自媒体时代个人IP培育(理论与实践21世纪经济管理新形态教材)/营销学系列

目 录

**章 移动互联网与数字内容产业 ····················································1

**节 移动互联网时代 ············································································1

第二节 数字内容产业 ···············································································4

第三节 数字内容细分产业演变及市场运行现状 ··············································6

第四节 内容商业化的核心主体 ·································································32

第二章 自媒体大背景下个人IP发展 ·················································39

**节 自媒体时代与IP经济 ···································································39

第二节 个人IP崛起 ···············································································43

第三节 塑造IP的渠道与平台 ···································································49

第三章 个人IP策划 ····································································62

**节 个人IP定位 ···············································································62

第二节 个人IP账号策划 ·········································································69

第三节 IP内容的三个层次 ·······································································72

第四节 组建高效的团队 ··········································································75

第四章 图文类IP内容生产 ····························································79

**节 “爆款”图文内容特征 ·································································79

第二节 图文IP创作步骤 ·········································································83

第三节 图文IP创作技巧 ·········································································93

第四节 图文排版 ···················································································99

第五章 短视频IP内容生产 ··························································104

**节 优质短视频的五大要素 ································································104

第二节 短视频脚本制作 ·········································································106

第三节 短视频制作：从拍摄到剪辑 ··························································109

第四节短视频热门平台实战···································································117

第六章个人IP运营··································································120

**节增长黑客理论 ············································································120

第二节 IP运营 ·····················································································122

第三节运营数据分析 ············································································135

第四节实战：不同平台AARRR运营策略 ··················································146

第七章 IP运营变现和个人IP价值影响 ············································170

**节 IP内容的变现逻辑 ······································································170

第二节主流变现方式 ············································································171

第三节个人IP价值影响 ········································································175

第八章自媒体时代个人IP发展趋势预测 ··········································179

**节 5G对内容媒体的总体影响 ····························································179

第二节内容载体的未来趋势···································································183

参考文献 ·················································································195