前言
第一章　新媒体概述....................................................................................1
第一节　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
第一节　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
第一节　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
第一节　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
第一节　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
第一节　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
第一节　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
第一节　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
第一节　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