feat(marketing): 策略稿两步生成商详包 API 与预览页入口

Made-with: Cursor

backend/pipeline/llm/generate_marketing_detail.py

@@ -0,0 +1,128 @@
+"""策略稿 → 核心信息卡 → 商详文案包（两步 LLM，JSON 输出）。"""
+from __future__ import annotations
+
+import json
+from typing import Any
+
+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）。
+
+**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。
+
+**JSON 键（须全部出现，值为字符串；无内容用空串）**：
+- 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）
+- why_this_product：为何要选这一款（相对同类，一句）
+- proof_or_trust_angle：信任或证明角度（无依据写「输入未体现」）
+- differentiation_vs_alternatives：与替代方案相比的差异（一句）
+- price_value_framing：价位与价值感如何表述（与策略价位可对读；无则「待业务确认」）
+- compliance_taboos：表述禁区摘要（来自业务备注或策略风险）
+- 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）。
+
+**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）。
+- 不要泄露「核心信息卡」「策略稿」等内部词。
+
+**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_subtitle：一条列表副文案（约 60 字内）
+- detail_headline：商详首屏下 lead，1～2 句
+- 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
+"""
+
+
+def _truncate_strategy(md: str) -> tuple[str, bool]:
+    t = (md or "").strip()
+    if len(t) <= _MAX_STRATEGY_CHARS:
+        return t, False
+    return t[: _MAX_STRATEGY_CHARS].rstrip() + "\n\n…（策略正文已截断，以下同）\n", True
+
+
+def _parse_llm_json(raw: str) -> dict[str, Any]:
+    s = (raw or "").strip()
+    if not s:
+        raise ValueError("大模型返回为空")
+    try:
+        out = json.loads(s)
+    except json.JSONDecodeError:
+        i = s.find("{")
+        j = s.rfind("}")
+        if i >= 0 and j > i:
+            out = json.loads(s[i : j + 1])
+        else:
+            raise ValueError("大模型返回不是合法 JSON") from None
+    if not isinstance(out, dict):
+        raise ValueError("大模型 JSON 须为对象")
+    return out
+
+
+def generate_core_info_card(
+    *,
+    keyword: str,
+    strategy_markdown: str,
+    strategy_decisions: dict[str, Any] | None,
+    business_notes: str,
+) -> dict[str, Any]:
+    md, truncated = _truncate_strategy(strategy_markdown)
+    payload = {
+        "keyword": keyword,
+        "strategy_markdown": md,
+        "strategy_markdown_truncated": truncated,
+        "strategy_decisions": strategy_decisions or {},
+        "business_notes": (business_notes or "").strip(),
+    }
+    user = (
+        "请根据以下 JSON 输出核心信息卡（仅 JSON 对象）：\n"
+        + json.dumps(payload, ensure_ascii=False)
+    )
+    raw = call_llm(CORE_CARD_SYSTEM, user)
+    return _parse_llm_json(raw)
+
+
+def generate_detail_page_pack(
+    *,
+    keyword: str,
+    core_info_card: dict[str, Any],
+) -> dict[str, Any]:
+    payload = {
+        "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
+    )
+    raw = call_llm(DETAIL_PACK_SYSTEM, user)
+    return _parse_llm_json(raw)
+
+
+def generate_marketing_detail_pack(
+    *,
+    keyword: str,
+    strategy_markdown: str,
+    strategy_decisions: dict[str, Any] | None = None,
+    business_notes: str = "",
+) -> dict[str, Any]:
+    core = generate_core_info_card(
+        keyword=keyword,
+        strategy_markdown=strategy_markdown,
+        strategy_decisions=strategy_decisions,
+        business_notes=business_notes,
+    )
+    pack = generate_detail_page_pack(keyword=keyword, core_info_card=core)
+    return {
+        "core_info_card": core,
+        "detail_page_pack": pack,
+    }

