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Shopify 独立站上为现有顾客上线一个推荐有奖计划。完成标准是：奖励结构、预算上限与新顾客的定义有书面记录；规则页写清获得、发放、回收与叠加；奖励能按规则自动或按流程发放；自我推荐与码外流有核对手段；分享文案带披露；完整流程经测试；上线后按获客成本复盘。为什么这样设计，见",[516,517,519],"a",{"href":518},"\u002Fzh\u002Fcommerce\u002Freferral-programs","推荐有奖","。",[522,523,524],"h2",{"id":524},"前置条件",[526,527,528,540,547,550],"ul",{},[529,530,531,532,534,535,539],"li",{},"已读过",[516,533,519],{"href":518},"与",[516,536,538],{"href":537},"\u002Fzh\u002Fcontent-types\u002Floyalty-rewards","会员与奖励计划","，知道规则要披露哪几类。",[529,541,531,542,546],{},[516,543,545],{"href":544},"\u002Fzh\u002Fcommerce\u002Fcampaign-formats","营销活动形式","，确认这次的主目标是拉新。",[529,548,549],{},"有 Shopify 后台的折扣、客户与设置权限。",[529,551,552],{},"已决定用第三方推荐应用还是手工流程；本任务不推荐具体应用，应用的功能与收费需自行核对。",[522,554,555],{"id":555},"步骤",[557,558,560],"h3",{"id":559},"_1-定目标新顾客口径与预算","1. 定目标、新顾客口径与预算",[512,562,563],{},"写下主指标（如经推荐获得的新顾客数与推荐渠道获客成本）、对比基线，以及每月奖励总额上限。",[526,565,566,574],{},[529,567,568,569,573],{},"「新顾客」以首次成功付款的订单为准，并写明用邮箱、手机号、收货地址、支付方式中的哪些做比对；口径与 ",[516,570,572],{"href":571},"\u002Fzh\u002Fterms\u002Fcustomer-acquisition-cost","CAC"," 分母一致。",[529,575,576],{},"怎样确认做对：口径、基线与上限都有书面记录，超出上限时谁决定暂停。",[557,578,580],{"id":579},"_2-选奖励结构与形式","2. 选奖励结构与形式",[512,582,583],{},"在双边、只奖被推荐人、只奖推荐人、阶梯奖励中选一种，确定每一方的奖励金额或比例。",[526,585,586,589,596],{},[529,587,588],{},"被推荐人的首单优惠：通常用一次性折扣码。",[529,590,591,592,520],{},"推荐人的奖励：折扣码或店铺储值。Shopify 的 Store credit 页写明储值可作为推荐计划的奖励；到期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。用储值前先确认店铺使用的是新版客户账户，见",[516,593,595],{"href":594},"\u002Fzh\u002Fshopify\u002Fshopify-customer-accounts","客户账户",[529,597,598],{},"怎样确认做对：算出单个成功推荐的最高总成本（双边奖励之和加应用费用），并与目标获客成本对照。",[557,600,602],{"id":601},"_3-写规则页","3. 写规则页",[512,604,605],{},"规则至少写明：谁能参加；推荐人与被推荐人各得什么；被推荐人需满足的条件（新顾客定义、最低金额）；奖励何时发放；退货、取消或拒付时是否回收；有效期；能否与其他折扣、会员积分叠加；每人推荐次数或奖励上限；禁止的行为（自我推荐、在优惠券网站发布推荐码、冒充品牌）；计划变更与终止时已产生奖励的处理。",[526,607,608,615],{},[529,609,610,611,520],{},"只有推荐一种权益时，不使用「会员体系」「等级」的总称。页面结构见",[516,612,614],{"href":613},"\u002Fzh\u002Fshopify\u002Fpage\u002Floyalty-program","会员与奖励计划页面配方",[529,616,617],{},"怎样确认做对：规则页有固定链接，推荐入口、分享页与通知邮件都链到它。",[557,619,621],{"id":620},"_4-配置被推荐人的首单优惠","4. 配置被推荐人的首单优惠",[526,623,624,631,639],{},[529,625,626,627,520],{},"在 Shopify 中创建折扣码，设置总使用次数与每位顾客限用一次，按需要设最低金额，并决定可与哪些折扣组合。配置见",[516,628,630],{"href":629},"\u002Fzh\u002Fshopify\u002Fshopify-discounts","折扣",[529,632,633,634,638],{},"不要依赖客户分群来限定「只给新顾客」：站内",[516,635,637],{"href":636},"\u002Fzh\u002Fshopify\u002Fshopify-customer-segments","客户分群","正文记录了 Shopify 折扣 FAQ 的说法，针对分群的折扣只对已有客户资料的顾客生效，首单完成前的新顾客还不在分群里。",[529,640,641],{},"怎样确认做对：用一个已下过单的测试账号和一个全新邮箱分别尝试，记录哪些情况折扣生效。",[557,643,645],{"id":644},"_5-定发放时点与回收流程","5. 定发放时点与回收流程",[526,647,648,651,658,666],{},[529,649,650],{},"推荐人的奖励在被推荐人订单退货窗口结束后发放，或者至少在发货后发放；在规则中写明。",[529,652,653,654,520],{},"发放可以由应用自动完成，也可以按订单状态手工发放；需要自动化时，平台机制见 ",[516,655,657],{"href":656},"\u002Fzh\u002Fshopify\u002Fshopify-flow","Flow",[529,659,660,661,665],{},"退货与拒付时的回收规则与",[516,662,664],{"href":663},"\u002Fzh\u002Fcommerce\u002Freturns-refunds","退货与退款","政策一致。",[529,667,668],{},"怎样确认做对：用一笔测试订单走到「已发货」与「已退货」两种状态，确认奖励按规则发放或不发放。",[557,670,672],{"id":671},"_6-设置防作弊与归因","6. 