新媒体内容营销实务 - 中国高校教材图书网
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书名： |
新媒体内容营销实务
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| ISBN： | 9787302573012 |
条码： | |
| 作者： |
梅琪、王刚、黄旭强 主编
相关图书
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装订： | 平装 |
| 印次： | 1-1 |
开本： | 大32开 |
| 定价： |
￥49.80
折扣价：￥47.31
折扣：0.95
节省了2.49元
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字数： |
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| 出版社： |
清华大学出版社 |
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| 出版日期： |
2021-02-01 |
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| 内容简介： |
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《新媒体内容营销实务》包括三大部分9个项目：第一部分资讯平台篇，以“今日头条”为例；第二部分社交平台篇，以“微信和微博”为例；第三部分内容电商平台篇，以“微淘和小红书”为例。三部分都是从账号角度，每个项目思路大致通过账号注册、账号定位、标题撰写、内容规划、内容撰写、账号运营、粉丝运营和长期运营策略等内容通过各任务点的要求完成即可。 每个任务都有思维导图、情景案例、详细的操作步骤、相关知识、经验总结，以及配套的练习，帮助学习者更加快速有效地进行技能训练，增加实战经验，从而提升新媒体内容营销的创作能力。
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| 作者简介： |
梅琪 广州松田职业学院电子商务专业讲师，茉莉传媒合作讲师，广东省省培骨干师资培训讲师，高职电子商务骨干教师研修班“互联网+新媒体内容营销实操运营能力提升师资培训”主讲，高校联盟新媒体“双创”导师。
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| 章节目录： |
第一部分 资讯平台篇
项目1 初识资讯内容平台 ··············································································2
任务1-1 调研资讯内容平台现状 ···························································4
任务1-2 探析资讯内容平台算法 ·························································19
项目2 运营资讯内容平台账号 ·····································································28
任务2-1 头条号的定位与布局 ····························································30
任务2-2 内容的定位与规划 ·······························································39
任务2-3 粉丝的获取与运营 ·······························································47
项目3 营销图文创作 ···················································································54
任务3-1 长图文内容创作 ··································································56
任务3-2 长图文标题撰写 ··································································63
第二部分 社交平台篇
项目4 社交平台解读 ···················································································72
任务4-1 调研社交平台现状 ·······························································73
任务4-2 探析社交平台的营销功能 ······················································79
项目5 微信公众号图文创作与运营 ······························································89
任务5-1 定位微信公众号 ··································································91
任务5-2 建设微信公众号的基础框架 ···················································97
新媒体内容营销实务
VI
任务5-3 规划与撰写微信公众号的内容 ···············································114
任务5-4 推广微信公众号 ·································································131
项目6 新浪微博图文创作与运营 ·······························································139
任务6-1 定位微博账号 ····································································140
任务6-2 撰写微博内容 ····································································145
任务6-3 策划微博活动 ····································································154
第三部分 内容电商平台篇
项目7 内容电商平台的解读 ······································································160
任务7-1 解读阿里系内容电商平台 ·····················································162
任务7-2 解析传统电商平台内容频道功能 ············································169
任务7-3 调研新型内容电商平台 ························································175
项目8 传统内容电商平台运营 ···································································184
任务8-1 定位目标人群 ····································································186
任务8-2 规划与布局内容 ·································································192
任务8-3 解读内容推荐机制 ······························································197
任务8-4 创作微淘内容 ····································································205
任务8-5 获取与运营粉丝 ·································································211
项目9 新型内容电商平台账号运营 ····························································218
任务9-1 入驻平台 ··········································································220
任务9-2 定位账号 ··········································································230
任务9-3 撰写标题 ··········································································242
任务9-4 撰写正文 ··········································································253
任务9-5 吸引粉丝 ··········································································260
参考文献 ······································································································269
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前 言
随着新媒体平台的发展，用户在移动端最习惯的三个行为变成看新闻、刷朋友圈/微信、
看短视频，越来越多的用户利用碎片化的时间通过内容发现新鲜事物、发现好物和优质商
品，品牌主或企业越来越意识到内容营销对消费者心智培养的重要作用。
在整体内容消费的分类中，新闻资讯是最大的类别，年长用户倾向于新闻客户端（APP），
年轻用户倾向于通过社交平台获取内容；在新闻用户中，男性偏好科技、军事、财经、体
育、汽车、理财致富等新闻资讯，女性偏好生活常识、娱乐、健康、教育等资讯。媒体传
播渠道和用户终端逐渐迁移，品牌方或企业宣传渠道亦会随之改变。
新媒体内容营销分为三大部分：资讯平台篇、社交平台篇和内容电商平台篇。资讯平
台篇以今日头条为例，包含头条号的定位与布局、内容的定位与规划、粉丝的获取与运营、
长图文的内容创作、长图文的标题撰写等内容；社交平台篇以微信和微博为例，包含账号的
定位、规划撰写、吸引粉丝、运营策略等内容；内容电商平台篇以微淘和小红书为例，包
含目标人群定位、内容创作与规划、粉丝运营等内容。每一部分内容选取的都是该类新媒
体最具代表性的平台，用户可以从零基础开始，按照各任务点逐步操作即可，很多平台的
运营模式有相似和相通之处，可以做到举一反三、融会贯通。
本书的编写参阅了最新的行业报告及国内外学者的文献资料，汲取了大量的专业书籍
和文献中的思路和方法，同时也参考了茉莉传媒、脚印传媒、红象文化等企业的行业经验，
在此对这些专家、学者、企业表达深深的谢意。本书在编写的过程中，得到了广州南洋理
工职业学院、广州松田职业学院茉莉学院和红象产业学院、广东外语外贸大学以及洛阳科
技职业学院的领导和老师们的大力支持，在此一并表示感谢！
本书主要面向应用型本科和高职高专院校的学生，以及需要通过实践训练提升新媒体
内容运营能力的从业者，也可以作为电商创业者的参考用书。
“变化”是互联网发展的常态，新媒体内容的理论和实践方法也在不断地迭代更新，
从编写到出书，吾等虽已尽力呈现，但书中仍难免有不足之处，恳请各位专家和广大读者
批评指正。
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