本書是自媒體運營職業(yè)技能等級證書配套教材之一，依據《自媒體運營職業(yè)技能等級標準（2023 版）（中級）》編寫而成。 全書共12 個項目、48 個任務，包括賬號管理、場景搭建、文案創(chuàng)意、圖片拍攝與處理、視頻拍攝與剪輯、口播技術、短視頻運營、直播運營、付費推廣、用戶運營、電商變現(xiàn)和服務變現(xiàn)，分屬賬號搭建、內容創(chuàng)作、引流轉化和商業(yè)變現(xiàn)四大模塊，內在邏輯清晰，實現(xiàn)了技能閉環(huán)，寫法上屬于典型的OBE 理念指導下的任務驅動模式，真實、實用。 本書是自媒體運營1+X 考試復習教材，也可作為高等職業(yè)院校"自媒體運營”課程配套教材，還適合抖音自媒體創(chuàng)作者自學參考。
主要任教電子商務專業(yè)，主講電子商務專業(yè)相關課程10余年。研究方向為電子商務、新商科相關領域。
項目一 賬號管理···································································································.1
任務1.1 新手達人違規(guī)處理與賬號運營邏輯 ········································································.2
任務1.2 確認定位方向，尋找對標賬號 ··············································································.4
任務1.3 完善賬號資料 ···································································································.9
任務1.4 賬號診斷與作品數據優(yōu)化 ····················································································13
項目小結 ······················································································································18
項目二 場景搭建····································································································19
任務2.1 配置不同直播場景下的硬件設備 ···········································································20
任務2.2 安裝、配置自媒體軟件環(huán)境 ·················································································26
任務2.3 搭建美食類短視頻場景 ·······················································································34
任務2.4 不同類型直播間搭建與裝修 ·················································································37
項目小結 ······················································································································43
項目三 文案創(chuàng)意·····································································································44
任務3.1 用選題輔助工具確定一個美妝選題 ········································································45
任務3.2 以某舞蹈賬號為例，完成內容創(chuàng)意并制作內容大綱 ···················································51
任務3.3 制作一期美妝圖文內容 ·······················································································57
任務3.4 撰寫催淚紀錄片推薦的短視頻腳本 ········································································61
項目小結 ······················································································································70
項目四 圖片拍攝與處理··························································································71
任務4.1 用數碼相機拍攝圖片 ··························································································72
任務4.2 用Photoshop 還原圖像色彩 ··················································································79
任務4.3 設計一款大促活動主題字體 ·················································································83
任務4.4 設計一款直播大促預熱海報 ·················································································89
項目小結 ···················································································································.100
項目五 視頻拍攝與剪輯·····················································································.101
任務5.1 拍攝一組情緒短片視頻素材 ··············································································.102
任務5.2 使用剪映專業(yè)版為視頻素材配音 ········································································.107
任務5.3 結合剪映工具進行視頻配樂 ··············································································.113
任務5.4 貓糧廣告視頻的后期制作 ·················································································.118
項目小結 ···················································································································.124
項目六 口播技術····································································································.125
任務6.1 美妝主播自我素養(yǎng)提升 ····················································································.126
任務6.2 拆解對標直播間單品直播話術 ···········································································.133
任務6.3 健身達人直播互動設計 ····················································································.138
任務6.4 美妝達人的一場直播流程拆解 ···········································································.146
項目小結 ···················································································································.149
項目七 短視頻運營································································································.150
任務7.1 美妝達人Grace 的視頻運營月度規(guī)劃 ··································································.151
任務7.2 完成美妝博主的賬號包裝和審校 ········································································.156
任務7.3 一條洗發(fā)水廣告視頻的數據分析 ········································································.162
任務7.4 “雪糕刺客”爆款視頻打造 ···············································································.169
項目小結 ···················································································································.175
項目八 直播運營··································································································.176
任務8.1 設定一場飾品帶貨直播的目標 ···········································································.177
任務8.2 新人首次開播直播策劃 ····················································································.181
任務8.3 一場美妝直播的運營執(zhí)行工作 ···········································································.185
任務8.4 一場飾品帶貨直播的復盤 ·················································································.189
項目小結 ···················································································································.194
項目九 付費推廣····································································································.195
任務9.1 廣告賬號創(chuàng)建 ································································································.196
任務9.2 DOU+ 自定義定向投放 ····················································································.200
任務9.3 創(chuàng)建信息流廣告計劃 ·······················································································.205
任務9.4 創(chuàng)建搜索廣告計劃 ··························································································.211
項目小結 ···················································································································.218
項目十 用戶運營···································································································.219
任務10.1 蛋黃酥品牌的用戶調研設計 ············································································.220
任務10.2 美妝博主的粉絲群管理和活動策劃 ···································································.225
任務10.3 建立防曬霜產品的FAQ 庫 ··············································································.231
項目小結 ···················································································································.235
項目十一 電商變現(xiàn) ·································································································.236
任務11.1 開通商品櫥窗 ······························································································.237
任務11.2 櫥窗商品管理與應用 ·····················································································.239
任務11.3 直播商品上下架 ···························································································.244
任務11.4 直播銷售 ····································································································.250
任務11.5 資金管理 ····································································································.255
項目小結 ···················································································································.259
項目十二 服務變現(xiàn)································································································.260
任務12.1 服務交易平臺賬號注冊與信息設置 ···································································.261
任務12.2 服務接單與拒單 ···························································································.264
任務12.3 執(zhí)行任務 ····································································································.270
任務12.4 收入結算與提現(xiàn) ···························································································.275
項目小結 ···················································································································.280
書單推薦
