8月1日，天猫发布公告称，为了更好地凸显商家的服务水平和能力，降低商家指标运营的费力度，平台拟对天猫新灯塔体系进行升级。经过意见征集，平台采纳了部分商家意见，对新版考核体系进行了优化。基于以上，平台将对新灯塔考核体系升级方案进行变更公示，本次调整于2022年7月29日公示，并将于2022年8月4日正式生效应用。

(资料图)

据网经社数字零售台（DR.100EC.CN）获悉，本次变更内容包括考核体系简化、调整考核指标项、新灯塔指标纳入搜索排序。此外，本次未对各类目营销准入分值要求进行调整，同时不涉及到各行业的维度权重调整，日常考核规则未调整。

以下为规则全文：

数据，"]],["a",{"href":"https://voc.taobao.com/home.htm#/newTask/tmall-beacon-shop"},["span",{"data-type":"text"},["span",{"fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"点此查看"]]],["span",{"data-type":"text"},["span",{"fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},""]]],["p",{"list":{"listId":"lfo1","isOrdered":true,"level":0,"symbolStyle":{"sz":11,"color":"#595959"},"listStyleType":"ZH_LEN_LROM_D","listStyle":{"format":"chineseCountingThousand","text":"%1、"}},"ind":{"left":0},"jc":"left"},["span",{"data-type":"text"},["span",{"bold":true,"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"调整考核指标项"]]],["p",{"list":{"listId":"lfo3","isOrdered":true,"level":0,"symbolStyle":{"sz":11,"color":"#595959"},"listStyleType":"","listStyle":{"format":"decimal","text":"%1."}},"ind":{"left":32},"jc":"left"},["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"从更贴合消费者服务需求、凸显商家服务水平的角度出发，新增/删减了部分考核指标项，具体包括："]]],["p",{"ind":{"left":32},"jc":"center"},["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},""]],["img",{"id":"q74lwp","name":"image.png","size":104461,"rotation":0,"width":865,"height":476,"src":"https://hotax-public.oss-cn-zhangjiakou.aliyuncs.com/RULE_CENTER_PUB_d2b5ca33bd970f64a6301fa75ae2eb22_70ec1086-b33f-4c36-8c91-e6f6d8a6fe6d.png"},["span",{"data-type":"text"},["span",{"sz":11,"szUnit":"pt","data-type":"leaf"},""]]],["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"}," "]]],["p",{"list":{"listId":"lfo3","isOrdered":true,"level":0,"symbolStyle":{"sz":11,"color":"#595959"},"listStyleType":"","listStyle":{"format":"decimal","text":"%1."}},"ind":{"left":32},"jc":"left"},["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"平台将结合消费者在不同类目上的服务需求，增设加减分项。商家可在服务看板查询对应的加减分项考核情况。"]]],["p",{"list":{"listId":"lfo3","isOrdered":true,"level":0,"symbolStyle":{"sz":11,"color":"#595959"},"listStyleType":"","listStyle":{"format":"decimal","text":"%1."}},"ind":{"left":32},"jc":"left"},["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"新版店铺综合体验分各指标定义、详细解读，商家可点此"]],["a",{"href":"https://www.yuque.com/gm9dum/orwyvs/mm222w?spm=a2186d.26809868.0.0.42331cc3kIdfie"},["span",{"data-type":"text"},["span",{"fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"查看详情"]]],["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"；"]]],["p",{"spacing":{"line":1.15}},["span",{"data-type":"text"},["span",{"bold":true,"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"三、新灯塔指标纳入搜索排序"]]],["p",{"ind":{"left":28},"spacing":{"line":1.15}},["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"搜索会采纳商家在新灯塔体系的评分结果。对于服务表现优秀商家的商品给予优先展现的机会，激励商家为消费者提供更优质的服务体验。"]]],["p",{"spacing":{"line":1.15}},["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},""]]],["p",{"spacing":{"line":1.15}},["span",{"data-type":"text"},["span",{"bold":true,"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"FAQ"]]],["p",{"list":{"listId":"lfo4","isOrdered":true,"level":0,"symbolStyle":{"sz":11,"color":"#595959"},"listStyleType":"","listStyle":{"format":"decimal","text":"%1."}},"ind":{"left":0},"jc":"left"},["span",{"data-type":"text"},["span",{"bold":true,"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"本次调整会影响天猫大促报名门槛吗？"]]],["p",{"ind":{"left":28.333333333333336},"spacing":{"line":1.15}},["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"本次未对各类目营销准入分值要求进行调整。即：商家报名天猫官方营销活动，店铺综合体验分达到该店铺所属主营类目的要求即可，详情查看"]],["a",{"href":"https://rulesale.taobao.com/detail?spm=a2114q.8740881.bodylink.41.43ef723aueWhfX&cid=347&id=8456"},["span",{"data-type":"text"},["span",{"fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"《天猫商家营销准入基础规则》"]]],["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"；"]]],["p",{"list":{"listId":"lfo4","isOrdered":true,"level":0,"symbolStyle":{"sz":11,"color":"#595959"},"listStyleType":"","listStyle":{"format":"decimal","text":"%1."}},"ind":{"left":0},"jc":"left"},["span",{"data-type":"text"},["span",{"bold":true,"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"本次调整会对店铺各指标权重调整吗？"]]],["p",{"ind":{"left":28.333333333333336},"spacing":{"line":1.15}},["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"本次调整不涉及到各行业的维度权重调整。如需查询，商家可在"]],["a",{"href":"https://voc.taobao.com/home.htm#/newTask/tmall-beacon-shop"},["span",{"data-type":"text"},["span",{"fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"新灯塔-客户之声-店铺考核"]]],["span",{"data-type":"text"},["span",{"color":"#595959","fonts":{"ascii":"微软雅黑","hAnsi":"微软雅黑","cs":"微软雅黑","eastAsia":"微软雅黑"},"highlight":"white","sz":11,"szUnit":"pt","data-type":"leaf"},"页面，查看对应店铺的考核权重；"]]],["p",{"list":{"listId":"lfo4","isOrdered":true,"level":0,"symbolStyle":{"sz":11,"color":"#595959"},"listStyleType":"","listStyle":{"format":"decimal","text":"%1."}},"ind":{"left":0},"jc":"left"},["span",{"data-type":"text"},["span",{"bo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各位亲爱的商家：

