本書采用理論、實證與案例分析相結(jié)合的方式，全面介紹了主播職業(yè)能力的形成方法和實現(xiàn)路徑。全書分三大模塊，共6個項目，21項典型工作任務(wù)。內(nèi)容包括認知主播的職業(yè)道德、塑造主播的職業(yè)形象、修煉主播的文化底蘊、培養(yǎng)主播的溝通技能、提升主播的營銷素養(yǎng)、建立良好的團隊意識。

主播素養(yǎng)之“樹德”篇
項目一 主播職業(yè)道德認知
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)驗要求不一··················9
任務(wù)二 明確主播崗位職責(zé)················11
一、直播團隊的任務(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、各個部門對直播的具體要求····28
二、社會熱點·····························29
三、未成年人保護·····················.29
主播素養(yǎng)之“塑形”篇
項目二 塑造主播職業(yè)形象
任務(wù)一 定位主播賬號·····················.35
一、直播賬號的定位類型·············36
二、直播賬號的定位方法·············37
任務(wù)二 設(shè)計主播人設(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
項目三 修煉主播文化底蘊
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、對標(biāo)準(zhǔn)普通話的基本認知·······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 主播語言情感表達訓(xùn)練·······.102
一、對主播語言情感表達的基本認知 ········································103
二、主播語言情感表達的訓(xùn)練方法 ········································106
任務(wù)三 主播表情和態(tài)勢語訓(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)勢語······························116
五、主播常用的身勢語言············116
六、態(tài)勢語的訓(xùn)練方法···············121
任務(wù)四 主播話術(shù)設(shè)計與訓(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
項目五 提升主播營銷素養(yǎng)
任務(wù)一 了解現(xiàn)代營銷基礎(chǔ)知識·······.132
一、市場營銷的內(nèi)涵··················135
二、營銷的核心概念··················136
三、直播商品屬性常識···············139
任務(wù)二 分析消費者心理與行為·······.143
一、消費者購買動機分析··········.144
二、消費者心理變化過程··········.146
三、消費者購買行為分析··········.147
任務(wù)三 熟悉新媒體營銷及品牌策劃····150
一、新媒體營銷認知··················151
二、新媒體營銷的發(fā)展現(xiàn)狀·······.154
三、新媒體營銷下的品牌策劃·····155
項目六 培養(yǎng)主播團隊意識
任務(wù)一 認清主播團隊角色定位·······.166
一、主播團隊中的八種角色·······.167
二、主播團隊成員各角色的特點及作用 ·········································168
三、主播團隊角色的啟示··········.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)練主播團隊協(xié)作技能·······.184
一、什么是主播團隊··················185
二、主播團隊精神·····················188
三、主播團隊溝通·····················189
附錄 同步實訓(xùn)工單與同步測驗