《网络新媒体营销》课程适合专业核心课、专业课、公选课、职业基础课等多种课型开设，适合于高校、中职院校、社会培训机构以及社会学习者使用。教材从工作岗位入手，按照生产实际和岗位需求，结合网络营销岗位典型工作任务，进行教学化处理，结合新媒体运营师、直播销售员"1+X”职业技能等级认证的具体要求，对内容进行重构，将典型工作任务转化成学习领域任务，基于网络营销岗位工作过程导向设计和开发教材与课程。项目选取充分响应国家"扶贫攻坚”"乡村振兴”的号召，践行"三教改革”，积极服务商（个人商业）、农（农民）、企（企业）、创（创业者），按照"学习内容由浅入深、项目操作由易到难”的原则，设定五个教学项目。

沈继伟，2008年至今工作于长春职业技术学院，先后承担了《办公应用》、《计算机基础》、《图形图像处理》等十余门课程的教学任务，完成《网络新媒体营销》等多门在线课程的建设与开发任务。主讲的《页面效果图制作》课程被评为市级精品课程，主讲的《网页设计与制作》课程评为吉林省级优秀课程。从教以来，主持负责以及参与的课题14项；公开发表论文13篇，其中北大核心论文2篇；出版教材4部；获得职业院校信息化教学研究成果奖1项；公开发表专利与著作权9项。

项目一 扶商助学—“Students 学生社团”新媒体营销准备工作 ···············.1
案例引入 ·····································································································1
项目地图 ·····································································································1
任务 1 学习数字新媒体营销的基础知识 ····························································2
【任务描述】 ···················································································.2
【学习目标】 ···················································································.2
【知识学习】 ···················································································.2
【任务实训】 ···················································································.6
【知识拓展】 ···················································································.6
【任务拓展】 ···················································································.7
【习题与反思】 ················································································.8
任务 2 分析新媒体营销环境 ···········································································9
【任务描述】 ···················································································.9
【学习目标】 ···················································································.9
【知识学习】 ···················································································.9
【任务实训】 ··················································································.11
【知识拓展】 ··················································································.11
【任务拓展】 ··················································································.12
【习题与反思】 ···············································································.13
任务 3 制订新媒体营销策略 ········································································.14
【任务描述】 ··················································································.14
【学习目标】 ··················································································.14
【知识学习】 ··················································································.14
【任务实训】 ··················································································.18
【知识拓展】 ··················································································.18
【任务拓展】 ··················································································.19
【习题与反思】 ···············································································.19
任务 4 学习互联网思维和创业知识 ·······························································.20
【任务描述】 ··················································································.20
【学习目标】 ··················································································.20
【知识学习】 ··················································································.20
【任务实训】 ··················································································.24
【知识拓展】 ··················································································.24
【任务拓展】 ··················································································.25
【习题与反思】 ···············································································.25
任务 5 学习“互联网+新零售”相关知识 ·······················································.26
【任务描述】 ··················································································.26
【学习目标】 ··················································································.26
【知识学习】 ··················································································.26
【任务实训】 ··················································································.29
【知识拓展】 ··················································································.29
【任务拓展】 ··················································································.31
【习题与反思】 ···············································································.31
项目二 扶商助商—“泰乐美食”传统网络营销 ··································.32
案例引入 ··································································································.32
项目地图 ··································································································.32
任务 1 QQ 营销 ························································································.33
【任务描述】 ··················································································.33
【学习目标】 ··················································································.33
【知识学习】 ··················································································.33
【任务实训】 ··················································································.35
【知识拓展】 ··················································································.35
【任务拓展】 ··················································································.36
【习题与反思】 ···············································································.36
任务 2 软文营销 ·······················································································.37
【任务描述】 ··················································································.37
【学习目标】 ··················································································.37
【知识学习】 ··················································································.37
【任务实训】 ··················································································.40
【知识拓展】 ··················································································.41
【任务拓展】 ··················································································.41
【习题与反思】 ···············································································.41
任务 3 搜索引擎营销 ·················································································.42
【任务描述】 ··················································································.42
【学习目标】 ··················································································.42
【知识学习】 ··················································································.42
【任务实训】 ··················································································.56
【知识拓展】 ··················································································.56
【任务拓展】 ··················································································.58
【习题与反思】 ···············································································.58
任务 4 论坛营销 ·······················································································.59
【任务描述】 ··················································································.59
【学习目标】 ··················································································.59
【知识学习】 ··················································································.59
【任务实训】 ··················································································.61
【知识拓展】 ··················································································.62
【任务拓展】 ··················································································.63
【习题与反思】 ···············································································.64
任务 5 电子邮件营销 ·················································································.65
【任务描述】 ··················································································.65
【学习目标】 ··················································································.65
【知识学习】 ··················································································.65
【任务实训】 ··················································································.67
【知识拓展】 ··················································································.69
【任务拓展】 ··················································································.70
【习题与反思】 ···············································································.70
任务 6 百度百科、百度文库、百度知道营销 ···················································.71
【任务描述】 ··················································································.71
【学习目标】 ··················································································.71
【知识学习】 ··················································································.71
【任务实训】 ··················································································.75
【知识拓展】 ··················································································.75
【任务拓展】 ··················································································.79
【习题与反思】 ···············································································.79
任务 7 网络广告营销 ·················································································.80
【任务描述】 ··················································································.80
【学习目标】 ··················································································.80
