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独立站为主。不覆盖：折扣在系统里怎样配置（见",[516,522,524],{"href":523},"\u002Fzh\u002Fcommerce\u002Fpricing-discounts","定价与折扣","）、活动页面怎样写（见",[516,527,529],{"href":528},"\u002Fzh\u002Fcontent-types\u002Fpromotions","促销与折扣","）、广告怎样投放。",[532,533,535],"h2",{"id":534},"先定目标再选形式","先定目标，再选形式",[512,537,538],{},"同一种形式可以服务不同目标，但一次活动只应有一个主目标，否则复盘时无法判断成败。下表是本库整理的对照，属于行业通用做法，不是官方分类，也未经真实业务验证；指标口径须先按各术语页定义。",[540,541,542,561],"table",{},[543,544,545],"thead",{},[546,547,548,552,555,558],"tr",{},[549,550,551],"th",{},"主目标",[549,553,554],{},"主指标示例",[549,556,557],{},"常用形式",[549,559,560],{},"主要代价",[562,563,564,583,600,617,631,645],"tbody",{},[546,565,566,570,577,580],{},[567,568,569],"td",{},"拉新",[567,571,572,573],{},"新客数、",[516,574,576],{"href":575},"\u002Fzh\u002Fterms\u002Fcustomer-acquisition-cost","CAC",[567,578,579],{},"推荐有奖、达人联名、抽奖竞赛、首单优惠",[567,581,582],{},"补贴可能流向本来就会买的老客",[546,584,585,588,594,597],{},[567,586,587],{},"转化",[567,589,590],{},[516,591,593],{"href":592},"\u002Fzh\u002Fterms\u002Fconversion-rate","转化率",[567,595,596],{},"限时闪购、限时折扣",[567,598,599],{},"紧迫感必须真实，否则构成误导",[546,601,602,605,611,614],{},[567,603,604],{},"提客单",[567,606,607],{},[516,608,610],{"href":609},"\u002Fzh\u002Fterms\u002Faverage-order-value","AOV",[567,612,613],{},"满额减免、满额免邮、买赠、组合装",[567,615,616],{},"凑单后的退货、门槛附近订单堆积",[546,618,619,622,625,628],{},[567,620,621],{},"清库存",[567,623,624],{},"售罄率、库存周转",[567,626,627],{},"清仓、组合装、买赠",[567,629,630],{},"冲击正价体系，前价规则仍适用",[546,632,633,636,639,642],{},[567,634,635],{},"复购",[567,637,638],{},"复购率、复购间隔",[567,640,641],{},"会员日、会员抢先购",[567,643,644],{},"把本会正价复购的顾客变成折扣购买",[546,646,647,650,653,656],{},[567,648,649],{},"声量",[567,651,652],{},"曝光、搜索量、新订阅",[567,654,655],{},"新品首发 \u002F 限量发售、节点大促、快闪、直播",[567,657,658],{},"增量难以归因",[512,660,661,662,666,667,671],{},"复购指标的口径见",[516,663,665],{"href":664},"\u002Fzh\u002Fcommerce\u002Frepeat-purchase-retention","复购与留存","；活动在漏斗中的位置见",[516,668,670],{"href":669},"\u002Fzh\u002Fcommerce\u002Fmarketing-funnel","营销漏斗","。",[532,673,674],{"id":674},"一次活动的七个要素",[512,676,677],{},"活动上线前，以下七项都应有书面记录。它们也是活动落地页、广告和客服话术的共同来源，避免各处各写一版。",[679,680,681,689,695,701,707,713,719],"ol",{},[682,683,684,688],"li",{},[685,686,687],"strong",{},"目标","：一句话目标与一个主指标，写明口径与对比基线（平日、去年同期或对照组）。",[682,690,691,694],{},[685,692,693],{},"对象","：哪些商品、哪些顾客（全体、新客、会员、某市场），以及排除项。",[682,696,697,700],{},[685,698,699],{},"机制","：优惠怎么给，包括减免方式、门槛、赠品、叠加规则、每人限次。