2026中国营销趋势研究报告

SCOPENCHINA AGENCY SCOPE中国营销趋势研究202611th edition, 2026 第十一版，2026年AGENCY SCOPE is a biennial study focusing on trends within marketer-agency relationships, as well as the perception and image of agencies. Its primary value is to provide subscribing agencies with first-hand intelligence on client needs, serving as a unique strategic tool to enhance and innovate their service offerings.The report covers key trends in the communications and marketing sector—specifically, how Chinese marketers perceive their agencies compared to competitors. The report data is derived from marketing and communication decision-makers of leading brands in China (covering integrated, digital, offline, and media), as well as senior decision-makers in indirect procurement. Each interviewee must be involved in agency selection or have direct working experience with agencies. Annually, we gather insights and feedback from more than 2,500 marketers worldwide.AGENCY SCOPE China 2025/26 marks the 11th edition of the study in this market. The research is conducted simultaneously in 11 other markets (Spain, Portugal, United Kingdom, Argentina, Brazil, Chile, Colombia, Mexico, South Africa, India, and Singapore), enabling us to provide global benchmarks across key performance indicators. For this edition, we interviewed professionals from 212 different companies in China, analyzing a total of 959 client-agency relationships.《营销趋势研究》是一项每两年一度的趋势研究，深度聚焦市场主与代理商合作关系的演变，全面评估代理商的最新市场看法及定位。作为一项独特的战略工具，《营销趋势研究》旨在助力代理商优化现有业务并创新服务体系。报告涵盖了与市场营销相关的核心发现及趋势，展现了市场主对营销需求的变化，以及对代理商能力要求与产出需求的升级。报告数据源于中国领先品牌的营销传播决策者（涵盖整合营销、数字营销、线下营销及媒介等领域）以及间接采购的资深决策人员。每位受访者均须参与代理商选择或与代理商有直接合作接触。每年，我们在全球范围内采集超过 2,500 位市场主的意见与反馈。《2025/26 中国营销趋势研究》是在中国发表的第十一版。此类研究在全球其他 11 个市场（包括西班牙、葡萄牙、英国、阿根廷、巴西、智利、哥伦比亚、墨西哥、南非、印度、新加坡）同步开展。因此，在关键指标上，我们能够提供国际市场基准的对比参考。在本次中国区调研中，我们共采集了来自 212 家中国及跨国企业的品牌主反馈，并深度分析了 959 个市场主-代理商的合作关系。INTRODUCTIONGREG PAULL Principal, R3 包 贵 革 胜 三 总 裁CESAR VACCHIANOCEO, SCOPEN万 盛 安SCOPEN 总 裁 / 首 席 行 政 官UNIVERSEManagers responsible for marketing, communications, digital, and media in China.Their companies must currently work with at least one communication or media agency in China. Participating professionals must have been involved in the decision-making process for selecting agencies and approving their work.They must also have interacted with communication or media agencies on an ongoing basis. In addition to R3-SCOPEN’s own databases, leading agencies in China provided a list of their most important clients, who were collectively approached for interviews.SAMPLE288 individuals working in 212 client companies. These individuals work in the marketing departments of client companies分析数据来源在中国负责市场营销、传播、数字和媒介的管理人员。受访人员所在公司现阶段必须至少与一家在中国的营销传播或媒介代理商保持合作。受访者必须直接参与代理商的挑选及核定工作 。受访者必须持续性地处理，与营销传播或媒介代理商相关的选择与评估。除了 R3-SCOPEN 自有数据库外，国内领先代理商也提供了其主要客户名单，以确保更多资深市场主参与本次访谈。样 本访谈了来自 212 家公司的 288 位受访客户。受访者均在品牌方营销相关部门工作 。TECHNICAL DATA 研究数据A total of 288 Professionals Interviewed共访谈了288位市场主METHODOLOGYDRIVING TRANSFORMATION FOR M