項(xiàng)目一 扶商助學(xué)—“Students 學(xué)生社團(tuán)”新媒體營(yíng)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(yíng)銷的基礎(chǔ)知識(shí) ····························································2
【任務(wù)描述】 ···················································································.2
【學(xué)習(xí)目標(biāo)】 ···················································································.2
【知識(shí)學(xué)習(xí)】 ···················································································.2
【任務(wù)實(shí)訓(xùn)】 ···················································································.6
【知識(shí)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(yíng)銷環(huán)境 ···········································································9
【任務(wù)描述】 ···················································································.9
【學(xué)習(xí)目標(biāo)】 ···················································································.9
【知識(shí)學(xué)習(xí)】 ···················································································.9
【任務(wù)實(shí)訓(xùn)】 ··················································································.11
【知識(shí)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(yíng)銷策略 ········································································.14
【任務(wù)描述】 ··················································································.14
【學(xué)習(xí)目標(biāo)】 ··················································································.14
【知識(shí)學(xué)習(xí)】 ··················································································.14
【任務(wù)實(shí)訓(xùn)】 ··················································································.18
【知識(shí)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(shí) ·······························································.20
【任務(wù)描述】 ··················································································.20
【學(xué)習(xí)目標(biāo)】 ··················································································.20
【知識(shí)學(xué)習(xí)】 ··················································································.20
【任務(wù)實(shí)訓(xùn)】 ··················································································.24
【知識(shí)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(shí) ·······················································.26
【任務(wù)描述】 ··················································································.26
【學(xué)習(xí)目標(biāo)】 ··················································································.26
【知識(shí)學(xué)習(xí)】 ··················································································.26
【任務(wù)實(shí)訓(xùn)】 ··················································································.29
【知識(shí)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(lè)美食”傳統(tǒng)網(wǎng)絡(luò)營(yíng)銷 ··································.32
案例引入 ··································································································.32
項(xiàng)目地圖 ··································································································.32
任務(wù) 1 QQ 營(yíng)銷 ························································································.33
【任務(wù)描述】 ··················································································.33
【學(xué)習(xí)目標(biāo)】 ··················································································.33
【知識(shí)學(xué)習(xí)】 ··················································································.33
【任務(wù)實(shí)訓(xùn)】 ··················································································.35
【知識(shí)拓展】 ··················································································.35
【任務(wù)拓展】 ··················································································.36
【習(xí)題與反思】 ···············································································.36
任務(wù) 2 軟文營(yíng)銷 ·······················································································.37
【任務(wù)描述】 ··················································································.37
【學(xué)習(xí)目標(biāo)】 ··················································································.37
【知識(shí)學(xué)習(xí)】 ··················································································.37
【任務(wù)實(shí)訓(xùn)】 ··················································································.40
【知識(shí)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(yíng)銷 ·················································································.42
【任務(wù)描述】 ··················································································.42
【學(xué)習(xí)目標(biāo)】 ··················································································.42
【知識(shí)學(xué)習(xí)】 ··················································································.42
【任務(wù)實(shí)訓(xùn)】 ··················································································.56
【知識(shí)拓展】 ··················································································.56
【任務(wù)拓展】 ··················································································.58
【習(xí)題與反思】 ···············································································.58
任務(wù) 4 論壇營(yíng)銷 ·······················································································.59
【任務(wù)描述】 ··················································································.59
【學(xué)習(xí)目標(biāo)】 ··················································································.59
【知識(shí)學(xué)習(xí)】 ··················································································.59
【任務(wù)實(shí)訓(xùn)】 ··················································································.61
【知識(shí)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(yíng)銷 ·················································································.65
【任務(wù)描述】 ··················································································.65
【學(xué)習(xí)目標(biāo)】 ··················································································.65
【知識(shí)學(xué)習(xí)】 ··················································································.65
【任務(wù)實(shí)訓(xùn)】 ··················································································.67
【知識(shí)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(kù)、百度知道營(yíng)銷 ···················································.71
【任務(wù)描述】 ··················································································.71
【學(xué)習(xí)目標(biāo)】 ··················································································.71
【知識(shí)學(xué)習(xí)】 ··················································································.71
【任務(wù)實(shí)訓(xùn)】 ··················································································.75
【知識(shí)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(yíng)銷 ·················································································.80
【任務(wù)描述】 ··················································································.80
【學(xué)習(xí)目標(biāo)】 ··················································································.80
【知識(shí)學(xué)習(xí)】 ··················································································.80
【任務(wù)實(shí)訓(xùn)】 ··················································································.84
【知識(shí)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(yíng)銷 ··································.87
案例引入 ··································································································.87
項(xiàng)目地圖 ··································································································.87
任務(wù) 1 微信營(yíng)銷 ·······················································································.88
【任務(wù)描述】 ··················································································.88
【學(xué)習(xí)目標(biāo)】 ··················································································.88
【知識(shí)學(xué)習(xí)】 ··················································································.88
