本书围绕新媒体营销逻辑为切入点，全书主要分为基础篇、工具篇、效果篇三部分做了深入浅出的介绍，在此基础上从新媒体营销基础知识为开始、以新媒体营销用户洞察、新媒体营销模式、新媒体营销过程为主线，然后对微信平台营销、微博平台营销、短视频平台营销、直播平台营销、社群营销主流平台进行营销实战，最后对新媒体营销数据整理与可视化、新媒体营销效果评估和新媒体营销效果优化做了深化，为新媒体营销策划打下坚实基础。
安徽财经大学市场营销系主任、教授。主要研究方向为：商业模式创新的理论与策略。主持完成国家社会科学基金项目1项，完成省级课题多项。2018年至2021年连续4次入选全国工商管理专业学位研究生教育指导委员会公布的"全国百篇优秀管理案例（微案例）”名单；荣获清华大学"卓越开发者”案例大奖赛二等奖1项，三等奖4项。
第 1 章 新媒体营销概述 ······················.1
1.1 新媒体营销认知 ·····················.2
1.1.1 新媒体与新媒体营销的
基础概念 ······················.2
1.1.2 新媒体营销和传统媒体
营销的区别 ···················.2
1.1.3 新媒体营销变革历程 ·······.4
1.1.4 新媒体营销的基本特点 ····.6
1.1.5 新媒体营销的常见载体 ····.7
1.2 新媒体营销定位 ·····················.9
1.2.1 新媒体营销用户定位 ·······.9
1.2.2 新媒体营销产品定位 ·····.10
1.2.3 新媒体营销平台定位 ·······11
1.3 新媒体营销从业人员的职业
素养···································.14
1.3.1 新媒体营销从业人员的
基本素质 ····················.14
1.3.2 新媒体营销从业人员的
职业能力 ····················.15
营销实战 ···································.15
知识测验 ···································.16
第 2 章 用户画像定位 ·······················.17
2.1 新媒体用户需求分析 ·············.18
2.1.1 新媒体用户的本质
需求 ··························.18
2.1.2 新媒体产品的生命周期
与用户需求 ·················.20
2.1.3 新媒体用户需求与用户
体验设计 ····················.24
2.2 新媒体用户心理分析 ·············.26
2.2.1 新媒体用户心理分析
概述 ··························.26
2.2.2 新媒体用户心理研究
理论 ··························.28
2.2.3 构建用户心理模型的
步骤和方法 ·················.29
2.3 新媒体用户行为分析 ·············.30
2.3.1 新媒体用户行为分析
概述 ··························.30
2.3.2 新媒体用户行为分析
方法 ··························.30
2.3.3 建构用户行为模型的
步骤与方法 ·················.33
营销实战 ···································.35
知识测验 ···································.36
第 3 章 新媒体图文营销 ····················.38
3.1 新媒体图文营销创作类型 ·······.38
3.1.1 新媒体图文营销创作之
产品文案 ····················.39
3.1.2 新媒体图文营销创作之
品牌文案 ····················.40
3.1.3 新媒体图文营销创作之
推广文案 ····················.41
3.1.4 新媒体图文营销创作之
导购文案 ····················.42
3.2 新媒体图文内容写作 ·············.43
3.2.1 新媒体图文的亮点标题 ··.43
3.2.2 新媒体图文的开头铺垫 ··.46
3.2.3 新媒体图文的正文中心 ··.47
3.2.4 新媒体图文的“神”
结尾 ··························.48
3.2.5 新媒体图文的其他搭配
元素 ··························.49
3.3 新媒体图文营销技巧 ·············.52
3.3.1 注重图文排版···············.52
3.3.2 热门选题搜索方法·········.54
3.3.3 图文风格整体把握·········.57
3.3.4 交流互动体验深入·········.59
3.3.5 新媒体图文营销的效果
追踪···························.60
营销实战····································.63
知识测验····································.64
第 4 章 短视频营销···························.65
4.1 短视频营销认知····················.66
4.1.1 短视频与短视频营销······.66
4.1.2 短视频营销类型············.66
4.1.3 短视频变现方式············.67
4.1.4 短视频行业发展情况······.70
4.2 短视频营销视频内容策划········.71
4.2.1 短视频营销标题的撰写
技巧···························.71
4.2.2 短视频素材搜集············.73
4.2.3 短视频拍摄工具准备······.74
4.2.4 短视频后期剪辑工具······.76
4.2.5 创意视频的打造技巧······.79
4.3 短视频营销技巧····················.82
4.3.1 短视频黄金发布时间······.82
4.3.2 短视频平台同步投放······.83
4.3.3 打造短视频专属 IP
（Intellectual Property，
知识产权）··················.85
4.3.4 系列短视频触发传播······.88
营销实战····································.88
知识测验····································.89
第 5 章 直播营销······························.91
5.1 直播营销认知·······················.91
5.1.1 直播营销的概念············.91
5.1.2 直播营销的优势与价值···.92
5.1.3 直播营销的常见形式······.93
5.1.4 主流直播平台及特点······.94
5.2 直播前期准备·······················.96
5.2.1 直播团队组建···············.96
5.2.2 直播脚本设计···············.98
5.2.3 直播硬件·····················.99
5.2.4 直播预告宣传与引流····.101
5.3 直播中期执行·····················.102
5.3.1 直播产品讲解·············.102
5.3.2 直播开场技巧·············.105
5.3.3 直播互动活动·············.105
