feat(keywords): rename brand-question terminology to search-keyword + add entity exclusion

- Rename UI/prompt labels: "品牌主问题" → "优化关键词", "搜索问题" → "搜索词"
- Add brand/competitor entity exclusion filter in question expansion (AI distill path)
- Refactor combination question text normalization, remove manual question-mark appending
- Update prompts to emphasize commercial-intent search queries over editorial phrasing
- Sync prompt changes across server/configs, deploy, and k3s configs
- Update i18n, frontend views (BrandQuestionCreate, TemplateWizard), and test fixtures

Co-Authored-By: Claude Sonnet 4.6 (1M context) <noreply@anthropic.com>

server/internal/tenant/app/monitoring_service.go

@@ -689,12 +689,12 @@ func (s *MonitoringService) CollectNow(
 		limitApplied = true
 	}
 	if len(configuredQuestions) == 0 {
-		message := "当前品牌下暂无品牌库问题，未创建采集任务"
+		message := "当前品牌下暂无关键词库（搜索词），未创建采集任务"
 		if keywordID != nil {
-			message = "当前问题集下暂无品牌库问题，未创建采集任务"
+			message = "当前关键词库（搜索词）下暂无搜索词，未创建采集任务"
 		}
 		if questionID != nil {
-			message = "当前问题不可用，未创建采集任务"
+			message = "当前搜索词不可用，未创建采集任务"
 		}
 		return &MonitoringCollectNowResponse{
 			CollectionMode:       quota.CollectionMode,

server/internal/tenant/app/question_combination_fill_test.go

@@ -23,10 +23,48 @@ func TestBuildQuestionCombinationFillFallback(t *testing.T) {
 	if !reflect.DeepEqual(got.Region, []string{"上海", "华东"}) {
 		t.Fatalf("region = %#v", got.Region)
 	}
-	if len(got.Core) < 3 || got.Core[0] != "GEO" {
-		t.Fatalf("core fallback = %#v", got.Core)
+	wantPrefix := []string{"性价比高的", "口碑好的", "专业的", "靠谱的"}
+	if !reflect.DeepEqual(got.Prefix, wantPrefix) {
+		t.Fatalf("prefix fallback = %#v, want %#v", got.Prefix, wantPrefix)
+	}
+	wantCore := []string{"品牌词", "AI搜索", "获客", "中小企业"}
+	if !reflect.DeepEqual(got.Core, wantCore) {
+		t.Fatalf("core fallback = %#v, want %#v", got.Core, wantCore)
+	}
+	wantIndustry := []string{"GEO优化", "AI搜索优化", "品牌推广", "搜索营销"}
+	if !reflect.DeepEqual(got.Industry, wantIndustry) {
+		t.Fatalf("industry fallback = %#v, want %#v", got.Industry, wantIndustry)
 	}
 	if len(got.Prefix) != 4 || len(got.Industry) != 4 || len(got.Suffix) != 4 {
 		t.Fatalf("expected four hot terms for non-region columns, got %#v", got)
 	}
+	wantSuffix := []string{"哪家好", "怎么选", "推荐", "避坑"}
+	if !reflect.DeepEqual(got.Suffix, wantSuffix) {
+		t.Fatalf("suffix fallback = %#v, want %#v", got.Suffix, wantSuffix)
+	}
+}
+
+func TestNormalizeQuestionTextRemovesPunctuation(t *testing.T) {
+	got := normalizeQuestionText(" 合肥全屋定制哪家好？ ")
+	if got != "合肥全屋定制哪家好" {
+		t.Fatalf("normalizeQuestionText() = %q, want %q", got, "合肥全屋定制哪家好")
+	}
+}
+
+func TestCompactQuestionCombinationTermsRemovesPunctuation(t *testing.T) {
+	got := compactQuestionCombinationTerms([]string{"官网？", "怎么选？", "推荐！", "对比"}, 4)
+	want := []string{"官网", "怎么选", "推荐", "对比"}
+	if !reflect.DeepEqual(got, want) {
+		t.Fatalf("compactQuestionCombinationTerms() = %#v, want %#v", got, want)
+	}
+}
+
+func TestQuestionContainsExcludedEntityMatchesCompanyShortName(t *testing.T) {
+	brandName := "安徽海翔家居用品销售有限公司"
+	if !questionContainsExcludedEntity("安徽海翔家居全屋定制口碑怎么样", brandName, nil) {
+		t.Fatal("expected candidate containing company short name to be excluded")
+	}
+	if questionContainsExcludedEntity("合肥全屋定制哪家好", brandName, nil) {
+		t.Fatal("expected generic user search term to be allowed")
+	}
 }

