fmode-voc-projects/scripts/tools/lactic-v2-ch4-position.js

// ==============================================================================
// 乳酸菌 v2 · Ch4 品类定位 · 里斯×特劳特（Step 5）
// ==============================================================================
// 4.1 里斯品类战略 · 我们在哪个品类？
// 4.2 特劳特定位 · 一句话定位方案
// 4.3 三条细分机会 VOC 验证 · 肠道调理/免疫力/营养吸收
// 4.4 风险评估 · 功效扩展 vs 原有心智冲突
// ==============================================================================

const LA = require('./lactic-analyze.js');
const C = require('./lactic-components.js');
const stripTags = s => String(s || '').replace(/#[^\s#]+/g, '').trim();
const { BRAND, esc, renderSectionHead, renderVocCard, renderVocGrid,
        renderStatStrip, renderMatrix2x2, renderCompareTable, renderInsightHero,
        renderFindingCard, renderDecisionList, renderBarChart } = C;

// ============================================================
// 4.1 里斯品类战略
// ============================================================
function renderSub1({ chapter: c, subIdx, sub, slideNum, slideTotal, data, meta }) {
    const items = data?.items || [];

    // 用户品类认知 VOC：家长如何看"药品 vs 保健品 vs 食品"
    const catCognRe = /药品|保健品|食品|智商税|处方|OTC|蓝帽|医生开|自己买|不放心|信任|到底.*选|药.*还是.*食|是药三分毒/i;
    const catCognItems = items.filter(it => catCognRe.test(it.content || ''));
    const substCatCogn = catCognItems.filter(it => stripTags(it.content).length >= 30);
    const catCognEvidence = LA.getEvidence(substCatCogn, { top: 3, seed: 411, minChars: 20, contentMatch: /益生菌|乳酸菌|肠|便秘|消化|菌|拉肚|药品|保健品|食品/i });

    return `<section class="report-section" id="${c.key}-${subIdx}" data-tone="${c.tone}" data-slide-num="${slideNum}/${slideTotal}">
  <div class="section-inner">
    ${renderSectionHead({
        eyebrow: `${c.num}.${subIdx} · RIES CATEGORY STRATEGY`,
        title: sub,
        subtitle: '王总要求："用里斯的品类战略来组织——我在哪个品类？"',
        color: c.color,
    })}

    ${renderInsightHero({
        eyebrow: '里斯品类战略 · 核心问题',
        title: '乳酸菌素片到底在哪个品类？',
        subtitle: '这个问题的答案决定了竞争对手是谁、目标人群是谁、渠道在哪里。品类选错，所有努力都在错误的战场上。',
        color: c.color,
    })}

    <!-- 品类进化树 -->
    <div style="padding:24px; background:var(--bg-1); border:1px solid var(--border); border-radius:var(--radius-md); margin-top:24px;">
      <div class="text-mono text-xs" style="color:${c.color}; letter-spacing:0.15em; margin-bottom:18px; font-weight:700;">品类进化树 · 从肠道大品类到细分定位</div>

      <div style="display:grid; grid-template-columns:1fr; gap:0;">
        <!-- Level 0 -->
        <div style="text-align:center; padding:14px; background:${BRAND.TECH_BLUE}12; border:2px solid ${BRAND.TECH_BLUE}55; border-radius:8px; font-weight:700; color:${BRAND.TECH_BLUE}; font-size:1.1rem;">
          肠道健康大品类（~130 亿）
        </div>
        <div style="text-align:center; color:var(--text-3); font-size:1.2rem; padding:4px 0;">↓</div>

