玩转营销活动，优惠设置怎么做？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">年底了，各大商家平台又要做营销活动了，运营<span style="color: black;">朋友</span>们<span style="color: black;">亦</span>要<span style="color: black;">起始</span>思考<span style="color: black;">怎样</span>进行优惠设置。本文作者从<span style="color: black;">自己</span>经验出发，结合<span style="color: black;">关联</span>案例对优惠设置流程进行了梳理，分享了优惠设置中需要<span style="color: black;">重视</span>的<span style="color: black;">有些</span>问题，供<span style="color: black;">大众</span>参考学习。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RhZVlj0GIJhpRr~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725681435&x-signature=3UZKhnZZyBwTYrhjGfRq5ouqd8s%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">年底了，各位营销<span style="color: black;">制品</span>经理是不是又要<span style="color: black;">起始</span>脑洞大开啦？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">哦，不，运营<span style="color: black;">朋友</span>们是不是又要脑洞大开啦？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下午<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>妹子，愁眉苦脸地在群里说：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RnFbmhd4M0QuHx~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725681435&x-signature=XoktfyNk0yBeWBuOXEjMCt%2B34Ak%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">妹子对着电脑，迟迟<span style="color: black;">没法</span>下笔，哦，下鼠标。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>来仔细看一下描述的内容，抓一抓关键词：</p>商品优惠券订单满减<span style="color: black;">能够</span>任意选<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>感受下妹子的纠结，要选商品优惠，还要选订单优惠？两个混在<span style="color: black;">一块</span>？你们打一架吧，谁赢了听谁的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">进入活动高发期，各大厂的优惠活动铺天盖地。不仅把用户看晕了，<span style="color: black;">亦</span>把设计师搞晕了。下面<span style="color: black;">咱们</span>花5分钟从业务流程上去拆解一下营销优惠这点事儿。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">营销优惠有<span style="color: black;">那些</span>？</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">折扣、满减、立减、跨店满减、购物津贴、现金红包、优惠券……</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">秒杀、团购、<span style="color: black;">举荐</span>返利暂时不算在内。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span><span style="color: black;">咱们</span>来看一下一个典型的购物流程。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户小白25岁，新<span style="color: black;">媒介</span>编辑，某天想做蛋糕，需要买几样烘焙用品。她打开了某宝，搜了搜“蛋糕模具”，逛了一圈，<span style="color: black;">发掘</span>免运费店铺A有心仪的6寸活底蛋糕模具30元，和鲜奶油40元，小白随手加入了购物车。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">看了下色素，<span style="color: black;">发掘</span>另一家店B<span style="color: black;">一样</span>免运费，XX色素12色（原价60元）卖得便宜些，<span style="color: black;">由于</span>领一张单品券<span style="color: black;">能够</span>减10元、店铺活动满50减10元，就又把这个加入了购物车。小白顺带在这家店选购了低筋面粉20元。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小白又逛了10分钟，觉得缺的东西都买齐了，点了下购物车，勾选了<span style="color: black;">以上</span>4个商品，6寸活底蛋糕模具30元、鲜奶油40元、XX色素12色50元（原价60元）、低筋面粉20元。<span style="color: black;">此时</span>候<span style="color: black;">发掘</span><span style="color: black;">显现</span>了跨店优惠信息，每满100减20，此时订单金额从150元变<span style="color: black;">成为了</span>110元。接着点击提交订单，确认<span style="color: black;">位置</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">确认好<span style="color: black;">位置</span>，提交支付，在支付的时候，犹豫了一下，<span style="color: black;">由于</span><span style="color: black;">运用</span>某宝支付<span style="color: black;">能够</span>立减10元，<span style="color: black;">运用</span>XX银行卡支付随机立减最高20元。最后小白决定放弃随机优惠，直接用支付宝支付100元。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以下是简易的Demo：</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">1. 购物车流程</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">加购 —— 选中商品 —— 查看优惠（试算优惠<span style="color: black;">包含</span>单品优惠、店铺优惠、跨店订单优惠）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重视</span>：<span style="color: black;">这儿</span>系统会生成两笔订单，<span style="color: black;">由于</span>是两个<span style="color: black;">区别</span>的店铺（关于订单暂时不展开说）。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RnFbmiD8j4UEfz~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725681435&x-signature=2IHanMEqrkaWtSm8%2BF0FfGiu7Xk%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;">2. 订单确认流程</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">添加<span style="color: black;">位置</span> —— 查看优惠（试算优惠<span style="color: black;">包含</span>单品优惠、店铺优惠、跨店订单优惠）</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RnFbmij8PLOQth~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725681435&x-signature=ThWpyy97q%2FUTvP5mii%2F1QlvI5DA%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;">3. 