主播素養(yǎng)之“樹德”篇
項(xiàng)目一 主播職業(yè)道德認(rèn)知
任務(wù)一 了解主播職業(yè)現(xiàn)狀··················4
一、主播職業(yè)人才缺口大···············5
二、主播職業(yè)崗位需求城市分布廣·.6
三、崗位集中在大學(xué)學(xué)歷···············7
四、中小規(guī)模公司多·····················8
五、從業(yè)經(jīng)驗(yàn)要求不一··················9
任務(wù)二 明確主播崗位職責(zé)················11
一、直播團(tuán)隊(duì)的任務(wù)分工、崗位職責(zé) 和任職資格································11
二、直播核心崗位商業(yè)人才職業(yè)能力 要求·········································13
三、崗位核心能力圖譜················16
任務(wù)三 培養(yǎng)主播良好職業(yè)心態(tài)··········19
一、主播需要的職業(yè)心態(tài)·············19
二、培養(yǎng)正確的直播心態(tài)·············21
三、主播各階段心態(tài)管理·············22
任務(wù)四 熟悉主播行為規(guī)范················26
一、各個(gè)部門對(duì)直播的具體要求····28
二、社會(huì)熱點(diǎn)·····························29
三、未成年人保護(hù)·····················.29
主播素養(yǎng)之“塑形”篇
項(xiàng)目二 塑造主播職業(yè)形象
任務(wù)一 定位主播賬號(hào)·····················.35
一、直播賬號(hào)的定位類型·············36
二、直播賬號(hào)的定位方法·············37
任務(wù)二 設(shè)計(jì)主播人設(shè)形象················40
一、人設(shè)形象的概念···················41
二、人設(shè)形象的分類···················41
三、人設(shè)形象的塑造···················42
任務(wù)三 搭建直播間························.47
一、直播間搭建的原則················47
二、直播間搭建的細(xì)節(jié)與技巧·······48
三、電商直播間的搭建················50
主播素養(yǎng)之“修行”篇
項(xiàng)目三 修煉主播文化底蘊(yùn)
任務(wù)一 培養(yǎng)主播邏輯思維················56
一、邏輯思維的定義···················57
二、邏輯思維的訓(xùn)練···················58
任務(wù)二 訓(xùn)練主播創(chuàng)新思維················63
一、創(chuàng)新思維·····························64
二、常用的創(chuàng)新思維···················64
三、培養(yǎng)創(chuàng)新思維·····················.67
任務(wù)三 學(xué)習(xí)網(wǎng)絡(luò)行業(yè)文化················70
一、網(wǎng)絡(luò)文化·····························71
二、網(wǎng)絡(luò)語言文化·····················.72
三、網(wǎng)絡(luò)直播文化·····················.73
任務(wù)四 培育主播禮儀修養(yǎng)················75
一、直播禮儀·····························76
二、形象與才藝························.77
三、內(nèi)在修養(yǎng)·····························77
項(xiàng)目四 培養(yǎng)主播溝通技能
任務(wù)一 主播普通話發(fā)音吐字基本功訓(xùn)練 ·······································87
一、對(duì)標(biāo)準(zhǔn)普通話的基本認(rèn)知·······89
二、掌握正確的呼吸方法·············91
三、學(xué)習(xí)正確的普通話發(fā)音··········94
四、做到吐字歸音·····················.96
任務(wù)二 主播語言情感表達(dá)訓(xùn)練·······.102
一、對(duì)主播語言情感表達(dá)的基本認(rèn)知 ········································103
二、主播語言情感表達(dá)的訓(xùn)練方法 ········································106
任務(wù)三 主播表情和態(tài)勢(shì)語訓(xùn)練·······.110
一、表情管理的定義··················111
二、主播表情管理的重要性·······.112
三、主播訓(xùn)練表情的方法············113
四、態(tài)勢(shì)語······························116
五、主播常用的身勢(shì)語言············116
六、態(tài)勢(shì)語的訓(xùn)練方法···············121
任務(wù)四 主播話術(shù)設(shè)計(jì)與訓(xùn)練··········.121
一、話術(shù)的作用························123
二、直播語言藝術(shù)·····················123
三、直播話術(shù)（以電商直播為例） ·······································125
四、直播節(jié)奏把控（以電商直播為例） ······································.127
項(xiàng)目五 提升主播營(yíng)銷素養(yǎng)
任務(wù)一 了解現(xiàn)代營(yíng)銷基礎(chǔ)知識(shí)·······.132
一、市場(chǎng)營(yíng)銷的內(nèi)涵··················135
二、營(yíng)銷的核心概念··················136
三、直播商品屬性常識(shí)···············139
任務(wù)二 分析消費(fèi)者心理與行為·······.143
一、消費(fèi)者購買動(dòng)機(jī)分析··········.144
二、消費(fèi)者心理變化過程··········.146
三、消費(fèi)者購買行為分析··········.147
任務(wù)三 熟悉新媒體營(yíng)銷及品牌策劃····150
一、新媒體營(yíng)銷認(rèn)知··················151
二、新媒體營(yíng)銷的發(fā)展現(xiàn)狀·······.154
三、新媒體營(yíng)銷下的品牌策劃·····155
項(xiàng)目六 培養(yǎng)主播團(tuán)隊(duì)意識(shí)
任務(wù)一 認(rèn)清主播團(tuán)隊(duì)角色定位·······.166
一、主播團(tuán)隊(duì)中的八種角色·······.167
二、主播團(tuán)隊(duì)成員各角色的特點(diǎn)及作用 ·········································168
三、主播團(tuán)隊(duì)角色的啟示··········.170
任務(wù)二 學(xué)習(xí)主播自我推廣技巧·······.172
一、在直播平臺(tái)中推廣自己·······.172
二、多渠道全方位引流···············175
三、主播引流軟文的寫法··········.181
任務(wù)三 訓(xùn)練主播團(tuán)隊(duì)協(xié)作技能·······.184
一、什么是主播團(tuán)隊(duì)··················185
二、主播團(tuán)隊(duì)精神·····················188
三、主播團(tuán)隊(duì)溝通·····················189
附錄 同步實(shí)訓(xùn)工單與同步測(cè)驗(yàn)