本书是自媒体运营职业技能等级证书配套教材之一，依据《自媒体运营职业技能等级标准（2023 版）（中级）》编写而成。 全书共12 个项目、48 个任务，包括账号管理、场景搭建、文案创意、图片拍摄与处理、视频拍摄与剪辑、口播技术、短视频运营、直播运营、付费推广、用户运营、电商变现和服务变现，分属账号搭建、内容创作、引流转化和商业变现四大模块，内在逻辑清晰，实现了技能闭环，写法上属于典型的OBE 理念指导下的任务驱动模式，真实、实用。 本书是自媒体运营1+X 考试复习教材，也可作为高等职业院校"自媒体运营”课程配套教材，还适合抖音自媒体创作者自学参考。
主要任教电子商务专业，主讲电子商务专业相关课程10余年。研究方向为电子商务、新商科相关领域。
项目一 账号管理···································································································.1
任务1.1 新手达人违规处理与账号运营逻辑 ········································································.2
任务1.2 确认定位方向，寻找对标账号 ··············································································.4
任务1.3 完善账号资料 ···································································································.9
任务1.4 账号诊断与作品数据优化 ····················································································13
项目小结 ······················································································································18
项目二 场景搭建····································································································19
任务2.1 配置不同直播场景下的硬件设备 ···········································································20
任务2.2 安装、配置自媒体软件环境 ·················································································26
任务2.3 搭建美食类短视频场景 ·······················································································34
任务2.4 不同类型直播间搭建与装修 ·················································································37
项目小结 ······················································································································43
项目三 文案创意·····································································································44
任务3.1 用选题辅助工具确定一个美妆选题 ········································································45
任务3.2 以某舞蹈账号为例，完成内容创意并制作内容大纲 ···················································51
任务3.3 制作一期美妆图文内容 ·······················································································57
任务3.4 撰写催泪纪录片推荐的短视频脚本 ········································································61
项目小结 ······················································································································70
项目四 图片拍摄与处理··························································································71
任务4.1 用数码相机拍摄图片 ··························································································72
任务4.2 用Photoshop 还原图像色彩 ··················································································79
任务4.3 设计一款大促活动主题字体 ·················································································83
任务4.4 设计一款直播大促预热海报 ·················································································89
项目小结 ···················································································································.100
项目五 视频拍摄与剪辑·····················································································.101
任务5.1 拍摄一组情绪短片视频素材 ··············································································.102
任务5.2 使用剪映专业版为视频素材配音 ········································································.107
任务5.3 结合剪映工具进行视频配乐 ··············································································.113
任务5.4 猫粮广告视频的后期制作 ·················································································.118
项目小结 ···················································································································.124
项目六 口播技术····································································································.125
任务6.1 美妆主播自我素养提升 ····················································································.126
任务6.2 拆解对标直播间单品直播话术 ···········································································.133
任务6.3 健身达人直播互动设计 ····················································································.138
任务6.4 美妆达人的一场直播流程拆解 ···········································································.146
项目小结 ···················································································································.149
项目七 短视频运营································································································.150
任务7.1 美妆达人Grace 的视频运营月度规划 ··································································.151
任务7.2 完成美妆博主的账号包装和审校 ········································································.156
任务7.3 一条洗发水广告视频的数据分析 ········································································.162
任务7.4 “雪糕刺客”爆款视频打造 ···············································································.169
项目小结 ···················································································································.175
项目八 直播运营··································································································.176
任务8.1 设定一场饰品带货直播的目标 ···········································································.177
任务8.2 新人首次开播直播策划 ····················································································.181
任务8.3 一场美妆直播的运营执行工作 ···········································································.185
任务8.4 一场饰品带货直播的复盘 ·················································································.189
项目小结 ···················································································································.194
项目九 付费推广····································································································.195
任务9.1 广告账号创建 ································································································.196
任务9.2 DOU+ 自定义定向投放 ····················································································.200
任务9.3 创建信息流广告计划 ·······················································································.205
任务9.4 创建搜索广告计划 ··························································································.211
项目小结 ···················································································································.218
项目十 用户运营···································································································.219
任务10.1 蛋黄酥品牌的用户调研设计 ············································································.220
任务10.2 美妆博主的粉丝群管理和活动策划 ···································································.225
任务10.3 建立防晒霜产品的FAQ 库 ··············································································.231
项目小结 ···················································································································.235
项目十一 电商变现 ·································································································.236
任务11.1 开通商品橱窗 ······························································································.237
任务11.2 橱窗商品管理与应用 ·····················································································.239
任务11.3 直播商品上下架 ···························································································.244
任务11.4 直播销售 ····································································································.250
任务11.5 资金管理 ····································································································.255
项目小结 ···················································································································.259
项目十二 服务变现································································································.260
任务12.1 服务交易平台账号注册与信息设置 ···································································.261
任务12.2 服务接单与拒单 ···························································································.264
任务12.3 执行任务 ····································································································.270
任务12.4 收入结算与提现 ···························································································.275
项目小结 ···················································································································.280
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