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免运费",[558,593,594],{},"运费",[558,596,597],{},"适用地区与配送方式，是否排除偏远或加急",[537,599,600,603,606,609],{},[558,601,602],{},"满额赠",[558,604,605],{},"满 150 送某赠品",[558,607,608],{},"赠品价值",[558,610,611],{},"赠品库存、赠完即止的处理、退货时怎样处理赠品",[512,613,614,615,619,620,624],{},"满额免邮让的是运费，在系统里是运费规则而非商品降价；门槛文案的写法与配送信息的来源见",[516,616,618],{"href":617},"\u002Fzh\u002Fcontent-types\u002Fshipping-delivery-info","配送与时效信息","。满额赠的赠品与退货问题见",[516,621,623],{"href":622},"\u002Fzh\u002Fcommerce\u002Fgift-with-purchase-bundles","买赠与组合装","。",[527,626,627],{"id":627},"门槛怎么定",[512,629,630],{},"本节是通用做法，没有可引用的官方数值，门槛与优惠力度必须用自己的订单与毛利数据决定。",[632,633,634,642,648,654],"ol",{},[635,636,637,641],"li",{},[638,639,640],"strong",{},"看订单金额的分布，不只看均值","：AOV 是均值，会被少数大单拉高。先看订单金额的分位数，找出多数订单落在哪个区间。门槛定在多数订单之上、补一件常见商品就能达到的位置，凑单才有可行性；远高于绝大多数订单的门槛只会让少数本来就买得多的顾客拿到优惠。",[635,643,644,647],{},[638,645,646],{},"算清最大让利率","：满 T 减 D 的让利率在订单恰好等于门槛时最高，为 D ÷ T；订单越大，让利率越低。阶梯折扣要逐档算，确认最高档的让利率仍在毛利可承受范围内。",[635,649,650,653],{},[638,651,652],{},"门槛口径与系统一致","：门槛按折前还是折后金额、是否含税、是否含运费、是否计入礼品卡或某些商品，必须与结账系统的实际计算一致，再写进文案。页面写「满 100」，结账按税前折后计，顾客会在门槛边缘对不上。",[635,655,656,659],{},[638,657,658],{},"写明商品范围","：哪些商品计入门槛、哪些被排除。排除项越多，越要在门槛提示处说明。",[527,661,663],{"id":662},"与-aov-的关系","与 AOV 的关系",[512,665,666],{},"满额促销的目标指标通常是 AOV，但读数要小心：",[668,669,670,676,682],"ul",{},[635,671,672,675],{},[638,673,674],{},"口径会被折扣本身改变","：站内 AOV 术语页记录的 Shopify 口径是（gross sales − discounts）÷ orders，满减的减免额在分子中被扣掉。比较活动前后时，分子分母要来自同一口径。满额免邮的运费让利是否计入所用报表的「折扣」，需要按该报表的定义核对。",[635,677,678,681],{},[638,679,680],{},"AOV 上升不等于更赚钱","：可能只是低金额订单流失（订单数下降），或凑单商品毛利更低、退货更多。复盘时与订单数、件数、毛利、退货率一起看。",[635,683,684,687],{},[638,685,686],{},"看门槛附近的堆积","：活动期订单在门槛上方小幅聚集，说明凑单发生了；聚集之后紧跟着的部分退货，说明凑单商品并非顾客真正想要。",[527,689,690],{"id":690},"叠加与退货风险",[668,692,693,699,705,716],{},[635,694,695,698],{},[638,696,697],{},"叠加后跌破成本","：满减与折扣码、会员价、商品自身降价同时生效时，实际让利是几者的组合。上线前要列出活动期间会同时存在的所有优惠，逐对决定能否叠加，并算出最坏情况下的让利。",[635,700,701,704],{},[638,702,703],{},"计算顺序决定能否达到门槛","：门槛按商品折扣之前还是之后的金额判断，结果可能相反。顺序以结账系统为准，并在购物车里实测。",[635,706,707,710,711,715],{},[638,708,709],{},"部分退货后不再满足门槛","：顾客满 100 减 15 后退回一件，剩余金额低于门槛。是否按比例扣回优惠、是否收回赠品或运费，必须在活动条款与退货政策中事先写明；规则见",[516,712,714],{"href":713},"\u002Fzh\u002Fcommerce\u002Freturns-refunds","退货与退款","。