【直播必要】直播行业术语大全，新手看这个就够了！
<span style="color: black;">在做直播时，<span style="color: black;">倘若</span>你不<span style="color: black;">晓得</span>以下这些行业术语恐怕就要露怯了，不要慌，马上来get！</span><span style="color: black;">今天，为<span style="color: black;">大众</span>整理了做直播电商<span style="color: black;">必定</span>要搞懂的行业术语，<span style="color: black;">帮忙</span>你快速从入门到精通！</span><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">直播团队结构</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">主播</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span>特指的是带货主播，带货主播的意思特指明星、网红、社会名人或公众<span style="color: black;">名人</span>对某一商品进行助销，甚而<span style="color: black;">诱发</span>大面积流行、热销，简单<span style="color: black;">来讲</span><span style="color: black;">亦</span><span style="color: black;">便是</span></span><span style="color: black;">主播在直播的过程中打<span style="color: black;">宣传</span>卖货。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">助播</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">又名“副播”</span><span style="color: black;">，</span><span style="color: black;">在直播间<span style="color: black;">协同</span>电商主播的助理</span><span style="color: black;">，负责<span style="color: black;">帮助</span>主播<span style="color: black;">弥补</span><span style="color: black;">制品</span>信息点、回答用户问题、引导关注、介绍下单流程、<span style="color: black;">帮助</span>调动直播间气氛等。</span><span style="color: black;">在主播有事<span style="color: black;">必须</span>离开时担任临时主播。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">场控</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">又名“中控”，直播过程中负责中控台的操作，<span style="color: black;">例如</span>上架<span style="color: black;">制品</span>、修改价格、红包及优惠券发放、活动中奖粉丝统计、推送视频及贴片、</span><span style="color: black;">和主播<span style="color: black;">协同</span><span style="color: black;">帮助</span>调动直播间气氛等。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">运营</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">是直播间的“导演”，负责在直播前组织团队进行选品，</span><span style="color: black;">制定直播玩法、流程及内容。直播中负责监测实时流量及数据，<span style="color: black;">按照</span>直播<span style="color: black;">状况</span>实时<span style="color: black;">调节</span>直播节奏，<span style="color: black;">指点</span>各岗位人员工作</span><span style="color: black;">。直播后负责组织团队进行直播复盘，优化直播效果，提出<span style="color: black;">处理</span><span style="color: black;">方法</span>及<span style="color: black;">意见</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">投放</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">负责短视频及直播间付费<span style="color: black;">宣传</span>投放，对投放成效负责。直播前<span style="color: black;">按照</span><span style="color: black;">状况</span>制定投放计划，</span><span style="color: black;">直播中进行投放数据监测，</span><span style="color: black;">投放后进行复盘总结。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">客服</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">协同</span>直播间的<span style="color: black;">营销</span>，</span><span style="color: black;">与粉丝进行在线互动</span><span style="color: black;">；负责粉丝售前的疑问解答、售后的发货安排、</span><span style="color: black;">粉丝售后问题<span style="color: black;">处理</span>等</span><span style="color: black;">。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">直播间数据-常用术语</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">GMV</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">指</span><span style="color: black;">交易总额</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">客单价</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">平均<span style="color: black;">每一个</span>顾客的成交额，计算<span style="color: black;">办法</span>是：</span><span style="color: black;">客单价=GMV/直播间有消费的顾客总数。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">ROI</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">指投资<span style="color: black;">报答</span>率。</span><span style="color: black;">直播间ROI分为</span><span style="color: black;">“综合ROI”</span><span style="color: black;">和“</span><span style="color: black;">投放ROI</span><span style="color: black;">”两种。综合ROI的计算<span style="color: black;">办法</span>是</span><span style="color: black;">ROI=<span style="color: black;">营销</span>额/单场投入成本<span style="color: black;">花费</span></span><span style="color: black;">。<span style="color: black;">例如</span>：单场直播成本为坑位费2万+投放5万，ROI保1:2，<span style="color: black;">亦</span><span style="color: black;">便是</span>说<span style="color: black;">制品</span><span style="color: black;">营销</span>额保14万。投放ROI的计算<span style="color: black;">办法</span>是ROI=</span><span style="color: black;">因投放而产生的<span style="color: black;">营销</span>额/单场投放成本</span><span style="color: black;">。比如：单场直播投放5万，因投放而产生的<span style="color: black;">营销</span>额为10万，投放ROI为1：2。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">在线人数</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">同一时间点，观看直播间的用户人数</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">直播间PV</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">直播间<span style="color: black;">拜访</span>次数</span><span style="color: black;">。<span style="color: black;">倘若</span>一个人</span><span style="color: black;">反复进入直播间，就会<span style="color: black;">引起</span>PV数值的<span style="color: black;">提升</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">直播间UV</strong></span></p><span style="color: black;"><span style="color: black;">指直播间<span style="color: black;">拜访</span>人数</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">。</p>
