feat(marketing): 营销内容命名、文生图/视频提示词与结果规范化

两步 LLM 增加可复制文生图/文生视频提示词并强化卖点可视化；normalize_detail_page_pack 补全键；产品用语由商详包改为营销内容；前端导出 Markdown 与策略预览区展示一致；营销包落盘模块入库。

Made-with: Cursor

backend/pipeline/llm/generate_marketing_detail.py

@@ -1,4 +1,4 @@
-"""策略稿 → 核心信息卡 → 商详文案包（两步 LLM，JSON 输出）。"""
+"""策略稿 → 核心信息卡 → 营销内容多触点文案（两步 LLM，JSON 输出）。"""
 from __future__ import annotations
 
 import json
@@ -8,14 +8,16 @@ from .llm_client import call_llm
 
 _MAX_STRATEGY_CHARS = 28_000
 
-CORE_CARD_SYSTEM = """你是电商商详与营销文案顾问。根据用户提供的「策略稿全文」与结构化决策、业务备注，输出**仅一段 UTF-8 JSON 对象**（不要 Markdown 代码围栏，不要前后说明文字）。
+CORE_CARD_SYSTEM = """你是电商营销内容顾问。根据用户提供的「策略稿全文」与结构化决策、业务备注，输出**仅一段 UTF-8 JSON 对象**（不要 Markdown 代码围栏，不要前后说明文字）。
 
 **硬性**：
 - 事实、数字、功效、检测结论、销量、评价原文：**仅可**来自输入；**禁止**编造未出现的品牌名、数据、「用户说」引语。
 - 食品/健康相关：**禁止**治疗承诺与夸大疗效；无依据写「输入未体现」或「待法务确认」。
-- 句子短、可落地；兼顾**购买者决策**与商详写手可用性。
+- 句子短、可落地；兼顾**购买者决策**与**列表/商详/主图等多触点**上架可用性。
+- **读者第一眼须知道在卖什么**：禁止通篇只有「价值感」「信任」「体验」而**不出现可识别的品类/形态**（如饼干、燕麦、奶粉、饮料等）。若输入未给出具体 SKU 名，仍须写清**类目 + 形态/规格层级**（如「低 GI 方向早餐饼干（待业务定款）」），不得用「优质好物」「健康之选」等**无品类**的句子糊弄本条。
 
 **JSON 键（须全部出现，值为字符串；无内容用空串）**：
+- what_we_sell：**卖的是什么**（必填，建议 25～80 字）。写清**品类 + 主推形态/规格或适用场景**，让读者**不读策略稿**也能回答「你们在卖哪种货」。**仅可**综合策略稿、`strategy_decisions`（尤其 **pillar_product**、battlefield_one_line、audience_segment、marketing_strategy）、`business_notes` 与 `keyword` 监测语境中已出现的信息；若 `pillar_product` 非空须与之**不矛盾**。无具体商品名时须明确写「待业务补充主推 SKU/品名」，并保留类目词（可与关键词监测范围对读）。
 - one_liner_value：一句话价值主张（买家能得到什么）
 - buyer_job_to_be_done：购买者的任务或情境（一句）
 - key_pain_or_desire：核心痛点或欲望（与策略一致）
@@ -27,22 +29,80 @@ CORE_CARD_SYSTEM = """你是电商商详与营销文案顾问。根据用户提
 - open_points_for_business：待业务补充（无则空串）
 """
 
-DETAIL_PACK_SYSTEM = """你是京东商详向文案手。输入为已定稿的「核心信息卡」JSON 与关键词。请输出**仅一段 UTF-8 JSON 对象**（不要 Markdown 代码围栏）。
+DETAIL_PACK_SYSTEM = """你是京东场景营销内容写手。输入为已定稿的「核心信息卡」JSON 与关键词。请输出**仅一段 UTF-8 JSON 对象**（不要 Markdown 代码围栏）。
 
 **硬性**：
 - **仅可**依据核心信息卡展开；**禁止**新增数字、功效、认证、评价引语、竞品具体名（除非信息卡里已有）。
-- 购买者视角，短句；禁止输出 JSON 键名英文给最终读者（值全部为中文商详可用文案）。
+- 购买者视角，短句；禁止输出 JSON 键名英文给最终读者（值全部为中文**多触点上架**可用文案）。
 - 不要泄露「核心信息卡」「策略稿」等内部词。
+- **每条 listing_titles、listing_subtitle、detail_headline、selling_bullets 的前两条**均须让读者能识别**在卖什么品类/什么货**（须与信息卡 **what_we_sell** 一致，可缩写但**禁止**偷换品类或只剩空洞形容词）。若信息卡 `what_we_sell` 已写品类，文案中**至少一处**直接出现该类目词或同义可识别表述。
+- **文生图/文生视频提示词**：须为**可直接复制**到常见文生图、文生视频模型的**中文**描述；**仅可**依据信息卡已有事实与品类，**禁止**在提示词里写「策略稿」「信息卡」「JSON」等元话语；**禁止**要求生成未授权的具体品牌 Logo、真实包装上的可辨认商标、带疗效承诺的贴片字。
+- **文生图须「有货、有卖点画面」**（硬性）：
+  - 从信息卡 **what_we_sell**、**one_liner_value**、**key_pain_or_desire**、**why_this_product**、**differentiation_vs_alternatives**、**price_value_framing** 中提炼 **1～3 条可画出来的卖点**，写入 ``text_to_image_prompt_main``；**场景图** ``text_to_image_prompt_scene`` 非空时须保留**至少 1 处**同款质地或品类辨识（非空场景图时）。
+  - **禁止**整段只有「白底」「居中」「电商主图」「健康食品」等空壳，而**不出现具体货态**（形态、切片、包装类型、手持/摆放方式至少择一）。
+  - **口感/质地类**（如松软、酥脆、绵密、有嚼劲）：**必须**写成**可见结构**，不能只写一次形容词了事。例：**松软**→「吐司切片横截面气孔细腻、边缘微翘显蓬松」「轻按后缓慢回弹」「手撕开可见柔软内里」；**酥脆**→「饼干断面层次清晰、碎屑自然」。信息卡未提质地则**不写**，勿编造。
+  - **配料/品类视觉**（如全麦）：可写「麸皮颗粒隐约可见」「浅褐全麦外皮」等，**禁止**疗效字幕、血糖仪、前后对比治病画面。
 
