yhm-shop-data/项目记录/规则设计_v2_思维导图.html

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<div class="hd"><span class="badge">怡呵美 · 水光会员店</span>
<h1>门店健康诊断规则 v2 · 思维导图</h1>
<div class="meta"><span>数据基准 <b>2026-10 · 1409 家门店</b></span>
<span>命中数为实测</span><span>状态 <b>4 项调整已确认 · 待写入代码</b></span></div></div>
<div class="map"><div class="root"><b>门店健康诊断</b><span>4 层漏斗<br>16 条规则<br>1 棵诊断树<br>≤3 条动作</span></div>
<div class="spine"></div><div class="branches"><div class="branch"><div class="bh"><span class="bar" style="background:#8a6a2f"></span>判定原则<span class="cnt">5 条</span></div><div class="items"><div class="item"><div class="it">数据可信才判</div><div class="row"><span class="k">说明</span><span>样本不足只标「样本不足」，但差评率仍判、最高封顶到预警线</span></div></div><div class="item"><div class="it">根因去重</div><div class="row"><span class="k">说明</span><span>同一根因只报最上游一条：零成交 &gt; 成交未核销 &gt; 核销率低 &gt; 客单价低</span></div></div><div class="item"><div class="it">五档分级</div><div class="row"><span class="k">说明</span><span>R 违规红线 / B 考核未达标 / T 运营提升 / N 样本不足 / G 已并入考核</span></div></div><div class="item"><div class="it">动作要可执行</div><div class="row"><span class="k">说明</span><span>每条动作绑定该店真实数字，每家最多 3 条</span></div></div><div class="item"><div class="it">阈值可调</div><div class="row"><span class="k">说明</span><span>新增 5 个阈值全部进【指标配置】面板，不用改代码</span></div></div></div></div><div class="branch"><div class="bh"><span class="bar" style="background:#6f8fa8"></span>① 流量层 · 能不能被看到<span class="cnt">4 条规则</span></div><div class="items"><div class="item t-T"><div class="it"><span class="tag T">运营提升</span>零访问<span class="id">T-VISIT0</span><span class="n">4 家</span></div><div class="row"><span class="k">判定</span><span>门店页访问次数 = 0</span></div><div class="row"><span class="k">问题</span><span>门店页本期零访问，平台没有分发任何流量</span></div><div class="row act"><span class="k">动作</span><span>核查是否营业/被限流；确认团购在售；完成门店点亮</span></div></div><div class="item t-T"><div class="it"><span class="tag T">运营提升</span>访问过低<span class="id">T-VISIT</span><span class="n">143 家</span></div><div class="row"><span class="k">判定</span><span>0 &lt; 访问次数 &lt; 100（阈值可调）</span></div><div class="row"><span class="k">问题</span><span>访问仅 {v} 次，曝光不足（品牌中位 433 次）</span></div><div class="row act"><span class="k">动作</span><span>点亮门店 + 更新 AIGC 素材；确认是否进入本地榜单</span></div></div><div class="item t-T"><div class="it"><span class="tag T">运营提升</span>零视频<span class="id">T-VIDEO</span><span class="n">158 家</span></div><div class="row"><span class="k">判定</span><span>新发布门店关联视频数 = 0</span></div><div class="row"><span class="k">问题</span><span>本期未发布任何门店视频，缺少内容入口</span></div><div class="row act"><span class="k">动作</span><span>每周用后台 AIGC 工具产出 1 条图文或视频</span></div></div><div class="item t-T"><div class="it"><span class="tag T">运营提升</span>未点亮<span class="id">T-LIT</span><span class="n">867 家</span></div><div class="row"><span class="k">判定</span><span>门店点亮数 = 0 且 访问 &gt; 0</span></div><div class="row"><span class="k">问题</span><span>门店未点亮，缺少到店客户的二次转化入口</span></div><div class="row act"><span class="k">动作</span><span>店内放置引导物料，到店客户完成点亮并投稿</span></div></div></div></div><div class="branch"><div class="bh"><span class="bar" style="background:#a4761c"></span>② 转化层 · 看到了有没有下单<span class="cnt">2 条规则</span></div><div class="items"><div class="item t-B"><div class="it"><span class="tag B">考核未达标</span>零成交<span class="id">B-DEAL0</span><span class="n">56 家</span></div><div class="row"><span class="k">判定</span><span>访问 &gt; 0 且 意向成交券数 = 0</span></div><div class="row"><span class="k">问题</span><span>有 {v} 次访问却零成交，转化环节断掉</span></div><div class="row act"><span class="k">动作</span><span>检查团购是否在售、价格是否高于同城；更换主图与套餐结构</span></div></div><div class="item t-T"><div class="it"><span class="tag T">运营提升</span>转化率低<span class="id">T-CVR</span><span class="n">88 