自媒体运营基础实战教程（抖音版）
“十四五”职业教育国家规划教材
作 译 者：郑艳秋
出 版 日 期：2024-07-01
书 代 号：G0485020
Ｉ Ｓ Ｂ Ｎ：9787121485022
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内容简介
本书是自媒体运营职业技能等级证书配套系列教材之一，依据《自媒体运营职业技能等级标准（2023版）》（初级）编写。全书共10 个项目，26 个任务，包括账号管理、场景搭建、文案创意、图片拍摄与处理、视频拍摄与剪辑、口播技术、短视频运营、直播运营、用户运营和服务变现，分属账号搭建、内容创作、引流转化和商业变现四大模块，内在逻辑清晰，实现了技能闭环。写法上属于典型的OBE 理念指导下的任务驱动模式，真实、实用。
本书是自媒体运营1+X 考试复习教材，也可作为中等、高等职业院校《自媒体运营》课程配套教材，还适合抖音自媒体创作者自学参考。图书详情
ISBN：9787121485022开 本：16(185*260)页 数：220字 数：352本书目录
项目一 账号管理·························································· 1 任务1.1 注册“板娘说游”个人账号并认证 ····································· 2 任务1.2 查看账号基本数据，了解其意义 ········································ 7 项目总结 ······························································16 项目练习 ······························································17 项目二 场景搭建·························································18 任务2.1 手机直播基础设施及硬件准备 ··········································19 任务2.2 数字媒体基础软件安装与配置 ··········································26 任务2.3 情景类短视频场景搭建与布置 ··········································32 任务2.4 通用直播间软装修 ·················································37 项目总结 ······························································44 项目练习 ······························································44 项目三 文案创意·························································46 任务3.1 创意搜集与整理 ················································47 任务3.2 使用剪映完成短视频脚本的撰写 ·······································56 项目总结 ······························································66 项目练习 ······························································66 项目四 图片拍摄与处理 ··················································68 任务4.1 用智能手机拍摄一组图片 ············································69 任务4.2 用醒图制作视频封面 ··············································78 项目总结 ······························································89 项目练习 ······························································90 项目五 视频拍摄与剪辑 ··················································91 任务5.1 非遗豆腐皮短视频拍摄前的准备 ·······································92 任务5.2 拍摄非遗豆腐皮短视频素材 ·········································96 任务5.3 非遗豆腐皮短视频的后期制作 ········································ 102 项目总结 ···························································· 110 项目练习 ···························································· 110 项目六 口播技术······················································· 112 任务6.1 口播发音与表达训练 ············································ 113 任务6.2 旅游主播的基础口播话术训练 ········································ 119 项目总结 ···························································· 125 项目练习 ···························································· 126 项目七 短视频运营 ······················································· 127 任务7.1 上传一条短视频到抖音平台上 ········································ 128 任务7.2 推广短视频并回复粉丝评论 ··········································· 136 任务7.3 查询短视频数据，判断视频表现 ····································· 