大健康IP实战教程(案例版)

Brand: 清华大学出版社    Sold By: EM China
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)
大健康IP实战教程(案例版)

大健康IP实战教程(案例版)

Brand: 清华大学出版社    Sold By: EM China
$49.21 In Stock
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大健康IP实战教程(案例版)

大健康IP实战教程(案例版)

$49.21

产品特色

编辑推荐
Product Details

产品特色

编辑推荐

本书以当下成功的大健康类案例(以官方为主)深度剖析、讲解大健康类IP成功的奥秘,并从专业性讲解了如何打造大健康IP,如和搭建健康类自媒体平台,如何宣传推广正确的健康知识等内容。

 
内容简介

本书从理论视角和运作实践两方面入手分析当前健康中国建设背景下健康传播面临的形势和问题,选取具有广泛代表性和影响力系列成功机构和个人IP案例,探讨新形势下做好健康传播IP的实践经验,并以短视频时代为例讲解从“0”到“百万”粉丝的IP打造操作技巧,进而讲解基于IP化运营的产媒融合之道。本书以当下成功的大健康类案例(以官方为主)深度剖析、讲解大健康类IP成功的奥秘,并从专业性讲解了如何打造大健康IP,如和搭建健康类自媒体平台,如何宣传推广正确的健康知识

作者简介

姚魁,中国营养学会副秘书长、中国人生科学学会健康传播分会副理事长、中华预防医学会健康传播分会常务委员、国民营养专家委员会委员、中国科协科普中国特聘专家、全民营养周办公室主任,科学传播研究馆员,长期从事健康传播研究工作,并创办健康传播三十人论坛、“合理膳食 营养惠万家”两个健康传播品牌,著有《劳动实践:烹饪与营养》《婴幼儿辅食喂养指导手册》《新冠肺炎防控期间营养膳食指导》等科普畅销书。

目  录
第一章 审时度势,拥抱IP 001
第一节 顺势而为,“蓄能”健康传播 003
第二节 健康传播的“科”与“普” 006
第三节 健康传播内容,如何提升关注度? 008
第四节 内容与流量之后,如何加速大健康品牌传播? 011
第二章 打造大健康IP——个人篇 013
第一节 育儿专家张思莱:科普可以做到100岁 015
第二节 “范志红_原创营养信息”进阶之路 025
第三节 “医路向前巍子”:科普是有力量的 037
第四节 营养师顾中一:我对健康IP的理解 043
第五节 陈志成医生:在不断试错中前行 054
第三章 打造大健康IP——机构篇 063
第一节 “健康中国”政务新媒体:迎“疫”而上 065
第二节 “河南疾控”:探索官方号“出圈”路径 075
前  言
本书初稿完成于2023年5月,正值初夏,梨花淡白柳深青,但是“风景千般好,唯有飞絮恼”。作为一名健康传播者,在组织编写《大健康IP实战教程(案例版)》的过程中,我感觉用“初夏”时节来形容当前的“健康传播”形势倒也十分贴切。一方面,人们对健康的需求与日俱增,大健康事业方兴未艾,健康传播工具和传播渠道不断拓展,健康新媒体呈现繁荣发展态势;另一方面,正如初夏之际初长成的青涩果实,新媒体上的健康信息良莠不齐,我们既应看到许多机构和个人借助新媒体打造健康IP的成功案例,也应注意到很多劣质甚至虚假的健康科普信息充斥互联网空间。
在新媒体时代,如何避免“劣币驱逐良币”的现象发生,鼓励和指导更多的健康专业人员投身于健康内容创作和传播工作,是当前十分重要的一个议题,也是我们编写《大健康IP实战教程(案例版)》的初衷。在“中国健康促进与教育协会”和“南方健康”的指导和支持下,我们梳理总结了健康传播新机遇、新挑战、新任务,推出了12个机构和个人的健康IP典型案例,并在此基础上以抖音短视频为例讲解了打造大健康IP的运作规律,提出了新形势下打造大健康IP的解决方案。

Shipping Overview: 

Shipping: Standard Domestic Shipping within the United States charges USD 4.99. Standard International Shipping from United Kingdom, Germany and Japan to the United States charges 14.99. 

