<p> 本书系统阐述直播营销的策划与运营，突出实施程序和操作方法。全书共分9章，包括直播营销概述、直播营销活动策划与准备、直播营销团队建设、直播营销商品规划、直播间互动营销、直播营销复盘与数据解析、直播营销售后服务、不同平台的直播运营等内容。<br /> 本书注重理论联系实际，强调实训教学。全书内容丰富，图文并茂，编写体例新颖。本书配套提供丰富的教学资源，免费共用书教师使用。<br /> 本书既可作为市场营销类、企业管理类、商务贸易类及电子商务类专业的直播营销课程教材，也可以作为从事直播行业人员的参考用书。 </p>

秦勇，管理学博士，副教授，研究方向为市场营销、消费者行为学。主要讲授网络营销、电子商务、广告学、企业管理等课程。作者熟悉教材编写体系，具有丰富的教材编写经验。

<p> <br /> </p> <p class="MsoNormal"> <b> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.3pt;line-height:150%;"> <b><b>第<span lang="EN-US">1</span>章<span lang="EN-US">&nbsp; </span>直播营销：开启营销新时代<span lang="EN-US"><o:p></o:p></span></b> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>1.1&nbsp; 初识直播与直播营销<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">1.1.1</st1:chsdate> 直播的诞生与发展<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">1.1.2</st1:chsdate> 直播的营销价值<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">1.1.3</st1:chsdate> 直播营销的常见形式<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">1.1.4</st1:chsdate> 直播营销的产业链解析<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">1.1.5</st1:chsdate> 直播营销的收益和分配模式<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>1.2&nbsp; 直播营销的行业痛点与发展趋势<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">1.2.1</st1:chsdate> 直播营销的行业痛点<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">1.2.2</st1:chsdate> 直播营销的发展趋势<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>1.2&nbsp; 直播营销的平台选择<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">1.2.1</st1:chsdate> 短视频类直播营销平台<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">1.2.2</st1:chsdate> 电商类直播营销平台<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">1.2.3</st1:chsdate> 其他直播营销平台<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;</b> </p> <p class="MsoNormal" align="left" style="text-indent:22.3pt;line-height:150%;"> <b><b>第<span lang="EN-US">2</span>章<span lang="EN-US">&nbsp; </span>直播营销活动策划与筹备：运筹帷幄，决胜千里<span lang="EN-US"><o:p></o:p></span></b> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>2.1&nbsp; 直播营销活动的流程<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.1.1</st1:chsdate> 确定直播营销活动目标<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.1.2</st1:chsdate> 拟定直播营销方案<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.1.3</st1:chsdate> 做好直播宣传规划<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.1.4</st1:chsdate> 制订直播执行方案<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>2.2&nbsp; 直播营销活动流程策划<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.2.1</st1:chsdate> “过款式”流程<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.2.2</st1:chsdate> “循环式”流程<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>2.3&nbsp; 直播营销脚本设计<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.3.1</st1:chsdate> 直播前活动的脚本设计<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.4.1</st1:chsdate> 整场直播活动的脚本设计<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.4.2</st1:chsdate> 直播活动中单品的脚本设计<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>2.4&emsp;直播场地的选择与布置<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.4.1</st1:chsdate> 选取适合的直播场地<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.4.2</st1:chsdate> 配置好直播的软硬件<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.4.3</st1:chsdate> 精心布置直播场地<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:44.4pt;line-height:150%;"> <b><st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">2.4.4</st1:chsdate> 充分发挥灯光的效果<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;</b> </p> <p class="MsoNormal" align="left" style="text-indent:22.3pt;line-height:150%;"> <b><b>第<span lang="EN-US">3</span>章<span lang="EN-US">&nbsp; </span>直播营销的团队建设：汇聚力量，团队致胜<span lang="EN-US"><o:p></o:p></span></b> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>3.1&nbsp; 直播团队的类型<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.1.1</st1:chsdate> 个人直播团队<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.1.2</st1:chsdate> 商家直播团队<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.1.3</st1:chsdate> MCN机构直播团队<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.1.4</st1:chsdate> 供应链基地直播团队<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>3.2&nbsp; 直播团队的组建<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.2.1</st1:chsdate> 低配版直播团队的组建<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.2.2</st1:chsdate> 标配版直播团队的组建<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.2.3</st1:chsdate> 升级版直播团队的组建<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>3.3&nbsp; 主播的选择与人设打造<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.3.1</st1:chsdate> 主播的选择<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.3.2</st1:chsdate> 主播人设的打造<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>3.4&nbsp; 副播与助理的选择<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.4.1</st1:chsdate> 副播的选择<span lang="EN-US"><o:p></o:p></span> </b> </p> <p class="MsoNormal" align="left" style="text-indent:22.2pt;line-height:150%;"> <b>&nbsp;&nbsp;&nbsp;&nbsp; <st1:chsdate year="1899" month="12" day="30" islunardate="False" isrocdate="False" w:st="on">3.4.2</st1:chsdate> 助理的选择<span lang="EN-US"><o:p></o:p></span> </b> </p> <p> <br /> </p> <p class="MsoNormal" style="text-indent:31.5pt;"> <br /> </p> <p class="MsoNormal"> <br /> </p> <p class="MsoNormal" style="text-indent:31.5pt;"> <br /> </p> <p class="MsoNormal"> <br /> </p> <p class="MsoNormal"> <br /> </p> <p class="MsoNormal"> <b>&nbsp;</b> </p> <p> <br /> </p> <p> <br /> </p>