新媒體電商運營與監管

基礎知識篇
第 1 章數字化時代·······································································································2
開篇案例···············································································································2
1.1 數字化時代的到來····························································································3
1.1.1 數字化的內涵·························································································3
1.1.2 數字化時代的演進···················································································4
1.1.3 數字化時代的特征···················································································7
1.2 企業數字化轉型·······························································································9
1.2.1 企業數字化轉型的內涵·············································································9
1.2.2 企業數字化轉型的特征··········································································.11
1.2.3 企業數字化轉型的過程··········································································.13
1.3 從工業經濟到數字經濟····················································································.15
1.3.1 人類經濟形態的演進·············································································.15
1.3.2 數字經濟的特征···················································································.16
1.4 數字技術驅動商業模式創新··············································································.18
1.4.1 數字技術的特征及數字技術對商業的影響··················································.18
1.4.2 數字技術與商業模式創新·······································································.20
本章小結············································································································.23
思考題···············································································································.23
本章案例分析······································································································.23
第2 章電子商務與新媒體電商·····················································································.26
開篇案例············································································································.26
2.1 電子商務概述·······························································································.27
2.1.1 電子商務的定義與特征··········································································.27
2.1.2 電子商務和傳統商務的區別····································································.29
2.1.3 電子商務對社會產生的影響····································································.30
2.2 電子商務發展及基礎理論·················································································.34
2.2.1 電子商務發展歷程·················································································.34
2.2.2 電子商務發展的基礎理論········································································.36
2.3 新媒體電商的應運而生····················································································.38
2.3.1 新媒體電商的概念·················································································.38
2.3.2 新媒體電商與傳統電商的區別··································································.39
2.3.3 新媒體電商的特點·················································································.41
2.4 新媒體電商模式與發展····················································································.42
2.4.1 新媒體電商模式····················································································.42
2.4.2 新媒體電商發展····················································································.44
本章小結············································································································.48
思考題···············································································································.48
本章案例分析······································································································.48
運營模式篇
第 3 章內容電商·······································································································.52
開篇案例············································································································.52
3.1 內容電商概述································································································.53
3.1.1 內容電商的產生背景··············································································.53
3.1.2 內容電商的概念····················································································.54
3.1.3 內容電商的特征····················································································.56
3.2 內容電商模式分析··························································································.57
3.2.1 內容電商與其他電商的比較·····································································.58
3.2.2 基於電商平臺的內容電商········································································.60
3.2.3 基於UGC 的內容電商············································································.62
3.2.4 基於PGC 的內容電商············································································.64
3.3 內容電商運營策略··························································································.66
3.3.1 內容電商的選品策略··············································································.66
3.3.2 內容電商的內容策劃··············································································.69
3.3.3 內容電商的內容創作與傳播·····································································.73
3.3.4 內容電商的銷售轉化··············································································.76
3.3.5 內容電商的銷售承接平臺········································································.79
3.4 內容電商運營中的問題與挑戰···········································································.81
本章小結············································································································.83
思考題···············································································································.83
本章案例分析······································································································.84
第4 章社交電商·······································································································.86
開篇案例············································································································.86
4.1 社交電商概述·······························································································.87
4.1.1 社交電商概念······················································································.87
4.1.2 社交電商的特點···················································································.90
4.1.3 社交電商的發展歷程·············································································.91
4.2 社交電商模式分析·························································································.94
4.2.1 社交內容電商······················································································.94
4.2.2 社交零售電商······················································································.95
4.2.3 社交分享電商······················································································.99
4.3 社交電商運營策略·························································································100
4.3.1 社交分享與推薦···················································································100
4.3.2 社區互動和用戶參與·············································································101
4.3.3 個性化推薦和定制化服務·······································································103
4.3.4 直播銷售和互動營銷·············································································105
4.4 社交電商運營中的問題與挑戰···········································································107
本章小結············································································································109
思考題···············································································································109
本章案例分析······································································································110
第5 章直播電商·······································································································113
開篇案例············································································································113
