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WooDawn",{"id":492,"path":493,"title":494},"zh_sitePages\u002Flegal\u002Fprivacy.md","\u002Flegal\u002Fprivacy","隐私说明",{"id":496,"path":497,"title":498},"zh_sitePages\u002Flegal\u002Fterms.md","\u002Flegal\u002Fterms","内容使用说明",{"document":500,"isArticle":1061},{"id":501,"title":502,"abbreviations":503,"aliases":504,"answers":505,"appliesTo":506,"articleType":507,"body":508,"businessModel":1051,"constrainedBy":1052,"currency":1053,"description":1054,"discussionUrl":506,"domains":1055,"evidenceStatus":1057,"extension":1058,"funnel":1059,"implements":1060,"indexable":1061,"measuredBy":1062,"meta":1063,"metric":506,"navigation":1061,"needs":1064,"originalSources":1065,"path":78,"regions":1066,"related":1068,"reviewAfter":506,"roles":1069,"seo":1072,"seoImage":506,"seoTitle":506,"sources":1073,"stages":1077,"status":1080,"stem":1081,"supersededBy":506,"tags":1082,"term":506,"themeSources":1088,"tools":1089,"updatedAt":1091,"uses":1092,"verification":1093,"verifiedAt":1091,"__hash__":1094},"zh_articles\u002Fcommerce\u002Freferral-programs.md","推荐有奖：奖励结构、防作弊、归因与发放时点",[],[],[],null,"concept",{"type":509,"value":510,"toc":1035},"minimark",[511,521,525,601,604,679,682,685,746,749,752,755,793,799,802,805,854,857,860,898,906,909,935,938,941,956,964,967,981,984,998,1001,1021,1024],[512,513,514,515,520],"p",{},"推荐有奖（refer-a-friend，转介绍）让现有顾客把品牌推荐给亲友，成交后奖励推荐人、被推荐人或双方。它的获客成本是奖励本身，而不是广告费；风险在于奖励被已经会来的顾客、或者自己推荐自己的人拿走。本文讲奖励结构、防作弊、归因与发放时点，以及它与会员计划的关系。上线步骤见",[516,517,519],"a",{"href":518},"\u002Fzh\u002Ftasks\u002Flaunch-a-referral-program","上线推荐有奖计划","。",[522,523,524],"h2",{"id":524},"与相邻做法的区别",[526,527,528,547],"table",{},[529,530,531],"thead",{},[532,533,534,538,541,544],"tr",{},[535,536,537],"th",{},"做法",[535,539,540],{},"谁在推荐",[535,542,543],{},"奖励依据",[535,545,546],{},"差异",[548,549,550,565,583],"tbody",{},[532,551,552,556,559,562],{},[553,554,555],"td",{},"推荐有奖",[553,557,558],{},"现有顾客",[553,560,561],{},"被推荐人首单成交",[553,563,564],{},"规模小、信任度高，奖励通常是折扣或储值",[532,566,567,570,573,576],{},[553,568,569],{},"达人联盟",[553,571,572],{},"有受众的创作者",[553,574,575],{},"每笔销售的佣金或固定费",[553,577,578,579],{},"商业合作关系，见",[516,580,582],{"href":581},"\u002Fzh\u002Fcommerce\u002Finfluencer-collaborations","达人合作与品牌联名",[532,584,585,588,591,594],{},[553,586,587],{},"会员计划",[553,589,590],{},"不涉及推荐",[553,592,593],{},"顾客自己的累计购买",[553,595,596,597],{},"长期权益；推荐常作为其中一项获取积分的方式，见",[516,598,600],{"href":599},"\u002Fzh\u002Fcontent-types\u002Floyalty-rewards","会员与奖励计划",[522,602,603],{"id":603},"奖励结构",[526,605,606,621],{},[529,607,608],{},[532,609,610,613,615,618],{},[535,611,612],{},"结构",[535,614,537],{},[535,616,617],{},"适合",[535,619,620],{},"注意",[548,622,623,637,651,665],{},[532,624,625,628,631,634],{},[553,626,627],{},"双边奖励",[553,629,630],{},"被推荐人首单优惠，推荐人在对方成交后得奖励",[553,632,633],{},"最常见；被推荐人有下单理由，推荐人有分享动力",[553,635,636