订单支付流程</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）收银台支付流程</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">查看优惠（支付方式优惠），选中支付方式 —— 支付成功</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RnFbmjDEdVTxBa~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725681435&x-signature=IEfNr42G%2FUSIyQHX33%2F5iqryc70%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（2）支付完成查看订单详情</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">查看两笔订单详情 —— 查看店铺B的订单详情和优惠信息（<span style="color: black;">包含</span>单品优惠、店铺优惠、跨店订单优惠、支付优惠）</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RnFbnQf442PxQK~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725681435&x-signature=TygKf43orypoQnj3YhRZbAhUEPc%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>简化一下小白的购物流程。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RnFbnRdA1rFms9~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725681435&x-signature=MwBwgGP6o%2BQ52kClqhiSLrHPLsk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span><span style="color: black;">此刻</span>有<span style="color: black;">无</span>看出来<span style="color: black;">全部</span>优惠分了几个层面呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">根据</span>购物的流程，一个典型的营销优惠设计，<span style="color: black;">包括</span>了四个层面：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">单品层面 —— 单店铺层面 —— 订单层面 —— 收银台支付方式优惠</strong></p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RnFbnS26yY9R0A~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725681435&x-signature=Gg7ekm46fTfW15jGrs8yqlty470%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">写到<span style="color: black;">这儿</span>，<span style="color: black;">能够</span>看出来，<span style="color: black;">每一个</span>业务流程层面都<span style="color: black;">能够</span>有优惠，使用这个思路，去设计的时候，妹子的疑问，就<span style="color: black;">能够</span><span style="color: black;">处理</span>了。</p><span style="color: black;">首要</span>，需要设计单品优惠，无论是立减、优惠券、折扣，抽象看都是一种优惠的形式，<span style="color: black;">根据</span>指定的计算<span style="color: black;">办法</span>，把优惠金额摊到<span style="color: black;">每一个</span>可用的商品上<span style="color: black;">就可</span>；其次，设计订单优惠，<span style="color: black;">一样</span>的，<span style="color: black;">这儿</span><span style="color: black;">亦</span>是<span style="color: black;">按照</span>分摊方式计算<span style="color: black;">每一个</span>商品的优惠；最后，设计单品优惠<span style="color: black;">是不是</span><span style="color: black;">能够</span>和订单优惠共享。<span style="color: black;">倘若</span>不<span style="color: black;">能够</span>共享，在用户享受了某个优惠之后，后续的优惠就不<span style="color: black;">能够</span>再享受了。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">以上</span>小白的购物流程中，单品优惠、店铺优惠、订单优惠，是<span style="color: black;">能够</span>共享的。<span style="color: black;">因此</span>优惠了好多！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>再看下优惠金额计算的问题（此时不<span style="color: black;">思虑</span>营销成本由谁出钱，商户<span style="color: black;">能够</span><span style="color: black;">实质</span>收到多少钱，以后再说）经过了层层优惠，最后得到的金额如下表所示：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RnFbnSX9oMESrk~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725681435&x-signature=AQ96nLJmVrwTWUlCQ1qCCmNACfs%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">详细</span>的金额该<span style="color: black;">怎样</span>拆分，<span style="color: black;">能够</span><span style="color: black;">按照</span><span style="color: black;">实质</span><span style="color: black;">状况</span>进行计算。以上case只是简单地平均分摊到了<span style="color: black;">每一个</span>商品上。<span style="color: black;">倘若</span><span style="color: black;">根据</span>商品的价格比例进行优惠<span style="color: black;">亦</span>是<span style="color: black;">能够</span>的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">拓展些问题烧脑一下：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1）<span style="color: black;">做为</span>一个平台，<span style="color: black;">倘若</span><span style="color: black;">需求</span>用户自己<span style="color: black;">选取</span>想要<span style="color: black;">运用</span>的优惠方式，并且某些优惠<span style="color: black;">不可</span>共享，该<span style="color: black;">怎样</span>处理呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个<span style="color: black;">按照</span><span style="color: black;">实质</span>的业务去处理<span style="color: black;">就可</span>。