5.1 直播電商概述·······························································································114
5.1.1 直播的概念·························································································114
5.1.2 直播電商的內涵與定義··········································································115
5.1.3 直播電商的發展歷程·············································································116
5.1.4 直播電商的核心要素·············································································119
5.2 直播電商模式與產業鏈····················································································120
5.2.1 直播電商模式······················································································120
5.2.2 直播電商產業鏈···················································································121
5.3 直播電商運營策略·························································································123
5.3.1 平臺選擇····························································································123
5.3.2 主播打造····························································································125
5.3.3 商品規劃····························································································127
5.3.4 引流策略····························································································130
5.3.5 營銷策略···························································································.133
5.4 直播電商運營中的問題與挑戰·········································································.135
5.4.1 直播電商的發展現狀············································································.136
5.4.2 直播電商的發展趨勢············································································.137
5.4.3 直播電商運營中的問題·········································································.138
本章小結··········································································································.139
思考題·············································································································.140
本章案例分析····································································································.140
第6 章短視頻電商··································································································.143
開篇案例 ··········································································································.143
6.1 短視頻電商概述···························································································.144
6.1.1 短視頻電商內涵··················································································.144
6.1.2 短視頻電商的核心價值·········································································.145
6.1.3 短視頻電商的發展歷程·········································································.145
6.2 短視頻電商模式···························································································.146
6.2.1 商業模式的內涵··················································································.146
6.2.2 短視頻平臺商業模式············································································.147
6.2.3 短視頻平臺運營的商業邏輯···································································.149
6.3 短視頻電商運營策略·····················································································.150
6.3.1 短視頻平臺定位··················································································.150
6.3.2 短視頻電商內容運營············································································.151
6.3.3 短視頻電商用戶運營············································································.154
6.3.4 短視頻電商運營工具············································································.158
6.4 短視頻電商運營中的問題與挑戰······································································.159
6.4.1 短視頻質量問題··················································································.159
6.4.2 店鋪選品問題·····················································································.160
6.4.3 數據優化決策問題···············································································.160
本章小結··········································································································.161
思考題·············································································································.162
本章案例分析····································································································.162
運營技術篇
第 7 章用戶畫像技術·······························································································.166
開篇案例··········································································································.166
7.1 用戶畫像概述······························································································.167
7.1.1 用戶畫像的定義···················································································167
7.1.2 用戶畫像的發展史················································································167
7.1.3 用戶畫像系統設計················································································168
7.1.4 用戶畫像構建流程················································································170
7.2 用戶畫像關鍵技術·························································································171
7.2.1 用戶數據預處理···················································································171
7.2.2 數據挖掘類標簽構建·············································································174
7.2.3 用戶畫像與隱私保護·············································································179
7.3 用戶畫像技術在新媒體電商中的應用··································································179
7.3.1 精準營銷用戶畫像················································································179
7.3.2 電商支付用戶畫像················································································182
本章小結············································································································184
思考題···············································································································185
本章案例分析······································································································185
第8 章個性化推薦技術······························································································187
開篇案例············································································································187
8.1 推薦系統概述·······························································································188
8.1.1 推薦系統的概念與發展··········································································188
8.1.2 推薦系統的鏈路···················································································189
8.1.3 個性化推薦系統研究現狀·······································································190
8.2 個性化推薦在新媒體電商中的應用·····································································191
8.2.1 傳統電商的個性化推薦··········································································191
8.2.2 短視頻電商的個性化推薦·······································································193
8.2.3 基於UGC 社區的個性化推薦···································································195
8.2.4 金融電商的個性化推薦··········································································197
8.3 推薦系統關鍵技術·························································································198
8.3.1 特征工程····························································································198
8.3.2 特征提取····························································································199
8.3.3 特征處理····························································································200
8.3.4 召回··································································································202
8.3.5 排序··································································································204
8.3.6 模型評估····························································································210
8.4 電商場景下推薦算法在金融科技中的應用····························································211
8.4.1 數據介紹與數據預處理··········································································211
8.4.2 數據分析···························································································.212
