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数字新媒体营销 
定 价：42 元 丛书名： 抱歉，电子工业出版社不参与样书赠送活动！
适用读者:适合于高校、中职院校、社会培训机构以及社会学习者
9 7 4 8 6 7 8 1 7 2 4 1 2 
《网络新媒体营销》课程适合专业核心课、专业课、公选课、职业基础课等多种课型开设，适合于高校、中职院校、社会培训机构以及社会学习者使用。教材从工作岗位入手，按照生产实际和岗位需求，结合网络营销岗位典型工作任务，进行教学化处理，结合新媒体运营师、直播销售员"1+X”职业技能等级认证的具体要求，对内容进行重构，将典型工作任务转化成学习领域任务，基于网络营销岗位工作过程导向设计和开发教材与课程。项目选取充分响应国家"扶贫攻坚”"乡村振兴”的号召，践行"三教改革”，积极服务商（个人商业）、农（农民）、企（企业）、创（创业者），按照"学习内容由浅入深、项目操作由易到难”的原则，设定五个教学项目。
沈继伟，2008年至今工作于长春职业技术学院，先后承担了《办公应用》、《计算机基础》、《图形图像处理》等十余门课程的教学任务，完成《网络新媒体营销》等多门在线课程的建设与开发任务。主讲的《页面效果图制作》课程被评为市级精品课程，主讲的《网页设计与制作》课程评为吉林省级优秀课程。从教以来，主持负责以及参与的课题14项；公开发表论文13篇，其中北大核心论文2篇；出版教材4部；获得职业院校信息化教学研究成果奖1项；公开发表专利与著作权9项。
项目一 扶商助学—“Students 学生社团”新媒体营销准备工作 ···············.1
案例引入 ·····································································································1 项目地图 ·····································································································1 任务 1 学习数字新媒体营销的基础知识 ····························································2 【任务描述】 ···················································································.2 【学习目标】 ···················································································.2 【知识学习】 ···················································································.2 【任务实训】 ···················································································.6 【知识拓展】 ···················································································.6 【任务拓展】 ···················································································.7 【习题与反思】 ················································································.8 任务 2 分析新媒体营销环境 ···········································································9 【任务描述】 ···················································································.9 【学习目标】 ···················································································.9 【知识学习】 ···················································································.9 【任务实训】 ··················································································.11 【知识拓展】 ··················································································.11 【任务拓展】 ··················································································.12 【习题与反思】 ···············································································.13 任务 3 制订新媒体营销策略 ········································································.14 【任务描述】 ··················································································.14 【学习目标】 ··················································································.14 【知识学习】 ··················································································.14 【任务实训】 ··················································································.18 【知识拓展】 ··················································································.18 【任务拓展】 ··················································································.19 【习题与反思】 ···············································································.19 任务 4 学习互联网思维和创业知识 ·······························································.20 【任务描述】 ··················································································.20 【学习目标】 ··················································································.20 【知识学习】 ··················································································.20 【任务实训】 ··················································································.24 【知识拓展】 ··················································································.24 【任务拓展】 ··················································································.25 【习题与反思】 ···············································································.25 任务 5 学习“互联网+新零售”相关知识 ·······················································.26 【任务描述】 ··················································································.26 【学习目标】 ··················································································.26 【知识学习】 ··················································································.26 【任务实训】 ··················································································.29 【知识拓展】 ··················································································.29 【任务拓展】 ··················································································.31 【习题与反思】 ···············································································.31 项目二 扶商助商—“泰乐美食”传统网络营销 ··································.32 案例引入 ··································································································.32 项目地图 ··································································································.32 任务 1 QQ 营销 ························································································.33 【任务描述】 ··················································································.33 【学习目标】 ··················································································.33 【知识学习】 ··················································································.33 【任务实训】 ··················································································.35 【知识拓展】 ··················································································.35 【任务拓展】 ··················································································.36 【习题与反思】 ···············································································.36 任务 2 软文营销 ·······················································································.37 【任务描述】 ··················································································.37 【学习目标】 ··················································································.37 【知识学习】 ··················································································.37 【任务实训】 ··················································································.40 【知识拓展】 ··················································································.41 【任务拓展】 ··················································································.41 【习题与反思】 ···············································································.41 任务 3 搜索引擎营销 ·················································································.42 【任务描述】 ··················································································.42 【学习目标】 ··················································································.42 【知识学习】 ··················································································.42 【任务实训】 ··················································································.56 【知识拓展】 ··················································································.56 【任务拓展】 ··················································································.58 【习题与反思】 ···············································································.58 任务 4 论坛营销 ·······················································································.59 【任务描述】 ··················································································.59 【学习目标】 ··················································································.59 【知识学习】 ··················································································.59 【任务实训】 ··················································································.61 【知识拓展】 ··················································································.62 【任务拓展】 ··················································································.63 【习题与反思】 ···············································································.64 任务 5 电子邮件营销 ·················································································.65 【任务描述】 ··················································································.65 【学习目标】 ··················································································.65 【知识学习】 ··················································································.65 【任务实训】 ··················································································.67 【知识拓展】 ··················································································.69 【任务拓展】 ··················································································.70 【习题与反思】 ···············································································.70 任务 6 百度百科、百度文库、百度知道营销 ···················································.71 【任务描述】 ··················································································.71 【学习目标】 ··················································································.71 【知识学习】 ··················································································.71 【任务实训】 ··················································································.75 【知识拓展】 ··················································································.75 【任务拓展】 ··················································································.79 【习题与反思】 ···············································································.79 任务 7 网络广告营销 ·················································································.80 【任务描述】 ··················································································.80 【学习目标】 ··················································································.80 【知识学习】 ··················································································.80 【任务实训】 ··················································································.84 【知识拓展】 ··················································································.85 【任务拓展】 ··················································································.85 【习题与反思】 ···············································································.86 项目三 扶商助企—“格美服装”主流网络营销 ··································.87 案例引入 ··································································································.87 项目地图 ··································································································.87 任务 1 微信营销 ·······················································································.88 【任务描述】 ··················································································.88 【学习目标】 ··················································································.88 【知识学习】 ··················································································.88 【任务实训】 ··················································································.91 【知识拓展】 ··················································································.92 【任务拓展】 ··················································································.92 【习题与反思】 ···············································································.93 任务 2 微信公众号营销 ··············································································.94 【任务描述】 ··················································································.94 【学习目标】 ··················································································.94 【知识学习】 ··················································································.94 【任务实训】 ················································································.102 【知识拓展】 ················································································.103 【任务拓展】 ················································································.103 【习题与反思】 ·············································································.104 任务 3 微博营销 ·····················································································.105 【任务描述】 ················································································.105 【学习目标】 ················································································.105 【知识学习】 ················································································.105 【任务实训】 ················································································.113 【知识拓展】 ················································································.113 【任务拓展】 ················································································.115 【习题与反思】 ·············································································.115 任务 4 知乎营销 ······················································································.116 【任务描述】 ················································································.116 【学习目标】 ················································································.116 【知识学习】 ················································································.116 【任务实训】 ················································································.119 【知识拓展】 ················································································.120 【任务拓展】 ················································································.120 【习题与反思】 ·············································································.120 任务 5 简书营销 ·····················································································.121 【任务描述】 ················································································.121 【学习目标】 ················································································.121 【知识学习】 ················································································.121 【任务实训】 ················································································.124 【知识拓展】 ················································································.125 【任务拓展】 ················································································.126 【习题与反思】 ·············································································.126 任务 6 App 营销 ·····················································································.127 【任务描述】 ················································································.127 【学习目标】 ················································································.127 【知识学习】 ················································································.127 【任务实训】 ················································································.131 【知识拓展】 ················································································.131 【任务拓展】 ················································································.133 【习题与反思】 ·············································································.133 项目四 扶商助农—“红孩儿草莓生态园”视频营销 ··························.134 案例引入 ································································································.134 项目地图 ································································································.134 任务 1 短视频营销 ··················································································.135 【任务描述】 ················································································.135 【学习目标】 ················································································.135 【知识学习】 ················································································.135 【任务实训】 ················································································.140 【知识拓展】 ················································································.141 【任务拓展】 ················································································.142 【习题与反思】 ·············································································.143 任务 2 直播营销 ·····················································································.144 【任务描述】 ················································································.144 【学习目标】 ················································································.144 【知识学习】 ················································································.144 【任务实训】 ················································································.153 【知识拓展】 ················································································.154 【任务拓展】 ················································································.156 【习题与反思】 ·············································································.157 项目五 扶商助创—“Sunshine 母婴工作室”自媒体运营与推广 ··········.158 案例引入 ································································································.158 项目地图 ································································································.158 任务 1 百家号的运营与推广 ······································································.159 【任务描述】 ················································································.159 【学习目标】 ················································································.159 【知识学习】 ················································································.159 【任务实训】 ················································································.161 【知识拓展】 ················································································.163 【任务拓展】 ················································································.164 【习题与反思】 ·············································································.164 任务 2 企鹅号的运营与推广 ······································································.165 【任务描述】 ················································································.165 【学习目标】 ················································································.165 【知识学习】 ················································································.165 【任务实训】 ················································································.168 【知识拓展】 ················································································.171 【任务拓展】 ················································································.173 【习题与反思】 ·············································································.174 任务 3 头条号的运营与推广 ······································································.175 【任务描述】 ················································································.175 【学习目标】 ················································································.175 【知识学习】 ················································································.175 【任务实训】 ················································································.176 【知识拓展】 ················································································.179 【任务拓展】 ················································································.181 【习题与反思】 ·············································································.181 参考文献 ······················································································.182
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