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數(shù)字新媒體營銷 
定 價：42 元
9 7 4 8 6 7 8 1 7 2 4 1 2 讀者對象:適合于高校、中職院校、社會培訓(xùn)機(jī)構(gòu)以及社會學(xué)習(xí)者 
《網(wǎng)絡(luò)新媒體營銷》課程適合專業(yè)核心課、專業(yè)課、公選課、職業(yè)基礎(chǔ)課等多種課型開設(shè)，適合于高校、中職院校、社會培訓(xùn)機(jī)構(gòu)以及社會學(xué)習(xí)者使用。教材從工作崗位入手，按照生產(chǎn)實(shí)際和崗位需求，結(jié)合網(wǎng)絡(luò)營銷崗位典型工作任務(wù)，進(jìn)行教學(xué)化處理，結(jié)合新媒體運(yùn)營師、直播銷售員"1+X”職業(yè)技能等級認(rèn)證的具體要求，對內(nèi)容進(jìn)行重構(gòu)，將典型工作任務(wù)轉(zhuǎn)化成學(xué)習(xí)領(lǐng)域任務(wù)，基于網(wǎng)絡(luò)營銷崗位工作過程導(dǎo)向設(shè)計(jì)和開發(fā)教材與課程。項(xiàng)目選取充分響應(yīng)國家"扶貧攻堅(jiān)”"鄉(xiāng)村振興”的號召，踐行"三教改革”，積極服務(wù)商（個人商業(yè)）、農(nóng)（農(nóng)民）、企（企業(yè)）、創(chuàng)（創(chuàng)業(yè)者），按照"學(xué)習(xí)內(nèi)容由淺入深、項(xiàng)目操作由易到難”的原則，設(shè)定五個教學(xué)項(xiàng)目。
沈繼偉，2008年至今工作于長春職業(yè)技術(shù)學(xué)院，先后承擔(dān)了《辦公應(yīng)用》、《計(jì)算機(jī)基礎(chǔ)》、《圖形圖像處理》等十余門課程的教學(xué)任務(wù)，完成《網(wǎng)絡(luò)新媒體營銷》等多門在線課程的建設(shè)與開發(fā)任務(wù)。主講的《頁面效果圖制作》課程被評為市級精品課程，主講的《網(wǎng)頁設(shè)計(jì)與制作》課程評為吉林省級優(yōu)秀課程。從教以來，主持負(fù)責(zé)以及參與的課題14項(xiàng)；公開發(fā)表論文13篇，其中北大核心論文2篇；出版教材4部；獲得職業(yè)院校信息化教學(xué)研究成果獎1項(xiàng)；公開發(fā)表專利與著作權(quán)9項(xiàng)。
項(xiàng)目一 扶商助學(xué)—“Students 學(xué)生社團(tuán)”新媒體營銷準(zhǔn)備工作 ···············.1
案例引入 ·····································································································1 項(xiàng)目地圖 ·····································································································1 任務(wù) 1 學(xué)習(xí)數(shù)字新媒體營銷的基礎(chǔ)知識 ····························································2 【任務(wù)描述】 ···················································································.2 【學(xué)習(xí)目標(biāo)】 ···················································································.2 【知識學(xué)習(xí)】 ···················································································.2 【任務(wù)實(shí)訓(xùn)】 ···················································································.6 【知識拓展】 ···················································································.6 【任務(wù)拓展】 ···················································································.7 【習(xí)題與反思】 ················································································.8 任務(wù) 2 分析新媒體營銷環(huán)境 ···········································································9 【任務(wù)描述】 ···················································································.9 【學(xué)習(xí)目標(biāo)】 ···················································································.9 【知識學(xué)習(xí)】 ···················································································.9 【任務(wù)實(shí)訓(xùn)】 ··················································································.11 【知識拓展】 ··················································································.11 【任務(wù)拓展】 ··················································································.12 【習(xí)題與反思】 ···············································································.13 任務(wù) 3 制訂新媒體營銷策略 ········································································.14 【任務(wù)描述】 ··················································································.14 【學(xué)習(xí)目標(biāo)】 ··················································································.14 【知識學(xué)習(xí)】 ··················································································.14 【任務(wù)實(shí)訓(xùn)】 ··················································································.18 【知識拓展】 ··················································································.18 【任務(wù)拓展】 ··················································································.19 【習(xí)題與反思】 ···············································································.19 任務(wù) 4 學(xué)習(xí)互聯(lián)網(wǎng)思維和創(chuàng)業(yè)知識 ·······························································.20 【任務(wù)描述】 ··················································································.20 【學(xué)習(xí)目標(biāo)】 ··················································································.20 【知識學(xué)習(xí)】 ··················································································.20 【任務(wù)實(shí)訓(xùn)】 ··················································································.24 【知識拓展】 ··················································································.24 【任務(wù)拓展】 ··················································································.25 【習(xí)題與反思】 ···············································································.25 任務(wù) 5 學(xué)習(xí)“互聯(lián)網(wǎng)+新零售”相關(guān)知識 ·······················································.26 【任務(wù)描述】 ··················································································.26 【學(xué)習(xí)目標(biāo)】 ··················································································.26 【知識學(xué)習(xí)】 ··················································································.26 【任務(wù)實(shí)訓(xùn)】 ··················································································.29 【知識拓展】 ··················································································.29 【任務(wù)拓展】 ··················································································.31 【習(xí)題與反思】 ···············································································.31 項(xiàng)目二 扶商助商—“泰樂美食”傳統(tǒng)網(wǎng)絡(luò)營銷 ··································.32 案例引入 ··································································································.32 項(xiàng)目地圖 ··································································································.32 任務(wù) 1 QQ 營銷 ························································································.33 【任務(wù)描述】 ··················································································.33 【學(xué)習(xí)目標(biāo)】 ··················································································.33 【知識學(xué)習(xí)】 ··················································································.33 【任務(wù)實(shí)訓(xùn)】 ··················································································.35 【知識拓展】 ··················································································.35 【任務(wù)拓展】 ··················································································.36 【習(xí)題與反思】 ···············································································.36 任務(wù) 2 軟文營銷 ·······················································································.37 【任務(wù)描述】 ··················································································.37 【學(xué)習(xí)目標(biāo)】 ··················································································.37 【知識學(xué)習(xí)】 ··················································································.37 【任務(wù)實(shí)訓(xùn)】 ··················································································.40 【知識拓展】 ··················································································.41 【任務(wù)拓展】 ··················································································.41 【習(xí)題與反思】 ···············································································.41 任務(wù) 3 搜索引擎營銷 ·················································································.42 【任務(wù)描述】 ··················································································.42 【學(xué)習(xí)目標(biāo)】 ··················································································.42 【知識學(xué)習(xí)】 ··················································································.42 【任務(wù)實(shí)訓(xùn)】 ··················································································.56 【知識拓展】 ··················································································.56 【任務(wù)拓展】 ··················································································.58 【習(xí)題與反思】 ···············································································.58 任務(wù) 4 論壇營銷 ·······················································································.59 【任務(wù)描述】 ··················································································.59 【學(xué)習(xí)目標(biāo)】 ··················································································.59 【知識學(xué)習(xí)】 ··················································································.59 【任務(wù)實(shí)訓(xùn)】 ··················································································.61 【知識拓展】 ··················································································.62 【任務(wù)拓展】 ··················································································.63 【習(xí)題與反思】 ···············································································.64 任務(wù) 5 電子郵件營銷 ·················································································.65 【任務(wù)描述】 ··················································································.65 【學(xué)習(xí)目標(biāo)】 ··················································································.65 【知識學(xué)習(xí)】 ··················································································.65 【任務(wù)實(shí)訓(xùn)】 ··················································································.67 【知識拓展】 ··················································································.69 【任務(wù)拓展】 ··················································································.70 【習(xí)題與反思】 ···············································································.70 任務(wù) 6 百度百科、百度文庫、百度知道營銷 ···················································.71 【任務(wù)描述】 ··················································································.71 【學(xué)習(xí)目標(biāo)】 ··················································································.71 【知識學(xué)習(xí)】 ··················································································.71 【任務(wù)實(shí)訓(xùn)】 ··················································································.75 【知識拓展】 ··················································································.75 【任務(wù)拓展】 ··················································································.79 【習(xí)題與反思】 ···············································································.79 任務(wù) 7 網(wǎng)絡(luò)廣告營銷 ·················································································.80 【任務(wù)描述】 ··················································································.80 【學(xué)習(xí)目標(biāo)】 ··················································································.80 【知識學(xué)習(xí)】 ··················································································.80 【任務(wù)實(shí)訓(xùn)】 ··················································································.84 【知識拓展】 ··················································································.85 【任務(wù)拓展】 ··················································································.85 【習(xí)題與反思】 ···············································································.86 項(xiàng)目三 扶商助企—“格美服裝”主流網(wǎng)絡(luò)營銷 ··································.87 案例引入 ··································································································.87 項(xiàng)目地圖 ··································································································.87 任務(wù) 1 微信營銷 ·······················································································.88 【任務(wù)描述】 ··················································································.88 【學(xué)習(xí)目標(biāo)】 ··················································································.88 【知識學(xué)習(xí)】 ··················································································.88 【任務(wù)實(shí)訓(xùn)】 ··················································································.91 【知識拓展】 ··················································································.92 【任務(wù)拓展】 ··················································································.92 【習(xí)題與反思】 ···············································································.93 任務(wù) 2 微信公眾號營銷 ··············································································.94 【任務(wù)描述】 ··················································································.94 【學(xué)習(xí)目標(biāo)】 ··················································································.94 【知識學(xué)習(xí)】 ··················································································.94 【任務(wù)實(shí)訓(xùn)】 ················································································.102 【知識拓展】 ················································································.103 【任務(wù)拓展】 ················································································.103 【習(xí)題與反思】 ·············································································.104 任務(wù) 3 微博營銷 ·····················································································.105 【任務(wù)描述】 ················································································.105 【學(xué)習(xí)目標(biāo)】 ················································································.105 【知識學(xué)習(xí)】 ················································································.105 【任務(wù)實(shí)訓(xùn)】 ················································································.113 【知識拓展】 ················································································.113 【任務(wù)拓展】 ················································································.115 【習(xí)題與反思】 ·············································································.115 