【课程使用说明】Course Usage Instructions
直播电商是以直播为渠道，达成营销目的的新型电商形态，是数字化时代背景下直播与电商双向融合的产物。与传统电商相比，直播电商能够提供深度实时、富媒体形式的商品展示，为用户带来了丰富、直接、实时的购物体验，拥有强互动性、强专业性与高转化率等优势。
Live streaming e-commerce is a new form of e-commerce that takes live broadcasting as the channel to achieve the marketing purpose. It is the product of the two-way integration of live broadcasting and e-commerce under the background of the digital era. Compared with traditional e-commerce, live streaming e-commerce can provide in-depth real-time commodity display in the form of rich media, bringing rich, direct and real-time shopping experience to users, and having the advantages of strong interactivity, strong professionalism and high conversion rate.
中国直播电商起源于 2016 年，之后大致经历 2017~2018 年的快速拓展期、2019~2020 年的百花齐放期以及 2021 至今的全民直播三大阶段，直播电商的发展催生了中国新的商业模式，更重塑了新的电商竞争格局。根据国家统计局数据显示，中国直播电商市场规模有望从 2017 年的 190 亿元增加至 2025 年的 2.14 万亿元，其中核心助推力来自抖音、快手电商生态的持续完善。直播电商行业成长至今，行业格局基本稳定，经济价值、社会文化价值与日俱增，新的内容和消费场景不断激活，不但成为众多商家营销的标配，也成为电商行业持续发展的重要推手。
China's live streaming e-commerce originated in 2016, and then experienced three stages: rapid expansion from 2017 to 2018,2019-2020 and nationwide live streaming in 2021. The development of live streaming e-commerce has given birth to a new business model in China and reshaped a new competitive pattern of e-commerce. According to data from the National Bureau of Statistics, the market size of China's live streaming e-commerce is expected to increase from 19 billion yuan in 2017 to 2.14 trillion yuan in 2025, among which the core boost comes from the continuous improvement of Douyin and Kuaishou e-commerce ecology. Since the growth of the live streaming e-commerce industry, the industry pattern is basically stable, the economic value and social and cultural value are increasing day by day, and the new content and consumption scenes are constantly activated, which has not only become the standard marketing of many merchants, but also become an important driving force for the sustainable development of the e-commerce industry.
与传统教材大多以知识体系为主构建教学内容，强调知识体系的系统性、完整性和连贯性，培养学生具有扎实的理论功底不同，本教材以单个任务为单位组织教学，以活页的形式将任务贯穿起来，强调在知识的理解与掌握基础上的实践和应用，让学生在掌握相应的理论知识的基础上，着重提高实践能力，适用于以学生为中心的教学模式，更多体现以学生为主体的前提下，加强教材和学习者之间的深层次互动。
And the traditional teaching material is given priority to with knowledge system to build the teaching content, emphasizes the knowledge system of systematic, integrity and coherence, cultivate students have a solid theoretical foundation is different, this teaching material with single task unit teaching, task in the form of loose throughout, emphasis on the knowledge of the understanding and mastery of practice and application, let the students in the corresponding theoretical knowledge, improve the practical ability, suitable for the student-centered teaching mode, more reflected on the premise of students as the main body, strengthen the deep interaction between teaching materials and learners.
本教材是一种以“做中学”为特点的教学用书，可以满足学生在工作现场学习的需要，可以提供简单易懂的实践指导；同时，本教材按照学生学习的特点和学习规律，对学习任务进行了重组，融入教育教学理论，引导学生基于任务进行自主探究、团队合作，具有专业性、实用性、易读性等特点。
The textbook is a teaching book featuring "learning by doing", which can meet the needs of students at the work site and provide simple and understandable practical guidance. Meanwhile, the textbook organizes learning tasks according to the characteristics and rules of students, integrates teaching theories, and guides students to conduct independent inquiry and team work based on tasks, practicality and readability.
本课程以直播电商的整体运营流程为基础, 共7个学习情景：
This course is based on the overall operation process of live streaming e-commerce, and there are 7 learning scenarios:
（一）直播电商的平台选择
(1) Platform selection of live streaming e-commerce
（二）直播电商的团队组建
(2) Team formation of live streaming e-commerce
（三）直播电商的产品选择
(3) Product selection of live-streaming e-commerce companies
（四）直播电商的内容策划
(4) Content planning of live-streaming e-commerce
（五）直播电商的活动实施
(5) Implementation of live-streaming e-commerce activities
（六）直播电商的复盘提升
(6) The review and promotion of live streaming e-commerce
（七） 直播电商的售后服务
(7) After-sales service of live-streaming e-commerce
本课程采用微课、视频讲解、知识点课件、案例视频、音频资源库等多种信息化形式呈现学习内容，在任务驱动环节难易适中，循序渐进，帮助学员更直观的掌握所学知识点，掌握所学技能。
This course adopts various information forms, including micro course, video explanation, knowledge courseware, case video, audio resource library, to present learning content. In the task-driven link, the difficulty is moderate and step by step to help students master the knowledge points and master the skills more intuitively.
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