为了更好地凸显商家的服务水平和能力，降低商家指标运营的费力度，平台拟对天猫新灯塔体系进行升级。经过意见征集，平台采纳了部分商家意见，对新版考核体系进行了优化。

基于以上，平台将对新灯塔考核体系升级方案进行变更公示，本次调整于2022年7月29日公示，并将于2022年8月4日正式生效应用。

具体变更内容包括：

一、考核体系简化

1.原“基础服务考核”、“综合体验星级考核”体系合并为“店铺综合体验分”，对应规则名称同步变更；

2.取消星级考核与特色服务的绑定关系，店铺星级与店铺综合体验分相对应；

3.调整后的店铺综合体验分数据。

二、调整考核指标项

1.从更贴合消费者服务需求、凸显商家服务水平的角度出发，新增/删减了部分考核指标项，具体包括：

2.平台将结合消费者在不同类目上的服务需求，增设加减分项。商家可在服务看板查询对应的加减分项考核情况。

3.新版店铺综合体验分各指标定义、详细解读；

三、新灯塔指标纳入搜索排序

搜索会采纳商家在新灯塔体系的评分结果。对于服务表现优秀商家的商品给予优先展现的机会，激励商家为消费者提供更优质的服务体验。

FAQ

1.本次调整会影响天猫大促报名门槛吗？

本次未对各类目营销准入分值要求进行调整。即：商家报名天猫官方营销活动，店铺综合体验分达到该店铺所属主营类目的要求即可，详情查看《天猫商家营销准入基础规则》；

2.本次调整会对店铺各指标权重调整吗？

本次调整不涉及到各行业的维度权重调整。如需查询，商家可在新灯塔-客户之声-店铺考核页面，查看对应店铺的考核权重；

3.本次新灯塔体系调整后，天猫商家日常考核是否会受影响？

日常考核规则未调整。即：考核分数要求、考核分累计不达标月数要求均未发生变化。本次店铺综合体验分正式上线应用后，商家得分将计入天猫商家日常考核。

4.本次新灯塔体系调整后，对年费结算是否有影响？

亲，年费是每月基础服务考核分总和÷经营月份数。自8月开始，原“基础服务考核分”变更为“店铺综合体验分”得分，其他无变化。

5.本次调整，是否对大促活动报名产生影响？

大促活动报名以招商规则中约定的商家准入系统校验时间为准：如系统校验时间在此次变更生效前，则按照原体系进行校验；如系统校验时间在此次变更生效之后，则按照新体系进行校验。

关键词： 系统校验 考核指标