8.4.3 實驗結果···························································································.214
本章小結··········································································································.216
思考題·············································································································.216
本章案例分析····································································································.216
第9 章搜索引擎優化技術·························································································.219
開篇案例··········································································································.219
9.1 搜索引擎優化概述························································································.220
9.1.1 搜索引擎的工作原理············································································.220
9.1.2 搜索引擎優化的概念············································································.221
9.1.3 企業為什麼要做搜索引擎優化································································.224
9.2 搜索引擎應用的特點和優勢············································································.225
9.2.1 搜索引擎營銷受眾廣泛·········································································.225
9.2.2 用戶主動搜索·····················································································.226
9.2.3 定位精準···························································································.227
9.2.4 操作簡單方便·····················································································.227
9.3 搜索引擎優化技術的關鍵要點和實施策略··························································.227
9.3.1 搜索引擎優化技術的關鍵要點································································.227
9.3.2 搜索引擎優化技術的實施策略································································.231
9.4 搜索引擎優化技術在新媒體電商中的應用··························································.233
9.4.1 新媒體電商搜索引擎優化技術分析··························································.233
9.4.2 新媒體電商搜索引擎優化技術應用··························································.235
本章小結··········································································································.238
思考題·············································································································.238
本章案例分析····································································································.238
第10 章用戶行為分析技術························································································.240
開篇案例 ··········································································································.240
10.1 用戶行為數據概述······················································································.241
10.1.1 用戶行為數據的概念與元素·································································.241
10.1.2 用戶行為數據分析的價值和難點···························································.243
10.1.3 用戶行為數據的隱私與權限·································································.246
10.2 用戶行為數據分析方法················································································.248
10.2.1 結構化數據分析················································································.248
10.2.2 非結構化數據分析·············································································.251
10.3 用戶行為分析技術的應用···············································································253
10.3.1 A/B 測試···························································································253
10.3.2 精細化運營························································································254
10.3.3 新媒體電商數據分析的主要目標·····························································254
10.3.4 新媒體電商數據分析的主要手段·····························································256
10.4 新媒體電商中的用戶行為分析·········································································257
10.4.1 用戶行為分析環境···············································································257
10.4.2 新媒體電商中用戶行為分析的挑戰··························································259
10.4.3 新媒體電商中用戶行為的特點································································260
本章小結············································································································261
思考題···············································································································262
本章案例分析······································································································262
運營監管篇
第 11 章新媒體電商中的信息安全················································································266
開篇案例············································································································266
11.1 數字時代的信息安全·····················································································267
11.1.1 信息安全的定義··················································································268
11.1.2 新媒體電商中的信息安全隱患································································270
11.1.3 信息安全防範·····················································································274
11.2 數字平臺與個人隱私·····················································································276
11.2.1 個人隱私面臨的挑戰············································································276
11.2.2 大數據與個人隱私···············································································277
11.2.3 個人隱私保護機制···············································································278
11.3 新媒體電商中的信息安全監管·········································································281
11.3.1 信息安全保護·····················································································281
11.3.2 信息安全監管模式···············································································281
11.3.3 信息安全監管法規···············································································283
本章小結············································································································285
思考題···············································································································285
本章案例分析······································································································286
第12 章數字平臺的監管和治理···················································································289
開篇案例············································································································289
12.1 新媒體電商與數字平臺··················································································291
12.1.1 數字平臺的概念··················································································292
12.1.2 數字平臺的發展脈絡··········································································.293
12.1.3 數字平臺的屬性················································································.295
12.1.4 數字平臺的身份特征··········································································.297
12.2 平臺治理··································································································.298
12.2.1 平臺治理的概念················································································.299
12.2.2 平臺治理的典型問題··········································································.300
12.2.3 平臺治理的當前問題··········································································.304
12.3 平臺監管與治理的措施················································································.307
12.3.1 各國政府的平臺監管與治理·································································.307
12.3.2 數字守門人制度················································································.310
12.3.3 協同共治·························································································.311
本章小結··········································································································.312
思考題·············································································································.312
本章案例分析····································································································.312
參考文獻·················································································································.315