- 电子工业出版社
- 9787121512353
- 1-1
- 568645
- 平塑
- 16开
- 2025-08
- 410
- 228
- 新闻传播大类
- 新媒体
- 高职
内容简介
本书涵盖新媒体营销的概念，包括用户画像定位、图文营销、短视频营销、直播营销、微博营销、微信营销以及社群营销的基本概念和营销方式。此外，从活动策划和数据分析两个方面对新媒体营销进行了深入剖析。 在活动策划部分，介绍了如何设计和执行新媒体营销活动，包括活动策略、目标设定、内容规划和推广手段等。 在数据分析部分，讨论了如何收集、分析和利用数据来评估营销效果，并提供了相应的工具和方法。每章以思政案导入，通过引出问题和提供思考，激发读者对新媒体营销的理解。在章节末尾，设置了营销实战和知识测验等内容，以帮助读者巩固所学知识并通过实践提升营销能力。 本书适合高等院校艺术设计、工商管理、市场营销、电子商务等多个专业的学生作为教材，也适合新媒体运营和营销行业的从业人员、企业相关人员以及对新媒体营销感兴趣的读者学习。
目录
第 1 章 新媒体营销概述 ······················· 1
1.1 新媒体营销认知 ······················ 2
1.1.1 新媒体与新媒体营销的
基础概念 ······················· 2
1.1.2 新媒体营销和传统媒体
营销的区别 ···················· 2
1.1.3 新媒体营销变革历程 ········ 4
1.1.4 新媒体营销的基本特点 ····· 6
1.1.5 新媒体营销的常见载体 ····· 7
1.2 新媒体营销定位 ······················ 9
1.2.1 新媒体营销用户定位 ········ 9
1.2.2 新媒体营销产品定位 ······ 10
1.2.3 新媒体营销平台定位 ·······11
1.3 新媒体营销从业人员的职业
素养···································· 14
1.3.1 新媒体营销从业人员的
基本素质 ····················· 14
1.3.2 新媒体营销从业人员的
职业能力 ····················· 15
营销实战 ···································· 15
知识测验 ···································· 16
第 2 章 用户画像定位 ························ 17
2.1 新媒体用户需求分析 ·············· 18
2.1.1 新媒体用户的本质
需求 ··························· 18
2.1.2 新媒体产品的生命周期
与用户需求 ·················· 20
2.1.3 新媒体用户需求与用户
体验设计 ····················· 24
2.2 新媒体用户心理分析 ·············· 26
2.2.1 新媒体用户心理分析
概述 ··························· 26
2.2.2 新媒体用户心理研究
理论 ··························· 28
2.2.3 构建用户心理模型的
步骤和方法 ·················· 29
2.3 新媒体用户行为分析 ·············· 30
2.3.1 新媒体用户行为分析
概述 ··························· 30
2.3.2 新媒体用户行为分析
方法 ··························· 30
2.3.3 建构用户行为模型的
步骤与方法 ·················· 33
营销实战 ···································· 35
知识测验 ···································· 36
第 3 章 新媒体图文营销 ····················· 38
3.1 新媒体图文营销创作类型 ········ 38
3.1.1 新媒体图文营销创作之
产品文案 ····················· 39
3.1.2 新媒体图文营销创作之
品牌文案 ····················· 40
3.1.3 新媒体图文营销创作之
推广文案 ····················· 41
3.1.4 新媒体图文营销创作之
导购文案 ····················· 42
3.2 新媒体图文内容写作 ·············· 43
3.2.1 新媒体图文的亮点标题 ··· 43
3.2.2 新媒体图文的开头铺垫 ··· 46
3.2.3 新媒体图文的正文中心 ··· 47
3.2.4 新媒体图文的“神”
结尾 ··························· 48
3.2.5 新媒体图文的其他搭配
元素 ··························· 49
3.3 新媒体图文营销技巧 ·············· 52
3.3.1 注重图文排版················ 52
3.3.2 热门选题搜索方法·········· 54
3.3.3 图文风格整体把握·········· 57
3.3.4 交流互动体验深入·········· 59
3.3.5 新媒体图文营销的效果
追踪···························· 60
营销实战····································· 63
知识测验····································· 64
第 4 章 短视频营销···························· 65
4.1 短视频营销认知····················· 66
4.1.1 短视频与短视频营销······· 66
4.1.2 短视频营销类型············· 66
4.1.3 短视频变现方式············· 67
4.1.4 短视频行业发展情况······· 70
4.2 短视频营销视频内容策划········· 71
4.2.1 短视频营销标题的撰写
技巧···························· 71
4.2.2 短视频素材搜集············· 73
4.2.3 短视频拍摄工具准备······· 74
4.2.4 短视频后期剪辑工具······· 76
4.2.5 创意视频的打造技巧······· 79
4.3 短视频营销技巧····················· 82
4.3.1 短视频黄金发布时间······· 82
4.3.2 短视频平台同步投放······· 83
4.3.3 打造短视频专属 IP
（Intellectual Property，
知识产权）··················· 85
4.3.4 系列短视频触发传播······· 88
营销实战····································· 88
知识测验····································· 89
第 5 章 直播营销······························· 91
5.1 直播营销认知························ 91
5.1.1 直播营销的概念············· 91
5.1.2 直播营销的优势与价值···· 92
5.1.3 直播营销的常见形式······· 93
5.1.4 主流直播平台及特点······· 94
5.2 直播前期准备························ 96
5.2.1 直播团队组建················ 96
5.2.2 直播脚本设计················ 98
5.2.3 直播硬件······················ 99