 **JSON 键（须全部出现）**：
-- listing_titles：字符串数组，4～6 条商品短标题备选（每条约 30 字内）
+- listing_titles：字符串数组，4～6 条商品短标题备选（每条约 30 字内；**每条须含可识别品类或品名线索**，禁止 6 条全是「安心之选」类）
 - listing_subtitle：一条列表副文案（约 60 字内）
-- detail_headline：商详首屏下 lead，1～2 句
+- detail_headline：商品详情页首屏下 lead，1～2 句（**首句须点明卖的是什么货**，再写价值）
 - selling_bullets：字符串数组，5～8 条卖点（每条约 40 字内）
 - spec_sidebar_lines：字符串数组，0～3 条参数区旁短句（可空数组）
 - faq：对象数组，每项含 question、answer 字符串，3～5 组；答句不得超出信息卡承诺
+- traceability_note：**依据与边界**（必填，2～4 句）。用业务可读中文说明：本包与信息卡中**哪些承诺方向一致**、**哪些表述须业务或法务核对**、**输入未体现的不得对外宣称**；**禁止**新数字、新功效、新认证。
+- main_image_three_points：字符串数组，**恰好 3 条**，主图/首图用超短句（每条建议 6～14 字）；须与 **what_we_sell** 品类一致，可来自卖点压缩，禁止空泛口号
+- live_or_short_hook：一条直播或短视频开场钩句（≤40 字）；同一事实约束
+- customer_service_opening：一条客服首句/欢迎语建议（≤50 字）；同一事实约束
+- text_to_image_prompt_main：字符串，**主图/首图**文生图提示词（建议 **100～260** 字）。**必须**依次包含：① **具体货态**（与 **what_we_sell** 一致的品类+形态，如全麦吐司切片摞放、独立小包饼干）；② **至少一条质地/卖点的视觉化描写**（与信息卡一致，参见上文「松软→截面/按压/手撕」等）；③ **构图与背景**（如白底居中、轻微投影）；④ **光影**（柔和棚拍、写实）；⑤ **规避**（无 Logo、无疗效字、无竞品名）。**英文模型**可关键风格词括注英文。
+- text_to_image_prompt_scene：字符串，**场景/生活方式**备选图（建议 **80～200** 字）：早餐桌、手持、厨房台面等；**须含**与主图**同一品类**的清晰货态，并**至少一处**质地或食用情境（如蒸汽、刀切截面、蘸牛奶）。与主图完全重复则宁可缩短但保留情境差分。无合适场景时 ``""``。
+- text_to_video_prompt：字符串，文生视频提示词（建议 **100～260** 字），竖屏 9:16、**5～15 秒**。**须**含 **1 个能体现质地或卖点的镜头**（如慢镜撕开吐司见柔软内里、刀切截面特写、轻捏回弹），与信息卡卖点一致；另写开场与转场（推近/平移）。**禁止**疗效字幕、未授权标识；可「无对白」或「一句中性口播」。
 """
 
+# 第二步 JSON 完整键表；模型漏键或旧落盘缺字段时由 ``normalize_detail_page_pack`` 补齐。
+_DETAIL_PAGE_PACK_DEFAULTS: dict[str, Any] = {
+    "listing_titles": [],
+    "listing_subtitle": "",
+    "detail_headline": "",
+    "selling_bullets": [],
+    "spec_sidebar_lines": [],
+    "faq": [],
+    "traceability_note": "",
+    "main_image_three_points": [],
+    "live_or_short_hook": "",
+    "customer_service_opening": "",
+    "text_to_image_prompt_main": "",
+    "text_to_image_prompt_scene": "",
+    "text_to_video_prompt": "",
+}
+
+_DETAIL_PAGE_PACK_LIST_KEYS: frozenset[str] = frozenset(
+    {
+        "listing_titles",
+        "selling_bullets",
+        "spec_sidebar_lines",
+        "main_image_three_points",
+        "faq",
+    }
+)
+
+
+def normalize_detail_page_pack(data: dict[str, Any]) -> dict[str, Any]:
+    """保证 ``detail_page_pack`` 含全部约定键，避免模型漏输出或旧 JSON 缺字段。"""
+    out: dict[str, Any] = dict(data)
+    for key in _DETAIL_PAGE_PACK_DEFAULTS:
+        v = out.get(key)
+        if key in _DETAIL_PAGE_PACK_LIST_KEYS:
+            if isinstance(v, list):
+                continue
+            out[key] = []
+            continue
+        if v is None:
+            out[key] = ""
+        elif not isinstance(v, str):
+            out[key] = str(v)
+    return out
+
 