backend/pipeline/serializers.py

@@ -22,7 +22,6 @@ _REPORT_CONFIG_ALLOWED_KEYS = frozenset(
         "llm_promo_group_summaries",
         "llm_strategy_opportunities",
         "llm_comment_group_summaries",
-        "llm_scenario_group_summaries",
         "llm_group_summaries_chunk_by_matrix",
         "chapter8_text_mining_probe",
         "chapter8_text_mining_probe_live_llm",
@@ -34,8 +33,6 @@ _REPORT_CONFIG_ALLOWED_KEYS = frozenset(
         "chapter8_probe_cooc_vocab",
         "chapter8_probe_cooc_pairs",
         "chapter8_probe_wordcloud_max",
-        "comment_focus_words",
-        "comment_scenario_groups",
         "external_market_table_rows",
     }
 )
@@ -46,6 +43,10 @@ def validate_report_config_body(value: dict) -> dict:
         raise serializers.ValidationError("须为 JSON 对象")
     value = dict(value)
     value.pop("llm_section_bridges", None)
+    # 已废弃字段：静默丢弃，兼容旧任务 JSON
+    value.pop("comment_focus_words", None)
+    value.pop("comment_scenario_groups", None)
+    value.pop("llm_scenario_group_summaries", None)
     extra = set(value.keys()) - _REPORT_CONFIG_ALLOWED_KEYS
     if extra:
         raise serializers.ValidationError(
@@ -60,7 +61,6 @@ def validate_report_config_body(value: dict) -> dict:
         "llm_promo_group_summaries",
         "llm_strategy_opportunities",
         "llm_comment_group_summaries",
-        "llm_scenario_group_summaries",
         "llm_group_summaries_chunk_by_matrix",
         "chapter8_text_mining_probe",
         "chapter8_text_mining_probe_live_llm",
@@ -473,3 +473,30 @@ class StrategyDraftRequestSerializer(serializers.Serializer):
         max_length=200,
         trim_whitespace=True,
     )
+
+
+class MarketingDetailPackRequestSerializer(serializers.Serializer):
+    """策略稿正文 → 核心信息卡 → 商详包（两步 LLM）。"""
+
+    strategy_markdown = serializers.CharField(
+        required=True,
+        allow_blank=False,
+        min_length=20,
+        max_length=600_000,
+        trim_whitespace=False,
+    )
+    business_notes = serializers.CharField(
+        required=False,
+        allow_blank=True,
+        default="",
+        max_length=20_000,
+        trim_whitespace=False,
+    )
+    strategy_decisions = serializers.JSONField(required=False, allow_null=True)
+
+    def validate_strategy_decisions(self, value):
+        if value is None:
+            return {}
+        if not isinstance(value, dict):
+            raise serializers.ValidationError("须为 JSON 对象")
+        return value

backend/pipeline/tests/test_marketing_detail_pack.py

@@ -0,0 +1,56 @@
+"""商详包：两步 JSON LLM 与解析。"""
+from __future__ import annotations
+
+import json
+from unittest.mock import patch
+
+from django.test import SimpleTestCase
+
+from pipeline.llm.generate_marketing_detail import (
+    _parse_llm_json,
+    generate_marketing_detail_pack,
+)
+
+
+class MarketingDetailPackTests(SimpleTestCase):
+    def test_parse_llm_json_strips_wrapped(self) -> None:
+        raw = '前缀 {"a": 1, "b": "x"} 后缀'
+        d = _parse_llm_json(raw)
+        self.assertEqual(d, {"a": 1, "b": "x"})
+
+    def test_parse_llm_json_rejects_non_object(self) -> None:
+        with self.assertRaises(ValueError):
+            _parse_llm_json("[1,2]")
+
+    def test_generate_marketing_detail_pack_two_calls(self) -> None:
+        core = {
+            "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",
+            "why_this_product": "配方可核对",
+            "proof_or_trust_angle": "输入未体现",
+            "differentiation_vs_alternatives": "同价带更少添加糖",
+            "price_value_framing": "中端",
+            "compliance_taboos": "不涉疗效",
+            "open_points_for_business": "",
+        }
+        pack = {
+            "listing_titles": ["标题A", "标题B"],
+            "listing_subtitle": "副文案",
+            "detail_headline": "首屏一句",
+            "selling_bullets": ["卖点1"],
+            "spec_sidebar_lines": [],
+            "faq": [{"question": "是否低GI？", "answer": "以包装与检测为准。"}],
+        }
+        with patch(
+            "pipeline.llm.generate_marketing_detail.call_llm",
+            side_effect=[json.dumps(core, ensure_ascii=False), json.dumps(pack, ensure_ascii=False)],
+        ):
+            out = generate_marketing_detail_pack(
+                keyword="低GI",
+                strategy_markdown="# 策略\n\n- 要点",
+                strategy_decisions={"product_role": "新品"},
+                business_notes="",
+            )
+        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")

backend/pipeline/urls.py

@@ -77,6 +77,11 @@ urlpatterns = [
         views.JobStrategyDraftView.as_view(),
         name="job-strategy-draft",
     ),
+    path(
+        "jobs/<int:pk>/marketing-detail-pack/",
+        views.JobMarketingDetailPackView.as_view(),
+        name="job-marketing-detail-pack",
+    ),
     path(
         "jobs/<int:pk>/export-document/",
         views.JobExportDocumentView.as_view(),