        <!-- Level 1: 3 branches -->
        <div style="display:grid; grid-template-columns:repeat(3, 1fr); gap:12px;">
          <div style="padding:12px; background:${BRAND.CORAL}08; border:1px solid ${BRAND.CORAL}33; border-radius:6px; text-align:center;">
            <div style="font-weight:700; color:${BRAND.CORAL}; font-size:0.88rem;">药品微生态制剂</div>
            <div style="color:var(--text-3); font-size:0.72rem;">妈咪爱/亿活/宝乐安</div>
          </div>
          <div style="padding:12px; background:${c.color}12; border:2px solid ${c.color}55; border-radius:6px; text-align:center;">
            <div style="font-weight:700; color:${c.color}; font-size:0.88rem;">⭐ OTC 肠道调理</div>
            <div style="color:${c.color}; font-size:0.72rem; font-weight:600;">乳酸菌素片 = 这里</div>
          </div>
          <div style="padding:12px; background:${BRAND.WARM_ORANGE}08; border:1px solid ${BRAND.WARM_ORANGE}33; border-radius:6px; text-align:center;">
            <div style="font-weight:700; color:${BRAND.WARM_ORANGE}; font-size:0.88rem;">食品级益生菌</div>
            <div style="color:var(--text-3); font-size:0.72rem;">合生元/万益蓝/inne</div>
          </div>
        </div>
        <div style="text-align:center; color:var(--text-3); font-size:1.2rem; padding:4px 0;">↓ 品类分化方向</div>

        <!-- Level 2: 细分 -->
        <div style="display:grid; grid-template-columns:repeat(3, 1fr); gap:12px;">
          ${[
              { title: '儿童肠道调理', desc: '便秘/腹泻/消化不良的日常调理', color: BRAND.JIANG_GREEN, star: true },
              { title: '儿童肠道免疫', desc: '入园/换季反复生病的预防', color: BRAND.SKY_BLUE, star: false },
              { title: '儿童营养吸收', desc: '"调肠道促吸收"替代瓶瓶罐罐', color: BRAND.LACTIC_MINT, star: false },
          ].map(item => `
          <div style="padding:14px; background:${item.color}08; border:1px solid ${item.color}33; border-radius:6px; text-align:center;">
            <div style="font-weight:700; color:${item.color}; font-size:0.84rem;">${item.star ? '★ ' : ''}${esc(item.title)}</div>
            <div style="color:var(--text-2); font-size:0.74rem; margin-top:4px;">${esc(item.desc)}</div>
          </div>`).join('')}
        </div>
      </div>
    </div>

    ${catCognEvidence.length > 0 ? `
    <div style="margin-top:20px; padding:16px; background:${c.color}06; border:1px solid ${c.color}30; border-radius:var(--radius-md);">
      <div class="text-mono text-xs" style="color:${c.color}; letter-spacing:0.12em; margin-bottom:10px; font-weight:700;">VOC 验证 · 家长的品类认知表达（${catCognItems.length} 条相关）</div>
      <div style="display:grid; grid-template-columns:repeat(${Math.min(catCognEvidence.length, 3)}, 1fr); gap:10px;">
        ${catCognEvidence.map(ev => `
        <div style="padding:10px 12px; background:var(--bg-1); border-left:3px solid ${c.color}; border-radius:4px;">
          <div style="font-size:0.74rem; color:var(--text-1); line-height:1.45;">"${esc((ev.content || '').slice(0, 90))}"</div>
          <div style="color:var(--text-3); font-size:0.6rem; margin-top:4px;">—${esc(ev.nickname || ev.platform)} · ❤️${ev.likes || 0}</div>
        </div>`).join('')}
      </div>
    </div>` : ''}

    ${renderFindingCard({
        icon: '🎯',
        title: '里斯品类战略结论',
        body: `乳酸菌素片应定位在 <strong style="color:${c.color};">"OTC 儿童肠道日常调理"</strong> 这个品类——<br/>
          · 不是"大益生菌"品类（太大，与食品级混战）<br/>
          · 不是"乳酸菌素片"品类（太窄，用户不认识）<br/>
          · 而是 <strong>"嚼着吃的儿童肠道调理药"</strong>——这个品类目前空白，我们可以成为品类代名词。`,
        accent: c.color,
    })}
  </div>
</section>`;
}