</span><span style="color: black;">直播间UV价值：<span style="color: black;">便是</span>整体场观和<span style="color: black;">营销</span>额的比值</span><span style="color: black;">。计算公式：</span><span style="color: black;">UV价值=<span style="color: black;">营销</span>额/场观人次</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">。</p>
</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如单场直播整体场观为10000人，该场GMV为20000元，则直播间UV价值为2。</span><span style="color: black;">UV价值越高，<span style="color: black;">表率</span>用户对直播间的价值贡献越高。相对的，平台<span style="color: black;">亦</span>会更愿意给<span style="color: black;">这般</span>的直播间推流。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">CTR</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">指点击率或点曝比</span><span style="color: black;">。</span><span style="color: black;"><span style="color: black;">针对</span>直播<span style="color: black;">来讲</span>，指直播间投放<span style="color: black;">宣传</span>的<span style="color: black;">实质</span>点击次数（严格的<span style="color: black;">来讲</span>，<span style="color: black;">能够</span>是到达<span style="color: black;">目的</span>页面的数量）除以<span style="color: black;">宣传</span>的展现量）。</span><span style="color: black;">点击率越高，<span style="color: black;">表率</span>直播间内容/<span style="color: black;">制品</span>对用户的吸引力越高。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">人均在线时长</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户在直播间平均停留的时长，是直播间重要指标之一</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">ATV</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">直播间平均在线人数</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">人气峰值</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">指单场直播中最高人气峰值数据</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">GPM</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">直播间平均每一千个观众下单的总金额，常用来</span><span style="color: black;">衡量直播间的卖货能力。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">直播间人气</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">直播间页面右上角实时<span style="color: black;">表示</span>的在线人数</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">商品展示次数</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">商品展示给用户的次数</span><span style="color: black;">。直播间内的弹窗、用户点进购物车浏览到商品都算展示。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">商品点击次数</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">商品展示给用户之后，</span><span style="color: black;">用户<span style="color: black;">实质</span>点击商品的次数</span><span style="color: black;">，<span style="color: black;">亦</span><span style="color: black;">便是</span>用户点击商品进入商品详情页的次数。</span><span style="color: black;">反映了商品展示以及商品、价格等<span style="color: black;">针对</span>用户的吸引力。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">转化率</strong></span></span></p><span style="color: black;"><span style="color: black;">指直播间成交的订单数量和进入直播间观看的人数的占比</span><span style="color: black;">。是直播间重要指标之一。</span></span><span style="color: black;">其中自然流量转化率=<span style="color: black;">经过</span>自然流量产生的订单数 / 自然流量观看数。</span><span style="color: black;">自然流量转化率剔除了付费流量的影响，仅针对直播间自然流量产生的转化进行<span style="color: black;">评定</span>，最能反馈直播间“硬实力”。</span><span style="color: black;">单品转化率为后期选品、排品<span style="color: black;">供给</span>参考</span><span style="color: black;">。而整体转化率则影响后期抖音平台<span style="color: black;">是不是</span>给直播间推自然流量。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">粉丝转化率</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span>叫“转粉率</span><span style="color: black;">”，是直播间<span style="color: black;">时期</span>转化新粉的能力，<span style="color: black;">表现</span>的是直播间人货场<span style="color: black;">针对</span>陌生用户的吸引力。</span><span style="color: black;">转粉率=新增粉丝/观众总数</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">权重</strong></span></strong></span></p><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">指直播间的流量层级。</p>
</span><span style="color: black;">权重越高，即流量层级越高，平台推送的流量越多。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">小时榜</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一小时一计算的榜单，统计该小时内收礼物最多的直播间的排名。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">直播广场</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是理论上<span style="color: black;">能够</span>看到所有主播直播间封面的系统展示页面</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">直播<span style="color: black;">制品</span>-常用术语</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">引流款</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">功效</span>是吸引流量，吸引停留</span><span style="color: black;">，<span style="color: black;">同期</span><span style="color: black;">创立</span>新粉丝对直播间及主播的初步信任。</span></span><span style="color: black;">例如有些直播间会采用价格低至1元的<span style="color: black;">制品</span>，这些<span style="color: black;">便是</span>引流款，<span style="color: black;">帮忙</span>直播间拉新。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">福利款</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">通常</span>是在直播间做活动的时候<span style="color: black;">供给</span>的，用来回馈粉丝、引导互动</span><span style="color: black;">。与其他<span style="color: black;">营销</span><span style="color: black;">途径</span>相比，价格非常便宜的<span style="color: black;">制品</span>。</span><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">能够</span>叫做“活动款”或“宠粉款”。</span><span style="color: black;"><span style="color: black;">功效</span>是<span style="color: black;">加强</span>粉丝黏性，<span style="color: black;">提高</span>粉丝留存，吸引粉丝停留，引导互动。