举个栗子，<strong style="color: blue;">例如商品A<span style="color: black;">已然</span>享受了单品立减，<span style="color: black;">不可</span>再享受店铺满减，<span style="color: black;">那样</span>购物车优惠试算结算的时候，店铺满减的金额就<span style="color: black;">不可</span>分摊给A。<span style="color: black;">倘若</span><span style="color: black;">选取</span>享受店铺满减活动，<span style="color: black;">那样</span>商品A就<span style="color: black;">不可</span>享受单品优惠。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2）什么时候<span style="color: black;">能够</span>让用户<span style="color: black;">选取</span>优惠？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个栗子，<span style="color: black;">倘若</span>业务<span style="color: black;">需求</span><strong style="color: blue;">单品的优惠券是<span style="color: black;">能够</span><span style="color: black;">选取</span><span style="color: black;">是不是</span><span style="color: black;">运用</span></strong>，<span style="color: black;">那样</span>在浏览商品、提交购物车，<span style="color: black;">或</span>在购物车的环节，在这个单品上（<span style="color: black;">能够</span>在店铺上）筛选<span style="color: black;">是不是</span><span style="color: black;">运用</span>该单品优惠。一切在提交订单之前都来得及修改。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3）订单提交后，订单金额还<span style="color: black;">能够</span>修改吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">有个很重要的tips，在提交了订单之后，<span style="color: black;">意见</span>待支付金额就不要再修改。待支付金额会<span style="color: black;">包括</span>所有的优惠金额拆分出来的价格。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4）<span style="color: black;">倘若</span>用户订单超时了，下单的时候<span style="color: black;">运用</span>了优惠券。<span style="color: black;">然则</span>订单超时没支付，优惠券怎么办？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>用户该笔订单并<span style="color: black;">无</span>支付，<span style="color: black;">引起</span>超时过期，<span style="color: black;">按照</span><span style="color: black;">实质</span>的业务<span style="color: black;">需要</span>，<strong style="color: blue;">优惠券<span style="color: black;">能够</span><span style="color: black;">思虑</span>返还到用户的帐户。<span style="color: black;">或</span>不返还<span style="color: black;">亦</span>是<span style="color: black;">能够</span>的</strong>。<span style="color: black;">按照</span>业务<span style="color: black;">实质</span><span style="color: black;">状况</span>定义，<span style="color: black;">能够</span>在优惠券设置的时候加上一个属性，<span style="color: black;">是不是</span>超时返还到用户帐户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">券和折扣、立减类型的优惠从创建、发放、<span style="color: black;">运用</span>的流程上还是有很大区别的，以后再说~</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5）怎么<span style="color: black;">晓得</span>这些活动能<span style="color: black;">不可</span>共享？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这些优惠配置的时候，就配置清楚，<span style="color: black;">是不是</span><span style="color: black;">能够</span>和某种类型/某种层面的营销活动共享。<span style="color: black;">然则</span>，<strong style="color: blue;">正常的脑回路都是，<span style="color: black;">怎么样</span>组合出来最大的折扣金额，就用哪种。毕竟……把用户变懒<span style="color: black;">亦</span>是一种好习惯，<span style="color: black;">更加多</span>的人是不太会去<span style="color: black;">繁杂</span>计算的。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6）跨店<span style="color: black;">便是</span>订单层面吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个<span style="color: black;">欠好</span>说，要看你的订单层是怎么定义的。有些平台<span style="color: black;">基本</span>就<span style="color: black;">无</span>店铺的概念。<span style="color: black;">那样</span>选了几个商品提交订单，<span style="color: black;">便是</span>个订单了。<span style="color: black;">这儿</span>的<strong style="color: blue;">基本原则是多笔订单合并支付</strong>，而不是看是不是跨店。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">此文<span style="color: black;">期盼</span>给各位战斗在营销一线的初级PM面对<span style="color: black;">繁杂</span>营销<span style="color: black;">需要</span>的时候，<span style="color: black;">供给</span><span style="color: black;">有些</span>基本的思路。营销PM要能上懂营销，下懂代码，还得撕得过<span style="color: black;">需要</span>方，任重而道远，互勉~</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者：克里斯多陶；<span style="color: black;">微X</span>公众号：克里斯多陶，高级<span style="color: black;">制品</span>经理，8年互联网<span style="color: black;">制品</span>设计经验，营销<span style="color: black;">制品</span>经理，教育<span style="color: black;">制品</span>经理。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由 @克里斯多陶 原创发布于人人都是<span style="color: black;">制品</span>经理，未经作者许可，禁止转载。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自Unsplash，基于CC0协议。</p>
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