// ============================================================
// 4.2 特劳特定位 · 一句话
// ============================================================
function renderSub2({ chapter: c, subIdx, sub, slideNum, slideTotal, data, meta }) {
    const positionOptions = [
        {
            slogan: '嚼着吃的儿童肠道调理药',
            strategy: '品类占位',
            troutMethod: '开创新品类',
            pros: '品类空白、直击"喂药难"痛点、OTC 身份背书',
            cons: '"药"字可能让部分家长犹豫',
            score: 92,
        },
        {
            slogan: '像奶片一样的肠道养护',
            strategy: '差异化定位',
            troutMethod: '重新定位竞品',
            pros: '降低"药"的距离感、孩子接受度高',
            cons: '模糊了 OTC 优势',
            score: 78,
        },
        {
            slogan: '调肠道，促吸收，一嚼搞定',
            strategy: '功效延伸',
            troutMethod: '聚焦法则',
            pros: '覆盖"调理+吸收"双需求、杨老师营养吸收洞察',
            cons: '功效扩展有风险（见 4.4）',
            score: 75,
        },
    ];

    return `<section class="report-section" id="${c.key}-${subIdx}" data-tone="${c.tone}" data-slide-num="${slideNum}/${slideTotal}">
  <div class="section-inner">
    ${renderSectionHead({
        eyebrow: `${c.num}.${subIdx} · TROUT POSITIONING`,
        title: sub,
        subtitle: '王总要求："容易传播的、能写在盒子上的一句话"',
        color: c.color,
    })}

    <div style="display:grid; grid-template-columns:repeat(1, 1fr); gap:18px; margin-top:24px;">
      ${positionOptions.map((opt, i) => `
      <div style="padding:24px; background:${i === 0 ? c.color + '10' : 'var(--bg-1)'}; border:${i === 0 ? '2px' : '1px'} solid ${i === 0 ? c.color + '55' : 'var(--border)'}; border-radius:var(--radius-md); position:relative;">
        ${i === 0 ? `<div style="position:absolute; top:12px; right:16px; padding:4px 12px; background:${c.color}; color:#fff; border-radius:12px; font-size:0.7rem; font-weight:700;">★ 推荐方案</div>` : ''}
        <div style="display:grid; grid-template-columns:1fr 1fr; gap:20px;">
          <div>
            <div class="text-mono text-xs" style="color:${c.color}; letter-spacing:0.12em; font-weight:700; margin-bottom:8px;">方案 ${i + 1} · ${esc(opt.strategy)}</div>
            <div style="font-family:var(--font-head); font-size:1.6rem; font-weight:800; color:var(--text-1); line-height:1.3; margin-bottom:12px;">"${esc(opt.slogan)}"</div>
            <div style="color:var(--text-2); font-size:0.82rem; line-height:1.6;">
              <strong>特劳特方法</strong>：${esc(opt.troutMethod)}<br/>
              <strong style="color:${BRAND.JIANG_GREEN};">优势</strong>：${esc(opt.pros)}<br/>
              <strong style="color:${BRAND.CORAL};">风险</strong>：${esc(opt.cons)}
            </div>
          </div>
          <div style="display:flex; align-items:center; justify-content:center;">
            <div style="width:120px; height:120px; border-radius:50%; background:${i === 0 ? c.color : 'var(--text-3)'}15; border:3px solid ${i === 0 ? c.color : 'var(--text-3)'}44; display:flex; align-items:center; justify-content:center; flex-direction:column;">
              <div style="font-family:var(--font-head); font-size:2.2rem; font-weight:900; color:${i === 0 ? c.color : 'var(--text-3)'};">${opt.score}</div>
              <div style="font-size:0.66rem; color:var(--text-3); font-family:var(--font-mono);">综合评分</div>
            </div>
          </div>
        </div>
      </div>`).join('')}
    </div>

    ${renderInsightHero({
        eyebrow: 'TROUT VERDICT',
        title: '推荐定位："嚼着吃的儿童肠道调理药"',
        subtitle: `
          <strong>特劳特逻辑</strong>：开创"嚼着吃的儿童肠道调理"新品类，成为品类第一品牌。<br/>
          <strong>心智阶梯</strong>：家长想到"孩子肠道不好" → 第一反应"嚼着吃的那个" → 江中乳酸菌素片<br/>
          <strong>写在盒子上</strong>：<span style="padding:4px 12px; background:${c.color}15; border:1px solid ${c.color}44; border-radius:4px; font-weight:700; color:${c.color};">嚼着吃的儿童肠道调理药</span>
        `,
        color: c.color,
    })}
  </div>
</section>`;
}

