本書圍繞新媒體營銷邏輯為切入點(diǎn)，全書主要分為基礎(chǔ)篇、工具篇、效果篇三部分做了深入淺出的介紹，在此基礎(chǔ)上從新媒體營銷基礎(chǔ)知識為開始、以新媒體營銷用戶洞察、新媒體營銷模式、新媒體營銷過程為主線，然后對微信平臺營銷、微博平臺營銷、短視頻平臺營銷、直播平臺營銷、社群營銷主流平臺進(jìn)行營銷實(shí)戰(zhàn)，最后對新媒體營銷數(shù)據(jù)整理與可視化、新媒體營銷效果評估和新媒體營銷效果優(yōu)化做了深化，為新媒體營銷策劃打下堅實(shí)基礎(chǔ)。
安徽財經(jīng)大學(xué)市場營銷系主任、教授。主要研究方向?yàn)椋荷虡I(yè)模式創(chuàng)新的理論與策略。主持完成國家社會科學(xué)基金項(xiàng)目1項(xiàng)，完成省級課題多項(xiàng)。2018年至2021年連續(xù)4次入選全國工商管理專業(yè)學(xué)位研究生教育指導(dǎo)委員會公布的"全國百篇優(yōu)秀管理案例（微案例）”名單；榮獲清華大學(xué)"卓越開發(fā)者”案例大獎賽二等獎1項(xiàng)，三等獎4項(xiàng)。
第 1 章 新媒體營銷概述 ······················.1
1.1 新媒體營銷認(rèn)知 ·····················.2
1.1.1 新媒體與新媒體營銷的
基礎(chǔ)概念 ······················.2
1.1.2 新媒體營銷和傳統(tǒng)媒體
營銷的區(qū)別 ···················.2
1.1.3 新媒體營銷變革歷程 ·······.4
1.1.4 新媒體營銷的基本特點(diǎn) ····.6
1.1.5 新媒體營銷的常見載體 ····.7
1.2 新媒體營銷定位 ·····················.9
1.2.1 新媒體營銷用戶定位 ·······.9
1.2.2 新媒體營銷產(chǎn)品定位 ·····.10
1.2.3 新媒體營銷平臺定位 ·······11
1.3 新媒體營銷從業(yè)人員的職業(yè)
素養(yǎng)···································.14
1.3.1 新媒體營銷從業(yè)人員的
基本素質(zhì) ····················.14
1.3.2 新媒體營銷從業(yè)人員的
職業(yè)能力 ····················.15
營銷實(shí)戰(zhàn) ···································.15
知識測驗(yàn) ···································.16
第 2 章 用戶畫像定位 ·······················.17
2.1 新媒體用戶需求分析 ·············.18
2.1.1 新媒體用戶的本質(zhì)
需求 ··························.18
2.1.2 新媒體產(chǎn)品的生命周期
與用戶需求 ·················.20
2.1.3 新媒體用戶需求與用戶
體驗(yàn)設(shè)計 ····················.24
2.2 新媒體用戶心理分析 ·············.26
2.2.1 新媒體用戶心理分析
概述 ··························.26
2.2.2 新媒體用戶心理研究
理論 ··························.28
2.2.3 構(gòu)建用戶心理模型的
步驟和方法 ·················.29
2.3 新媒體用戶行為分析 ·············.30
2.3.1 新媒體用戶行為分析
概述 ··························.30
2.3.2 新媒體用戶行為分析
方法 ··························.30
2.3.3 建構(gòu)用戶行為模型的
步驟與方法 ·················.33
營銷實(shí)戰(zhàn) ···································.35
知識測驗(yàn) ···································.36
第 3 章 新媒體圖文營銷 ····················.38
3.1 新媒體圖文營銷創(chuàng)作類型 ·······.38
3.1.1 新媒體圖文營銷創(chuàng)作之
產(chǎn)品文案 ····················.39
3.1.2 新媒體圖文營銷創(chuàng)作之
品牌文案 ····················.40
3.1.3 新媒體圖文營銷創(chuàng)作之
推廣文案 ····················.41
3.1.4 新媒體圖文營銷創(chuàng)作之
導(dǎo)購文案 ····················.42
3.2 新媒體圖文內(nèi)容寫作 ·············.43
3.2.1 新媒體圖文的亮點(diǎn)標(biāo)題 ··.43
3.2.2 新媒體圖文的開頭鋪墊 ··.46
3.2.3 新媒體圖文的正文中心 ··.47
3.2.4 新媒體圖文的“神”
結(jié)尾 ··························.48
3.2.5 新媒體圖文的其他搭配
元素 ··························.49
3.3 新媒體圖文營銷技巧 ·············.52
3.3.1 注重圖文排版···············.52
3.3.2 熱門選題搜索方法·········.54
3.3.3 圖文風(fēng)格整體把握·········.57
3.3.4 交流互動體驗(yàn)深入·········.59
3.3.5 新媒體圖文營銷的效果
追蹤···························.60
