2020年中国营销趋势研究报告

A Research Study Conducted by R3 and SCOPEN since 2006该研究始于2006年，由胜三和SCOPEN联手开展8th edition, 2020 第八版，2020年China Agency Scope中国营销趋势研究2020ZERO-BASED BUDGETING AGENCY SCOPE is a biennial research on trends shaping marketer-agency relationships and the perception and image of those agencies. This R3-SCOPEN 2020 AGENCY SCOPE report is the 8th edition for China, and in this edition, we interviewed professionals from 242 different companies.The primary value of AGENCY SCOPE is to provide agencies with first-hand information regarding the needs of their clients. The report acts as a reference point for agencies to improve and provide new services as it covers trends in the communications and marketing sector and compares the perception and image of their agency to other Chinese agencies.AGENCY SCOPE is conducted in 12 markets around the world (Argentina, Brazil, Chile, China, Colombia, India, Mexico, Portugal, Singapore, South Africa, Spain, and the United Kingdom), which enables us to include global benchmarks in some key aspects.introduction营销趋势研究是一项两年一度的趋势研究，旨在通过了解市场主-代理商关系，深入分析代理商的市场看法和实际表现。2020中国营销趋势研究是在中国发表的第八版，此次在中国开展的调研中，我们共采集到了来自242家不同企业的市场营销专业人士的意见。营销趋势研究的主要价值是向订阅代理商提供关于其客户需求的第一手信息。作为一项独特的工具，本研究能够帮助代理商优化服务和开拓新的业务。报告涵盖了营销传播的核心发现及市场趋势，体现了市场主对代理商的看法，并与其竞争对手进行比较。类似的调研也在全球范围内的其他12个市场同步开展（包括阿根廷，巴西，智利，中国，哥伦比亚，印度，墨西哥，葡萄牙，新加坡，南非，西班牙及英国），因此我们在一些关键指标上会与全球市场的表现进行比较。GREG PAULLPrincipal, R3包贵革胜三总裁CÉSAR VACCHIANOCEO, SCOPEN万盛安SCOPEN 总裁/首席行政官DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES4MethodologyOur universe of analysis is comprised of the highest-level decision-makers in marketing, procurement, communications (integrated, BTL, digital) and media from the largest and most important marketers in China. SAMPLEParticipants from each company had to be working for a company with at least one communication or media agency and be directly involved on an on-going basis in the selection and approval of their agencies’ work. • 551 individuals • 242 client companies • 612 client-agency (Integrated, Marketing Services -BTL, Digital and Media) relationships • 180 agency professionals interviewed• 12 trade press editors• 36 procurement directorsEach year, we gather opinions from more than 3,000 marketer interviews globally. In addition to R3-SCOPEN’s own databases, leading agencies in China were asked for a list of their most important clients, who collectively were approached by our interviewers.我们的分析数据来源于中国领先品牌负责营销传播(整合营销，线下营销，数字营销)，媒介及采购部的资深决策人员。样本受访人员所在的公司就现阶段必须至少与一家在中国的营销传播或媒介代理商处于合作关系。每家公司的受访人员必须能够直接参与挑选以及核定代理商的工作。同时，持续地与营销传播或媒介代理商进行选择与评估。数据概览：• 551位受访客户• 242家公司• 612个客户-代理商关系（整合营销，线下市场营销，数字和媒体）• 180位代理商同仁• 12位行业媒体编辑• 36位采购主管每年，我们都将采集全球范围的3000位以上的类似采访意见。除了R3-Scopen的数据库之外，国内领先的代理商也提供了他们的主要客户名单。这些客户也应邀参与了我们的访谈。SAMPLE PROFILE 访谈概况A total of 551 Professionals Interviewed in 2020 共有551位营销专业人士接受了访谈MARKETING PROFESSIONALS INTERVIEWED 受访客户20182020MARKETING PROFESSIONALS INTERVIEWED 受访客户406323WORKING WITH INTEGRATED AGENCIES 受访客户参与整合营销代理商评估人数215202WORKING WITH M