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">承接款</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span>叫“过渡款”</span><span style="color: black;">。</span><span style="color: black;">是在引流款之后推出的，用于承接直播间流量、用来铺垫爆款或利润<span style="color: black;">制品</span>价格的<span style="color: black;">制品</span>。</span></span><span style="color: black;">过渡<span style="color: black;">制品</span>的售价会较引流款高，利润<span style="color: black;">亦</span>会较引流款高。过渡<span style="color: black;">制品</span>的推出<span style="color: black;">通常</span>是在引流款之后，爆款或利润款<span style="color: black;">营销</span>之前。例如直播间9.9元引流款之后，19.9元承接款，后面上爆款59.9<span style="color: black;">制品</span>等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">爆款</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是<span style="color: black;">日前</span>市场上或直播间过往<span style="color: black;">营销</span>过程中，<span style="color: black;">营销</span>量非常高的、<span style="color: black;">乃至</span>供<span style="color: black;">不该</span>求的<span style="color: black;">制品</span>。</span><span style="color: black;">这类<span style="color: black;">制品</span>的<span style="color: black;">功效</span>是走量，<span style="color: black;">提高</span>转化率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">利润款</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">又名“高价款”，<span style="color: black;">制品</span>以盈利为出发点，直播<span style="color: black;">营销</span>的利润高。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">标品</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">拥有</span>统一市场标准的<span style="color: black;">制品</span></span><span style="color: black;">，价格透明，<span style="color: black;">例如</span>手机、电脑等都属于标品。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">非标品</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">无</span><span style="color: black;">知道</span>规格和型号的<span style="color: black;">制品</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">，<span style="color: black;">例如</span>女装、女鞋等。<span style="color: black;">由于</span><span style="color: black;">制品</span>款式、创意、服务、质量不<span style="color: black;">同样</span>，价格差距大。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">白牌</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">直播间品牌的相对概念。指<span style="color: black;">有些</span>小厂商生产的、<span style="color: black;">无</span>牌子的<span style="color: black;">制品</span>；<span style="color: black;">或</span>是在网络上<span style="color: black;">无</span>进行过推广、<span style="color: black;">无</span>知名度的<span style="color: black;">制品</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">品牌专场</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主播和品牌合作直播带货专场，即这场直播只卖该品牌<span style="color: black;">制品</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">拼场直播</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主播在单场直播里，带货多个品牌的<span style="color: black;">制品</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">直播运营-常用术语</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">算法</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">抖音系统对短视频或直播进行分发、管理、<span style="color: black;">评定</span>时采用的计算机制。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">蓝V认证</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">抖音官方对账号的实名认证，</span><span style="color: black;">只针对企业，个人<span style="color: black;">没</span>法申请</span><span style="color: black;">。<span style="color: black;">经过</span>抖音APP直接认证蓝V，平台<span style="color: black;">必须</span>收费600元。</span><span style="color: black;"><span style="color: black;">办法</span>：抖店后台——店铺设置-店铺官方账号——认证蓝V企业号。提交认证经审核<span style="color: black;">经过</span>之后开通蓝V。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">账号标签</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">抖音算法<span style="color: black;">按照</span>账号视频或直播购买/转粉/观看用户的标签</span><span style="color: black;">，将账号筛选归类，推送给对视频/直播内容感兴趣的用户。</span></span><span style="color: black;">标签<span style="color: black;">知道</span>，视频发布或直播推流后<span style="color: black;">火速</span>会被<span style="color: black;">精细</span><span style="color: black;">目的</span>用户看到。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">账号资料变更</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">抖音账号昵<span style="color: black;">叫作</span>、头像、个性签名是<span style="color: black;">能够</span>多更换的，<span style="color: black;">然则</span></span><span style="color: black;">每月有更改次数限制</span><span style="color: black;">。</span></span><span style="color: black;">多次更换会影响抖音账号的权重与系统对账号标签的识别，<span style="color: black;">导致</span>抖音的限流，<span style="color: black;">况且</span></span><span style="color: black;"><span style="color: black;">不可</span>在个人资料页面做站外引流。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">SKU</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">SKU<span style="color: black;">指的是</span><span style="color: black;">制品</span>统一编号的简<span style="color: black;">叫作</span></span><span style="color: black;">，每种<span style="color: black;">制品</span>均对应有<span style="color: black;">独一</span>的SKU号。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，</span><span style="color: black;">一个SKU指一款同色同款同品质同规格的单品</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">。<span style="color: black;">倘若</span>一款<span style="color: black;">制品</span>有三个颜色，那就相当于3个SKU。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">小黄车</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">抖音直播间三大转化组件之一</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">。