直播电商实务一本通

01
章 直播之形 ························································································001
节 直播行业发展概况 ······ 001
☆要点提示 ··························001
☆教学目标 ··························001
1.1.1 直播行业的发展经历 ······001
1.1.2 直播行业的市场前景 ······002
1.1.3 直播行业的发展趋势 ······002
1.1.4 直播行业未来存在的
挑战 ···························003
名词解释 ·····························003
知识要点 ·····························003
小节测试 ·····························004
第二节 直播人、货、场 ········· 004
☆要点提示 ··························004
☆教学目标 ··························004
1.2.1 主播的分类 ··················004
1.2.2 主播的“马太效应” ·········005
1.2.3 主播的发展路径 ············006
1.2.4 适合直播的产品特点 ······007
1.2.5 直播产品的类型 ············007
1.2.6 直播场景的分类 ············008
名词解释 ·····························009
知识要点 ·····························009
小节测试 ·····························009
第三节 直播平台 ·················· 010
☆要点提示 ··························010
☆教学目标 ··························010
1.3.1 头部流量直播平台 ·········010
1.3.2 腰部流量直播平台 ·········011
1.3.3 细分领域直播平台 ·········012
1.3.4 平台之间的相互关系 ······013
名词解释 ·····························013
知识要点 ·····························014
小节测试 ·····························014
第四节 直播带货类型 ············ 014
☆要点提示 ··························014
☆教学目标 ··························014
1.4.1 店铺型自主带货 ············014
1.4.2 达人 &网红型带货直播 ···017
1.4.3 明星带货主播 ···············017
1.4.4 直播带货主持人 ············018
知识要点 ·····························019
小节测试 ·····························019
第五节 岗位设置 ·················· 019
☆要点提示 ··························019
索 02
教学目标 ·····························019
1.5.1 直播电商—电商的团队组织
架构 ···························020
1.5.2 直播电商—选品师岗位 ···020
1.5.3 直播电商—企划师岗位 ···022
1.5.4 直播电商—主播岗位 ······025
1.5.5 直播电商—主播助理岗位 ··025
1.5.6 直播电商—推广岗位 ······026
1.5.7 直播电商—直播优化师 ···026
1.5.8 直播电商—粉丝运营经理 ··026
1.5.9 直播电商—直播运营岗位 ··027
1.5.10 电商直播—直播团队组织
构架 ··························030
1.5.11 电商直播—产品经理选品 ···030
1.5.12 电商直播—产品经理
企划 ··························030
1.5.13 电商直播—行业主播 ·····031
1.5.14 电商直播—推广经理 ·····031
1.5.15 电商直播—运营 ···········032
名词解释 ·····························033
知识要点 ·····························034
小节测试 ·····························034
第六节 直播的流程 ··············· 035
☆要点提示 ··························035
☆学习目标 ··························035
1.6.1 大型活动直播总流程 ······035
1.6.2 大型活动直播当场流程 ···037
1.6.3 单场直播流程 ···············038
知识要点 ·····························039
小节测试 ·····························039
第二章 直播前筹备 ····················································································041
节 直播间设备 ··············· 041
☆要点提示 ··························041
☆教学目标 ··························041
2.1.1 入门级及专业级推流
直播设备 ·····················041
2.1.2 直播设备的组装方法 ······042
名词解释 ·····························043
小节测试 ·····························043
第二节 直播软件 ·················· 044
☆要点提示 ··························044
☆教学目标 ··························044
2.2.1 直播推流软件的安装与
使用 ···························045
2.2.2 直播美颜修形软件的安装
与使用 ························045
名词解释 ·····························045
小节测试 ·····························046
第三节 直播间设计与搭建 ······ 046
☆要点提示 ··························046
☆教学目标 ··························046
2.3.1 直播间物料准备 ············046
2.3.2 直播间布光 ··················047
2.3.3 直播间构图设计 ············048
2.3.4 主流直播间设计类型与
风格 ···························048

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