項目一 扶商助學—“Students 學生社團”新媒體營銷準備工作 ···············.1
案例引入 ·····································································································1
項目地圖 ·····································································································1
任務 1 學習數(shù)字新媒體營銷的基礎知識 ····························································2
【任務描述】 ···················································································.2
【學習目標】 ···················································································.2
【知識學習】 ···················································································.2
【任務實訓】 ···················································································.6
【知識拓展】 ···················································································.6
【任務拓展】 ···················································································.7
【習題與反思】 ················································································.8
任務 2 分析新媒體營銷環(huán)境 ···········································································9
【任務描述】 ···················································································.9
【學習目標】 ···················································································.9
【知識學習】 ···················································································.9
【任務實訓】 ··················································································.11
【知識拓展】 ··················································································.11
【任務拓展】 ··················································································.12
【習題與反思】 ···············································································.13
任務 3 制訂新媒體營銷策略 ········································································.14
【任務描述】 ··················································································.14
【學習目標】 ··················································································.14
【知識學習】 ··················································································.14
【任務實訓】 ··················································································.18
【知識拓展】 ··················································································.18
【任務拓展】 ··················································································.19
【習題與反思】 ···············································································.19
任務 4 學習互聯(lián)網(wǎng)思維和創(chuàng)業(yè)知識 ·······························································.20
【任務描述】 ··················································································.20
【學習目標】 ··················································································.20
【知識學習】 ··················································································.20
【任務實訓】 ··················································································.24
【知識拓展】 ··················································································.24
【任務拓展】 ··················································································.25
【習題與反思】 ···············································································.25
任務 5 學習“互聯(lián)網(wǎng)+新零售”相關知識 ·······················································.26
【任務描述】 ··················································································.26
【學習目標】 ··················································································.26
【知識學習】 ··················································································.26
【任務實訓】 ··················································································.29
【知識拓展】 ··················································································.29
【任務拓展】 ··················································································.31
【習題與反思】 ···············································································.31
項目二 扶商助商—“泰樂美食”傳統(tǒng)網(wǎng)絡營銷 ··································.32
案例引入 ··································································································.32
項目地圖 ··································································································.32
任務 1 QQ 營銷 ························································································.33
【任務描述】 ··················································································.33
【學習目標】 ··················································································.33
【知識學習】 ··················································································.33
【任務實訓】 ··················································································.35
【知識拓展】 ··················································································.35
【任務拓展】 ··················································································.36
【習題與反思】 ···············································································.36
任務 2 軟文營銷 ·······················································································.37
【任務描述】 ··················································································.37
【學習目標】 ··················································································.37
【知識學習】 ··················································································.37
【任務實訓】 ··················································································.40
【知識拓展】 ··················································································.41
【任務拓展】 ··················································································.41
【習題與反思】 ···············································································.41
任務 3 搜索引擎營銷 ·················································································.42
【任務描述】 ··················································································.42
【學習目標】 ··················································································.42
【知識學習】 ··················································································.42
【任務實訓】 ··················································································.56
【知識拓展】 ··················································································.56
【任務拓展】 ··················································································.58
【習題與反思】 ···············································································.58
任務 4 論壇營銷 ·······················································································.59
【任務描述】 ··················································································.59
【學習目標】 ··················································································.59
【知識學習】 ··················································································.59
【任務實訓】 ··················································································.61
【知識拓展】 ··················································································.62
【任務拓展】 ··················································································.63
【習題與反思】 ···············································································.64
任務 5 電子郵件營銷 ·················································································.65
【任務描述】 ··················································································.65
【學習目標】 ··················································································.65
【知識學習】 ··················································································.65
【任務實訓】 ··················································································.67
【知識拓展】 ··················································································.69
【任務拓展】 ··················································································.70
【習題與反思】 ···············································································.70
任務 6 百度百科、百度文庫、百度知道營銷 ···················································.71
【任務描述】 ··················································································.71
【學習目標】 ··················································································.71
【知識學習】 ··················································································.71
【任務實訓】 ··················································································.75
【知識拓展】 ··················································································.75
【任務拓展】 ··················································································.79
【習題與反思】 ···············································································.79
任務 7 網(wǎng)絡廣告營銷 ·················································································.80
【任務描述】 ··················································································.80
【學習目標】 ··················································································.80
【知識學習】 ··················································································.80
【任務實訓】 ··················································································.84
【知識拓展】 ··················································································.85