抖音直播间的购物功能，走商品橱窗体系。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">小风车</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对抖音企业蓝V用户<span style="color: black;">运用</span>，以<span style="color: black;">营销</span>虚拟<span style="color: black;">制品</span>为主</span><span style="color: black;">。<span style="color: black;">准许</span>线下引流，支持区域<span style="color: black;">精细</span>流量<span style="color: black;">举荐</span>。例如本地生活的餐饮商家，<span style="color: black;">能够</span><span style="color: black;">经过</span>小风车进行团购券售卖。用户购买小风车商品后，未核销可享受随时退、30天过期自动退的权利。</span><span style="color: black;">小风车<span style="color: black;">平常</span>于本地生活餐饮团购、定制服务预约、虚拟<span style="color: black;">制品</span>（知识付费）购买等。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">小雪花</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抖音第三方小程序，类似基于<span style="color: black;">微X</span>的第三方小程序，功能可<span style="color: black;">自动</span><span style="color: black;">研发</span>。走抖音开放平台接口。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">抖音小店</strong></span></p><span style="color: black;"><span style="color: black;">是抖音电商为商家<span style="color: black;">供给</span>的带货平台，类似淘宝店铺的性质。</span><span style="color: black;">店铺开通后，<span style="color: black;">能够</span>在头条系的其他应用中统一展示店铺</span><span style="color: black;">，例如头条、抖音、火山等。粉丝<span style="color: black;">能够</span>分别在这些平台进行购物，完成一个闭环。</span><span style="color: black;"><span style="color: black;">日前</span>仅<span style="color: black;">准许</span>企业商家入驻（有限责任<span style="color: black;">机构</span>、个体工商户），抖音暂时不支持以个人身份证开设店铺。</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">抖音团购</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">是抖音电商为商家</span><span style="color: black;"><span style="color: black;">供给</span>给本地商家的在线营销方式</span><span style="color: black;">，商家将<span style="color: black;">制品</span>或服务以团购卷的形式在抖音进行推广，用户线上完成购买，到店进行消费核销。<span style="color: black;">重点</span>面向有线下门店，有获客、营收需求的商家，推广店内的套餐及服务。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">抖音小店</strong></p><strong style="color: blue;">DSR
</strong><span style="color: black;"><span style="color: black;">抖音小店的DSR分别是：</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">制品</span>分、服务分、物流分。</p><span style="color: black;">制品</span>分
</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">：宝贝与描述相吻合的程度。</p>
</span><span style="color: black;">服务分</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">：卖家的服务态度。</p>
</span><span style="color: black;">物流分</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">：物流的服务质量。</p>
</span></span><span style="color: black;"><span style="color: black;">DSR的<span style="color: black;">初始</span>分是5分</span><span style="color: black;">，所有购买者给出的好评和差评的平均值<span style="color: black;">便是</span>店铺的DSR评分。<span style="color: black;">通常</span>计算周期是60天，<span style="color: black;">亦</span><span style="color: black;">便是</span>前一天至前六十天的<span style="color: black;">评估</span>数值。</span></span><span style="color: black;"><span style="color: black;">倘若</span>店铺DSR评分过低，平台会发出“整改警告”。三项平均分<span style="color: black;">小于</span>4.0则会被平台清除（封禁）。首次被封禁后（半年后）可申请解除封禁。二次封禁后会被永久封禁，且同名<span style="color: black;">叫作</span>商品<span style="color: black;">不可</span>再次入选抖音小店平台。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">类目<span style="color: black;">保准</span>金</strong></span></p><span style="color: black;"><span style="color: black;">抖音小店的主营类目缴纳<span style="color: black;">保准</span>金</span><span style="color: black;">。普通订单的<span style="color: black;">保准</span>金<span style="color: black;">按照</span>类目的<span style="color: black;">区别</span>从2000到20000不等。而<span style="color: black;">宣传</span>流量订单的<span style="color: black;">保准</span>金则从5000-20万。</span></span><span style="color: black;">在缴纳<span style="color: black;">保准</span>金的时候要<span style="color: black;">重视</span></span><span style="color: black;">：<span style="color: black;">倘若</span><span style="color: black;">选取</span>多个一级类目的时候，<span style="color: black;">保准</span>金<span style="color: black;">根据</span>所选类目对应的最高<span style="color: black;">保准</span>金缴纳。</span><span style="color: black;"><span style="color: black;">倘若</span>是新增类目，对应的<span style="color: black;">保准</span>金有<span style="color: black;">调节</span>的话，商家<span style="color: black;">必须</span>补缴<span style="color: black;">保准</span>金。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">运费险</strong></span></p><span style="color: black;"><span style="color: black;">退货运费险是<span style="color: black;">帮忙</span>买家适当减少损失的一种<span style="color: black;">赔偿</span>性质的保险服务。</span><span style="color: black;">抖音小店商家<span style="color: black;">能够</span><span style="color: black;">经过</span>开通“运费险”来<span style="color: black;">提高</span>店铺的整体转化。</span></span><span style="color: black;">开通方式：抖店——店铺——商家<span style="color: black;">保证</span>中心——退货运费险——立即加入。商家开通运费险<span style="color: black;">必须</span>预充值保费，可<span style="color: black;">选取</span><span style="color: black;">微X</span>、支付宝、个人网银、企业网银支付。保费按单收取，每笔实物订单在线确认发货后，系统自动从预充值金额扣除保费，如未发货，则不收取保费。卖家点击“确认发货”后生成保单，<span style="color: black;">保证</span><span style="color: black;">起始</span>生效。在开通运费险之后<span style="color: black;">倘若</span>商家不想要了，<span style="color: black;">能够</span>随时退出。