server/internal/tenant/app/question_expansion_service.go

@@ -191,15 +191,10 @@ func (s *QuestionExpansionService) GenerateByCombination(ctx context.Context, br
 			for _, co := range core {
 				for _, in := range industry {
 					for _, sf := range suffix {
-						text := strings.TrimSpace(strings.Join(nonEmptyParts(rg, pf, co, in, sf), ""))
+						text := normalizeQuestionText(strings.Join(nonEmptyParts(rg, pf, co, in, sf), ""))
 						if text == "" {
 							continue
 						}
-						if sf != "" && !strings.HasSuffix(text, "?") && !strings.HasSuffix(text, "？") {
-							if !strings.Contains(sf, "?") && !strings.Contains(sf, "？") {
-								text += "？"
-							}
-						}
 						key := normalizeQuestionKey(text)
 						if _, ok := seen[key]; ok {
 							continue
@@ -312,6 +307,9 @@ func (s *QuestionExpansionService) GenerateByAIDistill(ctx context.Context, bran
 		if text == "" {
 			continue
 		}
+		if questionContainsExcludedEntity(text, brandCtx.BrandName, brandCtx.CompetitorNames) {
+			continue
+		}
 		if _, ok := seen[key]; ok {
 			continue
 		}
@@ -754,11 +752,89 @@ func buildCandidate(text, source string, missingSuffix bool, existing map[string
 	}
 }
 
+func questionContainsExcludedEntity(text, brandName string, competitorNames []string) bool {
+	normalized := normalizeQuestionKey(text)
+	for _, entity := range append([]string{brandName}, competitorNames...) {
+		for _, entityKey := range questionEntityExclusionKeys(entity) {
+			if strings.Contains(normalized, entityKey) {
+				return true
+			}
+		}
+	}
+	return false
+}
+
+func questionEntityExclusionKeys(entity string) []string {
+	base := normalizeQuestionKey(entity)
+	if utf8.RuneCountInString(base) < 2 {
+		return nil
+	}
+	keys := make([]string, 0, 4)
+	addKey := func(value string) {
+		value = strings.TrimSpace(value)
+		if utf8.RuneCountInString(value) < 2 {
+			return
+		}
+		for _, key := range keys {
+			if key == value {
+				return
+			}
+		}
+		keys = append(keys, value)
+	}
+	addKey(base)
+
+	companyName := base
+	for _, suffix := range []string{
+		"有限责任公司",
+		"股份有限公司",
+		"集团有限公司",
+		"控股有限公司",
+		"科技有限公司",
+		"销售有限公司",
+		"用品有限公司",
+		"有限公司",
+		"股份公司",
+		"集团公司",
+		"公司",
+	} {
+		if strings.HasSuffix(companyName, suffix) {
+			companyName = strings.TrimSuffix(companyName, suffix)
+			addKey(companyName)
+			break
+		}
+	}
+
+	descriptorName := companyName
+	for _, suffix := range []string{
+		"用品销售",
+		"产品销售",
+		"销售",
+		"用品",
+		"产品",
+		"服务",
+		"科技",
+		"商贸",
+		"贸易",
+		"网络",
+		"信息",
+		"文化",
+		"传媒",
+	} {
+		if strings.HasSuffix(descriptorName, suffix) {
+			descriptorName = strings.TrimSuffix(descriptorName, suffix)
+			addKey(descriptorName)
+			break
+		}
+	}
+	return keys
+}
+
 func normalizeQuestionParts(values []string) []string {
 	result := make([]string, 0, len(values))
 	seen := map[string]struct{}{}
 	for _, value := range values {
-		trimmed := strings.TrimSpace(value)
+		trimmed := normalizeQuestionText(value)
 		if trimmed == "" {
 			continue
 		}
@@ -790,27 +866,27 @@ func buildQuestionCombinationFillFallback(brandCtx *questionBrandContext, region
 		region = compactQuestionCombinationTerms(req.Region, questionCombinationFillMax)
 	}
 	if len(region) == 0 {
-		region = []string{"全国", "本地", "华东"}
+		region = []string{"全国", "合肥", "华东"}
 	}
 
 	prefix := compactQuestionCombinationTerms(req.Prefix, questionCombinationFillMax)
 	if len(prefix) == 0 {
-		prefix = []string{"好用的", "专业的", "靠谱的", "热门的"}
+		prefix = []string{"性价比高的", "口碑好的", "专业的", "靠谱的"}
 	}
 
 	core := compactQuestionCombinationTerms(req.Core, questionCombinationFillMax)
 	if len(core) == 0 {
-		core = questionCombinationCoreFallback(brandName, description)
+		core = questionCombinationPrecisionFallback(brandName, description)
 	}
 
 	industry := compactQuestionCombinationTerms(req.Industry, questionCombinationFillMax)
 	if len(industry) == 0 {
-		industry = []string{category, "平台", "工具", "服务商"}
+		industry = questionCombinationIndustryFallback(category)
 	}
 
 	suffix := compactQuestionCombinationTerms(req.Suffix, questionCombinationFillMax)
 	if len(suffix) == 0 {
-		suffix = []string{"哪家好", "怎么选", "推荐", "多少钱"}
+		suffix = []string{"哪家好", "怎么选", "推荐", "避坑"}
 	}
 
 	return QuestionCombinationFillResult{
@@ -1017,21 +1093,40 @@ func chineseMacroRegion(province string) string {
 	}
 }
 