设置防作弊与归因",[526,674,675,678,686,689],{},[529,676,677],{},"每周核对一次经推荐成交的订单：推荐人与被推荐人的邮箱、手机号、收货地址、支付方式是否重合；重合的按规则人工审核。",[529,679,680,681,685],{},"归因同时用专属推荐链接与折扣码：链接记录来源，码在结账时兜底；链接加 ",[516,682,684],{"href":683},"\u002Fzh\u002Fterms\u002Furchin-tracking-module","UTM"," 标记。写明归因窗口，以及与广告点击冲突时算谁。",[529,687,688],{},"定期搜索推荐码是否出现在优惠券网站；出现时按规则停用该码。",[529,690,691],{},"怎样确认做对：核对清单与负责人已确定；Sales by discount 报表能看到推荐用折扣码的使用次数。",[557,693,695],{"id":694},"_7-预置分享文案与披露","7. 预置分享文案与披露",[526,697,698,701,704,711],{},[529,699,700],{},"推荐人在社交媒体上公开分享并因此获得奖励时，分享内容可能构成背书，奖励可能属于须披露的实质性关联：16 CFR 255.5(a) 把付款与免费或打折商品列为实质性关联，无论是否要求以背书为回报；最接近的示例是示例 9（发帖得积分）与示例 11（联盟链接分成）。指南没有专门讨论推荐计划，具体适用需要合规确认。",[529,702,703],{},"在分享页与文案模板中预置一句披露（如「通过我的链接下单，我会获得奖励」），放在文案开头；规则中要求推荐人披露，不作超出自身体验的效果宣称。",[529,705,706,707,520],{},"§ 255.1(d) 要求广告主向背书人说明披露要求、监测并纠正；抽查公开的推荐帖并留记录。详见",[516,708,710],{"href":709},"\u002Fzh\u002Fregulations\u002Fus-endorsement-guides","美国背书与证言指南",[529,712,713],{},"怎样确认做对：默认分享文案带披露；规则中有披露要求；抽查流程有负责人。",[557,715,717],{"id":716},"_8-测试并上线","8. 测试并上线",[526,719,720,723,726],{},[529,721,722],{},"用两个测试账号走完整流程：推荐人获取链接或码，被推荐人下单，订单发货与退货，奖励发放与回收，奖励在结账中使用。",[529,724,725],{},"上线时在账户页、订单确认邮件或购后页放推荐入口，并通知现有顾客。",[529,727,728],{},"怎样确认做对：测试记录覆盖成功、退货、重复使用与自我推荐四种情形。",[557,730,732],{"id":731},"_9-复盘","9. 复盘",[526,734,735,740,747,750],{},[529,736,737,738,520],{},"按第 1 步的口径计算推荐渠道获客成本：双边奖励成本加应用费用，除以经推荐获得的新顾客数；见 ",[516,739,572],{"href":571},[529,741,742,743,520],{},"同时看被推荐顾客的退货率、拒付率与 90 天复购，与其他渠道的新顾客比较；报表口径见",[516,744,746],{"href":745},"\u002Fzh\u002Fshopify\u002Fshopify-analytics-reports","分析与报表",[529,748,749],{},"检查奖励是否集中在少数推荐人身上；集中时核对是否有人在做商业推广。",[529,751,752],{},"怎样确认做对：复盘写明窗口、新顾客口径与是否剔除了作弊订单。",[522,754,755],{"id":755},"完成检查",[526,757,760,770,776,782,788,794,800,806],{"className":758},[759],"contains-task-list",[529,761,764,769],{"className":762},[763],"task-list-item",[765,766],"input",{"disabled":767,"type":768},true,"checkbox"," 主指标、新顾客口径与奖励预算上限已书面记录",[529,771,773,775],{"className":772},[763],[765,774],{"disabled":767,"type":768}," 规则页写明获得、发放、回收、叠加、上限与禁止行为",[529,777,779,781],{"className":778},[763],[765,780],{"disabled":767,"type":768}," 被推荐人折扣码设置了使用次数与每人限用",[529,783,785,787],{"className":784},[763],[765,786],{"disabled":767,"type":768}," 奖励在规则写明的时点发放，退货与拒付按规则处理",[529,789,791,793],{"className":790},[763],[765,792],{"disabled":767,"type":768}," 防作弊核对与归因规则有负责人",[529,795,797,799],{"className":796},[763],[765,798],{"disabled":767,"type":768}," 默认分享文案带披露，抽查流程已确定",[529,801,803,805],{"className":802},[763],[765,804],{"disabled":767,"type":768}," 完整流程测试覆盖四种情形",[529,807,809,811],{"className":808},[763],[765,810],{"disabled":767,"type":768}," 复盘写明口径与对比组",[522,813,814],{"id":814},"常见问题",[512,816,817],{},"**推荐人只是私信朋友，也要披露吗？