目录
第1 章 基础知识概述 ....................................................................... 001
1.1 直播行业的现状与趋势............................................................................002
1.1.1 直播行业发展现状.................................................................................. 002
1.1.2 直播行业发展趋势.................................................................................. 009
1.2 直播员的产生与发展................................................................................010
1.2.1 直播员的产生背景.................................................................................. 011
1.2.2 直播员的工作内容.................................................................................. 012
1.2.3 直播员的发展趋势.................................................................................. 015
1.3 直播销售的基础知识................................................................................015
1.3.1 直播销售员职业素养............................................................................... 016
1.3.2 直播销售相关法律知识........................................................................... 017
1.4 本章小结....................................................................................................018
1.5 本章习题....................................................................................................018
第2 章 打造专业主播 ....................................................................... 019
2.1 学会个人包装............................................................................................020
2.1.1 好的妆容................................................................................................. 020
2.1.2 衣着发型................................................................................................. 021
2.1.3 精神面貌................................................................................................. 022
2.2 培养主播技能............................................................................................022
2.2.1 专业能力................................................................................................. 022
2.2.2 应对提问................................................................................................. 024
2.2.3 心理素质................................................................................................. 025
2.3 优秀主播要素............................................................................................027
2.3.1 直播内容................................................................................................. 027
2.3.2 直播设备................................................................................................. 029
2.4 本章小结....................................................................................................039
2.5 本章习题....................................................................................................039
第3章 打造新颖人设 .......................................................................040
3.1 脱颖而出的主播人设................................................................................041
3.1.1 重要人设.................................................................................................041
3.1.2 确定类型.................................................................................................042
3.1.3 打造差异.................................................................................................043
3.1.4 清晰定位.................................................................................................044
3.2 主播的强IP属性 ......................................................................................046
3.2.1 传播属性.................................................................................................046
3.2.2 内容属性.................................................................................................047
3.2.3 情感属性.................................................................................................049
3.2.4 粉丝属性.................................................................................................049
3.2.5 前景属性.................................................................................................051
3.2.6 内涵属性.................................................................................................053
3.2.7 故事属性.................................................................................................053
3.3 主播人设魅力............................................................................................054
3.3.1 抓心人设.................................................................................................055
3.3.2 了解人设.................................................................................................056
3.3.3 独特人设.................................................................................................059
3.3.4 人设标签.................................................................................................061
3.4 本章小结....................................................................................................062
3.5 本章习题....................................................................................................062
第4章 打造一流口才 .......................................................................063
4.1 语言表达能力............................................................................................064
4.1.1 语言能力.................................................................................................064
4.1.2 幽默技巧.................................................................................................066
4.1.3 策划内容.................................................................................................068
4.1.4 应对提问.................................................................................................070
4.1.5 留言活跃.................................................................................................070
4.2 卖货聊天技能............................................................................................073
4.2.1 感恩心态.................................................................................................073
4.2.2 乐观心态.................................................................................................073
4.2.3 换位思考.................................................................................................075
4.2.4 低调谦虚.................................................................................................075
4.2.5 适可而止.................................................................................................075
4.3 变现语言技巧............................................................................................076
4.3.1 提出问题.................................................................................................076
4.3.2 放大问题.................................................................................................076
4.3.3 引入产品.................................................................................................077
4.3.4 提升高度.................................................................................................078
4.3.5 降低门槛.................................................................................................079
4.4 本章小结....................................................................................................080
4.5 本章习题....................................................................................................080
第5章 必备销售技巧 .......................................................................081
5.1 直播间卖货的要点....................................................................................082
5.1.1 转变身份.................................................................................................082
5.1.2 管好情绪.................................................................................................082
5.1.3 用好方法.................................................................................................084
5.2 提高变现的销售能力................................................................................086
5.2.1 解决痛点.................................................................................................086
5.2.2 打造痒点.................................................................................................087
5.2.3 提供爽点.................................................................................................088
5.3 快速下单的促单技巧................................................................................089
5.3.1 优惠营销.................................................................................................090
5.3.2 种草推广.................................................................................................091
5.3.3 介绍产品.................................................................................................091
5.3.4 赞美用户.................................................................................................092
5.3.5 强调产品.................................................................................................092
5.3.6 示范推销.................................................................................................092
5.3.7 限时优惠.................................................................................................094
5.4 本章小结....................................................................................................094
5.5 本章习题....................................................................................................094
第6章 各色直播平台 .......................................................................095
6.1 抖音直播....................................................................................................096
6.1.1 直播入口.................................................................................................096
6.1.2 互动玩法.................................................................................................099
6.2 淘宝直播....................................................................................................100
6.2.1 平台入驻.................................................................................................100
6.2.2 运营技巧.................................................................................................102
6.3 快手直播....................................................................................................103
6.3.1 开通直播.................................................................................................103
6.3.2 精准运营.................................................................................................105
6.4 B站直播 ....................................................................................................107
6.4.1 直播玩法.................................................................................................107
6.4.2 直播规范.................................................................................................109