],{},"两份成本都计入获客成本",[532,638,639,642,645,648],{},[553,640,641],{},"只奖被推荐人",[553,643,644],{},"被推荐人首单优惠，推荐人无奖励",[553,646,647],{},"推荐人本身乐于分享的品类",[553,649,650],{},"分享动力弱，量小",[532,652,653,656,659,662],{},[553,654,655],{},"只奖推荐人",[553,657,658],{},"推荐人得奖励，被推荐人按原价",[553,660,661],{},"高客单、低频品类",[553,663,664],{},"被推荐人下单理由弱",[532,666,667,670,673,676],{},[553,668,669],{},"阶梯奖励",[553,671,672],{},"推荐越多奖励越高",[553,674,675],{},"少数高影响力顾客",[553,677,678],{},"高阶推荐人更接近达人，披露与税务问题随之出现",[512,680,681],{},"以上是常见做法的整理，不同结构的转化差异没有可引用的公开数据，本文不给经验数值。",[522,683,684],{"id":684},"奖励形式",[526,686,687,700],{},[529,688,689],{},[532,690,691,694,697],{},[535,692,693],{},"形式",[535,695,696],{},"优点",[535,698,699],{},"代价",[548,701,702,713,724,735],{},[532,703,704,707,710],{},[553,705,706],{},"折扣码或订单减免",[553,708,709],{},"配置简单，只在复购时产生成本",[553,711,712],{},"码可能外流到优惠券网站",[532,714,715,718,721],{},[553,716,717],{},"店铺储值（store credit）",[553,719,720],{},"只能在本店消费，锁定复购",[553,722,723],{},"需要顾客登录账户才能使用",[532,725,726,729,732],{},[553,727,728],{},"积分",[553,730,731],{},"并入会员计划统一管理",[553,733,734],{},"价值不直观，需要会员系统",[532,736,737,740,743],{},[553,738,739],{},"现金、礼品卡或实物",[553,741,742],{},"吸引力强",[553,744,745],{},"现金类奖励的税务与反洗钱要求未核验",[512,747,748],{},"Shopify 的 Store credit 页写明可以把店铺储值作为奖励或激励，例子正是忠诚度或推荐计划；储值在后台客户资料中发放，到期时间按店铺时区当天结束计算；顾客只有通过客户账户登录或使用 Shop Pay 时才能在结账中使用，旧版客户账户不支持；单个客户账户发放的储值须低于 15,000 美元。以上核验于 2026-10-10。",[522,750,751],{"id":751},"发放时点与回收",[512,753,754],{},"奖励发得越早，被退货、拒付或取消套利的风险越大：",[526,756,757,767],{},[529,758,759],{},[532,760,761,764],{},[535,762,763],{},"发放时点",[535,765,766],{},"风险",[548,768,769,777,785],{},[532,770,771,774],{},[553,772,773],{},"被推荐人下单即发",[553,775,776],{},"下单后取消或退货，奖励已经发出",[532,778,779,782],{},[553,780,781],{},"被推荐人付款或发货后发",[553,783,784],{},"仍可能在退货窗口内退货",[532,786,787,790],{},[553,788,789],{},"退货窗口结束后发",[553,791,792],{},"最稳妥，但推荐人等待时间长，需要在规则里写明",[512,794,795,796,798],{},"无论选哪种，规则里都要写明：发放时点、退货或拒付时是否回收、已用掉的奖励怎样处理。这些规则的页面写法见",[516,797,600],{"href":599},"的「获得规则」与「排除条款」。",[522,800,801],{"id":801},"防作弊与自我推荐",[512,803,804],{},"推荐计划常见的滥用是自己推荐自己：用新邮箱下单拿首单优惠，同时用老账号拿推荐奖励。常用的防范手段（通用做法，未经真实业务验证）：",[806,807,808,821,831,842,848],"ul",{},[809,810,811,815,816,820],"li",{},[812,813,814],"strong",{},"定义「新顾客」","：以首次成功付款的订单为准，并比对邮箱、手机号、收货地址与支付方式；「新」的口径与 ",[516,817,819],{"href":818},"\u002Fzh\u002Fterms\u002Fcustomer-acquisition-cost","CAC"," 分母的定义保持一致。",[809,822,823,826,827,520],{},[812,824,825],{},"限制使用次数","：被推荐人的首单优惠每人限用一次；Shopify 折扣码可以设置总使用次数与「每位顾客限用一次」，配置见",[516,828,830],{"href":829},"\u002Fzh\u002Fshopify\u002Fshopify-discounts","折扣",[809,832,833,836,837,841],{},[812,834,835],{},"注意平台边界","：站内",[516,838,840],{"href":839},"\u002Fzh\u002Fshopify\u002Fshopify-customer-segments","客户分群","正文记录了 Shopify 折扣 FAQ 的说法：针对特定分群的折扣只对已有客户资料的顾客生效，首次结账的新顾客要等首单完成后才进入分群。