从入门到高阶技能，循序渐进培养直播带货能力

"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。"

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、直播主播推荐的心理素质······························································ 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 ······························································································123
课后拓展 ······························································································124
思政园地 ······························································································125
项目9 直播数据分析Ⅱ ··············································································130
项目导入 ······························································································130
教学目标 ······························································································130
课前自学 ······························································································131
一、粉丝分析的概念及主要内容··························································131
二、直播流量数据分析······································································134
课前自测 ······························································································136
课中实训 ······························································································137
根据直播间数据制作粉丝用户画像·······················································137
项目评价 ······························································································138
课后拓展 ······························································································139
思政园地 ······························································································140
项目10 直播复盘 ······················································································142
项目导入 ······························································································142
教学目标 ······························································································143
课前自学 ······························································································143
一、直播复盘是什么 ·········································································143
二、为什么要做直播复盘···································································143
三、直播复盘的步骤 ·········································································144
四、直播效果数据分析的通用评估指标·················································147
五、直播的效果判断标准···································································148
六、直播复盘及改进建议···································································149
课前自测 ······························································································152
课中实训 ······························································································152
一、制作直播间运营复盘报告·····························································152
二、制作主播复盘报告······································································154
项目评价 ······························································································154
课后拓展 ······························································································155
思政园地 ······························································································156
参考文献 ······································································································157