Order Processing: Please allow 1-2 business days for order processing and preparation before shipment. 

Domestic Shipping: Orders within the U.S. are shipped via USPS or FedEx, depending on the origin of the product. The average transit time is 3-7 business days. 

International Shipping: Currently, we only ship within the USA. 

Tracking Information: Every order is trackable. You will receive a tracking number once your order has been shipped. Products may be shipped from various global fulfillment centers.

Shipping Delays: 

Please note that shipping times may vary due to factors beyond our control, such as weather conditions, natural disasters, or peak holiday periods. While we strive to ensure timely delivery, the exact arrival time cannot be guaranteed and is managed by the shipping carrier.

Shipping Options:

  • Standard Delivery: Most orders are shipped within 3-7 business days. Larger items may utilize LTL shipping for safe handling.

  • Handling Time: We handle shipments on business days (Monday - Friday), with a preparation time of 1-2 days.

  • Additional Charges: Some items require additional shipping charges due to their size, weight, or special handling. These charges are specified on the product pages and are not eligible for shipping discounts.

  • Exclusions: Gift cards, packaging, taxes, and prior purchases do not count toward the minimum purchase requirement for free shipping. This offer is valid only for shipments to U.S. addresses, including Puerto Rico.

Delivery Details:

  • Estimates: Standard shipping within the US typically takes 3-7 business days. These are estimates and not guarantees.

  • Shipping Restrictions: We ship to all 50 states, Washington, DC, U.S. territories, and APO/FPO/DPO addresses. Shipping options vary based on the delivery address.

  • Remote Areas: Shipments to remote areas may incur additional charges or require pickup from a nearby shipping partner’s location.

Shipping Confirmation:

You will receive a shipping confirmation email with a tracking number as soon as your order is dispatched. If you do not receive this email immediately, please be assured that your items will arrive within the estimated delivery window provided at checkout.

Order Modifications:

If you need to cancel or modify your order, please contact our customer support immediately.

Issues with Delivery:

If your order shows as delivered but you have not received it, please contact the shipping carrier directly to resolve the issue. For persistent problems, contact our customer service at cs@everymarket.com.

Customer Support:

Our team is available 24/7 to assist you with any questions or concerns regarding your order. We are committed to ensuring a smooth shopping experience.

Return & Refund Policy Overview

Please review our return and refund policies below to ensure a smooth transaction process.

Return Policy

  • Duration: You have 30 days from receiving your item to initiate a return.

  • Condition: Items must be unworn, unwashed, with original tags and packaging intact.

  • Shipping Costs: Customers are responsible for return shipping costs.

  • Packaging: Ensure returned items are well-packaged to avoid damage during transit.

  • Tracking: Use a trackable and insured shipping method as we are not liable for items lost or damaged on return.

  • Initiating a Return: Contact us at cs@everymarket.com to start your return. We will provide a return shipping label and instructions upon approval. Returns without prior approval will not be accepted.

How to Return

  • Method: Returns must be sent back by mail to the address provided in the return instructions.

Return Label

  • Defective Products: Return labels are provided for defective items.

  • Non-Defective Returns: Customers are responsible for obtaining their return shipping label.

Product Conditions for Return

  • Eligible Products: Returns are only accepted for items in new condition.

Nonreturnable Items

Certain items are not eligible for return:

  • Electronic devices after 30 days (e.g., computers, laptops, Kindles)

  • Gift cards, prepaid game cards

  • Perishable goods, live insects, some jewelry, some health and personal care items

  • Customized or personalized products

  • Items with special shipping restrictions

Refund Policy

  • Window: Eligible products may be returned within 30 days of delivery for a refund.

  • Refund Method: Refunds are processed to the original payment method or as store credit for items purchased with gift cards.

  • Processing Time: Refunds are processed within 3-5 business days after we receive the return; please allow additional time for shipping and bank processing.

Claims

Inspect your order upon arrival and report any defects, damages, or incorrect items immediately to allow us to address the issue. For claims, contact our support team with details of the issue.

Exchange Policy

For the quickest service, return your original item and place a new order for the desired product once your return is accepted.