backend/pipeline/views/__init__.py

@@ -14,6 +14,7 @@ from .job_report_views import (
     JobCompetitorBriefPackView,
     JobCompetitorBriefView,
     JobExportDocumentView,
+    JobMarketingDetailPackView,
     JobReportAssetView,
     JobStrategyDraftView,
 )
@@ -46,6 +47,7 @@ __all__ = [
     "JobCompetitorBriefPackView",
     "JobCompetitorBriefView",
     "JobExportDocumentView",
+    "JobMarketingDetailPackView",
     "JobReportAssetView",
     "JobStrategyDraftView",
     "JobCancelView",

backend/pipeline/views/job_report_views.py

@@ -20,6 +20,7 @@ from ..jd.runner import (
     regenerate_competitor_report,
 )
 from ..llm.generate import generate_strategy_draft_markdown_llm
+from ..llm.generate_marketing_detail import generate_marketing_detail_pack
 from ..models import JobStatus, PipelineJob
 from ..reporting.brief_pack import build_brief_pack_zip_bytes
 from ..reporting.brief_strategy_scope import (
@@ -33,7 +34,11 @@ from ..reporting.report_matrix_group_evidence import (
 )
 from ..reporting.report_strategy_excerpt import load_report_strategy_excerpt
 from ..reporting.strategy_draft import build_strategy_draft_markdown
-from ..serializers import PipelineJobSerializer, StrategyDraftRequestSerializer
+from ..serializers import (
+    MarketingDetailPackRequestSerializer,
+    PipelineJobSerializer,
+    StrategyDraftRequestSerializer,
+)
 from .common import job_run_dir_usable
 
 
@@ -258,6 +263,60 @@ class JobStrategyDraftView(APIView):
         return Response(body)
 
 
+@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）。
+    两步均走 ``call_llm``；事实约束见提示词。
+    """
+
+    def post(self, request, pk: int):
+        if not (settings.LOW_GI_PROJECT_ROOT or "").strip():
+            return Response(
+                {"detail": "请先在 market_assistant/.env 中配置 LOW_GI_PROJECT_ROOT"},
+                status=status.HTTP_503_SERVICE_UNAVAILABLE,
+            )
+        job = PipelineJob.objects.filter(pk=pk).first()
+        if not job:
+            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"},
+                status=status.HTTP_400_BAD_REQUEST,
+            )
+        ser = MarketingDetailPackRequestSerializer(data=request.data or {})
+        ser.is_valid(raise_exception=True)
+        vd = ser.validated_data
+        md = (vd.get("strategy_markdown") or "").strip()
+        notes = (vd.get("business_notes") or "").strip()
+        raw_sd = vd.get("strategy_decisions")
+        strategy_decisions = raw_sd if isinstance(raw_sd, dict) else {}
+        gen_at = timezone.now().isoformat()
+        try:
+            inner = generate_marketing_detail_pack(
+                keyword=job.keyword,
+                strategy_markdown=md,
+                strategy_decisions=strategy_decisions,
+                business_notes=notes,
+            )
+        except ValueError as e:
+            return Response({"detail": str(e)}, status=status.HTTP_502_BAD_GATEWAY)
+        except requests.RequestException as e:
+            return Response(
+                {"detail": f"大模型网关错误：{e}"},
+                status=status.HTTP_502_BAD_GATEWAY,
+            )
+        body: dict[str, object] = {
+            "schema_version": 1,
+            "job_id": job.id,
+            "keyword": job.keyword,
+            "generated_at": gen_at,
+            "source": "llm_marketing_detail_pack_v1",
+            **inner,
+        }
+        return Response(body)
+
+
 @method_decorator(csrf_exempt, name="dispatch")
 class JobExportDocumentView(APIView):
     """

frontend/src/views/jd/JdStrategyBuildView.vue

@@ -190,6 +190,7 @@ async function generateAndGoPreview() {
           markdown: j.markdown || '',
           keyword: j.keyword || '',
           generated_at: j.generated_at || '',
+          last_request: buildPayload(),
         }),
       )
       router.push({ path: '/jd/strategy-view', query: { job: id } })

frontend/src/views/jd/JdStrategyView.vue

@@ -2,7 +2,12 @@
 import { computed, onMounted, ref, watch } from 'vue'
 import { useRoute, useRouter, RouterLink } from 'vue-router'
 import MarkdownPreview from '../../components/MarkdownPreview.vue'
-import { refreshJobs, useJobs, exportStrategyDocument } from '../../composables/useJobs'
+import {
+  api,
+  refreshJobs,
+  useJobs,
+  exportStrategyDocument,
+} from '../../composables/useJobs'
 
 const route = useRoute()
 const router = useRouter()
@@ -14,6 +19,25 @@ const draftMeta = ref(null)
 const viewMode = ref('render')
 const exportErr = ref('')
 const exportBusy = ref(false)
+const marketingBusy = ref(false)
+const marketingErr = ref('')
+const marketingResult = ref(null)
+
+function payloadForMarketing(lastRequest) {
+  if (!lastRequest || typeof lastRequest !== 'object') {
+    return { business_notes: '', strategy_decisions: {} }
+  }
+  const {
+    generator: _g,
+    business_notes: bn,
+    strategy_matrix_group: _mg,
+    ...rest
+  } = lastRequest
+  return {
+    business_notes: (bn || '').trim(),
+    strategy_decisions: rest,
+  }
+}
 