 def _truncate_strategy(md: str) -> tuple[str, bool]:
     t = (md or "").strip()
@@ -101,11 +161,18 @@ def generate_detail_page_pack(
         "keyword": keyword,
         "core_info_card": core_info_card,
     }
-    user = "请根据以下 JSON 输出商详包（仅 JSON 对象）：\n" + json.dumps(
-        payload, ensure_ascii=False
+    user = (
+        "请根据以下 JSON 输出营销内容多触点文案（**仅**一段 JSON 对象）。\n"
+        "**必填键名（缺一不可，勿省略）**：listing_titles, listing_subtitle, detail_headline, "
+        "selling_bullets, spec_sidebar_lines, faq, traceability_note, main_image_three_points, "
+        "live_or_short_hook, customer_service_opening, text_to_image_prompt_main, "
+        "text_to_image_prompt_scene, text_to_video_prompt。\n"
+        "**文生图/视频**：须让「货」和卖点**看得见**（如松软→截面气孔、手撕/按压回弹）；禁止整段只有白底健康食品而无具体形态与质地描写。\n"
+        "输入数据：\n"
+        + json.dumps(payload, ensure_ascii=False)
     )
     raw = call_llm(DETAIL_PACK_SYSTEM, user)
-    return _parse_llm_json(raw)
+    return normalize_detail_page_pack(_parse_llm_json(raw))
 
 
 def generate_marketing_detail_pack(

backend/pipeline/reporting/marketing_pack_persist.py

@@ -0,0 +1,23 @@
+"""营销内容包等产物落盘（任务 run_dir，便于归档与审计）。"""
+from __future__ import annotations
+
+import json
+from pathlib import Path
+from typing import Any
+
+
+def persist_marketing_detail_pack_v1(run_dir: str | None, payload: dict[str, Any]) -> Path | None:
+    """
+    写入 ``{run_dir}/marketing/marketing_detail_pack_v1.json``。
+    ``payload`` 建议与 API 响应体一致（含 schema_version、job_id、core_info_card 等）。
+    """
+    if not run_dir or not str(run_dir).strip():
+        return None
+    root = Path(run_dir)
+    if not root.is_dir():
+        return None
+    out_dir = root / "marketing"
+    out_dir.mkdir(parents=True, exist_ok=True)
+    path = out_dir / "marketing_detail_pack_v1.json"
+    path.write_text(json.dumps(payload, ensure_ascii=False, indent=2) + "\n", encoding="utf-8")
+    return path

backend/pipeline/serializers.py

@@ -476,7 +476,7 @@ class StrategyDraftRequestSerializer(serializers.Serializer):
 
 
 class MarketingDetailPackRequestSerializer(serializers.Serializer):
-    """策略稿正文 → 核心信息卡 → 商详包（两步 LLM）。"""
+    """策略稿正文 → 核心信息卡 → 营销内容（多触点文案，两步 LLM）。"""
 
     strategy_markdown = serializers.CharField(
         required=True,

backend/pipeline/tests/test_marketing_detail_pack.py

@@ -1,7 +1,8 @@
-"""商详包：两步 JSON LLM 与解析。"""
+"""营销内容包：两步 JSON LLM 与解析。"""
 from __future__ import annotations
 
 import json
+import tempfile
 from unittest.mock import patch
 
 from django.test import SimpleTestCase
@@ -9,10 +10,27 @@ from django.test import SimpleTestCase
 from pipeline.llm.generate_marketing_detail import (
     _parse_llm_json,
     generate_marketing_detail_pack,
+    normalize_detail_page_pack,
 )
+from pipeline.reporting.marketing_pack_persist import persist_marketing_detail_pack_v1
 
 
 class MarketingDetailPackTests(SimpleTestCase):
+    def test_normalize_fills_missing_keys_including_aigc(self) -> None:
+        """旧结果或模型漏键时补齐文生图/文生视频等字段。"""
+        slim = {
+            "traceability_note": "x",
+            "main_image_three_points": ["a", "b", "c"],
+            "live_or_short_hook": "h",
+            "customer_service_opening": "c",
+        }
+        n = normalize_detail_page_pack(slim)
+        self.assertEqual(n["text_to_image_prompt_main"], "")
+        self.assertEqual(n["text_to_image_prompt_scene"], "")
+        self.assertEqual(n["text_to_video_prompt"], "")
+        self.assertEqual(n["listing_titles"], [])
+        self.assertEqual(n["traceability_note"], "x")
+
     def test_parse_llm_json_strips_wrapped(self) -> None:
         raw = '前缀 {"a": 1, "b": "x"} 后缀'
         d = _parse_llm_json(raw)
@@ -24,6 +42,7 @@ class MarketingDetailPackTests(SimpleTestCase):
 
