[正版新书]直播电商 欧阳晓波 付磊 李嘉尉 胡奇 清华大学出版社 电商平台 短视频直播 自媒体 IP

直播是在直播平台对产品或服务进行直播展示的一种营销行为，已成为电子商务的一种重要形式。本书分章节介绍了直播电商的整个过程，注重直播电商实践操作环节的训练，具有较强的实用性。全书共10个项目，分别为直播间的开设、直播品牌IP化策略、直播准备Ⅰ——做好产品的选择、直播准备Ⅱ——脚本撰写、直播准备Ⅲ——主播素养和口才训练、直播间互动技巧、直播实战、直播数据分析Ⅰ、直播数据分析Ⅱ、直播复盘。

本书结构清晰，图解丰富，既可作为高等职业院校电子商务及相关专业的教材，也可作为直播电商从业人员的培训教材。

欧阳晓波，主要研究领域为工商管理、经济管理、电子商务。自2006年开始一直从事经济管理、电子商务相关课程的教学与研究工作，为江西省商务厅电子商务专家库成员，江西省电子商务协会理事。近来主持、参与2项、主持和参与省级课题5项。曾在省级以上刊物上公开发表学术论文十余篇。

从入门到高阶技能，循序渐进培养直播带货能力

目 录

项目1 直播间的开设 ·····················································································1

项目导入 ·································································································1

教学目标 ·································································································2

课前自学 ·································································································2

一、认识直播电商 ···············································································2

二、直播电商发展历程·········································································3

三、直播平台 ·····················································································4

四、直播电商团队中的岗位及其任务·······················································6

五、与直播电商相关的法律法规·····························································6

课前自测 ·································································································8

课中实训 ·································································································8

一、选择一个合适的直播平台································································8

二、和同学组建一个直播团队······························································ 10

项目评价 ······························································································· 12

课后拓展 ······························································································· 13

思政园地 ······························································································· 14

项目2 直播品牌IP 化策略 ··········································································15

项目导入 ······························································································· 15

教学目标 ······························································································· 15

课前自学 ······························································································· 16

一、直播间的定位 ············································································· 16

二、IP 定位策略 ··············································································· 17

三、IP 打造：主播人格魅力的训练方法 ················································· 18

四、直播账号注册 ············································································· 23

五、直播间搭建 ················································································ 24

课前自测 ······························································································· 27

课中实训 ······························································································· 27

一、设计一个直播IP 定位 ·································································· 27

二、完成一个百货直播间账号搭建························································ 28

项目评价 ······························································································· 29

课后拓展 ······························································································· 31

思政园地 ······························································································· 31

项目3 直播准备Ⅰ——做好产品的选择 ·······················································33

项目导入 ······························································································· 33

教学目标 ······························································································· 33

课前自学 ······························································································· 34

一、直播间选品 ················································································ 34

二、直播商品定价 ············································································· 36

三、直播间排品 ················································································ 39

课前自测 ······························································································· 42

课中实训 ······························································································· 43

一、完成一个百货直播的选品定价························································ 43

二、完成一个百货直播的排品计划表····················································· 46

项目评价 ······························································································· 48

课后拓展 ······························································································· 49

思政园地 ······························································································· 50

项目4 直播准备Ⅱ——脚本撰写 ·································································51

项目导入 ······························································································· 51

教学目标 ······························································································· 52

课前自学 ······························································································· 52

一、直播电商脚本的撰写思路······························································ 52

二、直播电商流程和技巧···································································· 53

三、消费者心理 ················································································ 53

课前自测 ······························································································· 54

课中实训 ······························································································· 55

一、撰写直播脚本 ············································································· 55

二、完成一个产品的主播口播稿··························································· 57

三、直播违规案例分析······································································· 58

项目评价 ······························································································· 59

课后拓展 ······························································································· 60

思政园地 ······························································································· 61

项目5 直播准备Ⅲ——主播素养和口才训练················································62

项目导入 ······························································································· 62

教学目标 ······························································································· 62

课前自学 ······························································································· 63

一、直播主播必备的心理素质······························································ 63

二、直播主播说话的技巧···································································· 64

三、直播主播常用语 ·········································································· 65

四、主播口才训练的4 个重点······························································ 66

五、主播口才训练的4 种方法······························································ 67

课前自测 ······························································································· 69

课中实训 ······························································································· 69

一、进行主播口才训练展示································································· 69

二、拍摄录制一场15 分钟的开场单品演示 ············································· 70

项目评价 ······························································································· 71

课后拓展 ······························································································· 72

思政园地 ······························································································· 72

项目6 直播间互动技巧 ················································································74

项目导入 ······························································································· 74

教学目标 ······························································································· 75

课前自学 ······························································································· 75

一、直播间控场 ················································································ 75

二、直播间贴片 ················································································ 78

课前自测 ······························································································· 80

课中实训 ······························································································· 81

一、撰写百货直播间控场脚本······························································ 81

二、撰写百货直播间氛围脚本······························································ 82

三、设计百货直播间贴片···································································· 84

项目评价 ······························································································· 86

课后拓展 ······························································································· 87

思政园地 ······························································································· 88

项目7 直播实战 ··························································································89

项目导入 ······························································································· 89

教学目标 ······························································································· 90

课前自学 ······························································································· 90

一、直播的基本步骤 ·········································································· 91

二、直播间选品与定价······································································· 93

三、直播流程规划 ············································································· 95

四、直播间搭建 ················································································ 97

五、引流短视频 ················································································ 99

六、直播实战操作 ············································································100

课前自测 ······························································································102

课中实训 ······························································································103

一、选择5 个产品并确定定价·····························································103

二、撰写直播前方案 ·········································································104

三、撰写直播中口播方案···································································105

四、制作直播间视觉方案并执行··························································106

五、拍摄、制作引流短视频································································107

六、进行直播间设置 ·········································································107

七、完成一场45 分钟介绍5 个产品的完整营销流程直播 ··························107

项目评价 ······························································································108

课后拓展 ······························································································109

思政园地 ······························································································109

项目8 直播数据分析Ⅰ ··············································································111

项目导入 ······························································································111

教学目标 ······························································································111

课前自学 ······························································································112

一、直播间数据相关概念···································································112

二、直播间数据获取与分析································································115

课前自测 ······························································································120

课中实训 ······························································································120

根据案例直播间数据分析报表·····························································120

项目评价 ···································&mi