所以「只给新顾客」不能靠分群资格实现，要靠一次性码与订单核对。",[809,843,844,847],{},[812,845,846],{},"奖励上限","：给每位推荐人设推荐次数或奖励总额上限，超过时人工审核。",[809,849,850,853],{},[812,851,852],{},"延迟发放","：按上节在退货窗口结束后发放，本身就挡住了大部分下单后退货的套利。",[522,855,856],{"id":856},"归因",[512,858,859],{},"推荐要靠一个能对上人的标识来归因，常见两种：",[526,861,862,874],{},[529,863,864],{},[532,865,866,869,871],{},[535,867,868],{},"方式",[535,870,537],{},[535,872,873],{},"问题",[548,875,876,887],{},[532,877,878,881,884],{},[553,879,880],{},"专属推荐链接",[553,882,883],{},"链接带推荐人标识，访问时写入 cookie 或会话",[553,885,886],{},"换设备、清 cookie、超过归因窗口即丢失",[532,888,889,892,895],{},[553,890,891],{},"专属折扣码",[553,893,894],{},"被推荐人结账输入推荐人的码",[553,896,897],{},"码外流后，非推荐来的订单也会被算进来",[512,899,900,901,905],{},"两种方式常常同时使用：链接负责记录来源，码负责在结账时兜底。归因规则（窗口多长、与广告点击冲突时算谁）要事先写明，并与其他渠道的归因口径一致；推荐链接同样可以加 ",[516,902,904],{"href":903},"\u002Fzh\u002Fterms\u002Furchin-tracking-module","UTM"," 标记以便在分析工具里拆分。Discount codes 页写明可以用 Sales by discount 报表查看折扣码的使用次数。",[522,907,908],{"id":908},"度量",[806,910,911,919,929],{},[809,912,913,916,917,520],{},[812,914,915],{},"主指标","：经推荐获得的新顾客数，以及推荐渠道的获客成本：奖励成本（双边都算）加工具费用，除以经推荐获得的新顾客数。口径见 ",[516,918,819],{"href":818},[809,920,921,924,925,520],{},[812,922,923],{},"质量","：被推荐顾客的退货率、拒付率与后续复购，与其他渠道的新顾客比较；长期价值口径见 ",[516,926,928],{"href":927},"\u002Fzh\u002Fterms\u002Fcustomer-lifetime-value","CLV",[809,930,931,934],{},[812,932,933],{},"参与度","：发出推荐的顾客占比、每位推荐人带来的成交数。少数人贡献大部分推荐时，要检查是否有人把推荐码当作商业推广在发。",[522,936,937],{"id":937},"推荐人的分享是否需要披露",[512,939,940],{},"美国背书指南没有专门讨论推荐计划的示例。依据原文可以作出以下判断，具体适用需要法务或合规确认：",[806,942,943,950,953],{},[809,944,945,946,949],{},"§ 255.5(a) 写明，实质性关联包括付款或提供免费、打折的商品，",[812,947,948],{},"无论广告主是否要求以背书为回报","；受众中相当一部分人不了解这种关联时，须清楚显著地披露。",[809,951,952],{},"最接近的示例：示例 9（参与者每发一条推广帖得积分换奖品，这些激励应披露，广告主应确保披露）与示例 11（博主经联盟链接从每笔销售中分成，应披露）。",[809,954,955],{},"因此推荐人在社交媒体上公开发布「我很喜欢这个品牌，用我的链接打 8 折」这类内容并因此得奖励时，内容可能构成背书，奖励属于实质性关联；§ 255.1(d) 要求广告主向背书人说明披露要求并监测。",[512,957,958,959,963],{},"做法上，可以在推荐页与分享文案模板里预置披露（如写明「我会因你的首单获得奖励」），并在规则中要求推荐人不作超出自身体验的效果宣称。详见",[516,960,962],{"href":961},"\u002Fzh\u002Fregulations\u002Fus-endorsement-guides","美国背书与证言指南","。其他地区规则未核验。",[522,965,966],{"id":966},"与会员计划的关系",[806,968,969,975,978],{},[809,970,971,972,974],{},"推荐可以是会员计划中获取积分的一种方式，也可以独立运行。独立运行且只有推荐一种权益时，页面不使用「会员体系」「等级」的总称，见",[516,973,600],{"href":599},"的「状态处理」。",[809,976,977],{},"推荐奖励与会员积分、常驻折扣能否叠加，要逐对写明。",[809,979,980],{},"计划变更或终止时，已产生但未发放的推荐奖励怎样处理，要事先写入规则。",[522,982,983],{"id":983},"各平台落地",[806,985,986,991],{},[809,987,988,990],{},[516,989,830],{"href":829},"：首单优惠码的使用次数、每人限用与组合规则。",[809,992,993,997],{},[516,994,996],{"href":995},"\u002Fzh\u002Fshopify\u002Fshopify-flow","Flow","：订单状态变化后触发奖励发放等自动化的平台机制。",[522,999,1000],{"id":1000},"页面落点",[806,1002,1003,1010,1013],{},[809,1004,1005,1009],{},[516,1006,1008],{"href":1007},"\u002Fzh\u002Fshopify\u002Fpage\u002Floyalty-program","会员与奖励计划页","：推荐规则的说明页，写清双方奖励、发放时点、回收条件、限制与能否与其他权益叠加。只有推荐一种权益时不使用「会员体系」「等级」总称；计划变更或终止时同步撤下所有推荐入口，见该配方「状态与退化」。该配方还记录了在已读的 Shopify 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