     def test_generate_marketing_detail_pack_two_calls(self) -> None:
         core = {
+            "what_we_sell": "低GI方向早餐饼干（监测关键词语境，待业务定主推款）",
             "one_liner_value": "低负担早餐选择",
             "buyer_job_to_be_done": "控糖加餐",
             "key_pain_or_desire": "怕升糖",
@@ -41,6 +60,13 @@ class MarketingDetailPackTests(SimpleTestCase):
             "selling_bullets": ["卖点1"],
             "spec_sidebar_lines": [],
             "faq": [{"question": "是否低GI？", "answer": "以包装与检测为准。"}],
+            "traceability_note": "与策略方向一致；具体宣称以包装为准。",
+            "main_image_three_points": ["低GI早餐", "独立小包", "配料可核对"],
+            "live_or_short_hook": "控糖早餐怎么选？先看配料表。",
+            "customer_service_opening": "您好，这款饼干适合关注血糖管理的早餐场景，需要我帮您对比规格吗？",
+            "text_to_image_prompt_main": "电商主图，白底，居中摆放一盘低GI早餐饼干，柔和棚拍光，写实，无品牌logo，健康清爽风格",
+            "text_to_image_prompt_scene": "早餐餐桌场景，牛奶与饼干搭配，自然窗光，生活感，无文字贴片",
+            "text_to_video_prompt": "竖屏9:16，5秒：从俯拍早餐桌缓慢推近至饼干包装，无对白，干净色调，无疗效字幕",
         }
         with patch(
             "pipeline.llm.generate_marketing_detail.call_llm",
@@ -54,3 +80,16 @@ class MarketingDetailPackTests(SimpleTestCase):
             )
         self.assertEqual(out["core_info_card"]["one_liner_value"], "低负担早餐选择")
         self.assertEqual(out["detail_page_pack"]["listing_titles"][0], "标题A")
+        self.assertIn("竖屏", out["detail_page_pack"]["text_to_video_prompt"])
+
+    def test_persist_marketing_detail_pack_v1_writes_file(self) -> None:
+        with tempfile.TemporaryDirectory() as td:
+            payload = {"schema_version": 1, "job_id": 1, "x": "y"}
+            path = persist_marketing_detail_pack_v1(td, payload)
+            self.assertIsNotNone(path)
+            assert path is not None
+            self.assertTrue(path.is_file())
+            self.assertEqual(path.parent.name, "marketing")
+            self.assertIn("marketing_detail_pack_v1.json", path.name)
+            loaded = json.loads(path.read_text(encoding="utf-8"))
+            self.assertEqual(loaded["job_id"], 1)

backend/pipeline/views/job_report_views.py

@@ -28,6 +28,7 @@ from ..reporting.brief_strategy_scope import (
     list_matrix_groups_for_api,
     resolve_strategy_matrix_group_index,
 )
+from ..reporting.marketing_pack_persist import persist_marketing_detail_pack_v1
 from ..reporting.md_document_export import markdown_to_docx_bytes, markdown_to_pdf_bytes
 from ..reporting.report_matrix_group_evidence import (
     load_report_matrix_group_evidence_markdown,
@@ -266,7 +267,7 @@ class JobStrategyDraftView(APIView):
 @method_decorator(csrf_exempt, name="dispatch")
 class JobMarketingDetailPackView(APIView):
     """
-    根据浏览器会话中的策略稿 Markdown，经「核心信息卡」再派生**商详包**（JSON）。
+    根据浏览器会话中的策略稿 Markdown，经「核心信息卡」再派生**营销内容**（多触点文案 JSON）。
     两步均走 ``call_llm``；事实约束见提示词。
     """
 
@@ -281,7 +282,7 @@ class JobMarketingDetailPackView(APIView):
             raise Http404()
         if job.status != JobStatus.SUCCESS or not (job.run_dir or "").strip():
             return Response(
-                {"detail": "仅可对已成功且含 run_dir 的任务生成商详包"},
+                {"detail": "仅可对已成功且含 run_dir 的任务生成营销内容"},
                 status=status.HTTP_400_BAD_REQUEST,
             )
         ser = MarketingDetailPackRequestSerializer(data=request.data or {})
@@ -314,6 +315,10 @@ class JobMarketingDetailPackView(APIView):
             "source": "llm_marketing_detail_pack_v1",
             **inner,
         }
+        try:
+            persist_marketing_detail_pack_v1(job.run_dir, body)
+        except OSError:
+            pass
         return Response(body)
 
 
@@ -323,7 +328,7 @@ class JobExportDocumentView(APIView):
     将 Markdown 导出为 Word（.docx）或简易 PDF。
     - GET：``kind=report``，读取 ``run_dir/competitor_analysis.md``；若文件缺失但已有合并表，
       则先按任务配置调用 ``regenerate_competitor_report`` 再导出（与「报告生成」规则版一致）。
-    - POST：``kind=strategy``，请求体 JSON 字段 ``markdown`` 为策略稿正文（与前端 sessionStorage 一致）。
+    - POST：``kind=strategy``，请求体 ``markdown`` 为策略稿正文；``kind=marketing_detail`` 为营销内容等派生稿（同一套转版逻辑，下载文件名不同）。
     PDF 依赖本机中文字体或环境变量 ``MA_PDF_FONT`` 指向 .ttf。
     """
 