5.2.4 直播预告宣传与引流····· 101
5.3 直播中期执行······················ 102
5.3.1 直播产品讲解·············· 102
5.3.2 直播开场技巧·············· 105
5.3.3 直播互动活动·············· 105
5.4 直播风险防范······················ 106
5.4.1 直播带货行为及营销
主体的法律定性··········· 106
5.4.2 直播带货行为存在的
主
1.1 新媒体营销认知 ······················ 2
1.1.1 新媒体与新媒体营销的
基础概念 ······················· 2
1.1.2 新媒体营销和传统媒体
营销的区别 ···················· 2
1.1.3 新媒体营销变革历程 ········ 4
1.1.4 新媒体营销的基本特点 ····· 6
1.1.5 新媒体营销的常见载体 ····· 7
1.2 新媒体营销定位 ······················ 9
1.2.1 新媒体营销用户定位 ········ 9
1.2.2 新媒体营销产品定位 ······ 10
1.2.3 新媒体营销平台定位 ·······11
1.3 新媒体营销从业人员的职业
素养···································· 14
1.3.1 新媒体营销从业人员的
基本素质 ····················· 14
1.3.2 新媒体营销从业人员的
职业能力 ····················· 15
营销实战 ···································· 15
知识测验 ···································· 16
第 2 章 用户画像定位 ························ 17
2.1 新媒体用户需求分析 ·············· 18
2.1.1 新媒体用户的本质
需求 ··························· 18
2.1.2 新媒体产品的生命周期
与用户需求 ·················· 20
2.1.3 新媒体用户需求与用户
体验设计 ····················· 24
2.2 新媒体用户心理分析 ·············· 26
2.2.1 新媒体用户心理分析
概述 ··························· 26
2.2.2 新媒体用户心理研究
理论 ··························· 28
2.2.3 构建用户心理模型的
步骤和方法 ·················· 29
2.3 新媒体用户行为分析 ·············· 30
2.3.1 新媒体用户行为分析
概述 ··························· 30
2.3.2 新媒体用户行为分析
方法 ··························· 30
2.3.3 建构用户行为模型的
步骤与方法 ·················· 33
营销实战 ···································· 35
知识测验 ···································· 36
第 3 章 新媒体图文营销 ····················· 38
3.1 新媒体图文营销创作类型 ········ 38
3.1.1 新媒体图文营销创作之
产品文案 ····················· 39
3.1.2 新媒体图文营销创作之
品牌文案 ····················· 40
3.1.3 新媒体图文营销创作之
推广文案 ····················· 41
3.1.4 新媒体图文营销创作之
导购文案 ····················· 42
3.2 新媒体图文内容写作 ·············· 43
3.2.1 新媒体图文的亮点标题 ··· 43
3.2.2 新媒体图文的开头铺垫 ··· 46
3.2.3 新媒体图文的正文中心 ··· 47
3.2.4 新媒体图文的“神”
结尾 ··························· 48
3.2.5 新媒体图文的其他搭配
元素 ··························· 49
3.3 新媒体图文营销技巧 ·············· 52
3.3.1 注重图文排版················ 52
3.3.2 热门选题搜索方法·········· 54
3.3.3 图文风格整体把握·········· 57
3.3.4 交流互动体验深入·········· 59
3.3.5 新媒体图文营销的效果
追踪···························· 60
营销实战····································· 63
知识测验····································· 64
第 4 章 短视频营销···························· 65
4.1 短视频营销认知····················· 66
4.1.1 短视频与短视频营销······· 66
4.1.2 短视频营销类型············· 66
4.1.3 短视频变现方式············· 67
4.1.4 短视频行业发展情况······· 70
4.2 短视频营销视频内容策划········· 71
4.2.1 短视频营销标题的撰写
技巧···························· 71
4.2.2 短视频素材搜集············· 73
4.2.3 短视频拍摄工具准备······· 74
4.2.4 短视频后期剪辑工具······· 76
4.2.5 创意视频的打造技巧······· 79
4.3 短视频营销技巧····················· 82
4.3.1 短视频黄金发布时间······· 82
4.3.2 短视频平台同步投放······· 83
4.3.3 打造短视频专属 IP
（Intellectual Property，
知识产权）··················· 85
4.3.4 系列短视频触发传播······· 88
营销实战····································· 88
知识测验····································· 89
第 5 章 直播营销······························· 91
5.1 直播营销认知························ 91
5.1.1 直播营销的概念············· 91
5.1.2 直播营销的优势与价值···· 92
5.1.3 直播营销的常见形式······· 93
5.1.4 主流直播平台及特点······· 94
5.2 直播前期准备························ 96
5.2.1 直播团队组建················ 96
5.2.2 直播脚本设计················ 98
5.2.3 直播硬件······················ 99
5.2.4 直播预告宣传与引流····· 101
5.3 直播中期执行······················ 102
5.3.1 直播产品讲解·············· 102
5.3.2 直播开场技巧·············· 105
5.3.3 直播互动活动·············· 105
5.4 直播风险防范······················ 106
5.4.1 直播带货行为及营销
主体的法律定性··········· 106
5.4.2 直播带货行为存在的
主
