正版新书]短视频运营实务/马文娟 杜作阳 沈瑛莹马文娟978730256

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

马文娟，广州松田职业学院电子商务专业讲师，茉莉传媒合作讲师，高校联盟新媒体“双创”导师，具备丰富的短视频运营经验，曾2次获得广东省微课大赛二等奖。

校企合作教材

《短视频运营实务》包含 7 个项目，每个项目包含 2 ～ 3 个任务，涵盖了短视频运营的方方面面。前 4 个项目是“短视频平台认识与选择”“短视频用户洞察”“短视频内容规划”和“短视频制作”，主要介绍了短视频创作方面的知识；后 3 个项目是“短视频运营数据分析”“短视频引流与变现”和“短视频账号培育实践”，主要介绍了运营的策略和方法。 为便于教学，每个任务均配有思维导图、情景案例、操作步骤、相关知识、经验总结以及配套练习，帮助学习者更加快速、有效地进行技能训练，增加实战经验，从而提升短视频创作及运营的能力。