145 项目总结 ···························································· 151 项目练习 ···························································· 151 项目八 直播运营······················································· 153 任务8.1 直播间创建和设备准备 ············································· 154 任务8.2 监测直播间，提升直播互动效果 ····································· 159 任务8.3 制作直播日复盘表 ··············································· 165 项目总结 ···························································· 169 项目练习 ···························································· 169 项目九 用户运营······················································· 171 任务9.1 回关粉丝，链接更多用户 ·········································· 172 任务9.2 创建社群并保持活跃 ············································ 177 项目总结 ···························································· 182 项目练习 ···························································· 182 项目十 服务变现······················································· 184 任务10.1 全面了解抖音平台变现模式 ········································· 185 任务10.2 探店任务选择与执行 ·············································· 194 任务10.3 资金管理 ····················································· 204 项目总结 ···························································· 211 项目练习 ···························································· 211展开前 言
TikTok 是抖音国际版。截至2024 年4 月，TikTok 全球下载量超过49.2 亿次，覆盖150个国家，其中，在40 多个国家的应用商店登顶，月度活跃用户数超过15.82 亿，远超国内抖音的月活用户数（2024 年5 月，3 亿人左右）。抖音不只是国民级应用，更是世界级应用。无论是“记录美好生活”，还是获取创作收益，或是传播品牌价值，总有一种“值得”的“好处”，激励我们学好抖音自媒体相关技能。以抖音为代表的视频社媒，在接近数码相机拍摄质量的智能手机、人工智能辅助的视频剪辑工具等的加持下，创作变得越来越容易。“自媒体运营”正是这样一种简单而值得的通用技能。 “自媒体运营”1+X 职业技能等级证书是教育部审批通过的第四批1+X 证书之一，由抖音集团（北京抖音信息服务有限公司）举办，以“达人”（自媒体创作者）视角，依托抖音平台，将相关技能分为初、中、高三个层次，支持创作者从产生“兴趣”，到基本“合格”，并逐步走向“成熟”，这是证书三个级别的定位。 本书是自媒体运营初级证书的配套教材，依据《自媒体运营职业技能等级标准（2023版）》（初级）编写，宗旨是激发和保持初学者的兴趣。故在内容选择上，着重在“简”和“快”字上下功夫。 全书共10 个项目，26 个任务，较中级少2 个项目，较高级少3 个项目，在内容范畴上更“简”、更“快”。所有任务的实践在手机端即可完成，不需要专用机房和宽带网络，即使实训条件不够理想，也能顺利实践，在实践条件上实现了“简”和“快”。内容深度上也按“简”“快”原则，尽量降低难度。例如，在账号管理中关于平台及其规则的内容，只需要掌握违禁规则即可，无须理解抖音运营逻辑，更无须学习抖音提出的方法论。而在初级考试中，必考的剪映实操也只要求用提供的素材套用模板，快速生成短视频。当学生执行简单几步操作，就能看到成果时，或许能顺利产生兴趣。当每个任务都能让学生感到有成果时，或许能更长久地保持兴趣。 本书在撰写方法上严格贯彻了OBE（目标导向教育模式）理念，将技能点融入每个任务中，每个任务按“任务描述—任务实施—任务反思—课堂练习”的固定框架呈现。在任务描述中给出真实任务情景，在任务实施中分析任务并按工作过程逐步解决问题，在任务反思中进行总结或举一反三，在课堂练习中巩固所学技能。应用这种简单框架写出的真实任务，能比较顺利地实现技能的迁移、固化与应用转化。 本书作者来自院校或企业一线，兼具才华与情怀，他们是北京市昌平职业学校的郑艳秋、方荣卫，阳江职业技术学院的张晓欣、陈新宇，河北雄安星群文化传媒有限公司的刘 磊、苑瑞静，上海薇龙文化传播有限公司的汪露、方月，广州大洋教育科技股份有限公司的邓健宇、曾健青、林钜法、梁思蕾、祝睿，厦门易普道信息科技有限公司的陈善熀、张幼娥，赤峰火烈鸟文化传媒公司的孙颖。 本书在编写过程中，得到了抖音集团原数字学堂的有关领导、清华大学国家服务外包人力资源研究院的有关专家的关怀和指导，在此一并表示感谢！ 本书配套有技能标准、考纲、PPT 课件、视频课、样卷、练习题库及参考答案，还有仿真实训系统，部分是免费的，可以发E-mail 至chitty@phei.com.cn 向编辑索要。 限于作者水平与时间精力，本书难免有不足甚至错误之处，恳请读者和专家不吝赐教。意见建议请发E-mail 至chitty@phei.com.cn。 本书软件界面、数据和功能操作对应的抖音版本为：桌面版2024 年5 月9 日v3.5.1.14417，移动版（Android 和iOS 相同）v29.8.0。因抖音软件更新快，故很多内容可能与读者使用的最新版软件不符，请以最新版为准。展开作者简介
郑燕秋，昌平职业学校教育集团党委书记、校长；从教数十年。教育学硕士,中学高级教师,北京市优秀教师。 -
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