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">巨量百应</strong></span></p><span style="color: black;">是一个基于短视频/直播内容展示、分享商品场景、从而汇聚和链接内容创作者、商家、<span style="color: black;">公司</span>的一站式综合性商品分享管理平台。<span style="color: black;">拥有</span>管理<span style="color: black;">公司</span>旗下达人、管理推广商品、招募计划活动管理、<span style="color: black;">位置</span>管理等功能。</span><span style="color: black;"><span style="color: black;">重点</span>的4大功能是：橱窗商品管理、直播间商品管理、整体交易数据管理、直播数据管理。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">口碑分</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">即达人带货口碑分</span><span style="color: black;">。</span><span style="color: black;">反映账号带货商品质量及真实性，是账号的重要指标之一。</span></span><span style="color: black;">口碑分满分为5分（5星）</span><span style="color: black;"><span style="color: black;">口碑分<span style="color: black;">一般</span>要达到4.8分以上，否则会影响免费流量的进入</span><span style="color: black;">。</span></span><span style="color: black;"><span style="color: black;">小于</span>4.6分（含）则该账号<span style="color: black;">起始</span>限流</span><span style="color: black;">，分数越低限流越多。</span><span style="color: black;"><span style="color: black;">小于</span>4.0分（含）则禁止直播间进行付费投放</span><span style="color: black;">。</span><span style="color: black;">口碑分过低，<span style="color: black;">能够</span><span style="color: black;">经过</span>“卖好货、做好物流、做好售后、不夸大宣传”等方式，经过一段时间的运营之后逐步<span style="color: black;">提高</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">信用分</strong></span></p><span style="color: black;">为打造良好的商品分享环境，<span style="color: black;">守护</span>消费者权益不受侵害，抖音制定了信用分规则，将违规<span style="color: black;">行径</span>制定对应的分数。当账号用户产生违规<span style="color: black;">行径</span>时，将会扣除对应的信用分。违规<span style="color: black;">行径</span>分为三个等级，一级违规扣0.5-3分，二级违规扣3-8分，三级违规扣10-12分。</span><span style="color: black;"><span style="color: black;">每一个</span>用户的初始信用分为10分</span><span style="color: black;">，用户可<span style="color: black;">经过</span>严格遵守抖音社区<span style="color: black;">关联</span>规则规范累积信用分，最高可<span style="color: black;">累积</span>到12分。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">抖音<span style="color: black;">举荐</span>机制</strong></span></p><span style="color: black;">抖音直播的<span style="color: black;">举荐</span>机制是“同级别+混品类”的竞争机制。<span style="color: black;">亦</span><span style="color: black;">便是</span>在同级别主播之间，数据表现越好的直播间会<span style="color: black;">得到</span><span style="color: black;">更加多</span>的流量<span style="color: black;">举荐</span>。</span><span style="color: black;">直播间数据<span style="color: black;">重点</span><span style="color: black;">包含</span>：观看时长、互动率、成交转化率、商品点击率、转粉率等，</span><span style="color: black;">其中“观看时长”“互动率”和“转化率”是最关键的三个指标</span><span style="color: black;">。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">起号/冷<span style="color: black;">起步</span>期</strong></span></p><span style="color: black;"><span style="color: black;">指的是</span>从0到1，<span style="color: black;">起步</span>一个直播间，并使其能稳定卖出去东西的过程。—个新账号开播时，会<span style="color: black;">发掘</span>前几场直播的流量很少，并且这些流量质量很差。<span style="color: black;">由于</span>这是一个新直播间，系统不会把<span style="color: black;">优秀</span>流量匹配到一个能力未知的直播间。</span><span style="color: black;">初始期平台只会推送泛流量，泛流量的特征<span style="color: black;">便是</span>非<span style="color: black;">精细</span>用户人群</span><span style="color: black;">。冷<span style="color: black;">起步</span>期系统正在学习什么样的人群会在你<span style="color: black;">这儿</span>停留，什么人会产生购买。<span style="color: black;">倘若</span>在这个<span style="color: black;">周期</span><span style="color: black;">咱们</span>能够<span style="color: black;">经过</span>系统给的推流<span style="color: black;">或</span><span style="color: black;">经过</span>釆买的<span style="color: black;">精细</span>流量，让这部分流量在<span style="color: black;">咱们</span>的直播间产生停留和购买成交，那这个时候系统才会逐步给直播间打上清晰的标签。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">拉时长</strong></span></p><span style="color: black;"><span style="color: black;">直播拉时长<span style="color: black;">指的是</span><span style="color: black;">经过</span>延长直播时间，吸引<span style="color: black;">更加多</span>流量进入直播间产生消费。</span><span style="color: black;">拉时长<span style="color: black;">必须</span>前提<span style="color: black;">要求</span>，在线人数要相对保持<span style="color: black;">平衡</span>稳定、主播状态良好以及有足够的引流款<span style="color: black;">制品</span>。否则免费流量的直播间，绝大<span style="color: black;">都数</span>的在线人数都会随着时间的拉长<span style="color: black;">显现</span>人数越播越少。</span></span><span style="color: black;">这个时候<span style="color: black;">必定</span>不要去拉时长，<span style="color: black;">由于</span>平台会对每场直播计算出一个平均数据，数据越差，下一场的流量就会有所下降。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">控评</strong></span></p><span style="color: black;"><span style="color: black;">指<span style="color: black;">掌控</span>直播间评论区画风</span><span style="color: black;">。<span style="color: black;">通常</span>主播或运营会提前设置屏蔽<span style="color: black;">有些</span><span style="color: black;">消极</span>关键词，引导直播间的良性互动氛围。</span></span><span style="color: black;">在设置屏蔽词后，用户发评论<span style="color: black;">触及</span>屏蔽词的，该评论仅能自己看到，直播间其他用户看不见。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">带节奏</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">和控评类似，</span><span style="color: black;">直播运营会在直播间评论区带节奏</span><span style="color: black;">，起到带头<span style="color: black;">功效</span>，引导直播间评论，以及引导其他用户购买<span style="color: black;">制品</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">FABE</strong></span></p><span style="color: black;">直播中主播<span style="color: black;">运用</span>FABE可更好的<span style="color: black;">处理</span>用户关心的问题，<span style="color: black;">提高</span><span style="color: black;">制品</span><span style="color: black;">营销</span>。