Return Address

EveryMarket Customer Service 2101 E Terra Ln, O'Fallon, MO 63366

Customer Support

Available 24/7 for any questions or assistance needed:

  • Phone: +1 636-312-5925

  • Email: cs@everymarket.com

 

产品特色

编辑推荐

本书以当下成功的大健康类案例(以官方为主)深度剖析、讲解大健康类IP成功的奥秘,并从专业性讲解了如何打造大健康IP,如和搭建健康类自媒体平台,如何宣传推广正确的健康知识等内容。

 
内容简介

本书从理论视角和运作实践两方面入手分析当前健康中国建设背景下健康传播面临的形势和问题,选取具有广泛代表性和影响力系列成功机构和个人IP案例,探讨新形势下做好健康传播IP的实践经验,并以短视频时代为例讲解从“0”到“百万”粉丝的IP打造操作技巧,进而讲解基于IP化运营的产媒融合之道。本书以当下成功的大健康类案例(以官方为主)深度剖析、讲解大健康类IP成功的奥秘,并从专业性讲解了如何打造大健康IP,如和搭建健康类自媒体平台,如何宣传推广正确的健康知识

作者简介

姚魁,中国营养学会副秘书长、中国人生科学学会健康传播分会副理事长、中华预防医学会健康传播分会常务委员、国民营养专家委员会委员、中国科协科普中国特聘专家、全民营养周办公室主任,科学传播研究馆员,长期从事健康传播研究工作,并创办健康传播三十人论坛、“合理膳食 营养惠万家”两个健康传播品牌,著有《劳动实践:烹饪与营养》《婴幼儿辅食喂养指导手册》《新冠肺炎防控期间营养膳食指导》等科普畅销书。

目  录
第一章 审时度势,拥抱IP 001
第一节 顺势而为,“蓄能”健康传播 003
第二节 健康传播的“科”与“普” 006
第三节 健康传播内容,如何提升关注度? 008
第四节 内容与流量之后,如何加速大健康品牌传播? 011
第二章 打造大健康IP——个人篇 013
第一节 育儿专家张思莱:科普可以做到100岁 015
第二节 “范志红_原创营养信息”进阶之路 025
第三节 “医路向前巍子”:科普是有力量的 037
第四节 营养师顾中一:我对健康IP的理解 043
第五节 陈志成医生:在不断试错中前行 054
第三章 打造大健康IP——机构篇 063
第一节 “健康中国”政务新媒体:迎“疫”而上 065
第二节 “河南疾控”:探索官方号“出圈”路径 075
前  言
本书初稿完成于2023年5月,正值初夏,梨花淡白柳深青,但是“风景千般好,唯有飞絮恼”。作为一名健康传播者,在组织编写《大健康IP实战教程(案例版)》的过程中,我感觉用“初夏”时节来形容当前的“健康传播”形势倒也十分贴切。一方面,人们对健康的需求与日俱增,大健康事业方兴未艾,健康传播工具和传播渠道不断拓展,健康新媒体呈现繁荣发展态势;另一方面,正如初夏之际初长成的青涩果实,新媒体上的健康信息良莠不齐,我们既应看到许多机构和个人借助新媒体打造健康IP的成功案例,也应注意到很多劣质甚至虚假的健康科普信息充斥互联网空间。
在新媒体时代,如何避免“劣币驱逐良币”的现象发生,鼓励和指导更多的健康专业人员投身于健康内容创作和传播工作,是当前十分重要的一个议题,也是我们编写《大健康IP实战教程(案例版)》的初衷。在“中国健康促进与教育协会”和“南方健康”的指导和支持下,我们梳理总结了健康传播新机遇、新挑战、新任务,推出了12个机构和个人的健康IP典型案例,并在此基础上以抖音短视频为例讲解了打造大健康IP的运作规律,提出了新形势下打造大健康IP的解决方案。

Shipping Overview: 

Shipping: Standard Domestic Shipping within the United States charges USD 4.99. Standard International Shipping from United Kingdom, Germany and Japan to the United States charges 14.99. 

Order Processing: Please allow 1-2 business days for order processing and preparation before shipment. 

Domestic Shipping: Orders within the U.S. are shipped via USPS or FedEx, depending on the origin of the product. The average transit time is 3-7 business days. 