6.5 拼多多直播................................................................................................110
6.5.1 直播技巧.................................................................................................111
6.5.2 直播规范.................................................................................................114
6.6 小红书直播................................................................................................116
6.6.1 基本概况.................................................................................................116
6.6.2 注意事项.................................................................................................120
6.7 本章小结....................................................................................................121
6.8 本章习题....................................................................................................121
第7章 直播前的准备 .......................................................................122
7.1 直播间布置9大要素................................................................................123
7.1.1 直播场地.................................................................................................123
7.1.2 背景装饰.................................................................................................124
7.1.3 网络设备.................................................................................................125
7.1.4 灯光设置.................................................................................................126
7.1.5 摄像工具.................................................................................................127
7.1.6 耳麦设备.................................................................................................128
7.1.7 声卡设备.................................................................................................129
7.1.8 产品摆放.................................................................................................131
7.1.9 隔音装置.................................................................................................134
7.2 了解直播分工............................................................................................135
7.2.1 主播........................................................................................................135
7.2.2 助播........................................................................................................137
7.2.3 数据分析.................................................................................................137
7.2.4 场控........................................................................................................140
7.2.5 客服........................................................................................................140
7.2.6 运营........................................................................................................141
7.3 本章小结....................................................................................................142
7.4 本章习题....................................................................................................142
第8章 完善直播策划 .......................................................................143
8.1 细化直播模式............................................................................................144
8.1.1 垂直定位.................................................................................................144
8.1.2 各端渗透.................................................................................................145
8.1.3 直播创新.................................................................................................145
8.1.4 标签设置.................................................................................................146
8.1.5 多种行业.................................................................................................147
8.1.6 合作双赢.................................................................................................148
8.2 确定直播内容............................................................................................148
8.2.1 内容模式.................................................................................................149
8.2.2 确定方向.................................................................................................150
8.2.3 产品呈现.................................................................................................152
8.2.4 特点热点.................................................................................................155
8.2.5 软需增值.................................................................................................159
8.2.6 其他内容.................................................................................................161
8.3 本章小结....................................................................................................163
8.4 本章习题....................................................................................................163
第9章 标题封面设计 .......................................................................164
9.1 掌握标题命名规律....................................................................................165
9.1.1 使用热词.................................................................................................165
9.1.2 借势传播.................................................................................................169
9.1.3 利用数字.................................................................................................173
9.1.4 通过提问.................................................................................................179
9.1.5 修辞表达.................................................................................................184
9.2 规避封面设计错误....................................................................................186
9.2.1 原创封面.................................................................................................186
9.2.2 标签符号.................................................................................................187
9.2.3 画面构图.................................................................................................187
9.2.4 尺寸大小.................................................................................................188
9.2.5 默认版面.................................................................................................189
9.2.6 色彩鲜艳.................................................................................................189
9.3 本章小结....................................................................................................190
9.4 本章习题....................................................................................................190
第10章 直播带货技巧 .....................................................................191
10.1 直播带货5步法......................................................................................192
10.1.1 取得用户信任.......................................................................................192
10.1.2 塑造产品价值.......................................................................................193
10.1.3 了解用户需求.......................................................................................195
10.1.4 根据需求推荐.......................................................................................195
10.1.5 促使用户下单.......................................................................................196
10.2 做好直播选品..........................................................................................196
10.2.1 根据定位选择.......................................................................................196
10.2.2 查看产品销量.......................................................................................197
10.2.3 亲自体验产品.......................................................................................197
10.2.4 了解产品卖点.......................................................................................198
10.3 掌握带货技巧..........................................................................................198
10.3.1 利用卖点提高销量................................................................................198
10.3.2 借助用户树立口碑................................................................................199
10.3.3 围绕产品策划段子................................................................................201
10.3.4 展现产品自身的实力.............................................................................202
10.3.5 比较同类产品的差价.............................................................................202
10.3.6 呈现产品的使用场景.............................................................................203
10.3.7 选用专业的直播导购.............................................................................204
10.4 本章小结..................................................................................................205
10.5 本章习题..................................................................................................205
第11章 数据分析复盘 .....................................................................206
11.1 转变直播策略 ..........................................................................................207
11.1.1 用户行为...............................................................................................207
11.1.2 经营指标...............................................................................................207
11.1.3 带货指标...............................................................................................208
11.2 灵活运用数据平台 ..................................................................................209
11.2.1 巨量百应...............................................................................................209
11.2.2 灰豚数据...............................................................................................213
11.2.3 CC数据................................................................................................216
11.2.4 蝉妈妈..................................................................................................219
11.2.5 抖查查..................................................................................................220
11.3 优化直播数据指标 ..................................................................................221
11.3.1 图文吸引...............................................................................................221
11.3.2 留住用户...............................................................................................223
11.3.3 促成交易...............................................................................................225
11.3.4 客户维护...............................................................................................227
11.4 本章小结 ..................................................................................................228
11.5 本章习题 ..................................................................................................228
习题参考答案 ........................................................................................229