任務(wù) 4 知乎營銷 ······················································································.116 【任務(wù)描述】 ················································································.116 【學(xué)習(xí)目標(biāo)】 ················································································.116 【知識學(xué)習(xí)】 ················································································.116 【任務(wù)實(shí)訓(xùn)】 ················································································.119 【知識拓展】 ················································································.120 【任務(wù)拓展】 ················································································.120 【習(xí)題與反思】 ·············································································.120 任務(wù) 5 簡書營銷 ·····················································································.121 【任務(wù)描述】 ················································································.121 【學(xué)習(xí)目標(biāo)】 ················································································.121 【知識學(xué)習(xí)】 ················································································.121 【任務(wù)實(shí)訓(xùn)】 ················································································.124 【知識拓展】 ················································································.125 【任務(wù)拓展】 ················································································.126 【習(xí)題與反思】 ·············································································.126 任務(wù) 6 App 營銷 ·····················································································.127 【任務(wù)描述】 ················································································.127 【學(xué)習(xí)目標(biāo)】 ················································································.127 【知識學(xué)習(xí)】 ················································································.127 【任務(wù)實(shí)訓(xùn)】 ················································································.131 【知識拓展】 ················································································.131 【任務(wù)拓展】 ················································································.133 【習(xí)題與反思】 ·············································································.133 項(xiàng)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(xiàng)目地圖 ································································································.134 任務(wù) 1 短視頻營銷 ··················································································.135 【任務(wù)描述】 ················································································.135 【學(xué)習(xí)目標(biāo)】 ················································································.135 【知識學(xué)習(xí)】 ················································································.135 【任務(wù)實(shí)訓(xùn)】 ················································································.140 【知識拓展】 ················································································.141 【任務(wù)拓展】 ················································································.142 【習(xí)題與反思】 ·············································································.143 任務(wù) 2 直播營銷 ·····················································································.144 【任務(wù)描述】 ················································································.144 【學(xué)習(xí)目標(biāo)】 ················································································.144 【知識學(xué)習(xí)】 ················································································.144 【任務(wù)實(shí)訓(xùn)】 ················································································.153 【知識拓展】 ················································································.154 【任務(wù)拓展】 ················································································.156 【習(xí)題與反思】 ·············································································.157 項(xiàng)目五 扶商助創(chuàng)—“Sunshine 母嬰工作室”自媒體運(yùn)營與推廣 ··········.158 案例引入 ································································································.158 項(xiàng)目地圖 ································································································.158 任務(wù) 1 百家號的運(yùn)營與推廣 ······································································.159 【任務(wù)描述】 ················································································.159 【學(xué)習(xí)目標(biāo)】 ················································································.159 【知識學(xué)習(xí)】 ················································································.159 【任務(wù)實(shí)訓(xùn)】 ················································································.161 【知識拓展】 ················································································.163 【任務(wù)拓展】 ················································································.164 【習(xí)題與反思】 ·············································································.164 任務(wù) 2 企鵝號的運(yùn)營與推廣 ······································································.165 【任務(wù)描述】 ················································································.165 【學(xué)習(xí)目標(biāo)】 ················································································.165 【知識學(xué)習(xí)】 ················································································.165 【任務(wù)實(shí)訓(xùn)】 ················································································.168 【知識拓展】 ················································································.171 【任務(wù)拓展】 ················································································.173 【習(xí)題與反思】 ·············································································.174 任務(wù) 3 頭條號的運(yùn)營與推廣 ······································································.175 【任務(wù)描述】 ················································································.175 【學(xué)習(xí)目標(biāo)】 ················································································.175 【知識學(xué)習(xí)】 ················································································.175 【任務(wù)實(shí)訓(xùn)】 ················································································.176 【知識拓展】 ················································································.179 【任務(wù)拓展】 ················································································.181 【習(xí)題與反思】 ·············································································.181 參考文獻(xiàn) ······················································································.182
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