5.4 直播风险防范·····················.106
5.4.1 直播带货行为及营销
主体的法律定性··········.106
5.4.2 直播带货行为存在的
主要法律风险·············.107
5.4.3 直播带货行为的法律
风险防范建议·············.109
营销实战····································110
知识测验····································110
第 6 章 微博营销······························112
6.1 微博营销的认知····················113
6.1.1 微博营销的诞生············113
6.1.2 微博营销的策略············114
6.1.3 微博营销的原则············115
6.1.4 微博营销的创新方向······116
6.2 微博营销推广技巧·················118
6.2.1 微博软文植入技巧·········118
6.2.2 微博硬广告（简称
“硬广”）投放技巧·······.120
6.2.3 微博加粉互动技巧·······.121
6.2.4 微博搜索优化技巧·······.123
6.3 微博营销工具介绍···············.125
6.3.1 粉丝头条···················.125
6.3.2 粉丝服务平台·············.126
6.3.3 抽奖中心···················.128
6.3.4 活动中心···················.130
6.3.5 第三方工具················.133
营销实战··································.133
知识测验··································.134
第 7 章 微信营销····························.136
7.1 微信与微信营销··················.137
7.1.1 认识微信···················.137
7.1.2 认识微信营销·············.137
7.1.3 微信营销常见误区及
原则·························.138
7.2 微信公众号营销 ··················.139
7.2.1 微信公众号营销定位 ····.139
7.2.2 微信公众号设置技巧 ····.141
7.2.3 微信公众号增粉方法 ····.146
7.3 微信小程序营销 ··················.149
7.3.1 微信小程序营销设计 ····.149
7.3.2 微信小程序引流方法 ····.150
7.3.3 微信小程序用户裂变与
留存 ·························.151
7.4 微信视频号营销 ··················.153
7.4.1 微信视频号装修 ··········.153
7.4.2 微信视频号引流 ··········.156
7.4.3 微信视频号运营技巧 ····.157
7.5 微信其他开放模式 ···············.158
7.5.1 第三方应用嵌入模式 ····.159
7.5.2 微信支付模式 ·············.159
营销实战 ··································.161
知识测验 ··································.162
第 8 章 社群营销 ····························.163
8.1 社群营销认知 ·····················.164
8.1.1 社群及社群营销的定义··.164
8.1.2 社群营销的特点与优势··.166
8.1.3 社群营销三步法 ··········.167
8.1.4 社群营销的“六有”
原则 ·························.168
8.1.5 社群营销思维与社群
价值观 ······················.169
8.2 社群营销的基础构建 ············.170
8.2.1 社群构建的基本要素 ····.170
8.2.2 社群规则与营销目标
制定 ·························.171
8.2.3 社群管理架构与成员
划分 ·························.173
8.3 社群营销的运营技巧 ············.175
8.3.1 社群优质内容传播·········.175
8.3.2 社群优质活动聚拢用户 ·.176
8.3.3 线上线下社群联动 ·······.176
8.3.4 社群文化沉淀 ·············.177
营销实战 ··································.179
知识测验 ··································.180
第 9 章 新媒体营销活动策划 ··············181
9.1 新媒体营销活动策划案 ··········182
9.1.1 活动策划与活动策划案···182
9.1.2 活动策划案格式与内容···183
9.2 新媒体具体营销活动策划 ·······185
9.2.1 新媒体事件营销活动
策划 ··························185
9.2.2 新媒体饥饿营销活动
策划 ··························187
9.2.3 新媒体互动营销活动
策划 ··························188
9.2.4 新媒体 IP 营销活动
策划 ··························189
9.2.5 新媒体口碑营销活动
策划 ··························193
9.2.6 新媒体软文营销活动
策划 ··························195
营销实战 ···································198
知识测验 ···································198
第 10 章 新媒体营销数据分析 ············200
10.1 新媒体营销数据分析认识······201
10.1.1 新媒体营销数据分析
意义 ························201
10.1.2 新媒体营销数据分析
流程 ························203
10.2 新媒体营销数据分析类型······205
10.2.1 用户行为数据分析·······205
10.2.2 渠道流量数据分析·······206
10.2.3 转化收益数据分析·······207
10.2.4 市场行情数据分析·······207
10.3 新媒体营销数据分析产出
形式 ································209
10.3.1 新媒体营销数据分析
表格 ························209
10.3.2 新媒体营销数据分析
可视化表达 ·············.209
10.3.3 新媒体营销数据分析
专业报告···················212
营销实战 ···································216
知识测验 ···································217
参考文献 ·········································218
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