營銷實(shí)戰(zhàn)····································.63
知識測驗(yàn)····································.64
第 4 章 短視頻營銷···························.65
4.1 短視頻營銷認(rèn)知····················.66
4.1.1 短視頻與短視頻營銷······.66
4.1.2 短視頻營銷類型············.66
4.1.3 短視頻變現(xiàn)方式············.67
4.1.4 短視頻行業(yè)發(fā)展情況······.70
4.2 短視頻營銷視頻內(nèi)容策劃········.71
4.2.1 短視頻營銷標(biāo)題的撰寫
技巧···························.71
4.2.2 短視頻素材搜集············.73
4.2.3 短視頻拍攝工具準(zhǔn)備······.74
4.2.4 短視頻后期剪輯工具······.76
4.2.5 創(chuàng)意視頻的打造技巧······.79
4.3 短視頻營銷技巧····················.82
4.3.1 短視頻黃金發(fā)布時間······.82
4.3.2 短視頻平臺同步投放······.83
4.3.3 打造短視頻專屬 IP
（Intellectual Property，
知識產(chǎn)權(quán)）··················.85
4.3.4 系列短視頻觸發(fā)傳播······.88
營銷實(shí)戰(zhàn)····································.88
知識測驗(yàn)····································.89
第 5 章 直播營銷······························.91
5.1 直播營銷認(rèn)知·······················.91
5.1.1 直播營銷的概念············.91
5.1.2 直播營銷的優(yōu)勢與價值···.92
5.1.3 直播營銷的常見形式······.93
5.1.4 主流直播平臺及特點(diǎn)······.94
5.2 直播前期準(zhǔn)備·······················.96
5.2.1 直播團(tuán)隊(duì)組建···············.96
5.2.2 直播腳本設(shè)計···············.98
5.2.3 直播硬件·····················.99
5.2.4 直播預(yù)告宣傳與引流····.101
5.3 直播中期執(zhí)行·····················.102
5.3.1 直播產(chǎn)品講解·············.102
5.3.2 直播開場技巧·············.105
5.3.3 直播互動活動·············.105
5.4 直播風(fēng)險防范·····················.106
5.4.1 直播帶貨行為及營銷
主體的法律定性··········.106
5.4.2 直播帶貨行為存在的
主要法律風(fēng)險·············.107
5.4.3 直播帶貨行為的法律
風(fēng)險防范建議·············.109
營銷實(shí)戰(zhàn)····································110
知識測驗(yàn)····································110
第 6 章 微博營銷······························112
6.1 微博營銷的認(rèn)知····················113
6.1.1 微博營銷的誕生············113
6.1.2 微博營銷的策略············114
6.1.3 微博營銷的原則············115
6.1.4 微博營銷的創(chuàng)新方向······116
6.2 微博營銷推廣技巧·················118
6.2.1 微博軟文植入技巧·········118
6.2.2 微博硬廣告（簡稱
“硬廣”）投放技巧·······.120
6.2.3 微博加粉互動技巧·······.121
6.2.4 微博搜索優(yōu)化技巧·······.123
6.3 微博營銷工具介紹···············.125
6.3.1 粉絲頭條···················.125
6.3.2 粉絲服務(wù)平臺·············.126
6.3.3 抽獎中心···················.128
6.3.4 活動中心···················.130
6.3.5 第三方工具················.133
營銷實(shí)戰(zhàn)··································.133
知識測驗(yàn)··································.134
第 7 章 微信營銷····························.136
7.1 微信與微信營銷··················.137
7.1.1 認(rèn)識微信···················.137
7.1.2 認(rèn)識微信營銷·············.137
7.1.3 微信營銷常見誤區(qū)及
原則·························.138
7.2 微信公眾號營銷 ··················.139
7.2.1 微信公眾號營銷定位 ····.139
7.2.2 微信公眾號設(shè)置技巧 ····.141