</span><span style="color: black;">F特征（Features）</span><span style="color: black;">：<span style="color: black;">制品</span>的特质、特性等，以及它是<span style="color: black;">怎样</span>来满足<span style="color: black;">咱们</span>的需求。</span><span style="color: black;">A优点（Advantages）</span><span style="color: black;">有特征所产生的优点，是向用户证明“购买的理由”。</span><span style="color: black;">B利益（Benefits</span><span style="color: black;">）证明优点给客户带来的好处。</span><span style="color: black;">E证据（Evidence）</span><span style="color: black;"><span style="color: black;">经过</span>现场演示、展示<span style="color: black;">关联</span>证明文件等，证明/印证前面的一系列介绍。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">坑位费</strong></span></p><span style="color: black;"><span style="color: black;">直播间商品的固定链接<span style="color: black;">花费</span></span><span style="color: black;">。<span style="color: black;">日前</span>大<span style="color: black;">都数</span>电商主播都会向商家收取坑位费。</span></span><span style="color: black;">有时候即便是同个主播的同场直播，商品坑位费<span style="color: black;">亦</span>会不<span style="color: black;">同样</span>，坑位费的变量<span style="color: black;">包含</span>商品品类和商品直播<span style="color: black;">次序</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">运营服务费</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">商家付给直播<span style="color: black;">公司</span>的、除佣金外的<span style="color: black;">基本</span>服务<span style="color: black;">花费</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">佣金</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">电商主播或直播<span style="color: black;">公司</span><span style="color: black;">根据</span>直播间<span style="color: black;">制品</span>销量，向商家/品牌方收取的<span style="color: black;">必定</span>比例的<span style="color: black;">营销</span>提成。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">纯佣模式</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">电商主播或直播<span style="color: black;">公司</span>不向品牌方/商家收取坑位费或运营服务费，</span><span style="color: black;">只收佣金的服务模式。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">专属利益点</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">只属于该主播的独家赠品、<span style="color: black;">制品</span>价格等</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">“黑五类”</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">药物</span>、医疗器械、丰胸、减肥、<span style="color: black;">升高</span>这几种<span style="color: black;">制品</span>统<span style="color: black;">叫作</span>为黑五类<span style="color: black;">制品</span>，是被抖音平台严禁售卖的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">粉丝团</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户对品牌或主播感兴趣<span style="color: black;">能够</span>加入账号的粉丝团。主播<span style="color: black;">能够</span>自定义粉丝团名<span style="color: black;">叫作</span>。用户点击直播页面中<span style="color: black;">位置于</span>左上角头像下方黄色的标识就<span style="color: black;">能够</span>加入粉丝团。加入粉丝团<span style="color: black;">必须</span>支付1毛钱。加了粉丝团后用户名字前方会带有所在账号的粉丝团标签，<span style="color: black;">能够</span><span style="color: black;">经过</span>累积亲密值<span style="color: black;">提高</span>等级。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">粉丝团特权</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌或主播<span style="color: black;">能够</span>设置加入粉丝团后，<span style="color: black;">区别</span>粉丝等级<span style="color: black;">持有</span><span style="color: black;">区别</span>的权限，<span style="color: black;">例如</span>某些粉丝礼物<span style="color: black;">必须</span>达到<span style="color: black;">必定</span>等级才<span style="color: black;">能够</span>赠送等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">抖币</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">是粉丝在打赏主播、或主播在发福袋/红包时候的计量单位</span><span style="color: black;">。和音浪<span style="color: black;">区别</span>的是，它<span style="color: black;">不可</span>直接提现为人民币，但却<span style="color: black;">必须</span>以人民币的形式充值，<span style="color: black;">而后</span>兑换成抖币。</span><span style="color: black;">抖币兑换人民币比例是10:1</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">，<span style="color: black;">亦</span><span style="color: black;">便是</span>1块钱人民币兑换10抖币。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">红包</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">直播间重要的玩法工具之一，</span><span style="color: black;">分为抖币红包和礼物红包</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">。红包是主播和粉丝都<span style="color: black;">能够</span>发出的，发出后红包上有倒计时<span style="color: black;">表示</span>。红包的<span style="color: black;">得到</span>靠“抢”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">福袋</strong></span></p><span style="color: black;">直播间重要的玩法工具之一，分为自定义福袋和普通福袋。</span><span style="color: black;">自定义福袋支持自定义奖品</span><span style="color: black;">，由主播发起福袋时填写奖品名<span style="color: black;">叫作</span><span style="color: black;">就可</span>，</span><span style="color: black;"><span style="color: black;">必须</span>报白<span style="color: black;">才可</span><span style="color: black;">运用</span></span><span style="color: black;">；</span><span style="color: black;">普通福袋为抖币福袋，仅支持发放抖币</span><span style="color: black;">，<span style="color: black;">没</span>需报白<span style="color: black;">能够</span>直接<span style="color: black;">运用</span>。