【任务目标】

[Task Objectives]

知识目标：

Knowledge objectives:

    1. 认识直播间营销话术。

1.Understand the marketing language skills in the live streaming room.

2. 直播营销话术的分类。

2.The classification of live streaming marketing language skills.

3. 直播营销话术的核心逻辑。

3.The core logic of live streaming marketing language skills.

技能目标：

Ability Objectives

1.能够运用讲解话术进行商品推广。

 1.Be able to promote products by using the explanation language skills.

2. 能够根据直播产品选择正确的直播话术。

2.Be able to select the correct live streaming language skills according to the live streaming products.

思政素养目标：

Ideological and Political Literacy Objectives

1. 熟悉直播的运作逻辑，熟知直播平台带货规则，形成自觉遵守网络规则、行业规范的意识。

1.Be familiar with the operational logic of live streaming, be well aware of the rules of bringing goods on live streaming platforms, and form the awareness of consciously abiding by network rules and industry norms.

2. 对市场有敏锐的观察、判断力，善于探索创新，热爱直播工作。

2.Have a keen observation and judgment of the market, be good at exploration and innovation, and love live streaming work.

3. 具有较强的人际沟通和协调能力、计划与执行能力。

3.Have strong interpersonal communication and coordination skills, planning and execution abilities.

【知识储备】

[Knowledge Reserve]

请观看教学视频《策划直播话术》，准备一下知识：

Please watch the teaching video "Planning Live Streaming Language Skills" and prepare the following knowledge:

【情景案例】

[Scenario Case - Professional Ethics]

每年“双十一”，直播电商愈受关注。各行业名人、品牌商家等纷纷进入直播间，一些主播从 10 月初就开始预热、暖场，各类促销信息让消费者眼花缭乱。

Every year on "Double Eleven", live e-commerce attracts much attention. Celebrities from various industries, brand merchants, etc. all enter the live streaming rooms. Some hosts start warming up and creating a lively atmosphere as early as the beginning of October. All kinds of promotional information make consumers dazzled.

直播带货看似热热闹闹、红红火火，但一些消费者“吐槽”，在直播间想要低价买东西并不容易，在种种“套路”下，买到的东西价格也未必便宜多少。

Live streaming with goods seems lively and prosperous, but some consumers "complain" that it is not easy to buy things at low prices in the live streaming room. Under various "routines", the price of the things bought may not be much cheaper.

直播电商常见的套路一是直播话术多，想“秒杀”得看半小时直播。二是卖东西演剧本，“吵架式”“打架式”带货流行。三是带货数据有“猫腻”，有的直播间没人互动，订单却不少，为了提高直播间热度，使用机器人刷人气，或大量刷单提高成交量，事后再退款。

The common routines in live e-commerce are as follows. The first one is that there are too many live streaming language skills. To get a "flash sale" item, you have to watch the live streaming for half an hour. The second one is that they act out scripts when selling things. The "quarrel-style" and "fighting-style"带货 are popular. The third one is that there are "tricks" in the data of bringing goods. In some live streaming rooms, there is no interaction from people, but there are many orders. To increase the popularity of the live streaming room, robots are used to boost the popularity or a large number of fake orders are placed to increase the transaction volume, and then refunds are made afterwards.

2023年10月，北京市消费者协会和河北省消费者权益保护委员会联合开展了直播带货消费体验调查活动。从结果看，调查活动共有100个直播带货体验样本，其中33个涉嫌存在虚假宣传、利用使人误解的价格手段误导消费者等违法违规问题。调查发现，围绕直播带货的话术培训、数据造假等，已形成了一条“产业链”；一些培训价格不菲，“学费”动辄高达上万元。

In October 2023, the Beijing Consumers' Association and the Consumer Rights Protection Committee of Hebei Province jointly carried out an investigation and consumer experience activity on live streaming with goods. Judging from the results, the investigation activity included a total of 100 live streaming with goods experience samples, among which 33 were suspected of having illegal and irregular problems such as false publicity and misleading consumers by using misleading price means. The investigation found that a "industrial chain" has formed around the language skills training and data fraud of live streaming with goods; some training is expensive, and the "tuition fees" often amount to tens of thousands of yuan.

北京市中闻律师事务所律师李某说，直播带货“套路”存在诸多问题。一些话术涉嫌虚假宣传；先抬价后降价，或者通过夸张表演营造出“亏本让利”效果，诱导消费者下单，则违背了主播的职业道德，涉嫌价格欺诈。

Li, a lawyer from Zhongwen Law Firm in Beijing, said that there are many problems with the "routines" of live streaming with goods. Some language skills are suspected of false publicity; raising the price first and then lowering it, or creating an effect of "losing money and giving benefits" through exaggerated performances to induce consumers to place orders, which violates the professional ethics of the hosts and is suspected of price fraud.

【任务实施工单】Task Implementation Work Order

【任务实施】Task implementation

【知识链接】Knowledge Link

【重难点突破】Key and difficult breakthroughs

【同步测试】Synchronous testing