机制决定合规规则：降价公告、附条件优惠、「免费」说法分别适用不同规则，见下文「合规底线」。",[682,702,703,706],{},[685,704,705],{},"节奏","：预热、开始、加码、结束的日期、时刻与时区；结束后价格怎样恢复。",[682,708,709,712],{},[685,710,711],{},"渠道","：站内、邮件短信、付费广告、社媒、达人、线下；每个渠道传达的条件必须与结账结果一致。",[682,714,715,718],{},[685,716,717],{},"预算","：让利总额、广告费、赠品与额外履约成本的上限，以及超出时的停止条件。",[682,720,721,724],{},[685,722,723],{},"复盘指标","：主指标之外，至少同时看订单数、毛利、退货率与后续复购，避免只看销售额。",[512,726,727,728,732,733,671],{},"在 Shopify 上，活动的主张、适用范围、限制与行动由业务页面承载，各形式对应哪个页面见下文「页面落点」；折扣规则由",[516,729,731],{"href":730},"\u002Fzh\u002Fshopify\u002Fshopify-discounts","折扣","执行，页面上的承诺与购物车结果怎样对上见",[516,734,736],{"href":735},"\u002Fzh\u002Fmodules\u002Fpromotion-redemption","促销兑现",[532,738,739],{"id":739},"各形式的定位",[540,741,742,755],{},[543,743,744],{},[546,745,746,749,752],{},[549,747,748],{},"形式",[549,750,751],{},"定位",[549,753,754],{},"详见",[562,756,757,771,784,798,812,825,839,857,871,884,898,909,919],{},[546,758,759,762,765],{},[567,760,761],{},"满额（满减、阶梯折扣、满额免邮、满额赠）",[567,763,764],{},"用门槛把订单金额往上推，主要服务提客单",[567,766,767],{},[516,768,770],{"href":769},"\u002Fzh\u002Fcommerce\u002Fthreshold-promotions","满额促销",[546,772,773,776,779],{},[567,774,775],{},"限时闪购",[567,777,778],{},"短时间、常伴随限量的降价，用真实的截止推动决策",[567,780,781],{},[516,782,775],{"href":783},"\u002Fzh\u002Fcommerce\u002Fflash-sales",[546,785,786,789,792],{},[567,787,788],{},"买赠、买 X 送 Y、组合装",[567,790,791],{},"不直接降单价，用赠品或组合价传递优惠",[567,793,794],{},[516,795,797],{"href":796},"\u002Fzh\u002Fcommerce\u002Fgift-with-purchase-bundles","买赠与组合装",[546,799,800,803,806],{},[567,801,802],{},"清仓",[567,804,805],{},"处理滞销、过季或临期库存，目标是回笼资金而非拉新",[567,807,808],{},[516,809,811],{"href":810},"\u002Fzh\u002Fcommerce\u002Fclearance-sales","清仓与滞销库存",[546,813,814,817,820],{},[567,815,816],{},"节点大促",[567,818,819],{},"以 BFCM、节日季、品牌日等固定日期为锚的集中促销，考验全链路容量",[567,821,822],{},[516,823,816],{"href":824},"\u002Fzh\u002Fcommerce\u002Fpeak-season-campaigns",[546,826,827,830,833],{},[567,828,829],{},"新品首发 \u002F 限量发售",[567,831,832],{},"以「首次可买」或「数量有限」制造关注，不一定降价",[567,834,835],{},[516,836,838],{"href":837},"\u002Fzh\u002Fcommerce\u002Fproduct-launches-drops","新品首发与限量发售",[546,840,841,844,847],{},[567,842,843],{},"预售",[567,845,846],{},"先收款或先锁单、后发货；关键是把发货时间与扣款写清楚",[567,848,849,852,853],{},[516,850,843],{"href":851},"\u002Fzh\u002Fcommerce\u002Fpre-orders","；条款展示见",[516,854,856],{"href":855},"\u002Fzh\u002Fmodules\u002Fsubscription-terms-summary","订阅与预售条款摘要",[546,858,859,862,865],{},[567,860,861],{},"抽奖竞赛",[567,863,864],{},"以参与换取曝光或线索；各地对抽奖与有奖竞赛规则差异很大，需要合规确认",[567,866,867],{},[516,868,870],{"href":869},"\u002Fzh\u002Fcommerce\u002Fgiveaways-contests","抽奖、有奖竞赛与赠品活动",[546,872,873,876,879],{},[567,874,875],{},"推荐有奖",[567,877,878],{},"让现有顾客带来新客，奖励双方或一方",[567,880,881],{},[516,882,875],{"href":883},"\u002Fzh\u002Fcommerce\u002Freferral-programs",[546,885,886,889,892],{},[567,887,888],{},"达人联名",[567,890,891],{},"借达人受众做新客与声量；商业合作的披露规则需要合规确认",[567,893,894],{},[516,895,897],{"href":896},"\u002Fzh\u002Fcommerce\u002Finfluencer-collaborations","达人合作与品牌联名",[546,899,900,903,906],{},[567,901,902],{},"会员日 \u002F 