【任務拓展】 ··················································································.85
【習題與反思】 ···············································································.86
項目三 扶商助企—“格美服裝”主流網(wǎng)絡營銷 ··································.87
案例引入 ··································································································.87
項目地圖 ··································································································.87
任務 1 微信營銷 ·······················································································.88
【任務描述】 ··················································································.88
【學習目標】 ··················································································.88
【知識學習】 ··················································································.88
【任務實訓】 ··················································································.91
【知識拓展】 ··················································································.92
【任務拓展】 ··················································································.92
【習題與反思】 ···············································································.93
任務 2 微信公眾號營銷 ··············································································.94
【任務描述】 ··················································································.94
【學習目標】 ··················································································.94
【知識學習】 ··················································································.94
【任務實訓】 ················································································.102
【知識拓展】 ················································································.103
【任務拓展】 ················································································.103
【習題與反思】 ·············································································.104
任務 3 微博營銷 ·····················································································.105
【任務描述】 ················································································.105
【學習目標】 ················································································.105
【知識學習】 ················································································.105
【任務實訓】 ················································································.113
【知識拓展】 ················································································.113
【任務拓展】 ················································································.115
【習題與反思】 ·············································································.115
任務 4 知乎營銷 ······················································································.116
【任務描述】 ················································································.116
【學習目標】 ················································································.116
【知識學習】 ················································································.116
【任務實訓】 ················································································.119
【知識拓展】 ················································································.120
【任務拓展】 ················································································.120
【習題與反思】 ·············································································.120
任務 5 簡書營銷 ·····················································································.121
【任務描述】 ················································································.121
【學習目標】 ················································································.121
【知識學習】 ················································································.121
【任務實訓】 ················································································.124
【知識拓展】 ················································································.125
【任務拓展】 ················································································.126
【習題與反思】 ·············································································.126
任務 6 App 營銷 ·····················································································.127
【任務描述】 ················································································.127
【學習目標】 ················································································.127
【知識學習】 ················································································.127
【任務實訓】 ················································································.131
【知識拓展】 ················································································.131
【任務拓展】 ················································································.133
【習題與反思】 ·············································································.133
項目四 扶商助農(nóng)—“紅孩兒草莓生態(tài)園”視頻營銷 ··························.134
案例引入 ································································································.134
項目地圖 ································································································.134
任務 1 短視頻營銷 ··················································································.135
【任務描述】 ················································································.135
【學習目標】 ················································································.135
【知識學習】 ················································································.135
【任務實訓】 ················································································.140
【知識拓展】 ················································································.141
【任務拓展】 ················································································.142
【習題與反思】 ·············································································.143
任務 2 直播營銷 ·····················································································.144
【任務描述】 ················································································.144
【學習目標】 ················································································.144
【知識學習】 ················································································.144
【任務實訓】 ················································································.153
【知識拓展】 ················································································.154
【任務拓展】 ················································································.156
【習題與反思】 ·············································································.157
項目五 扶商助創(chuàng)—“Sunshine 母嬰工作室”自媒體運營與推廣 ··········.158
案例引入 ································································································.158
項目地圖 ································································································.158
任務 1 百家號的運營與推廣 ······································································.159
【任務描述】 ················································································.159
【學習目標】 ················································································.159
【知識學習】 ················································································.159
【任務實訓】 ················································································.161
【知識拓展】 ················································································.163
【任務拓展】 ················································································.164
【習題與反思】 ·············································································.164
任務 2 企鵝號的運營與推廣 ······································································.165
【任務描述】 ················································································.165
【學習目標】 ················································································.165
【知識學習】 ················································································.165
【任務實訓】 ················································································.168
【知識拓展】 ················································································.171
【任務拓展】 ················································································.173
【習題與反思】 ·············································································.174
任務 3 頭條號的運營與推廣 ······································································.175
【任務描述】 ················································································.175
【學習目標】 ················································································.175
【知識學習】 ················································································.175
【任務實訓】 ················································································.176
【知識拓展】 ················································································.179
【任務拓展】 ················································································.181
【習題與反思】 ·············································································.181
參考文獻 ······················································································.182