@@ -408,9 +413,9 @@ class JobExportDocumentView(APIView):
         kind = (body.get("kind") or "strategy").strip().lower()
         fmt = (body.get("fmt") or "docx").strip().lower()
         md = (body.get("markdown") or "").strip()
-        if kind != "strategy":
+        if kind not in ("strategy", "marketing_detail"):
             return Response(
-                {"detail": "POST 仅支持 kind=strategy"},
+                {"detail": "POST 的 kind 须为 strategy 或 marketing_detail"},
                 status=status.HTTP_400_BAD_REQUEST,
             )
         if not md:
@@ -424,14 +429,18 @@ class JobExportDocumentView(APIView):
                 status=status.HTTP_400_BAD_REQUEST,
             )
         try:
+            if kind == "marketing_detail":
+                base = f"job_{pk}_marketing_detail_pack"
+            else:
+                base = f"job_{pk}_strategy_draft"
             if fmt == "docx":
                 data = markdown_to_docx_bytes(md)
                 ct = "application/vnd.openxmlformats-officedocument.wordprocessingml.document"
-                fn = f"job_{pk}_strategy_draft.docx"
+                fn = f"{base}.docx"
             else:
                 data = markdown_to_pdf_bytes(md)
                 ct = "application/pdf"
-                fn = f"job_{pk}_strategy_draft.pdf"
+                fn = f"{base}.pdf"
         except ValueError as e:
             return Response({"detail": str(e)}, status=status.HTTP_503_SERVICE_UNAVAILABLE)
         resp = HttpResponse(data, content_type=ct)

frontend/src/composables/useJobs.js

@@ -1,44 +1,5 @@
-import { ref, watch } from 'vue'
-
-const jobs = ref([])
-
-/** 终态 */
-const TERMINAL_JOB_STATUSES = new Set(['success', 'failed', 'cancelled'])
-
-function isActiveJobStatus(status) {
-  return status === 'pending' || status === 'running'
-}
-
-/** 单一定时器轮询列表（避免 N 个任务 → N 路 GET /api/jobs/:id/） */
-let jobsListPollTimer = null
-
-function stopJobsListPoll() {
-  if (jobsListPollTimer != null) {
-    clearInterval(jobsListPollTimer)
-    jobsListPollTimer = null
-  }
-}
-
-async function fetchJobsListQuietly() {
-  try {
-    const r = await api('/api/jobs/')
-    if (r.ok) {
-      jobs.value = await r.json()
-    }
-  } catch {
-    /* 忽略网络错误，下一轮再试 */
-  }
-}
-
-function syncJobsListPoll() {
-  const hasActive = jobs.value.some((j) => isActiveJobStatus(j.status))
-  if (!hasActive) {
-    stopJobsListPoll()
-    return
-  }
-  if (jobsListPollTimer != null) return
-  jobsListPollTimer = setInterval(fetchJobsListQuietly, 3000)
-}
+import { storeToRefs } from 'pinia'
+import { useJobStore } from '../stores/jobs'
 
 export function api(path, opts = {}) {
   return fetch(path, {
@@ -48,9 +9,7 @@ export function api(path, opts = {}) {
 }
 
 export async function refreshJobs() {
-  const r = await api('/api/jobs/')
-  if (!r.ok) throw new Error(await r.text())
-  jobs.value = await r.json()
+  return useJobStore().refreshJobs()
 }
 
 export function jobCancelUrl(jobId) {
@@ -117,11 +76,14 @@ export async function exportReportDocument(jobId, fmt = 'docx') {
   URL.revokeObjectURL(u)
 }
 
-/** 策略稿正文（浏览器 sessionStorage）→ Word/PDF */
-export async function exportStrategyDocument(jobId, markdown, fmt = 'docx') {
+/**
+ * 策略稿或营销内容 Markdown → Word/PDF
+ * @param {'strategy' | 'marketing_detail'} [kind]
+ */
+export async function exportStrategyDocument(jobId, markdown, fmt = 'docx', kind = 'strategy') {
   const r = await api(`/api/jobs/${jobId}/export-document/`, {
     method: 'POST',
-    body: JSON.stringify({ kind: 'strategy', fmt, markdown }),
+    body: JSON.stringify({ kind, fmt, markdown }),
   })
   const ct = r.headers.get('Content-Type') || ''
   if (!r.ok) {
@@ -140,9 +102,12 @@ export async function exportStrategyDocument(jobId, markdown, fmt = 'docx') {
     throw new Error(msg)
   }
   const blob = await r.blob()
+  const fallback =
+    kind === 'marketing_detail'
+      ? `job_${jobId}_marketing_detail_pack.${fmt}`
+      : `job_${jobId}_strategy_draft.${fmt}`
   const filename =
-    filenameFromContentDisposition(r.headers.get('Content-Disposition')) ||
-    `job_${jobId}_strategy_draft.${fmt}`
+    filenameFromContentDisposition(r.headers.get('Content-Disposition')) || fallback
   const u = URL.createObjectURL(blob)
   const a = document.createElement('a')
   a.href = u
@@ -282,14 +247,6 @@ export async function downloadJobDatasetExport(jobId, kind, exportFmt) {
   URL.revokeObjectURL(u)
 }
 
