电子商务创业实训系列教材短视频运营实务/马文娟 杜作阳 沈瑛莹

目 录
项目1 短视频平台认识与选择 ·······································································1
任务1-1 认识主流短视频平台 ··················································································3
任务1-2 选择并部署短视频平台 ············································································12
项目2 短视频用户洞察 ················································································25
任务2-1 洞察主流短视频平台用户 ········································································27
任务2-2 洞察行业垂直用户 ····················································································45
项目3 短视频内容规划 ················································································55
任务3-1 定位精准人群 ····························································································57
任务3-2 规划优质内容 ····························································································66
任务3-3 建设爆款选题库 ························································································76
任务3-4 策划创意选题 ····························································································83
项目4 短视频制作 ·······················································································91
任务4-1 编制短视频脚本 ························································································93
任务4-2 拍摄短视频素材 ······················································································102
任务4-3 剪辑与后期制作 ······················································································109
项目5 短视频运营数据分析 ······································································129
任务5-1 解读短视频运营指标体系 ······································································131
IV
任务5-2 探析抖音平台推荐机制 ··········································································140
任务5-3 熟悉基本的数据分析工具 ······································································147
任务5-4 分析短视频账号数据 ··············································································153
项目6 短视频引流与变现 ··········································································165
任务6-1 剖析内容引流策略 ··················································································167
任务6-2 认识平台引流渠道 ··················································································175
任务6-3 解析流量变现模式 ··················································································186
项目7 短视频账号培育实践 ······································································195
任务7-1 组建短视频团队 ······················································································197
任务7-2 打造短视频IP ·························································································207
任务7-3 布局短视频矩阵 ······················································································219
参考文献 ······································································································225