直播一天最多发10次福袋，0点以后发的福袋计入<span style="color: black;">次日</span>次数，未<span style="color: black;">经过</span>审核的福袋<span style="color: black;">亦</span>计入次数。</span><span style="color: black;">同一个账号、同一个手机号、同一个设备或同一个提现账户，均视为同一个用户，仅能在福袋玩法中<span style="color: black;">得到</span>一次参与资格。福袋和红包不同的是只能主播发出，且主播<span style="color: black;">能够</span>设置福袋的门槛，<span style="color: black;">例如</span>加入粉丝团、<span style="color: black;">增多</span>评论等。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">直播间管理员</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">运营可<span style="color: black;">经过</span>操作将<span style="color: black;">关联</span>账号设置为直播间管理员，管理员可<span style="color: black;">帮助</span>进行粉丝管理：拉黑、禁言等，<span style="color: black;">亦</span><span style="color: black;">能够</span>在直播间发送飘屏。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">憋单</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">便是</span>将一款<span style="color: black;">尤其</span>吸引人的<span style="color: black;">制品</span>，以非常吸引人/非常低的价格挂在小黄车，主播<span style="color: black;">经过</span>自己的话术，<span style="color: black;">持续</span>去营造这个福利活动的真实性，以及马上会开款的紧张感，但却迟迟不给上库存的<span style="color: black;">行径</span>。从而把想薅羊毛的用户“憋”在<span style="color: black;">咱们</span>的直播间。</span><span style="color: black;">憋单的核心<span style="color: black;">规律</span>是：<span style="color: black;">经过</span>营销手段将用户留在直播间，<span style="color: black;">提高</span>停留时长、拉高在线人数、形成互动氛围、<span style="color: black;">增多</span>直播间的流量权重，为后续直播间的爆单奠定<span style="color: black;">基本</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">逼单</strong></span></p><span style="color: black;"><span style="color: black;"><span style="color: black;">便是</span>在直播商品开价之后，为了<span style="color: black;">促进</span>犹豫期的用户尽快下单购买，</span><span style="color: black;">主播<span style="color: black;">经过</span>话术营造该<span style="color: black;">制品</span>价格、数量等的稀缺性</span><span style="color: black;">，以<span style="color: black;">即时</span>机的短促性，让用户产生购买<span style="color: black;">机会</span>的紧迫感，从而</span><span style="color: black;"><span style="color: black;">促进</span>用户马上下单购买的营销<span style="color: black;">行径</span></span><span style="color: black;">。逼单的本质是“促成交”，<span style="color: black;">加强</span>直播间转化率。</span></span><span style="color: black;">常用逼单<span style="color: black;">办法</span>：卡库存、倒计时、<span style="color: black;">持续</span>口播商品销量、对比活动力度。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">主播话术体系</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">便是</span>主播在直播间所表达描述的话语，整体主播话术体系<span style="color: black;">包含</span>：</span><span style="color: black;">欢迎话术、宣传话术、逼单话术、活动话术、带货话术、感谢话术。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">直播投放-常用术语</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">DOU+</strong></span></strong></span></p><span style="color: black;"><span style="color: black;">Dou+是抖音平台一款视频/直播加热工具，</span><span style="color: black;"><span style="color: black;">能够</span><span style="color: black;">有效</span><span style="color: black;">提高</span>短视频<span style="color: black;">或</span>直播间的<span style="color: black;">揭发</span>量和互动量。Dou+对直播间的投放<span style="color: black;">必须</span>在开播前下单审核<span style="color: black;">经过</span>。<span style="color: black;">功效</span>是</span><strong style="color: blue;"><span style="color: black;">快速给账号打上标签</span></strong><span style="color: black;">：例如投放达人<span style="color: black;">类似</span>，快速为自己账号打上标签。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">帮助打开直播<span style="color: black;">举荐</span></span></strong></span><span style="color: black;">：Dou+属于直播<span style="color: black;">举荐</span>流量，<span style="color: black;">能够</span><span style="color: black;">帮忙</span>降低同城流量，打开直播<span style="color: black;">举荐</span>流量。</span><strong style="color: blue;"><span style="color: black;">测试账号<span style="color: black;">是不是</span>被限流</span></strong><span style="color: black;">：例如短视频作品违规，就会<span style="color: black;">表示</span><span style="color: black;">不可</span>投放Dou+。直播间<span style="color: black;">亦</span><span style="color: black;">能够</span>利用Dou+测试直播间<span style="color: black;">是不是</span>被限流。</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">Feed流</strong></span></strong></span></p><span style="color: black;"><span style="color: black;">是抖音推出的直播间付费推广工具</span><span style="color: black;">。分为两种形式：短视频引流直播间和feed流直投直播间。</span><span style="color: black;">短视频引流直播间<span style="color: black;">指的是</span>商家投放<span style="color: black;">宣传</span>视频素材，</span><span style="color: black;">让用户在信息流中刷到，<span style="color: black;">经过</span>短视频内容吸引用户点击进入直播间。</span><span style="color: black;">Feed流直投直播间则是直播间的实时内容将<span style="color: black;">经过</span>Feed信息流直接展示</span><span style="color: black;">，用户可在信息流页面刷到，并直接点击屏幕进入直播间。</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">巨量千川</strong></span></strong></span></p><span style="color: black;"><span style="color: black;">巨量千川是巨量引擎旗下的电商<span style="color: black;">宣传</span>平台，为商家和达人们<span style="color: black;">供给</span>抖音电商一体化营销<span style="color: black;">处理</span>方案。</span><span style="color: black;">是把短视频带货和直播带货的推广方式整合到<span style="color: black;">一块</span>的一个电商推广后台</span><span style="color: black;">。</span></span><span style="color: black;"><span style="color: black;">日前</span>巨量千川分为三个版本，小店随心推、PC端极速推广、PC端专业推广</span><span style="color: black;">。三个版本共用一个<span style="color: black;">宣传</span>账户，花钱<span style="color: black;">亦</span>是用的同一个资金池。