家</span></div><div class="row"><span class="k">判定</span><span>访问 ≥ 100 且 成交人数 ÷ 访问 &lt; 2%（阈值可调）</span></div><div class="row"><span class="k">问题</span><span>成交转化率仅 {c}%，低于品牌后 10% 分位（1.8%）</span></div><div class="row act"><span class="k">动作</span><span>优化团购主图与标题；上架低价引流品带动进店</span></div></div></div></div><div class="branch"><div class="bh"><span class="bar" style="background:#c8952c"></span>③ 履约层 · 下单了有没有核销<span class="cnt">4 条规则</span></div><div class="items"><div class="item t-B"><div class="it"><span class="tag B">考核未达标</span>成交未核销<span class="id">B-HX0</span><span class="n">221 家</span></div><div class="row"><span class="k">判定</span><span>意向成交券 &gt; 0 且 核销券数 = 0</span></div><div class="row"><span class="k">问题</span><span>本期成交 {i} 张券，一张都没有核销</span></div><div class="row act"><span class="k">动作</span><span>电话/私信触达全部未核销客户；核查门店核销流程是否卡单</span></div></div><div class="item t-B"><div class="it"><span class="tag B">考核未达标</span>核销率低<span class="id">B-HX</span><span class="n">695 家</span></div><div class="row"><span class="k">判定</span><span>意向成交券 ≥ 5（阈值可调）且 核销率 &lt; 40%</span></div><div class="row"><span class="k">问题</span><span>核销率 {v}%，低于平台考核基准 40%（品牌中位 27%）</span></div><div class="row act"><span class="k">动作</span><span>对未核销客户做集中邀约；设置到店核销激励</span></div></div><div class="item t-B"><div class="it"><span class="tag B">考核未达标</span>客单价偏低<span class="id">B-AMT</span><span class="n">287 家</span></div><div class="row"><span class="k">判定</span><span>核销率已达标（≥40%）但核销金额 &lt; 10000，且核销券 ≥ 5</span></div><div class="row"><span class="k">问题</span><span>核销 {n} 张券只做出 {a} 元，客单价 {p} 元，核销率达标但金额上不去</span></div><div class="row act"><span class="k">动作</span><span>调整套餐结构：上架中高价套餐、做加购搭配，不打价格战</span></div></div><div class="item t-T"><div class="it"><span class="tag T">运营提升</span>未核销积压<span class="id">T-PEND</span><span class="n">253 家</span></div><div class="row"><span class="k">判定</span><span>估算未核销券 ≥ 30 张（阈值可调）</span></div><div class="row"><span class="k">问题</span><span>积压 {p} 张未核销券（估算，未扣退款，仅作邀约参考）</span></div><div class="row act"><span class="k">动作</span><span>7 天内完成一轮集中邀约，避免集中退单</span></div></div></div></div><div class="branch"><div class="bh"><span class="bar" style="background:#b5563a"></span>④ 口碑层 · 体验好不好<span class="cnt">6 条规则</span></div><div class="items"><div class="item t-R"><div class="it"><span class="tag R">违规红线</span>商责退单率<span class="id">R-TD</span><span class="n">165 家</span></div><div class="row"><span class="k">判定</span><span>超 1.27% / 3.18% / 6.35% 三级</span></div><div class="row"><span class="k">问题</span><span>商责退单率 {v}% 超{档}</span></div><div class="row act"><span class="k">动作</span><span>24 小时内处理在途退单；复盘重复扣款与服务不符；优先冲榜单缓解限流</span></div></div><div class="item t-R"><div class="it"><span class="tag R">违规红线</span>投诉率<span class="id">R-TS</span><span class="n">11 家</span></div><div class="row"><span class="k">判定</span><span>超 0.11% / 0.28% / 0.56% 三级</span></div><div class="row"><span class="k">问题</span><span>投诉率 {v}% 超线</span></div><div class="row act"><span class="k">动作</span><span>24 小时内响应投诉工单；复盘服务环节并留档</span></div></div><div class="item t-R"><div class="it"><span class="tag R">违规红线</span>差评率<span class="id">R-CP</span><span class="n">349 家</span></div><div class="row"><span class="k">判定</span><span>新增 ≥10 用新增口径，否则累计口径；小样本最高只判到「预警线」</span></div><div class="row"><span class="k">问题</span><span>差评率（{口径}口径）{v}% 超线</span></div><div class="row act"><span class="k">动作</span><span>逐条处理近 30 天差评；安排优质深度好评（避免无效评价）</span></div></div><div class="item t-B"><div class="it"><span class="tag B">考核未达标</span>评分不达标<span class="id">B-SCORE</span><span class="n">232 家</span></div><div class="row"><span class="k">判定</span><span>已开分（&gt; 0）且 &lt; 4.3</span></div><div class="row"><span class="k">问题</span><span>评分 {v}，低于平台准入基准 