2016 中国营销趋势研究

China agency Scope 2016中国营销趋势研究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6th edition 第六版 2016www.rthree.comAGENCY SCOPE 2016Methodology 方法论研究概述UNIVERSE1Our 2016 Survey comprises marketing leaders responsible for: marketing, communications and advertising in China. Each respondent’s company must be currently working with at least one creative or media agency in China. The professionals interviewed in each company had to be involved in the decision-making process for selecting agencies and approving the work of their agencies. They also had to interact with creative, media, digital and marketing service agencies on an on-going basis. In addition to R3-SCOPEN’s own database, the leading China agencies were asked for a list of their most important clients, who were collectively approached by our interviewers.2016年度的研究对象为中国市场营销、传播与广告行业的市场营销领导者。每位受访者的公司都必须与至少一家中国创意或媒体代理商正在合作。每家公司的受访者必须直接参与，选择代理商和核准代理商的决策过程。他们必须与创意、媒介、数字和线下市场营销服务代理商有着长期的互动。除了R3和SCOPEN的自有数据库之外，中国首屈一指的代理商们也提供了其重要客户的名单，此次研究中涵盖了对于这些客户的访谈。研究样本SAMPLE2405 individuals working in 251 companies with 703 client-agency relationships were part of our analysis (creative agencies: advertising, marketing services and digital, as well as media agencies). In addition to individuals in marketing departments of client companies, we also interviewed: agency professionals (242 individuals), Trade Press Editors (14 individuals) and Procurement Directors (28 individuals).本次研究的样本来自于251家公司的405位专业人士，703个客户/代理商关系（创意代理商：创意广告、线下市场营销服务、数字以及媒介代理商。除了客户公司的市场营销专业人士，我们还采访了：代理商专业人士（242人）、行业刊物编辑（14人）和采购总监（28人）。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES3研究问卷QUESTIONNAIRE3The methodology used a semi-structured questionnaire: a mix of predetermined and open-ended questions allowing inter-viewees to provide in-depth answers and opinions. The average duration of these interviews was 55 minutes.本次研究采用半结构式问卷，结合封闭式问题及开放式问题，使受访者能够深入解答并提供意见。采访的平均时长为55分钟。采访类型TYPE OF INTERVIEW4Face-to-face interviews were held using a closed questionnaire (with CMOs). 60% of interviews were done face-to-face in the offices of the respondent client companies.On-line interviews were conducted to interview agency professionals and procurement.采用封闭式研究问卷进行面对面采访（对象为首席营销官）。60%的采访在受访客户公司内完成。 在线采访用于代理商专业人士和采购部。采访日期DATES OF FIELDWORK5Interviews with marketers were conducted from September to December 2015.Interviews with Procurement Directors, agency professionals and trade press were conducted from December 2015 to January2016.市场营销专业人士受访日期：2015年9月 - 12月。采购总监、代理商专业人士及行业刊物编辑受访日期：2015年12月 - 2016年1月。www.rthree.comAGENCY SCOPE 2016Agency Scope Around the World 营销趋势研究在全球范围的开展200820132008201220102011200319782015200820092005Profile of Marketers Interviewed 受访广告主概况受访公司性质PROFILES OF COMPANIES BY OWNERSHIP STRUCTURE1The 2016 survey covered a broad spectrum of 251 companies with a strong focus on multinational marketers, who account-ed for 77.5% of all respondents. In this edition we had more than