2020年中国营销趋势研究报告.pdf
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1、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-SCOPE
2、N 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 age
3、ncies 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,Portuga
4、l,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
5、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CSAR VACCHIANOCEO,SCOPEN万盛安SCOPEN 总裁/首席行政官DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES4MethodologyOur un
6、iverse 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
7、 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 pro
8、curement directorsEach year,we gather opinions from more than 3,000 marketer interviews globally.In addition to R3-SCOPENs 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
9、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
10、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 MARKETING SERVICES AGENCIES(BTL)受访客户参与线下市场营销代理商评估人数 7652WORKING WITH DI
11、GITAL AGENCIES 受访客户参与数字营销代理商评估人数159123WORKING WITH MEDIA AGENCIES 受访客户参与媒介代理商评估人数15497CLIENT-AGENCIES RELATIONSHIPS ANALYSED 客户与代理商关系分析746612INTEGRATED AGENCIES 受访客户与整合营销代理商关系272287MARKETING SERVICES AGENCIES(BTL)受访客户与线下市场营销服务代理商关系10967DIGITAL AGENCIES 受访客户与数字营销代理商关系198151MEDIA AGENCIES 受访客户与媒介代理商关系
12、167107OTHER PROFESSIONALS INTERVIEWED 其他受访的专业人士245228SENIOR PROFESSIONALS WORKING FOR COMMUNICATION AND MEDIA AGENCIES 资深营销传播代理商和媒体代理商专业人士199180TRADE PUBLICATIONS EDITORS 行业杂志编辑1412PROCUREMENT DIRECTORS 客户方的采购部人员32365china agency Scope 2020AGENCY SCOPE IS CURRENTLY DEVELOPED IN 12 COUNTRIES 营销趋势研究在全
13、球12个国家中展开调研200920132006201219992011200319782016200820092005QUESTIONNAIRESemi-structured questionnaire with further open-ended questions that allowed interviewees to provide in-depth opinions.All quotes referring to each subscribing agency are included in the Individual and Confidential Report prepar
14、ed for that specific agency.The average duration of interviews was 55 minutes.TYPE OF INTERVIEWFace-to-face interviews were held using a closed questionnaire(with Senior Marketers or Senior Directors).60%of interviews were done face-to-face in the offices of the client companies.Online interviews we
15、re conducted to interview agency professionals and procurement professionals.DATES OF FIELDWORK Marketing and Procurement Directors:August-December 2019 Agency Professionals and Trade Press:October-December 2019问卷半结构式的问卷与开放式的问题,引导受访者提供更深入的意见。所有涉及到关于订阅代理商的引述,都包含在为订阅代理商定制的机密性报告中。访谈平均时间为55分钟。访谈形式面对面访谈采
16、用封闭式问卷(与资深市场管理层或主要决策者)。60的访谈是以面对面形式在客户公司进行。代理商专业人士和采购专业人员主要通过线上问卷方式。调研期间 市场管理者/采购主管访谈:2019年8月-12月。代理商同仁及行业媒体编辑访谈:2019年10月-12月DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES6Company Ownership Structure,Turnover,Budget&Geography受访市场主的所有制结构、营业额、营销预算和地区分布情况The 2019/2020 survey comprised of 22.6%loca
17、lly-owned companies,64.7%foreign multinationals and 10.5%Chinese multinationals predominantly from Beijing,Shanghai and Guangzhou.This edition of the study saw an increase of respondents from other cities in China at 9.3%(up from 7.9%in 2018).2019/2020调查对象主要位于北京、上海和广州。其中涵盖了22.6%的本土企业,64.7%的外资跨国企业和10
18、.5%的中国跨国企业。本年度调研中,来自中国其他城市的受访者增加了9.3%(2018年为7.9%)。STRUCTURE OF COMPANIES(MARKETERS)公司架构Ratio(Marketing,Communications and Media Budget/Turnover)营销预算占比(营销传播及媒体投放预算/营业额)SHANGHAI 上海BEIJING北京GUANGDONG广东CHINESE MULTINATIONAL中国国际企业FOREIGN MULTINATIONAL 外资国际企业LOCALLY OWNED国内本土企业COMPANY TURNOVER 公司营业额(RMB 人
19、民币)4,268,000,0004,312,000,0004,275,000,0004,358,000,0004,315,000,0004,315,000,000MARKETING BUDGET 市场营销预算(RMB 人民币)82,400,00068,300,00068,300,00089,000,00089,000,00069,400,000RATIO(MARKETING BUDGET/TURNOVER)营销预算占营业额比例1.91.61.72.01.81.7BASE:MARKETING PROFESSIONALS INTERVIEWED样本:受访市场主164883934209737chin
20、a agency Scope 2020Respondents by Job Function&Role参与访谈的市场主Respondents were drawn from a cross section of job functions and roles to ensure balance.37.8%operate at the Director level,with 62.2%defining their role as Marketing Director/Manager.我们筛选了众多不同类型的职能和职位的受访者,以确保研究样本的衡。37.8%的受访者为总监级别,62.2%的受访者为
21、营销总监/经理级别。SAMPLE PROFILE 访谈概况Interviewee Particulars 受访者信息GENDER 性别20182020JOB TITLE 职称20182020MALE 男 42.135.9PRESIDENT,CEO,GM 总裁,首席执行官,总经理 2.73.4FEMALE 女 57.964.1MARKETING DIRECTOR/MANAGER 营销总监/市场经理 44.355.1BRAND DIRECTOR/BRAND MANAGER 品牌总监/品牌经理 33.018.3CITY 城市20182020COMMUNICATIONS DIRECTOR 传播总监 1
22、.73.1SHANGHAI 上海 51.250.8MEDIA DIRECTOR 媒体总监 4.44.6BEIJING 北京 27.827.2DIGITAL DIRECTOR 数字营销总监/DIGITAL MANAGER 数字营销经理6.16.2GUANGDONG 广东 13.112.1TRADE MARKETING DIRECTOR 市场渠道营销总监 2.71.5OTHER CITY IN CHINA 其它城市7.99.3OTHER*其它*5.17.8OTHER COUNTRY 其他国家-0.6TENURE(AVERAGE YEARS)任期(平均年数)20182020TYPE OF COMPA
23、NY 公司类型20182020AT YOUR CURRENT COMPANY 现任公司5.55.0CHINESE MULTINATIONAL BUSINESS/BRAND 中国国际企业 16.310.5AT YOUR CURRENT ROLE现职位4.63.8FOREIGN MULTINATIONAL 外资国际企业 60.664.7LOCAL BUSINESS/BRAND 国内本土企业22.422.6ROLE 职责20182020STATE OWNED 国营单位 22.422.6DIRECTOR&ABOVE 总监级别或以上51.437.8NGO/CHARITY 慈善机构 0.31.5MIDDL
24、E MANAGEMENT非总监级别46.862.2STATE OWNED 国营单位-0.6*OTHER:SALES DIRECTOR(0.6),CRM/PRECISION MARKETING(0.6),DIRECTOR/HEAD OF PR(0.3),DIRECTOR/HEAD OF CONTENTS,STRATEGIC PLANNING DIRECTOR(0.3)&OTHER(5.6)DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES8Participating Marketers受访市场主SAMPLE PROFILE 样本描述Partic
25、ipant Companies(323 professionals in 242 Companies/Brands were interviewed.43%agreed to appear as participants)参与企业(242家受访公司/品牌的323位市场从业者受访,43%市场主同意公开logo)9china agency Scope 2020DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES1010 Key Trends&Best Practice十大主要趋势与最佳实践The R3-SCOPEN 2020 AGENCY SCOP
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