【任務(wù)實(shí)訓(xùn)】 ··················································································.91
【知識(shí)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(hào)營(yíng)銷 ··············································································.94
【任務(wù)描述】 ··················································································.94
【學(xué)習(xí)目標(biāo)】 ··················································································.94
【知識(shí)學(xué)習(xí)】 ··················································································.94
【任務(wù)實(shí)訓(xùn)】 ················································································.102
【知識(shí)拓展】 ················································································.103
【任務(wù)拓展】 ················································································.103
【習(xí)題與反思】 ·············································································.104
任務(wù) 3 微博營(yíng)銷 ·····················································································.105
【任務(wù)描述】 ················································································.105
【學(xué)習(xí)目標(biāo)】 ················································································.105
【知識(shí)學(xué)習(xí)】 ················································································.105
【任務(wù)實(shí)訓(xùn)】 ················································································.113
【知識(shí)拓展】 ················································································.113
【任務(wù)拓展】 ················································································.115
【習(xí)題與反思】 ·············································································.115
任務(wù) 4 知乎營(yíng)銷 ······················································································.116
【任務(wù)描述】 ················································································.116
【學(xué)習(xí)目標(biāo)】 ················································································.116
【知識(shí)學(xué)習(xí)】 ················································································.116
【任務(wù)實(shí)訓(xùn)】 ················································································.119
【知識(shí)拓展】 ················································································.120
【任務(wù)拓展】 ················································································.120
【習(xí)題與反思】 ·············································································.120
任務(wù) 5 簡(jiǎn)書(shū)營(yíng)銷 ·····················································································.121
【任務(wù)描述】 ················································································.121
【學(xué)習(xí)目標(biāo)】 ················································································.121
【知識(shí)學(xué)習(xí)】 ················································································.121
【任務(wù)實(shí)訓(xùn)】 ················································································.124
【知識(shí)拓展】 ················································································.125
【任務(wù)拓展】 ················································································.126
【習(xí)題與反思】 ·············································································.126
任務(wù) 6 App 營(yíng)銷 ·····················································································.127
【任務(wù)描述】 ················································································.127
【學(xué)習(xí)目標(biāo)】 ················································································.127
【知識(shí)學(xué)習(xí)】 ················································································.127
【任務(wù)實(shí)訓(xùn)】 ················································································.131
【知識(shí)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(yíng)銷 ··························.134
案例引入 ································································································.134
項(xiàng)目地圖 ································································································.134
任務(wù) 1 短視頻營(yíng)銷 ··················································································.135
【任務(wù)描述】 ················································································.135
【學(xué)習(xí)目標(biāo)】 ················································································.135
【知識(shí)學(xué)習(xí)】 ················································································.135
【任務(wù)實(shí)訓(xùn)】 ················································································.140
【知識(shí)拓展】 ················································································.141
【任務(wù)拓展】 ················································································.142
【習(xí)題與反思】 ·············································································.143
任務(wù) 2 直播營(yíng)銷 ·····················································································.144
【任務(wù)描述】 ················································································.144
【學(xué)習(xí)目標(biāo)】 ················································································.144
【知識(shí)學(xué)習(xí)】 ················································································.144
【任務(wù)實(shí)訓(xùn)】 ················································································.153
【知識(shí)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(yíng)與推廣 ··········.158
案例引入 ································································································.158
項(xiàng)目地圖 ································································································.158
任務(wù) 1 百家號(hào)的運(yùn)營(yíng)與推廣 ······································································.159
【任務(wù)描述】 ················································································.159
【學(xué)習(xí)目標(biāo)】 ················································································.159
【知識(shí)學(xué)習(xí)】 ················································································.159
【任務(wù)實(shí)訓(xùn)】 ················································································.161
【知識(shí)拓展】 ················································································.163
【任務(wù)拓展】 ················································································.164
【習(xí)題與反思】 ·············································································.164
任務(wù) 2 企鵝號(hào)的運(yùn)營(yíng)與推廣 ······································································.165
【任務(wù)描述】 ················································································.165
【學(xué)習(xí)目標(biāo)】 ················································································.165
【知識(shí)學(xué)習(xí)】 ················································································.165
【任務(wù)實(shí)訓(xùn)】 ················································································.168
【知識(shí)拓展】 ················································································.171
【任務(wù)拓展】 ················································································.173
【習(xí)題與反思】 ·············································································.174
任務(wù) 3 頭條號(hào)的運(yùn)營(yíng)與推廣 ······································································.175
【任務(wù)描述】 ················································································.175
【學(xué)習(xí)目標(biāo)】 ················································································.175
【知識(shí)學(xué)習(xí)】 ················································································.175
【任務(wù)實(shí)訓(xùn)】 ················································································.176
【知識(shí)拓展】 ················································································.179
【任務(wù)拓展】 ················································································.181
【習(xí)題與反思】 ·············································································.181
參考文獻(xiàn) ······················································································.182