7.2.3 微信公眾號增粉方法 ····.146
7.3 微信小程序營銷 ··················.149
7.3.1 微信小程序營銷設(shè)計 ····.149
7.3.2 微信小程序引流方法 ····.150
7.3.3 微信小程序用戶裂變與
留存 ·························.151
7.4 微信視頻號營銷 ··················.153
7.4.1 微信視頻號裝修 ··········.153
7.4.2 微信視頻號引流 ··········.156
7.4.3 微信視頻號運(yùn)營技巧 ····.157
7.5 微信其他開放模式 ···············.158
7.5.1 第三方應(yīng)用嵌入模式 ····.159
7.5.2 微信支付模式 ·············.159
營銷實(shí)戰(zhàn) ··································.161
知識測驗(yàn) ··································.162
第 8 章 社群營銷 ····························.163
8.1 社群營銷認(rèn)知 ·····················.164
8.1.1 社群及社群營銷的定義··.164
8.1.2 社群營銷的特點(diǎn)與優(yōu)勢··.166
8.1.3 社群營銷三步法 ··········.167
8.1.4 社群營銷的“六有”
原則 ·························.168
8.1.5 社群營銷思維與社群
價值觀 ······················.169
8.2 社群營銷的基礎(chǔ)構(gòu)建 ············.170
8.2.1 社群構(gòu)建的基本要素 ····.170
8.2.2 社群規(guī)則與營銷目標(biāo)
制定 ·························.171
8.2.3 社群管理架構(gòu)與成員
劃分 ·························.173
8.3 社群營銷的運(yùn)營技巧 ············.175
8.3.1 社群優(yōu)質(zhì)內(nèi)容傳播·········.175
8.3.2 社群優(yōu)質(zhì)活動聚攏用戶 ·.176
8.3.3 線上線下社群聯(lián)動 ·······.176
8.3.4 社群文化沉淀 ·············.177
營銷實(shí)戰(zhàn) ··································.179
知識測驗(yàn) ··································.180
第 9 章 新媒體營銷活動策劃 ··············181
9.1 新媒體營銷活動策劃案 ··········182
9.1.1 活動策劃與活動策劃案···182
9.1.2 活動策劃案格式與內(nèi)容···183
9.2 新媒體具體營銷活動策劃 ·······185
9.2.1 新媒體事件營銷活動
策劃 ··························185
9.2.2 新媒體饑餓營銷活動
策劃 ··························187
9.2.3 新媒體互動營銷活動
策劃 ··························188
9.2.4 新媒體 IP 營銷活動
策劃 ··························189
9.2.5 新媒體口碑營銷活動
策劃 ··························193
9.2.6 新媒體軟文營銷活動
策劃 ··························195
營銷實(shí)戰(zhàn) ···································198
知識測驗(yàn) ···································198
第 10 章 新媒體營銷數(shù)據(jù)分析 ············200
10.1 新媒體營銷數(shù)據(jù)分析認(rèn)識······201
10.1.1 新媒體營銷數(shù)據(jù)分析
意義 ························201
10.1.2 新媒體營銷數(shù)據(jù)分析
流程 ························203
10.2 新媒體營銷數(shù)據(jù)分析類型······205
10.2.1 用戶行為數(shù)據(jù)分析·······205
10.2.2 渠道流量數(shù)據(jù)分析·······206
10.2.3 轉(zhuǎn)化收益數(shù)據(jù)分析·······207
10.2.4 市場行情數(shù)據(jù)分析·······207
10.3 新媒體營銷數(shù)據(jù)分析產(chǎn)出
形式 ································209
10.3.1 新媒體營銷數(shù)據(jù)分析
表格 ························209
10.3.2 新媒體營銷數(shù)據(jù)分析
可視化表達(dá) ·············.209
10.3.3 新媒體營銷數(shù)據(jù)分析
專業(yè)報告···················212
營銷實(shí)戰(zhàn) ···································216
知識測驗(yàn) ···································217
參考文獻(xiàn) ·········································218
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