-watch(
-  jobs,
-  () => {
-    syncJobsListPoll()
-  },
-  { deep: true },
-)
-
 export function jobConfigHint(j) {
   const parts = []
   if (j.page_start != null || j.page_to != null) {
@@ -311,6 +268,8 @@ export function jobConfigHint(j) {
 }
 
 export function useJobs() {
+  const store = useJobStore()
+  const { jobs } = storeToRefs(store)
   return {
     jobs,
     refreshJobs,

frontend/src/lib/marketingPackMarkdown.js

@@ -0,0 +1,150 @@
+/**
+ * 将营销内容 API 返回的 JSON 转为可导出 Word/PDF 的 Markdown（中文小标题）。
+ */
+
+const CORE_LABELS = {
+  what_we_sell: '卖的是什么（本品）',
+  one_liner_value: '一句话价值主张',
+  buyer_job_to_be_done: '购买者任务与情境',
+  key_pain_or_desire: '核心痛点或欲望',
+  why_this_product: '为何要选这一款',
+  proof_or_trust_angle: '信任或证明角度',
+  differentiation_vs_alternatives: '与替代方案的差异',
+  price_value_framing: '价位与价值感表述',
+  compliance_taboos: '表述禁区摘要',
+  open_points_for_business: '待业务补充',
+}
+
+function escLine(s) {
+  if (s == null || s === '') return '—'
+  return String(s).replace(/\r\n/g, '\n').trim() || '—'
+}
+
+function pushCoreCard(lines, card) {
+  if (!card || typeof card !== 'object') {
+    lines.push('（无核心信息卡数据）')
+    lines.push('')
+    return
+  }
+  for (const [en, zh] of Object.entries(CORE_LABELS)) {
+    lines.push(`### ${zh}`)
+    lines.push('')
+    lines.push(escLine(card[en]))
+    lines.push('')
+  }
+}
+
+function pushBullets(lines, title, arr) {
+  lines.push(`### ${title}`)
+  lines.push('')
+  if (!Array.isArray(arr) || !arr.length) {
+    lines.push('—')
+    lines.push('')
+    return
+  }
+  let any = false
+  for (const item of arr) {
+    const t = escLine(item)
+    if (t !== '—') {
+      lines.push(`- ${t}`)
+      any = true
+    }
+  }
+  if (!any) lines.push('—')
+  lines.push('')
+}
+
+function pushFaq(lines, faq) {
+  lines.push('### 买家问答')
+  lines.push('')
+  if (!Array.isArray(faq) || !faq.length) {
+    lines.push('—')
+    lines.push('')
+    return
+  }
+  let n = 0
+  for (const item of faq) {
+    if (!item || typeof item !== 'object') continue
+    const q = escLine(item.question)
+    const a = escLine(item.answer)
+    if (q === '—' && a === '—') continue
+    n += 1
+    lines.push(`#### 问 ${n}：${q === '—' ? '（未提供）' : q}`)
+    lines.push('')
+    lines.push(a)
+    lines.push('')
+  }
+  if (n === 0) {
+    lines.push('—')
+    lines.push('')
+  }
+}
+
+function pushDetailPack(lines, pack) {
+  if (!pack || typeof pack !== 'object') {
+    lines.push('（无多触点营销文案数据）')
+    lines.push('')
+    return
+  }
+  lines.push('### 依据与边界')
+  lines.push('')
+  lines.push(escLine(pack.traceability_note))
+  lines.push('')
+  pushBullets(lines, '商品短标题备选', pack.listing_titles)
+  lines.push('### 列表副文案')
+  lines.push('')
+  lines.push(escLine(pack.listing_subtitle))
+  lines.push('')
+  lines.push('### 商品详情页首屏引导')
+  lines.push('')
+  lines.push(escLine(pack.detail_headline))
+  lines.push('')
+  pushBullets(lines, '卖点列表', pack.selling_bullets)
+  pushBullets(lines, '参数区旁短句', pack.spec_sidebar_lines)
+  pushFaq(lines, pack.faq)
+  pushBullets(lines, '主图三要点', pack.main_image_three_points)
+  lines.push('### 文生图提示词（主图）')
+  lines.push('')
+  lines.push(escLine(pack.text_to_image_prompt_main))
+  lines.push('')
+  lines.push('### 文生图提示词（场景/备选）')
+  lines.push('')
+  lines.push(escLine(pack.text_to_image_prompt_scene))
+  lines.push('')
+  lines.push('### 文生视频提示词（短视频）')
+  lines.push('')
+  lines.push(escLine(pack.text_to_video_prompt))
+  lines.push('')
+  lines.push('### 直播/短视频钩句')
+  lines.push('')
+  lines.push(escLine(pack.live_or_short_hook))
+  lines.push('')
+  lines.push('### 客服首句建议')
+  lines.push('')
+  lines.push(escLine(pack.customer_service_opening))
+  lines.push('')
+}
+
+/**
+ * @param {Record<string, unknown>} result marketing-detail-pack API 的 JSON 体
+ * @returns {string}
+ */
+export function marketingPackResultToMarkdown(result) {
+  if (!result || typeof result !== 'object') return ''
+  const lines = []
+  const jobId = result.job_id ?? ''
+  const kw = result.keyword ?? ''
+  const genAt = result.generated_at ?? ''
+  const src = result.source ?? ''
+  lines.push('# 营销内容')
+  lines.push('')
+  lines.push(`> 任务 #${jobId} · 关键词：${kw} · ${genAt}${src ? ` · ${src}` : ''}`)
+  lines.push('')
+  lines.push('## 核心信息卡')
+  lines.push('')
+  pushCoreCard(lines, result.core_info_card)
+  lines.push('## 多触点文案（列表/详情页/主图等）')
+  lines.push('')
+  pushDetailPack(lines, result.detail_page_pack)
+  return lines.join('\n').trim() + '\n'
+}

