主播素养之“树德”篇
项目一 主播职业道德认知
任务一 了解主播职业现状··················4 
一、主播职业人才缺口大···············5 
二、主播职业岗位需求城市分布广·.6 
三、岗位集中在大学学历···············7 
四、中小规模公司多·····················8 
五、从业经验要求不一··················9 
任务二 明确主播岗位职责················11 
一、直播团队的任务分工、岗位职责 和任职资格································11 
二、直播核心岗位商业人才职业能力 要求·········································13
三、岗位核心能力图谱················16 
任务三 培养主播良好职业心态··········19 
一、主播需要的职业心态·············19 
二、培养正确的直播心态·············21 
三、主播各阶段心态管理·············22 
任务四 熟悉主播行为规范················26 
一、各个部门对直播的具体要求····28 
二、社会热点·····························29 
三、未成年人保护·····················.29
主播素养之“塑形”篇
项目二 塑造主播职业形象
任务一 定位主播账号·····················.35 
一、直播账号的定位类型·············36 
二、直播账号的定位方法·············37 
任务二 设计主播人设形象················40 
一、人设形象的概念···················41 
二、人设形象的分类···················41
三、人设形象的塑造···················42 
任务三 搭建直播间························.47 
一、直播间搭建的原则················47 
二、直播间搭建的细节与技巧·······48 
三、电商直播间的搭建················50
主播素养之“修行”篇
项目三 修炼主播文化底蕴
任务一 培养主播逻辑思维················56 
一、逻辑思维的定义···················57 
二、逻辑思维的训练···················58
任务二 训练主播创新思维················63 
一、创新思维·····························64 
二、常用的创新思维···················64 
三、培养创新思维·····················.67
任务三 学习网络行业文化················70 
一、网络文化·····························71 
二、网络语言文化·····················.72 
三、网络直播文化·····················.73
任务四 培育主播礼仪修养················75
 一、直播礼仪·····························76 
二、形象与才艺························.77
三、内在修养·····························77
项目四 培养主播沟通技能
任务一 主播普通话发音吐字基本功训练 ·······································87 
一、对标准普通话的基本认知·······89 
二、掌握正确的呼吸方法·············91 
三、学习正确的普通话发音··········94 
四、做到吐字归音·····················.96 
任务二 主播语言情感表达训练·······.102 
一、对主播语言情感表达的基本认知 ········································103 
二、主播语言情感表达的训练方法 ········································106 
任务三 主播表情和态势语训练·······.110 
一、表情管理的定义··················111
二、主播表情管理的重要性·······.112 
三、主播训练表情的方法············113 
四、态势语······························116 
五、主播常用的身势语言············116 
六、态势语的训练方法···············121 
任务四 主播话术设计与训练··········.121 
一、话术的作用························123 
二、直播语言艺术·····················123 
三、直播话术（以电商直播为例） ·······································125 
四、直播节奏把控（以电商直播为例） ······································.127
项目五 提升主播营销素养
任务一 了解现代营销基础知识·······.132 
一、市场营销的内涵··················135 
二、营销的核心概念··················136 
三、直播商品属性常识···············139 
任务二 分析消费者心理与行为·······.143 
一、消费者购买动机分析··········.144
二、消费者心理变化过程··········.146 
三、消费者购买行为分析··········.147 
任务三 熟悉新媒体营销及品牌策划····150 
一、新媒体营销认知··················151 
二、新媒体营销的发展现状·······.154 
三、新媒体营销下的品牌策划·····155
项目六 培养主播团队意识
任务一 认清主播团队角色定位·······.166
一、主播团队中的八种角色·······.167 
二、主播团队成员各角色的特点及作用 ·········································168 
三、主播团队角色的启示··········.170 
任务二 学习主播自我推广技巧·······.172 
一、在直播平台中推广自己·······.172
二、多渠道全方位引流···············175 
三、主播引流软文的写法··········.181 
任务三 训练主播团队协作技能·······.184 
一、什么是主播团队··················185 
二、主播团队精神·····················188 
三、主播团队沟通·····················189
附录 同步实训工单与同步测验