会员抢先购",[567,904,905],{},"只对会员开放的限时权益，服务复购",[567,907,908],{},"本文下节",[546,910,911,914,917],{},[567,912,913],{},"直播",[567,915,916],{},"实时讲解加限时优惠，服务转化与声量",[567,918,908],{},[546,920,921,924,927],{},[567,922,923],{},"快闪",[567,925,926],{},"临时线下门店或展位，服务声量与线下体验",[567,928,908],{},[930,931,932],"h3",{"id":932},"会员日与会员抢先购",[512,934,935,936,940],{},"会员资格是长期规则，会员日是一次有起止的促销，两者的规则要分别写清；会员权益的页面写法见",[516,937,939],{"href":938},"\u002Fzh\u002Fcontent-types\u002Floyalty-rewards","会员与积分奖励","。在欧盟要注意边界：委员会对 Price Indication Directive 第 6a 条的指南写明，长期会员计划（如有效 6 个月、1 年的折扣卡）不适用第 6a 条；但「本周末会员全场 8 折」这类活动，如果会员计划为多数顾客可得、可用，就按降价公告处理，必须标示 30 天前价。抢先购只是提前开放购买、不降价时，不涉及前价，但开放时间与库存是否为会员预留要写明。",[930,942,913],{"id":913},[512,944,945],{},"直播是一个渠道加一种节奏：主播口播的优惠就是促销承诺，与页面文字同等对待。直播中宣布的价格、库存与截止时间必须与店铺结账实际执行一致；回放仍可观看时，已过期的优惠要在画面或说明中标明已结束。DTC 独立站做直播通常借助社媒平台或第三方应用，平台功能本文未核验。",[930,947,923],{"id":923},[512,949,950,951,955],{},"快闪是临时的线下销售点，常用于新品体验与声量，收款与库存通常经销售点系统与线上后台同步，概念见 ",[516,952,954],{"href":953},"\u002Fzh\u002Fterms\u002Fpoint-of-sale","POS","。线上线下同时促销时要先决定是否同价；在欧盟，第 6a 条指南写明，各渠道价格不同时，前价按各渠道各自 30 天内的最低价分别标示，只在部分渠道降价却让人以为全渠道都降，按 UCPD 评估。",[532,957,958],{"id":958},"页面落点",[512,960,961,962,966,967,969],{},"活动形式是通用概念，不对应某个模板文件，要经业务页面配方落到店面。下表列出在 Shopify 上承载各形式的业务页面，是本库整理的对应关系，未经真实业务验证。一次活动可以由几处共同承载，但期限、资格与限制只在一处维护、其余位置引用，判据见",[516,963,965],{"href":964},"\u002Fzh\u002Fshopify\u002Fcollection\u002Fcampaign-collection-page","活动与编辑型集合页配方","的「先判断：用集合承载，还是用 Page 承载」；无论哪种形式，页面承诺在购物车里的结果都由",[516,968,736],{"href":735},"处理。各形式在页面上的状态与撤下，见对应专文的「页面落点」一节。",[540,971,972,984],{},[543,973,974],{},[546,975,976,978,981],{},[549,977,748],{},[549,979,980],{},"承载页面",[549,982,983],{},"页面上的关键点",[562,985,986,1005,1015,1030,1040,1054,1068,1081,1094,1107,1117,1127],{},[546,987,988,991,1002],{},[567,989,990],{},"满额",[567,992,993,996,997,1001],{},[516,994,995],{"href":964},"活动与编辑型集合页","；",[516,998,1000],{"href":999},"\u002Fzh\u002Fshopify\u002Fhomepage","首页","的限时活动位",[567,1003,1004],{},"门槛口径与排除在商品之前可见，差额在购物车提示",[546,1006,1007,1009,1012],{},[567,1008,775],{},[567,1010,1011],{},"活动与编辑型集合页；首页的限时活动位",[567,1013,1014],{},"倒计时只在截止时间与折扣规则同源时使用，到点同时撤下",[546,1016,1017,1019,1027],{},[567,1018,788],{},[567,1020,1021,1022,1026],{},"活动与编辑型集合页；首页的限时活动位；组合装作为单个商品出售时由",[516,1023,1025],{"href":1024},"\u002Fzh\u002Fshopify\u002Fproduct\u002Fstandard-product-page","标准商品页","承载",[567,1028,1029],{},"赠完即止时同步撤下赠送承诺",[546,1031,1032,1034,1037],{},[567,1033,802],{},[567,1035,1036],{},"活动与编辑型集合页（清仓集合或长期折扣专区）",[567,1038,1039],{},"与正价分开，不上首页显眼位置；「最终售出」等售后条件在下单前可见",[546,1041,1042,1044,1051],{},[567,1043,816],{},[567,1045,1046,1050],{},[516,1047,1049],{"href":1048},"\u002Fzh\u002Fshopify\u002Fpage\u002Fcampaign-landing","Campaign