International Shipping: Currently, we only ship within the USA. 

Tracking Information: Every order is trackable. You will receive a tracking number once your order has been shipped. Products may be shipped from various global fulfillment centers.

Shipping Delays: 

Please note that shipping times may vary due to factors beyond our control, such as weather conditions, natural disasters, or peak holiday periods. While we strive to ensure timely delivery, the exact arrival time cannot be guaranteed and is managed by the shipping carrier.

Shipping Options:

  • Standard Delivery: Most orders are shipped within 3-7 business days. Larger items may utilize LTL shipping for safe handling.

  • Handling Time: We handle shipments on business days (Monday - Friday), with a preparation time of 1-2 days.

  • Additional Charges: Some items require additional shipping charges due to their size, weight, or special handling. These charges are specified on the product pages and are not eligible for shipping discounts.

  • Exclusions: Gift cards, packaging, taxes, and prior purchases do not count toward the minimum purchase requirement for free shipping. This offer is valid only for shipments to U.S. addresses, including Puerto Rico.

Delivery Details:

  • Estimates: Standard shipping within the US typically takes 3-7 business days. These are estimates and not guarantees.

  • Shipping Restrictions: We ship to all 50 states, Washington, DC, U.S. territories, and APO/FPO/DPO addresses. Shipping options vary based on the delivery address.

  • Remote Areas: Shipments to remote areas may incur additional charges or require pickup from a nearby shipping partner’s location.

Shipping Confirmation:

You will receive a shipping confirmation email with a tracking number as soon as your order is dispatched. If you do not receive this email immediately, please be assured that your items will arrive within the estimated delivery window provided at checkout.

Order Modifications:

If you need to cancel or modify your order, please contact our customer support immediately.

Issues with Delivery:

If your order shows as delivered but you have not received it, please contact the shipping carrier directly to resolve the issue. For persistent problems, contact our customer service at cs@everymarket.com.

Customer Support:

Our team is available 24/7 to assist you with any questions or concerns regarding your order. We are committed to ensuring a smooth shopping experience.

Return & Refund Policy Overview

Please review our return and refund policies below to ensure a smooth transaction process.

Return Policy

  • Duration: You have 30 days from receiving your item to initiate a return.

  • Condition: Items must be unworn, unwashed, with original tags and packaging intact.

  • Shipping Costs: Customers are responsible for return shipping costs.

  • Packaging: Ensure returned items are well-packaged to avoid damage during transit.

  • Tracking: Use a trackable and insured shipping method as we are not liable for items lost or damaged on return.

  • Initiating a Return: Contact us at cs@everymarket.com to start your return. We will provide a return shipping label and instructions upon approval. Returns without prior approval will not be accepted.

How to Return

  • Method: Returns must be sent back by mail to the address provided in the return instructions.

Return Label

  • Defective Products: Return labels are provided for defective items.

  • Non-Defective Returns: Customers are responsible for obtaining their return shipping label.

Product Conditions for Return

  • Eligible Products: Returns are only accepted for items in new condition.

Nonreturnable Items

Certain items are not eligible for return:

  • Electronic devices after 30 days (e.g., computers, laptops, Kindles)

  • Gift cards, prepaid game cards

  • Perishable goods, live insects, some jewelry, some health and personal care items

  • Customized or personalized products

  • Items with special shipping restrictions

Refund Policy

  • Window: Eligible products may be returned within 30 days of delivery for a refund.

  • Refund Method: Refunds are processed to the original payment method or as store credit for items purchased with gift cards.

  • Processing Time: Refunds are processed within 3-5 business days after we receive the return; please allow additional time for shipping and bank processing.

Claims

Inspect your order upon arrival and report any defects, damages, or incorrect items immediately to allow us to address the issue. For claims, contact our support team with details of the issue.

Exchange Policy

For the quickest service, return your original item and place a new order for the desired product once your return is accepted.

Return Address

EveryMarket Customer Service 2101 E Terra Ln, O'Fallon, MO 63366

Customer Support

Available 24/7 for any questions or assistance needed:

  • Phone: +1 636-312-5925

  • Email: cs@everymarket.com

 

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