【知识学习】 ··················································································.80
【任务实训】 ··················································································.84
【知识拓展】 ··················································································.85
【任务拓展】 ··················································································.85
【习题与反思】 ···············································································.86
项目三 扶商助企—“格美服装”主流网络营销 ··································.87
案例引入 ··································································································.87
项目地图 ··································································································.87
任务 1 微信营销 ·······················································································.88
【任务描述】 ··················································································.88
【学习目标】 ··················································································.88
【知识学习】 ··················································································.88
【任务实训】 ··················································································.91
【知识拓展】 ··················································································.92
【任务拓展】 ··················································································.92
【习题与反思】 ···············································································.93
任务 2 微信公众号营销 ··············································································.94
【任务描述】 ··················································································.94
【学习目标】 ··················································································.94
【知识学习】 ··················································································.94
【任务实训】 ················································································.102
【知识拓展】 ················································································.103
【任务拓展】 ················································································.103
【习题与反思】 ·············································································.104
任务 3 微博营销 ·····················································································.105
【任务描述】 ················································································.105
【学习目标】 ················································································.105
【知识学习】 ················································································.105
【任务实训】 ················································································.113
【知识拓展】 ················································································.113
【任务拓展】 ················································································.115
【习题与反思】 ·············································································.115
任务 4 知乎营销 ······················································································.116
【任务描述】 ················································································.116
【学习目标】 ················································································.116
【知识学习】 ················································································.116
【任务实训】 ················································································.119
【知识拓展】 ················································································.120
【任务拓展】 ················································································.120
【习题与反思】 ·············································································.120
任务 5 简书营销 ·····················································································.121
【任务描述】 ················································································.121
【学习目标】 ················································································.121
【知识学习】 ················································································.121
【任务实训】 ················································································.124
【知识拓展】 ················································································.125
【任务拓展】 ················································································.126
【习题与反思】 ·············································································.126
任务 6 App 营销 ·····················································································.127
【任务描述】 ················································································.127
【学习目标】 ················································································.127
【知识学习】 ················································································.127
【任务实训】 ················································································.131
【知识拓展】 ················································································.131
【任务拓展】 ················································································.133
【习题与反思】 ·············································································.133
项目四 扶商助农—“红孩儿草莓生态园”视频营销 ··························.134
案例引入 ································································································.134
项目地图 ································································································.134
任务 1 短视频营销 ··················································································.135
【任务描述】 ················································································.135
【学习目标】 ················································································.135
【知识学习】 ················································································.135
【任务实训】 ················································································.140
【知识拓展】 ················································································.141
【任务拓展】 ················································································.142
【习题与反思】 ·············································································.143
任务 2 直播营销 ·····················································································.144
【任务描述】 ················································································.144
【学习目标】 ················································································.144
【知识学习】 ················································································.144
【任务实训】 ················································································.153
【知识拓展】 ················································································.154
【任务拓展】 ················································································.156
【习题与反思】 ·············································································.157
项目五 扶商助创—“Sunshine 母婴工作室”自媒体运营与推广 ··········.158
案例引入 ································································································.158
项目地图 ································································································.158
任务 1 百家号的运营与推广 ······································································.159
【任务描述】 ················································································.159
【学习目标】 ················································································.159
【知识学习】 ················································································.159
【任务实训】 ················································································.161
【知识拓展】 ················································································.163
【任务拓展】 ················································································.164
【习题与反思】 ·············································································.164
任务 2 企鹅号的运营与推广 ······································································.165
【任务描述】 ················································································.165
【学习目标】 ················································································.165
【知识学习】 ················································································.165
【任务实训】 ················································································.168
【知识拓展】 ················································································.171
【任务拓展】 ················································································.173
【习题与反思】 ·············································································.174
任务 3 头条号的运营与推广 ······································································.175
【任务描述】 ················································································.175
【学习目标】 ················································································.175
【知识学习】 ················································································.175
【任务实训】 ················································································.176
【知识拓展】 ················································································.179
【任务拓展】 ················································································.181
【习题与反思】 ·············································································.181
参考文献 ······················································································.182