<span style="color: black;">针对</span>商家而言，只<span style="color: black;">必须</span>注册千川一个平台就<span style="color: black;">能够</span>实现多种<span style="color: black;">宣传</span>投放功能，<span style="color: black;">况且</span>千川的后台操作难度下降，能够缩减投入精力，让投放和运营更为<span style="color: black;">方便</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">CPM</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">每千次<span style="color: black;">揭发</span>所产生的投放<span style="color: black;">花费</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">。例如信息流<span style="color: black;">宣传</span>一个CPM的价格为4元，即<span style="color: black;">宣传</span>主<span style="color: black;">选取</span><span style="color: black;">宣传</span>按<span style="color: black;">揭发</span>收费后，<span style="color: black;">宣传</span>每一千次<span style="color: black;">揭发</span>展现，抖音收取<span style="color: black;">宣传</span>主4元的<span style="color: black;">宣传</span>费。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">CPC</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每次点击<span style="color: black;">花费</span>，即点击单价</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">直播报白</strong></span></strong></span></p><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>抖音直播白名单申请</span><span style="color: black;">。报白之后，账号<span style="color: black;">制品</span>视频和直播不会被抖音定为营销推广而限流，还会得到流量扶持，<span style="color: black;">亦</span>更加安全而稳定。<span style="color: black;">日前</span>抖音报白分为几种<span style="color: black;">状况</span>：</span></span><span style="color: black;">直播类目是定向邀约（定向准入）的，报白之后<span style="color: black;">才可</span>开通该类目的直播</span><span style="color: black;">。<span style="color: black;">日前</span>开通抖音小点<span style="color: black;">必须</span>报白的类目有生鲜、字画、茶叶、陶瓷、珠宝、皮草、饰品、文玩、古董等商品。</span><span style="color: black;"><span style="color: black;">不可</span>进行千川投放、Dou+投放的类目，<span style="color: black;">必要</span>报白投放户</span><span style="color: black;">。例如燕窝等营养滋补品。在进行特殊的或大型的直播活动时，<span style="color: black;">倘若</span><span style="color: black;">必须</span>特殊的、超出平台规定的福利或<span style="color: black;">办法</span>的，例如<span style="color: black;">增多</span>福袋个数、<span style="color: black;">增多</span>控评词等，这些就<span style="color: black;">能够</span>申请直播活动报白</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">限流</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">直播间被限制推送流量<span style="color: black;">乃至</span>不推送流量。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">抖音流量入口</strong></span></strong></span></p><span style="color: black;">抖音五大直播流量入口是：</span><strong style="color: blue;"><span style="color: black;">直播自然<span style="color: black;">举荐</span>流量</span></strong><span style="color: black;">：直播自然<span style="color: black;">举荐</span>流量是抖音直播间占比最大的部分，<span style="color: black;">通常</span>应该在60%以上。是平台<span style="color: black;">经过</span>算法系统主动推给平台用户所<span style="color: black;">得到</span>的流量，是直播间的免费流量。</span><strong style="color: blue;"><span style="color: black;">关注Tab</span></strong><span style="color: black;">：是<span style="color: black;">已然</span>关注该账号的用户，直接从他的“关注”页里面进入直播间的流量。<span style="color: black;">通常</span><span style="color: black;">来讲</span>粉丝数量和粉丝的粘性决定了这部分观众的占比。</span><strong style="color: blue;"><span style="color: black;">其他</span></strong><span style="color: black;">：<span style="color: black;">经过</span>其他<span style="color: black;">途径</span>或方式进入直播间的流量。<span style="color: black;">包括</span>了直播间分享链接进来的用户、搜索关键字进来的用户、他人列表进来的用户、红包引来的用户、福袋引来的用户、点击个人主页进来的用户等。</span><strong style="color: blue;"><span style="color: black;">同城</span></strong><span style="color: black;">：从同城区域进来直播间的用户流量。抖音新直播间在开播之初，<span style="color: black;">通常</span>平台会先推同城流量，<span style="color: black;">咱们</span><span style="color: black;">必须</span><span style="color: black;">经过</span>Dou+投放、冷<span style="color: black;">起步</span>等方式，打开自然流量通道，撬动自然流量进来。</span><strong style="color: blue;"><span style="color: black;">视频流量</span></strong><span style="color: black;">：是<span style="color: black;">经过</span>观看短视频（例如预热视频等）而进入直播间的流量。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">付费流量</strong></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>买来的流量。可分为巨量千川、品牌<span style="color: black;">宣传</span>、搜索<span style="color: black;">宣传</span>等多种方式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">IT<span style="color: black;">M</span>C<span style="color: black;">中教畅享</span></span></strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">中教畅享科技股份有限<span style="color: black;">机构</span>成立于2007年，是国家认定的高新技术企业，人力资源和社会<span style="color: black;">保证</span>部遴选的职业技能等级认定社会培训<span style="color: black;">评估</span>组织，全国新职业和数字技术技能大赛技术支持单位。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">中教畅享秉承“明道·优术”的人才培养理念，<span style="color: black;">保持</span>以岗位需求为导向、以技术标准为支撑、以职业能力为核心，以“All in AI”的方式<span style="color: black;">提高</span>数字化理论与实践技能的培训效能。</span><span style="color: black;">将数字技术技能人才队伍建设与培养<span style="color: black;">做为</span>发展经营的<span style="color: black;">最后</span><span style="color: black;">目的</span>，致力于向全国院校、社会各类、各层次人员<span style="color: black;">供给</span>电子商务、互联网营销、供应链管理、ERP管理、物流管理、企业管理、计算机程序设计员、信息安全测试员等<span style="color: black;">行业</span>的职业技能培训、技能<span style="color: black;">评估</span>服务。</span></p>
你的努力一定会被看见，相信自己，加油。 一看到楼主的气势，我就觉得楼主同在社区里灌水。 你的见解独到，让我受益匪浅，期待更多交流。
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