frontend/src/views/jd/JdStrategyView.vue

@@ -10,6 +10,7 @@ import {
 } from '../../composables/useJobs'
 import { generationInFlightKey, withGenerationInFlight } from '../../composables/useGenerationInFlight'
 import { loadStrategyDraftRecord } from '../../lib/strategyDraftStorage'
+import { marketingPackResultToMarkdown } from '../../lib/marketingPackMarkdown'
 
 const route = useRoute()
 const router = useRouter()
@@ -23,6 +24,7 @@ const draftMeta = ref(null)
 const viewMode = ref('render')
 const exportErr = ref('')
 const marketingErr = ref('')
+const marketingExportErr = ref('')
 const marketingResult = ref(null)
 
 const exportBusy = computed(() => {
@@ -37,6 +39,18 @@ const marketingBusy = computed(() => {
   return genInFlight.value.includes(`marketing-detail-pack:${id}`)
 })
 
+const marketingExportBusy = computed(() => {
+  const id = selectedId.value
+  if (!id) return false
+  return genInFlight.value.some((k) => String(k).startsWith(`export-marketing-pack:${id}:`))
+})
+
+function isMarketingExporting(fmt) {
+  const id = selectedId.value
+  if (!id) return false
+  return genInFlight.value.includes(`export-marketing-pack:${id}:${fmt}`)
+}
+
 function payloadForMarketing(lastRequest) {
   if (!lastRequest || typeof lastRequest !== 'object') {
     return { business_notes: '', strategy_decisions: {} }
@@ -61,6 +75,40 @@ const selectedJob = computed(() =>
   successJobs.value.find((j) => String(j.id) === selectedId.value),
 )
 
+function pickDetailPackSubset(pack, keys) {
+  if (!pack || typeof pack !== 'object') return null
+  const o = {}
+  for (const k of keys) {
+    if (Object.prototype.hasOwnProperty.call(pack, k)) o[k] = pack[k]
+  }
+  return Object.keys(o).length ? o : null
+}
+
+/** 列表/详情页主文案（与「触点」分开展示） */
+const marketingPackDetailList = computed(() =>
+  pickDetailPackSubset(marketingResult.value?.detail_page_pack, [
+    'listing_titles',
+    'listing_subtitle',
+    'detail_headline',
+    'selling_bullets',
+    'spec_sidebar_lines',
+    'faq',
+  ]),
+)
+
+/** 依据、主图要点、文生图/文生视频提示词、短视频钩句、客服 */
+const marketingPackTouchBlock = computed(() =>
+  pickDetailPackSubset(marketingResult.value?.detail_page_pack, [
+    'traceability_note',
+    'main_image_three_points',
+    'text_to_image_prompt_main',
+    'text_to_image_prompt_scene',
+    'text_to_video_prompt',
+    'live_or_short_hook',
+    'customer_service_opening',
+  ]),
+)
+
 function loadDraft() {
   const id = selectedId.value
   if (!id) {
@@ -109,9 +157,44 @@ function downloadDraftMd() {
   URL.revokeObjectURL(u)
 }
 
+function downloadMarketingPackJson() {
+  if (!marketingResult.value || !selectedId.value) return
+  const blob = new Blob([JSON.stringify(marketingResult.value, null, 2)], {
+    type: 'application/json;charset=utf-8',
+  })
+  const u = URL.createObjectURL(blob)
+  const a = document.createElement('a')
+  a.href = u
+  a.download = `job_${selectedId.value}_marketing_detail_pack.json`
+  a.rel = 'noopener'
+  document.body.appendChild(a)
+  a.click()
+  a.remove()
+  URL.revokeObjectURL(u)
+}
+
+async function exportMarketingPackFmt(fmt) {
+  if (!marketingResult.value || !selectedId.value) return
+  marketingExportErr.value = ''
+  const id = selectedId.value
+  const md = marketingPackResultToMarkdown(marketingResult.value)
+  if (!md.trim()) {
+    marketingExportErr.value = '无可导出的营销内容'
+    return
+  }
+  try {
+    await withGenerationInFlight(`export-marketing-pack:${id}:${fmt}`, async () => {
+      await exportStrategyDocument(id, md, fmt, 'marketing_detail')
+    })
+  } catch (e) {
+    marketingExportErr.value = String(e)
+  }
+}
+
 async function generateMarketingDetailPack() {
   if (!draftMd.value || !selectedId.value) return
   marketingErr.value = ''
+  marketingExportErr.value = ''
   marketingResult.value = null
   const id = selectedId.value
   const { business_notes, strategy_decisions } = payloadForMarketing(
@@ -211,6 +294,8 @@ watch(
 )
 