-func questionCombinationCoreFallback(brandName, description string) []string {
+func questionCombinationPrecisionFallback(brandName, description string) []string {
 	text := strings.ToLower(strings.TrimSpace(brandName + " " + description))
 	if strings.Contains(text, "geo") || strings.Contains(text, "ai") || strings.Contains(text, "搜索") || strings.Contains(text, "排名") {
-		return []string{"GEO", "AI搜索优化", "AI搜索排名", "品牌可见度"}
+		return []string{"品牌词", "AI搜索", "获客", "中小企业"}
 	}
 	if strings.Contains(text, "教育") || strings.Contains(text, "培训") || strings.Contains(text, "课程") {
-		return []string{"课程", "培训", "学习", "机构"}
+		return []string{"成人", "少儿", "线上", "入门"}
 	}
 	if strings.Contains(text, "医疗") || strings.Contains(text, "健康") || strings.Contains(text, "诊所") {
-		return []string{"医疗服务", "健康管理", "医生", "诊疗"}
+		return []string{"本地", "复诊", "儿童", "上班族"}
 	}
 	if strings.Contains(text, "家居") || strings.Contains(text, "装修") || strings.Contains(text, "建材") {
-		return []string{"装修", "家居", "建材", "设计"}
+		return []string{"精装", "100平", "小户型", "旧房改造"}
+	}
+	return []string{"企业", "本地", "新手", "中小企业"}
+}
+
+func questionCombinationIndustryFallback(category string) []string {
+	switch category {
+	case "营销":
+		return []string{"GEO优化", "AI搜索优化", "品牌推广", "搜索营销"}
+	case "教育":
+		return []string{"培训机构", "在线课程", "教育机构", "学习平台"}
+	case "健康":
+		return []string{"健康管理", "医疗服务", "诊疗机构", "医生服务"}
+	case "家居":
+		return []string{"全屋定制", "家具定制", "家居定制", "定制家装"}
+	case "餐饮":
+		return []string{"餐饮店", "美食店", "连锁餐饮", "餐饮服务"}
+	case "旅游":
+		return []string{"旅游服务", "酒店预订", "旅行社", "旅游攻略"}
+	default:
+		return []string{"服务商", "解决方案", "平台", "公司"}
 	}
-	return []string{strings.TrimSpace(brandName), "解决方案", "服务", "平台"}
 }
 
 func inferQuestionCombinationCategory(brandName, description string) string {

server/internal/tenant/app/question_metadata_classify.go

@@ -29,11 +29,20 @@ type ClassifiedQuestion struct {
 }
 
 func normalizeQuestionText(text string) string {
-	return strings.TrimSpace(text)
+	trimmed := strings.TrimSpace(text)
+	if trimmed == "" {
+		return ""
+	}
+	return strings.Map(func(r rune) rune {
+		if unicode.IsPunct(r) {
+			return -1
+		}
+		return r
+	}, trimmed)
 }
 
 func normalizeQuestionKey(text string) string {
-	return strings.ToLower(strings.TrimSpace(text))
+	return strings.ToLower(normalizeQuestionText(text))
 }
 
 func isValidQuestionLayer(value string) bool {

server/internal/tenant/app/template_assist_test.go

@@ -72,10 +72,10 @@ func TestNormalizeAnalyzeResultKeepsTenQueryKeywords(t *testing.T) {
 			"全屋定制哪家好",
 			"靠谱的全屋定制品牌有哪些",
 			"口碑好的全屋定制公司推荐",
-			"性价比高的全屋定制怎么选",
 			"专业的全屋定制设计公司哪家好",
-			"全屋定制和木工打柜子哪个更划算",
-			"全屋定制一般多少钱一平米",
+			"全屋定制服务商推荐",
+			"全屋定制官网怎么找",
+			"全屋定制案例怎么看",
 			"全屋定制常用的板材哪种环保",
 			"全屋定制十大品牌排名最新",
 			"全屋定制需要注意哪些坑",

server/internal/tenant/app/template_prompt_test.go

@@ -20,7 +20,7 @@ func TestBuildPromptContextUsesChineseLabels(t *testing.T) {
 		"- 语言: zh-CN",
 		"- 标题: 测试标题",
 		"- 品牌名: Rankly",
-			"- 品牌主问题: GEO 排名",
+		"- 优化关键词: GEO 排名",
 		"- 已选段落: 引言 > 结论",
 	} {
 		if !strings.Contains(context, expected) {