4.3</span></div><div class="row act"><span class="k">动作</span><span>回复差评 + 引导好评，目标先回 4.3 再冲 4.5</span></div></div><div class="item t-B"><div class="it"><span class="tag B">考核未达标</span>未开分<span class="id">B-SCORE0</span><span class="n">91 家</span></div><div class="row"><span class="k">判定</span><span>评分 = 0（仍计入「评分不达标」KPI，文案单独处理）</span></div><div class="row"><span class="k">问题</span><span>门店未开分：{原因}，暂无有效评分</span></div><div class="row act"><span class="k">动作</span><span>优先引导带图深度好评，达到开分门槛</span></div></div><div class="item t-B"><div class="it"><span class="tag B">考核未达标</span>回复率低<span class="id">B-REPLY</span><span class="n">822 家</span></div><div class="row"><span class="k">判定</span><span>新增评价 ≥ 1（阈值可调）且 评价回复率 &lt; 50%</span></div><div class="row"><span class="k">问题</span><span>有 {rn} 条新评价，回复率仅 {v}%</span></div><div class="row act"><span class="k">动作</span><span>安排专人每日回复，差评 24 小时内回</span></div></div></div></div><div class="branch"><div class="bh"><span class="bar" style="background:#5c5241"></span>⑤ 已确认的 4 项调整<span class="cnt">4 条</span></div><div class="items"><div class="item"><div class="it">核销金额保留为考核项，但提高门槛</div><div class="row"><span class="k">说明</span><span>只在「核销率已达标」时判，避免跟核销率重复；命中从 1023 家降到 287 家，问题性质变成「客单价低」</span></div></div><div class="item"><div class="it">差评率小样本仍然判，但封顶预警线</div><div class="row"><span class="k">说明</span><span>样本不足的 22 家全部降为预警线，不再出现「1 条差评 = 非常严重」</span></div></div><div class="item"><div class="it">评分 0 分仍算不达标，文案改「未开分」</div><div class="row"><span class="k">说明</span><span>KPI 总数不变（仍为 323 家），但督导会看到「未开分」而不是「评分 0.0」</span></div></div><div class="item"><div class="it">诊断树按漏斗顺序</div><div class="row"><span class="k">说明</span><span>违规 → 流量 → 转化 → 履约 → 口碑，先修上游</span></div></div></div></div>
<div class="branch"><div class="bh"><span class="bar" style="background:#5c5241"></span>诊断树 · 主因怎么选（漏斗顺序）</div>
<div class="tree"><div class="tn"><span class="c">469 家</span><b>① 有 R 级违规（退单 / 投诉 / 差评）</b><div class="d">平台已在处置或限流</div><div class="a">→ 先止血：处理违规项，再谈增长</div></div><div class="tn"><span class="c">105 家</span><b>② 零访问 / 访问过低</b><div class="d">没有流量进来，后面几步都无从谈起</div><div class="a">→ 先修曝光（点亮 + 素材 + 榜单）</div></div><div class="tn"><span class="c">78 家</span><b>③ 零成交 / 转化率低</b><div class="d">有流量但没下单</div><div class="a">→ 修转化（品项、价格、主图）</div></div><div class="tn"><span class="c">683 家</span><b>④ 成交未核销 / 核销率低 / 客单价低</b><div class="d">客户买了不到店，或到店不核销</div><div class="a">→ 修履约（集中邀约 + 核销激励）</div></div><div class="tn"><span class="c">58 家</span><b>⑤ 评分不达标 / 回复率低</b><div class="d">口碑拖累自然流量与转化</div><div class="a">→ 修口碑（处理差评 + 专人回复）</div></div><div class="tn"><span class="c">11 家</span><b>⑥ 以上都不命中</b><div class="d">本期达标</div><div class="a">→ 保持动作，关注冲刺目标</div></div></div>
<div class="bh" style="margin-top:14px"><span class="bar" style="background:#8a6a2f"></span>输出结构 · 每个门店只出这些</div>
<div class="tree"><div class="tn"><b>一句话结论</b><div class="d">这家店本期主要卡在「履约」：成交 214 张券只核销 62 张，待核销 152 张</div></div><div class="tn"><b>主因（1 条）</b><div class="d">按诊断树从上到下取第一个命中的，决定后面所有动作的方向</div></div><div class="tn"><b>次要问题（≤ 2 条）</b><div class="d">剩余 B 级按严重度取前 2 条；T 级只作提示，不进主列表</div></div><div class="tn"><b>整改动作（≤ 3 条）</b><div class="d">主因动作 + 次要问题动作，去重后按优先级排序，每条都带该店真实数字</div></div></div></div>
</div></div>
<div class="legend"><span><i style="background:#e0b0a0"></i>违规红线</span><span><i style="background:#e2c88e"></i>考核未达标</span><span><i style="background:#b9c9d4"></i>运营提升</span><span><i style="background:#d8d0bc"></i>样本不足</span></div>
<div class="foot">
· 命中数为 2026-10 实测，同一门店会同时命中多条；诊断树只取第一条作为「主因」，其余进「次要问题」<br>
· 与 v1 的差异：核销金额 1023→287 家（改为只在核销率达标时判）、回复率 1305→822 家（只在有新增评价时判）、评分 0 分 91 家文案改「未开分」<br>
· 「未核销积压」为估算值（意向成交券 − 核销券，未扣退款），同源数据中 868 家会算出负数，仅作邀约优先级参考
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