 watch(selectedId, (id) => {
+  marketingResult.value = null
+  marketingExportErr.value = ''
   loadDraft()
   const want = id ? String(id) : ''
   if (String(route.query.job || '') !== want) {
@@ -233,7 +318,7 @@ watch(successJobs, (list) => {
     <section class="ma-card">
       <h2>策略稿预览</h2>
       <p class="hint-top">
-        选择在<strong>策略生成</strong>页已生成过的任务查看文稿（保存在本机浏览器 <strong>localStorage</strong>，同域名下可跨标签查看）。生成/导出/商详包等耗时操作状态在全局任务锁中同步，跨标签页可看到进行中。需要改决策请回到
+        选择在<strong>策略生成</strong>页已生成过的任务查看文稿（保存在本机浏览器 <strong>localStorage</strong>，同域名下可跨标签查看）。生成/导出/营销内容等耗时操作状态在全局任务锁中同步，跨标签页可看到进行中。需要改决策请回到
         <RouterLink to="/jd/strategy-build">策略生成</RouterLink>
         重新提交。分析数据见
         <RouterLink to="/jd/analysis-view">报告查看</RouterLink>。
@@ -280,7 +365,7 @@ watch(successJobs, (list) => {
           :disabled="!draftMd || !selectedId || marketingBusy"
           @click="generateMarketingDetailPack"
         >
-          {{ marketingBusy ? '商详包生成中…' : '生成商详包' }}
+          {{ marketingBusy ? '营销内容生成中…' : '生成营销内容' }}
         </button>
       </div>
 
@@ -290,19 +375,58 @@ watch(successJobs, (list) => {
       </p>
       <p v-if="exportErr" class="ma-err">{{ exportErr }}</p>
       <p v-if="marketingErr" class="ma-err">{{ marketingErr }}</p>
+      <p v-if="marketingExportErr" class="ma-err">{{ marketingExportErr }}</p>
       <div v-if="marketingResult" class="marketing-pack-out">
-        <h3 class="marketing-pack-h">商详包</h3>
+        <h3 class="marketing-pack-h">营销内容</h3>
         <p class="ma-muted marketing-pack-meta">
           {{ marketingResult.generated_at }} · {{ marketingResult.source }}
         </p>
+        <p class="ma-muted marketing-pack-disk">
+          服务端会将本包写入任务目录
+          <code>marketing/marketing_detail_pack_v1.json</code>（与批次一并归档；目录不可写时仅内存结果）。
+        </p>
+        <div class="toolbar marketing-pack-actions">
+          <button
+            type="button"
+            class="ma-btn ma-btn-secondary"
+            :disabled="!selectedId || marketingExportBusy || marketingBusy"
+            @click="downloadMarketingPackJson"
+          >
+            下载 JSON
+          </button>
+          <button
+            type="button"
+            class="ma-btn ma-btn-secondary"
+            :disabled="!selectedId || marketingExportBusy || marketingBusy"
+            @click="exportMarketingPackFmt('docx')"
+          >
+            {{ isMarketingExporting('docx') ? '导出中…' : '营销内容导出 Word' }}
+          </button>
+          <button
+            type="button"
+            class="ma-btn ma-btn-secondary"
+            :disabled="!selectedId || marketingExportBusy || marketingBusy"
+            @click="exportMarketingPackFmt('pdf')"
+          >
+            {{ isMarketingExporting('pdf') ? '导出中…' : '营销内容导出 PDF' }}
+          </button>
+        </div>
         <details open class="marketing-details">
           <summary>核心信息卡</summary>
           <pre class="marketing-pre">{{ JSON.stringify(marketingResult.core_info_card, null, 2) }}</pre>
         </details>
-        <details open class="marketing-details">
-          <summary>商详字段</summary>
+        <details v-if="marketingPackDetailList" open class="marketing-details">
+          <summary>列表与详情页主文案</summary>
+          <pre class="marketing-pre">{{ JSON.stringify(marketingPackDetailList, null, 2) }}</pre>
+        </details>
+        <details v-else-if="marketingResult.detail_page_pack" open class="marketing-details">
+          <summary>详情页包字段</summary>
           <pre class="marketing-pre">{{ JSON.stringify(marketingResult.detail_page_pack, null, 2) }}</pre>
         </details>
+        <details v-if="marketingPackTouchBlock" open class="marketing-details">
+          <summary>依据、主图、文生图/文生视频提示词、钩句与客服</summary>
+          <pre class="marketing-pre">{{ JSON.stringify(marketingPackTouchBlock, null, 2) }}</pre>
+        </details>
       </div>
       <p v-if="selectedJob?.run_dir" class="run-dir-note ma-muted">
         任务目录：<span class="run-dir-path">{{ selectedJob.run_dir }}</span>
@@ -461,6 +585,29 @@ watch(successJobs, (list) => {
   margin: 0 0 0.75rem;
   font-size: 0.8rem;
 }
+.marketing-pack-disk {
+  margin: 0 0 0.65rem;
+  font-size: 0.78rem;
+  line-height: 1.45;
+  max-width: 52rem;
+}
+.marketing-pack-disk code {
+  font-size: 0.85em;
+  background: #e2e8f0;
+  padding: 0.1em 0.35em;
+  border-radius: 4px;
+}
+.marketing-product-hint {
+  margin: 0.5rem 0 0;
+  font-size: 0.82rem;
+  line-height: 1.45;
+  max-width: 52rem;
+}
+.marketing-pack-actions {
+  margin: 0 0 0.75rem;
+  flex-wrap: wrap;
+  gap: 0.35rem;
+}
 .marketing-details {
   margin-bottom: 0.65rem;
 }