 const STORAGE_KEY = (id) => `ma_strategy_draft_${id}`
 
@@ -44,6 +68,7 @@ function loadDraft() {
     draftMeta.value = {
       keyword: o.keyword || '',
       generated_at: o.generated_at || '',
+      last_request: o.last_request || null,
     }
   } catch {
     draftMd.value = ''
@@ -73,6 +98,41 @@ function downloadDraftMd() {
   URL.revokeObjectURL(u)
 }
 
+async function generateMarketingDetailPack() {
+  if (!draftMd.value || !selectedId.value) return
+  marketingErr.value = ''
+  marketingResult.value = null
+  marketingBusy.value = true
+  const { business_notes, strategy_decisions } = payloadForMarketing(
+    draftMeta.value?.last_request,
+  )
+  try {
+    const r = await api(`/api/jobs/${selectedId.value}/marketing-detail-pack/`, {
+      method: 'POST',
+      body: JSON.stringify({
+        strategy_markdown: draftMd.value,
+        business_notes,
+        strategy_decisions,
+      }),
+    })
+    const text = await r.text()
+    if (!r.ok) {
+      try {
+        const j = JSON.parse(text)
+        marketingErr.value = j.detail || text
+      } catch {
+        marketingErr.value = text || `HTTP ${r.status}`
+      }
+      return
+    }
+    marketingResult.value = JSON.parse(text)
+  } catch (e) {
+    marketingErr.value = String(e)
+  } finally {
+    marketingBusy.value = false
+  }
+}
+
 async function exportStrategyFmt(fmt) {
   if (!draftMd.value || !selectedId.value) return
   exportErr.value = ''
@@ -146,7 +206,7 @@ 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（保存在本浏览器会话内）。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（保存在本浏览器会话内）。可点击<strong>生成商详包</strong>：先抽核心信息卡，再派生标题与卖点等（两次大模型调用）。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>。
@@ -187,6 +247,14 @@ watch(successJobs, (list) => {
         <button type="button" class="ma-btn ma-btn-primary" @click="goBuildSameJob">
           去策略生成
         </button>
+        <button
+          type="button"
+          class="ma-btn ma-btn-secondary"
+          :disabled="!draftMd || !selectedId || marketingBusy"
+          @click="generateMarketingDetailPack"
+        >
+          {{ marketingBusy ? '商详包生成中…' : '生成商详包' }}
+        </button>
       </div>
 
       <p v-if="draftMeta?.generated_at" class="meta-line ma-muted">
@@ -194,6 +262,21 @@ watch(successJobs, (list) => {
         <template v-if="draftMeta.keyword"> · 关键词：{{ draftMeta.keyword }}</template>
       </p>
       <p v-if="exportErr" class="ma-err">{{ exportErr }}</p>
+      <p v-if="marketingErr" class="ma-err">{{ marketingErr }}</p>
+      <div v-if="marketingResult" class="marketing-pack-out">
+        <h3 class="marketing-pack-h">商详包</h3>
+        <p class="ma-muted marketing-pack-meta">
+          {{ marketingResult.generated_at }} · {{ marketingResult.source }}
+        </p>
+        <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>
+          <pre class="marketing-pre">{{ JSON.stringify(marketingResult.detail_page_pack, 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>
       </p>
@@ -335,4 +418,40 @@ watch(successJobs, (list) => {
   border-radius: 8px;
   border: 1px solid #e5e7eb;
 }
+.marketing-pack-out {
+  margin-top: 1rem;
+  padding: 0.85rem 1rem;
+  border: 1px solid #e2e8f0;
+  border-radius: 8px;
+  background: #f8fafc;
+}
+.marketing-pack-h {
+  margin: 0 0 0.35rem;
+  font-size: 1rem;
+  color: #1e293b;
+}
+.marketing-pack-meta {
+  margin: 0 0 0.75rem;
+  font-size: 0.8rem;
+}
+.marketing-details {
+  margin-bottom: 0.65rem;
+}
+.marketing-details summary {
+  cursor: pointer;
+  font-weight: 600;
+  font-size: 0.88rem;
+  color: #334155;
+}
+.marketing-pre {
+  margin: 0.5rem 0 0;
+  padding: 0.65rem;
+  font-size: 0.75rem;
+  line-height: 1.45;
+  overflow: auto;
+  max-height: 320px;
+  background: #fff;
+  border: 1px solid #e5e7eb;
+  border-radius: 6px;
+}
 </style>