各地对此是否有特别要求未核验，需要合规确认。",[635,717,718,721],{},[638,719,720],{},"「最高」说法","：委员会对 Price Indication Directive 第 6a 条的指南第 3 节写明，宣传「最高 7 折」而只有少数商品达到该折扣、其余折扣明显更低，可能构成 UCPD 下的误导。阶梯折扣宣传最高档时同样适用这一思路。",[527,723,724],{"id":724},"地区与合规",[512,726,727],{},"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。",[668,729,730,741,747],{},[635,731,732,735,736,740],{},[638,733,734],{},"欧盟 \u002F EEA","：委员会 2021\u002FC 526\u002F02 指南第 3 节把「买一得二」「买三件 7 折」这类附条件优惠列为第 6a 条范围之外、但完全受 UCPD 约束的做法。满额促销如果同时宣布商品降价（如「全场 8 折，满 200 再减 20」中的 8 折），降价部分仍要按",[516,737,739],{"href":738},"\u002Fzh\u002Fregulations\u002Feu-price-reduction-indication","欧盟降价公告规则","标示前价。",[635,742,743,746],{},[638,744,745],{},"美国联邦","：16 CFR 251.1 把「50% off with purchase of Two」与「Buy 1-Get 1 Free」等列为同类的「免费」式优惠，要求被比较的常规价格是此前约 30 天内真实公开销售的价格，所有条件在优惠开头清楚披露，不能只放在星号脚注里。该部分为 FTC 指南，本文未核验其法律效力层级。",[635,748,749],{},"英国、加拿大、澳大利亚及美国各州规则未核验。",[527,751,752],{"id":752},"各平台落地",[668,754,755,762,774],{},[635,756,757,761],{},[516,758,760],{"href":759},"\u002Fzh\u002Fshopify\u002Fshopify-discounts","折扣","：Shopify 的最低购买金额或件数要求、免运费折扣类型与组合规则；该文核验的口径是最低购买金额只计商品价格，不含运费和税费。",[635,763,764,768,769,773],{},[516,765,767],{"href":766},"\u002Fzh\u002Fmodules\u002Fcart-summary","购物车摘要","与 ",[516,770,772],{"href":771},"\u002Fzh\u002Fpresentation\u002Fprogress-bar","Progress Bar","：在购物车里显示「距离门槛还差多少」，数据必须来自同一套门槛规则。",[635,775,776,780],{},[516,777,779],{"href":778},"\u002Fzh\u002Fmodules\u002Fpromotion-redemption","促销兑现","：门槛未满足时向顾客说明还差什么。",[527,782,783],{"id":783},"页面落点",[512,785,786],{},"上节是平台功能，本节是承载满额活动的业务页面：",[668,788,789,796,803,812],{},[635,790,791,795],{},[516,792,794],{"href":793},"\u002Fzh\u002Fshopify\u002Fcollection\u002Fcampaign-collection-page","活动与编辑型集合页","：满额活动的主要承载页。门槛金额或件数、计入门槛的商品范围与排除写在主张下方、商品之前；集合成员只是展示范围，要与折扣实际计入门槛的范围一致。活动未开始不放出代码，结束后撤下活动模块与入口，处理方式见该配方「状态与退化」。",[635,797,798,802],{},[516,799,801],{"href":800},"\u002Fzh\u002Fshopify\u002Fhomepage","首页","的限时活动位：一条带起止时间的满额主张，链接到活动集合页；不与其他限时活动并列，到期撤下或回退到长期主张。",[635,804,805,806,808,809,811],{},"购物车：「距离门槛还差多少」与门槛未满足的说明在购物车完成，见上节的",[516,807,767],{"href":766},"与",[516,810,779],{"href":778},"；页面上不预先计算顾客能否满足门槛。",[635,813,814,815,817],{},"满额赠的赠品承诺怎样随赠品库存撤下，见",[516,816,623],{"href":622},"的「页面落点」。",[527,819,820],{"id":820},"待继续完