································································1 教学目标 ·································································································2 课前自学 ·································································································2 一、认识直播电商 ···············································································2 二、直播电商发展历程·········································································3 三、直播平台 ·····················································································4 四、直播电商团队中的岗位及其任务·······················································6 五、与直播电商相关的法律法规·····························································6 课前自测 ·································································································8 课中实训 ·································································································8 一、选择一个合适的直播平台································································8 二、和同学组建一个直播团队······························································ 10 项目评价 ······························································································· 12 课后拓展 ······························································································· 13 思政园地 ······························································································· 14 项目2 直播品牌IP 化策略 ··········································································15 项目导入 ······························································································· 15 教学目标 ······························································································· 15 课前自学 ······························································································· 16 一、直播间的定位 ············································································· 16 二、IP 定位策略 ··············································································· 17 三、IP 打造：主播人格魅力的训练方法 ················································· 18 四、直播账号注册 ············································································· 23 五、直播间搭建 ················································································ 24 课前自测 ······························································································· 27 课中实训 ······························································································· 27 一、设计一个直播IP 定位 ·································································· 27 二、完成一个百货直播间账号搭建························································ 28 项目评价 ······························································································· 29 课后拓展 ······························································································· 31 思政园地 ······························································································· 31 项目3 直播准备Ⅰ——做好产品的选择 ······················································33 项目导入 ······························································································· 33 教学目标 ······························································································· 33 课前自学 ······························································································· 34 一、直播间选品 ················································································ 34 二、直播商品定价 ············································································· 36 三、直播间排品 ················································································ 39 课前自测 ······························································································· 42 课中实训 ······························································································· 43 一、完成一个百货直播的选品定价························································ 43 二、完成一个百货直播的排品计划表····················································· 46 项目评价 ······························································································· 48 课后拓展 ······························································································· 49 思政园地 ······························································································· 50 项目4 直播准备Ⅱ——脚本撰写 ·································································51 项目导入 ······························································································· 51 教学目标 ······························································································· 52 课前自学 ······························································································· 52 一、直播电商脚本的撰写思路······························································ 52 二、直播电商流程和技巧···································································· 53 三、消费者心理 ················································································ 53 课前自测 ······························································································· 54 课中实训 ······························································································· 55 一、撰写直播脚本 ············································································· 55 二、完成一个产品的主播口播稿··························································· 57 三、直播违规案例分析······································································· 58 项目评价 ······························································································· 59 课后拓展 ······························································································· 60 思政园地 ······························································································· 61 项目5 直播准备Ⅲ——主播素养和口才训练················································62 项目导入 ······························································································· 62 教学目标 ······························································································· 62 课前自学 ······························································································· 63 一、直播主播 的心理素质······························································ 63 二、直播主播说话的技巧···································································· 64 三、直播主播常用语 ·········································································· 65 四、主播口才训练的4 个重点······························································ 66 五、主播口才训练的4 种方法······························································ 67 课前自测 ······························································································· 69 课中实训 ······························································································· 69 一、进行主播口才训练展示································································· 69 二、拍摄录制一场15 分钟的开场单品演示 ············································· 70 项目评价 ······························································································· 71 课后拓展 ······························································································· 72 思政园地 ······························································································· 72 项目6 直播间互动技巧 ················································································74 项目导入 ······························································································· 74 教学目标 ······························································································· 75 课前自学 ······························································································· 75 一、直播间控场 ················································································ 75 二、直播间贴片 ················································································ 78 课前自测 ······························································································· 80 课中实训 ······························································································· 81 一、撰写百货直播间控场脚本······························································ 81 二、撰写百货直播间氛围脚本······························································ 82 三、设计百货直播间贴片···································································· 84 项目评价 ······························································································· 86 课后拓展 ······························································································· 87 思政园地 ······························································································· 88 项目7 直播实战 ··························································································89 项目导入 ······························································································· 89 教学目标 ······························································································· 90 课前自学 ······························································································· 90 一、直播的基本步骤 ·········································································· 91 二、直播间选品与定价······································································· 93 三、直播流程规划 ············································································· 95 四、直播间搭建 ················································································ 97 五、引流短视频 ················································································ 99 六、直播实战操作 ············································································100 课前自测 ······························································································102 课中实训 ······························································································103 一、选择5 个产品并确定定价·····························································103 二、撰写直播前方案 ·········································································104 三、撰写直播中口播方案···································································105 四、制作直播间视觉方案并执行··························································106 五、拍摄、制作引流短视频································································107 六、进行直播间设置 ·········································································107 七、完成一场45 分钟介绍5 个产品的完整营销流程直播 ··························107 项目评价 ······························································································108 课后拓展 ······························································································109 思政园地 ······························································································109 项目8 直播数据分析Ⅰ ··············································································111 项目导入 ······························································································111 教学目标 ······························································································111 课前自学 ······························································································112 一、直播间数据相关概念···································································112 二、直播间数据获取与分析································································115 课前自测 ······························································································120 课中实训 ······························································································120 根据案例直播间数据分析报表·····························································120 项目评价 ······························································································123 课后拓展 ······························································································124 思政园地 ······························································································125 项目9 直播数据分析Ⅱ ··············································································130 项目导入 ······························································································130 教学目标 ······························································································130 课前自学 ······························································································131 一、粉丝分析的概念及主要内容··························································131 二、直播流量数据分析·······················································