2024《中国营销趋势研究》

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-代理商关系进一步了解代理商的最新市场看法及定位。 AGENCY SCOPE is a biennial study on trends withinmarketer-agency relaticnships and the perceptionand image of agencies. 《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。该研究作为一项独特的工具能够帮助代理商改进和提供新的服务。因为报告涵盖了营销传播的主要发现及市场趋势，展现了市场主对代理商的看法并能够与其竞争对手进行比较。 The primary value of AGENCY SCOPE is to providesubscribing agencies with first-hand information onthe needs of their clients. The report gives them aunique tool with which to improve and provide newservices. It covers trends in the communicationsand marketing sector, and more specifically, theperception and image of their agency in comparisonto all other agencies Chinese marketers work with. 我们的大数据来源于中国领先品牌负责营销传播(整合营销，数字营销、线下营销)和媒介的资深决策人员。每位受访者必须参与选择代理商或与代理商有直接合作接触。每年，我们在全球范围内将采集收录2,500位以上的市场主意见与反馈。 Our Universe of analysis is comprised of thehighest-level decision-makers in marketing,communication (IMC, field marketing, digital, andsocial) and media agencies, from the largest - andmost important - marketers in China. To qualifyfor this survey, participants must be involved inthe decision-making process for selecting andapproving their agencies’ work. Each year, wegather opinions frommore than 2,500 marketerinterviews. 《2023/24中国营销趋势研究》是在中国发表的第十版。类似的调研也在全球范围内的其他11个市场同步开展(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),因此在一些关键指标上，我们能够与一些国外市场基准进行比较。此次在中国开展的调研中，我们共采集到了来自242家中国/跨国企业的品牌主意见与反馈，并分析837个市场主-代理商合作关系。 AGENCY SCOPE China 2023/2024 is the 10thedition of a study that is also conducted in 11other markets (Spain, Portugal, United Kingdom,Argentina, Brazil, Chile, Colombia, Mexico, SouthAfrica, India and Singapore). This enables us toinclude global benchmarks in some key indicators.In this edition, we interviewed professionals from242 different companies in China, with 837client-agency relationships analyzed. 吴 淑 芬胜 三 总 裁 万 盛 安总裁/首席行政官 ShuFen GohPrincipal, R3Cesar VacchianoCEO, SCOPEN methodology DATA Universe分析数据来源 在中国负责市场营销、数字传播和媒介的管理人员。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中。每家公司的受访人员，必须能够直接参与挑选以及评估代理商的工作。 Managers who are responsible for marketing,communications, digital, and media in China. Their company must be currently working with at least onecommunication or media agency. Participatingprofessionals must have been involved in the decision-making process for selecting agencies and approving thework of their agencies. They must also have interactedwith communication-media agencies on an ongoing basis.In addition to R3-SCOPEN’s databases, leading agencies inChina were asked for a list of their most important clients,who collectively were approached by our interviewers. 同时，他们必须持续性的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，以确保更多资深市场主参与本次访谈与研究。 在242家公司工作的323位受访客户，分析了837个客户-代理商关系(包括整合营销、线下营销和媒介代理商)。受访者皆在品牌方的营销相关部门工作。 323 individuals working in 242 client companieswhere 837 client-agency relationships wereanalyzed (IMC, Retail Marketing, and Media).These individuals work in the marketingdepartments of client companies. Sample样本 technical data研究数据 A total of 323 Professionals Interviewed共访谈了323位市场主 Agency Scope Is Currently Developed In 12 Countries营销趋势研究在全球12个国家中展开调研 respondents by job function & role参与访谈的市场主职能分布 我们邀请了众多职能和职位各异的受访者，以确保研究样本的平衡，中立与完整。44.2%的受访者为总监或以上级别，55.8%的受访者为非总监级别。 Respondents were drawn from a cross section of jobfunctions and roles to ensure balance. 44.2%operate at theDirector level, with 55.8% defining their role as MarketingDirector/Manager. Sample profile访谈概况 Interviewee Particulars受访者信 respondents by industry参与访谈的市场主行业分布 快消品品牌仍为需要大量使用外部合伙伴的行业，占本次受访总量45.1% 。汽车行业在经历了过去几年预算收紧，工作范畴的内缩后，最终仍是将大部分的营销产出交还于合作伙伴手中，希望借此提高产出效率，供营销专职人员专注于战略规划，以抢占激烈市场。因此在本次受访谈人员中，数量占比上升至11.4%。 FMCG represents the largest percentage of surveyrespondents (45.1%). China’s automotive industry hasreturned to growth after a period of budget restrictionsfollowing a slowing market. The focus is now on improvingmarketing efficiency so that marketing professionals candirect their energies to strategic planning for the future;hence an increase to 11.4%. Sample profile访谈概况 Interviewee Particulars受访者信 Participating Companies受访公司 参与企业（323位市场主受访，来自242家受访公司/品牌，43% 市场主同意公开展现Logo） 323 professionals, working in 242 companies/brands,were interviewed, 43% agreed to appear as participants 10 Key Findings十大主要洞察 The R3-SCOPEN 2024 AGENCY SCOPE study provides anin-depth look at China’s advertising industry, exploringtrends in client-agency partnerships, selection, andremuneration. In the following pages we highlight10 key findings that provide an overview of how thelandscape is changing. Also included are best practicerecommendations to help marketers and their agenciesleverage these trends. R3-SCOPEN 2024营销趋势研究对中国传播行业进行了深入观察，探索了客户与代理商合作伙伴关系，代理商甄选标准和费用方面的趋势。在接下来的几页中， 我们重点展开了10个主要发现，这些发现概述了营销与合作趋势的变化，也提供了相应的最佳实践建议，以帮助营销人员及其代理商更有效地利用这些趋势。 In China, marketers work with an average of 12 partners to solve their diverseand specialized communication needs. This has been a consistent fi