Landing","、活动与编辑型集合页、首页",[567,1052,1053],{},"同期多个活动时首页只留一条主张，节点后三处同时撤下",[546,1055,1056,1058,1065],{},[567,1057,829],{},[567,1059,1060,1061],{},"预热用 Campaign Landing 或活动与编辑型集合页；开售与售罄用",[516,1062,1064],{"href":1063},"\u002Fzh\u002Fshopify\u002Fproduct\u002Fproduct-drop-page","新品首发与限量发售商品页",[567,1066,1067],{},"开售前商品不对外发布，售罄后按事先定好的补货或转预售决定切换",[546,1069,1070,1072,1078],{},[567,1071,843],{},[567,1073,1074],{},[516,1075,1077],{"href":1076},"\u002Fzh\u002Fshopify\u002Fproduct\u002Fpreorder-subscription-page","预售与订阅商品页",[567,1079,1080],{},"条款在购买按钮之前，计划下线后退回标准商品页",[546,1082,1083,1085,1091],{},[567,1084,861],{},[567,1086,1087],{},[516,1088,1090],{"href":1089},"\u002Fzh\u002Fshopify\u002Fpage\u002Fgiveaway","抽奖活动与正式规则页",[567,1092,1093],{},"正式规则有固定链接，结束后公示并撤下",[546,1095,1096,1098,1104],{},[567,1097,875],{},[567,1099,1100],{},[516,1101,1103],{"href":1102},"\u002Fzh\u002Fshopify\u002Fpage\u002Floyalty-program","会员与奖励计划页",[567,1105,1106],{},"只有推荐一种权益时不用「会员体系」总称",[546,1108,1109,1111,1114],{},[567,1110,888],{},[567,1112,1113],{},"Campaign Landing（达人专属落地页）；活动与编辑型集合页（联名系列）",[567,1115,1116],{},"合作结束后撤下或替代，不保留失效的专属优惠",[546,1118,1119,1121,1124],{},[567,1120,902],{},[567,1122,1123],{},"长期会员规则在会员与奖励计划页；单次活动的商品范围用活动与编辑型集合页",[567,1125,1126],{},"会员资格与本次活动的起止分开写",[546,1128,1129,1132,1135],{},[567,1130,1131],{},"直播、快闪",[567,1133,1134],{},"本库尚无对应的页面配方",[567,1136,1137],{},"—",[532,1139,1140],{"id":1140},"合规底线",[512,1142,1143],{},"以下为官方文本要点，核验于 2026-10-10，不构成法律意见，需要法务或合规确认。",[540,1145,1146,1159],{},[543,1147,1148],{},[546,1149,1150,1153,1156],{},[549,1151,1152],{},"要点",[549,1154,1155],{},"适用地区",[549,1157,1158],{},"来源与性质",[562,1160,1161,1176,1186,1196,1206,1217],{},[546,1162,1163,1166,1169],{},[567,1164,1165],{},"任何降价公告（包括只写「Black Friday offers」「sales」）都要标示此前不少于 30 天内的最低价作为前价",[567,1167,1168],{},"欧盟 \u002F EEA",[567,1170,1171,1172],{},"Directive 98\u002F6\u002FEC 第 6a 条及委员会指南；见",[516,1173,1175],{"href":1174},"\u002Fzh\u002Fregulations\u002Feu-price-reduction-indication","欧盟降价公告规则",[546,1177,1178,1181,1183],{},[567,1179,1180],{},"「买一得二」「买三件 7 折」等附条件优惠不适用第 6a 条，但受 UCPD 约束",[567,1182,1168],{},[567,1184,1185],{},"委员会 2021\u002FC 526\u002F02 指南第 3 节",[546,1187,1188,1191,1193],{},[567,1189,1190],{},"虚假声称只在极短时间内可得或只在极短时间内享受某条件，以促使立即决定，属于在任何情况下都不公平的行为；UCPD 指南以假计时器与限量库存声明为例",[567,1192,1168],{},[567,1194,1195],{},"UCPD Annex I 第 7 项；2021\u002FC 526\u002F01 指南第 4.2.7 节",[546,1197,1198,1201,1203],{},[567,1199,1200],{},"顾客除响应与取货或运送的必要成本外还要付其他费用时，不得称为「免费」",[567,1202,1168],{},[567,1204,1205],{},"UCPD Annex I 第 20 项；指南第 3.4 节",[546,1207,1208,1211,1214],{},[567,1209,1210],{},"「Buy 1-Get 1 Free」「2-for-1」等「免费」类优惠，基础价格必须是此前约 30 天内真实公开销售的常规价，条件须在优惠开头清楚披露",[567,1212,1213],{},"美国联邦",[567,1215,1216],{},"16 CFR 251.1（FTC 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