**背书指南以受众是否了解这种关联为准；私信对象可能知道也可能不知道推荐人会得奖励。指南没有专门讨论这种情形，需要合规确认；在默认文案中写明奖励是成本最低的做法。",[512,819,820],{},"**能不能直接给推荐人现金？**现金或礼品卡类奖励的税务与支付要求本文未核验。用折扣码或店铺储值时，奖励只在本店消费，成本在复购时才发生。",[512,822,823],{},"**为什么不在被推荐人下单时就发奖励？**下单后可能取消或退货。在退货窗口结束后发放可以挡住大部分套利；代价是推荐人要等，所以要在规则中写明。",[522,825,826],{"id":826},"待继续完善",[526,828,829,832,835],{},[529,830,831],{},"未在真实店铺中执行本流程，缺复盘样例。",[529,833,834],{},"未核验第三方推荐应用的功能、归因与收费。",[529,836,837],{},"美国各州与其他地区的推荐奖励规则、奖励税务未核验。",{"title":839,"searchDepth":840,"depth":840,"links":841},"",2,[842,843,855,856,857],{"id":524,"depth":840,"text":524},{"id":555,"depth":840,"text":555,"children":844},[845,847,848,849,850,851,852,853,854],{"id":559,"depth":846,"text":560},3,{"id":579,"depth":846,"text":580},{"id":601,"depth":846,"text":602},{"id":620,"depth":846,"text":621},{"id":644,"depth":846,"text":645},{"id":671,"depth":846,"text":672},{"id":694,"depth":846,"text":695},{"id":716,"depth":846,"text":717},{"id":731,"depth":846,"text":732},{"id":755,"depth":840,"text":755},{"id":814,"depth":840,"text":814},{"id":826,"depth":840,"text":826},"dtc",[170],"current","任务：为 Shopify 独立站上线推荐有奖计划，确定奖励结构与预算上限，选定折扣码或店铺储值作为奖励，写清获得、发放、回收与叠加规则，设置防自我推荐的核对与归因方式，预置分享文案中的披露，测试完整流程后上线并按获客成本复盘。",[863],"acquisition-marketing","partial","md",[],[],[],{},[78,93,38],[],[873],"us",[215,214,189,212,222,206,377,438,80],[876,877],"owner","operations",{"title":502,"description":861},[880,881,882],"https:\u002F\u002Fhelp.shopify.com\u002Fen\u002Fmanual\u002Fcustomers\u002Fstore-credit","https:\u002F\u002Fhelp.shopify.com\u002Fen\u002Fmanual\u002Fdiscounts\u002Fdiscount-methods\u002Fdiscount-codes","https:\u002F\u002Fwww.ecfr.gov\u002Fcurrent\u002Ftitle-16\u002Fchapter-I\u002Fsubchapter-B\u002Fpart-255",[884,885],"discover","engage","published","tasks\u002Flaunch-a-referral-program",[519,889,890,891,892,893,894,895],"Refer a friend","上线","店铺储值","折扣码","防作弊","披露","拉新",[],[],"2026-10-10",[900],"shopify","2026-10-10 读取 Shopify 帮助中心 Store credit 页与 Discount codes 页；经 eCFR 读取 16 CFR Part 255（§ 255.0、255.1、255.5）。Shopify 折扣使用限制与分群资格边界沿用站内折扣与客户分群正文 2026-09-29 的核验结论，本次未重读。未核验任何第三方推荐应用；未在真实店铺中执行本流程。背书指南没有专门讨论推荐计划的示例，本任务把它列为约束是依据 § 255.5(a) 与示例 9、11 作出的解读，需要法务或合规确认；美国各州与其他地区规则、奖励的税务处理均未核验。","AJaFuVx6i6InooQfb2fBwGIr1tPM5tFgK8nY-2J-wlw",{"topic":904,"paths":906},{"title":905,"path":20},"获客与营销",[907],{"id":908,"path":455,"title":909,"steps":910},"zh_paths\u002Fcommerce\u002Fpaths\u002Fcampaign-planning.md","营销活动策划：从选形式到复盘",[911,914,917,921,924,927,930,933,936,939,942,945,948,951,954,957,960,963,966,969,972,975,978,981,984,987,990,993,996,999,1002,1005],{"path":38,"required":767,"objective":912,"check":913},"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":767,"objective":915,"check":916},"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":918,"objective":919,"check":920},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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