善",[668,822,823,826,829],{},[635,824,825],{},"缺经真实业务验证的门槛设定与复盘样例。",[635,827,828],{},"部分退货后扣回优惠的做法在各地是否有特别规定，未核验。",[635,830,831],{},"英国、加拿大、澳大利亚及美国各州的相关规则未核验。",{"title":833,"searchDepth":834,"depth":834,"links":835},"",2,[836,837,838,839,840,841,842,843],{"id":529,"depth":834,"text":529},{"id":627,"depth":834,"text":627},{"id":662,"depth":834,"text":663},{"id":690,"depth":834,"text":690},{"id":724,"depth":834,"text":724},{"id":752,"depth":834,"text":752},{"id":783,"depth":834,"text":783},{"id":820,"depth":834,"text":820},"dtc",[],"current","说明满减、阶梯折扣、满额免邮与满额赠四种满额促销的机制差异，门槛怎样参照订单金额分布与毛利来定，它们与 AOV 的关系和常见的读数误区，以及与其他折扣叠加、部分退货后不再满足门槛时的风险。",[849],"product-pricing","partial","md",[],[],true,[353],{},[],[],[860,861],"eu","us",[38,74,56,102,106,156,115,124,80],[864,865],"owner","operations",{"title":502,"description":847},[868,869],"https:\u002F\u002Fpublications.europa.eu\u002Fresource\u002Fcellar\u002Ffc579678-687a-11ec-9136-01aa75ed71a1","https:\u002F\u002Fwww.law.cornell.edu\u002Fcfr\u002Ftext\u002F16\u002F251.1",[871],"convert","published","commerce\u002Fthreshold-promotions",[560,574,588,602,875,519,876],"门槛","折扣叠加",[],[879],"shopify","2026-10-10",[],"2026-10-10 经欧盟出版局读取委员会通告 2021\u002FC 526\u002F02（第 6a 条指南第 3 节，附条件优惠与「最高折扣」表述）；读取 Cornell LII 的 16 CFR 251.1。AOV 口径沿用站内 AOV 术语页的已核验结论，Shopify 最低购买要求的计算口径沿用站内折扣正文 2026-09-29 的核验结论。门槛设定方法与让利率算式是本库整理的通用做法，没有官方来源，未经真实业务验证。合规部分只转述官方文本，不构成法律意见，需要法务或合规确认。","9rNM_Oq8MwcrG9NaTsWiQLpQ7AzwCRuVu3uC_vMamU4",{"topic":885,"paths":887},{"title":886,"path":27},"商品与定价",[888],{"id":889,"path":455,"title":890,"steps":891},"zh_paths\u002Fcommerce\u002Fpaths\u002Fcampaign-planning.md","营销活动策划：从选形式到复盘",[892,895,898,902,905,908,911,914,917,920,923,926,929,932,935,938,941,944,947,950,953,956,959,962,965,968,971,974,977,980,983,986],{"path":38,"required":854,"objective":893,"check":894},"按主目标选活动形式并写齐七个要素","能为一次计划中的活动写出唯一的主目标、主指标及对比基线，从对照表选出形式并写明它的主要代价，再把目标、对象、机制、节奏、渠道、预算、复盘指标各写成一行。",{"path":74,"required":854,"objective":896,"check":897},"区分标价、划线价、折扣码与自动折扣","能说明折扣在系统里是规则、在监管眼里是价格呈现，并分别写出美国联邦与欧盟对参考价的要求和各自适用地区。",{"path":83,"required":899,"objective":900,"check":901},false,"选读：满减、阶梯折扣、满额免邮与满额赠","能用订单金额分位数定一个门槛，算出满 T 减 D 的最大让利率 D ÷ 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