// ============================================================
// 4.3 三条细分机会 VOC 验证
// ============================================================
function renderSub3({ chapter: c, subIdx, sub, slideNum, slideTotal, data, meta }) {
    const items = data?.items || [];

    const opportunities = [
        {
            name: '肠道调理（便秘/腹泻/消化不良）',
            hypothesis: 'H3',
            keywords: /便秘|腹泻|拉肚子|消化|积食|闹肚子|大便/i,
            color: BRAND.JIANG_GREEN,
            verdict: '★★★ 需求最强·证据最多·直接可打',
        },
        {
            name: '提高肠道免疫力（入园/换季）',
            hypothesis: 'H7',
            keywords: /免疫|入园|换季|生病|反复|体质|抵抗力/i,
            color: BRAND.SKY_BLUE,
            verdict: '★★☆ 需求真实·但"免疫力"宣称需谨慎',
        },
        {
            name: '促进营养吸收（调肠道促吸收）',
            hypothesis: 'H5',
            keywords: /吸收|营养|不长|偏瘦|挑食|DHA|补钙|瓶瓶罐罐/i,
            color: BRAND.LACTIC_MINT,
            verdict: '★★☆ 杨老师洞察·需求延伸空间大·但非核心心智',
        },
    ];

    const oppStats = opportunities.map(opp => {
        const matched = items.filter(it => opp.keywords.test(it.content || ''));
        const substOpp = matched.filter(it => stripTags(it.content).length >= 25);
        const evidence = LA.getEvidence(substOpp, { top: 2, seed: 41 + opportunities.indexOf(opp), minChars: 20, contentMatch: /益生菌|乳酸菌|肠|便秘|消化|菌|拉肚|宝宝|孩子|喂药/i });
        return { ...opp, count: matched.length, evidence };
    });

    return `<section class="report-section" id="${c.key}-${subIdx}" data-tone="${c.tone}" data-slide-num="${slideNum}/${slideTotal}">
  <div class="section-inner">
    ${renderSectionHead({
        eyebrow: `${c.num}.${subIdx} · OPPORTUNITY VOC VALIDATION`,
        title: sub,
        subtitle: '三条细分机会逐一用 VOC 数据验证需求真实性和强度。',
        color: c.color,
    })}

    ${oppStats.map(opp => `
    <div style="margin-bottom:28px; padding:22px; background:${opp.color}06; border:1px solid ${opp.color}33; border-left:4px solid ${opp.color}; border-radius:var(--radius-md);">
      <div style="display:flex; justify-content:space-between; align-items:center; margin-bottom:14px;">
        <div>
          <div class="text-mono text-xs" style="color:${opp.color}; font-weight:700; letter-spacing:0.12em;">${esc(opp.name)}</div>
          <div style="color:var(--text-3); font-size:0.72rem; margin-top:2px;">${opp.count} 条相关 VOC · ${esc(opp.hypothesis)} 假设</div>
        </div>
        <div style="padding:6px 14px; background:${opp.color}15; color:${opp.color}; border-radius:16px; font-size:0.78rem; font-weight:700;">${esc(opp.verdict)}</div>
      </div>
      ${opp.evidence.length > 0 ? renderVocGrid(opp.evidence, { columns: 2, accent: opp.color, compact: true }) : `<div style="color:var(--text-3); font-size:0.82rem; text-align:center; padding:12px;">VOC 证据待补充</div>`}
    </div>`).join('')}

    ${renderDecisionList([
        '<strong>主打方向</strong>：肠道调理（便秘/腹泻/消化不良）—— VOC 证据最强',
        '<strong>延伸方向</strong>：营养吸收（"调肠道促吸收"）—— 差异化空间最大',
        '<strong>谨慎方向</strong>：免疫力 —— 需求真实但宣称风险高（OTC 不可宣称免疫）',
        '三条机会不是互斥的：核心=调理，延伸=吸收，不碰=免疫宣称',
    ], { accent: c.color, title: 'VALIDATION VERDICT' })}
  </div>
</section>`;
}

// ============================================================
// 4.4 风险评估 · 功效扩展 vs 原有心智
// ============================================================
function renderSub4({ chapter: c, subIdx, sub, slideNum, slideTotal, data, meta }) {
    return `<section class="report-section" id="${c.key}-${subIdx}" data-tone="${c.tone}" data-slide-num="${slideNum}/${slideTotal}">
  <div class="section-inner">
    ${renderSectionHead({
        eyebrow: `${c.num}.${subIdx} · RISK ASSESSMENT`,
        title: sub,
        subtitle: '杨老师（34:20）提出关键风险："如果投放营养吸收，原有用药解决胃肠问题的人会不会减少购买？"',
        color: c.color,
    })}

    ${renderMatrix2x2({
        xLabel: '新定位吸引力',
        yLabel: '原有心智冲突',
        xLow: '吸引力弱',
        xHigh: '吸引力强',
        yLow: '冲突低',
        yHigh: '冲突高',
        quadrants: {
            q1: {
                title: '⚠️ 高收益·高风险',
                color: BRAND.WARM_ORANGE,
                items: [
                    '<strong>"儿童营养吸收专家"</strong>',
                    '新市场大但偏离药品心智',
                    '可能被理解为"补营养的"',
                ],
                note: '→ 杨老师担心的风险所在',
            },
            q2: {
                title: '❌ 高风险·低收益',
                color: BRAND.CORAL,
                items: [
                    '"提高免疫力"宣称',
                    'OTC 药品不可宣称',
                    '监管风险 + 心智混乱',
                ],
                note: '→ 绝对避免',
            },
            q3: {
                title: '安全但无突破',
                color: '#888',
                items: [
                    '"乳酸菌素片"原名延续',
                    '维持 6000 万规模',
                    '无法打开新市场',
                ],
                note: '→ 不做选择也是一种选择',
            },
            q4: {
                title: '★ 最优区间',
                color: BRAND.JIANG_GREEN,
                items: [
                    '<strong>"嚼着吃的儿童肠道调理"</strong>',
                    '延续药品心智 + 剂型创新',
                    '自然延伸到"调肠道促吸收"',
                ],
                note: '→ 推荐路径',
            },
        },
        accent: c.color,
    })}

    <div style="margin-top:24px; padding:22px; background:${BRAND.JIANG_GREEN}08; border:1px solid ${BRAND.JIANG_GREEN}33; border-radius:var(--radius-md);">
      <div class="text-mono text-xs" style="color:${BRAND.JIANG_GREEN}; letter-spacing:0.15em; margin-bottom:10px; font-weight:700;">王总的三种结果预判（35:53）</div>
      <div style="display:grid; grid-template-columns:repeat(3, 1fr); gap:14px;">
        <div style="padding:14px; background:var(--bg-1); border-radius:6px;">
          <div style="color:var(--text-3); font-size:0.72rem; margin-bottom:6px;">结果 A</div>
          <div style="color:var(--text-1); font-size:0.84rem; line-height:1.5;">继续按原来打，维持 6000 万</div>
        </div>
        <div style="padding:14px; background:var(--bg-1); border-radius:6px; border:1px solid ${BRAND.JIANG_GREEN}44;">
          <div style="color:${BRAND.JIANG_GREEN}; font-size:0.72rem; margin-bottom:6px; font-weight:700;">★ 结果 B</div>
          <div style="color:var(--text-1); font-size:0.84rem; line-height:1.5;">现有儿童中发现未关注到的机会可放大 → <strong>推荐路径</strong></div>
        </div>
        <div style="padding:14px; background:var(--bg-1); border-radius:6px;">
          <div style="color:var(--text-3); font-size:0.72rem; margin-bottom:6px;">结果 C</div>
          <div style="color:var(--text-1); font-size:0.84rem; line-height:1.5;">通过竞争对比发现心智空位 → 需要新品/新品牌</div>
        </div>
      </div>
    </div>

    ${renderDecisionList([
        '<strong>推荐路径</strong>：结果 B — 在"儿童肠道调理"品类内放大未被关注的机会（喂药难/日常养护）',
        '<strong>风险对冲</strong>：核心定位不变（肠道调理），营养吸收作为自然延伸而非主打',
        '<strong>避免</strong>：不做免疫力宣称（监管风险）、不做独立营养品牌（心智冲突）',
        '<strong>分品策略备选</strong>：若要打营养赛道，用新品（软糖/保健品）而非现有 OTC 品',
    ], { accent: c.color, title: 'RISK VERDICT · 风险结论' })}
  </div>
</section>`;
}

module.exports = { renderSub1, renderSub2, renderSub3, renderSub4 };