R3 胜三 联合SCOPEN正式发布《2025/26中国营销趋势研究》

INTRODUCTION 《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。 AGENCY SCOPEis a biennial study focusing on trends withinmarketer-agency relationships, as well as the perception andimage of agencies. Its primary value is to provide subscribing agencies with first-hand intelligence on client needs, serving as a unique strategictool to enhance and innovate their service offerings.The report coverskey trends in the communications andmarketing sector—specifically, how Chinese marketers perceivetheir agencies compared to competitors. 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。 The report data is derived frommarketing and communicationdecision-makersof leading brands in China (covering integrated,digital, offline, and media), as well assenior decision-makers inindirect procurement. Each interviewee must be involved inagency selection or have direct working experience withagencies.Annually, we gather insights and feedback from morethan2,500 marketersworldwide. 《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。 AGENCY SCOPE China 2025/26marks the11th editionof thestudy in this market. The research is conducted simultaneouslyin 11 other markets (Spain, Portugal, United Kingdom,Argentina, Brazil, Chile, Colombia, Mexico, South Africa, India,and Singapore), enabling us to provide global benchmarksacross key performance indicators. For this edition, weinterviewed professionals from212different companiesinChina, analyzing a total of959client-agency relationships. CESARVACCHIANOCEO,SCOPEN 万盛安SCOPEN总裁/首 席 行 政官 METHODOLOGY 分析数据来源 UNIVERSE 在中国负责市场营销、传播、数字和媒介的管理人员。 Managers responsible for marketing, communications, digital, andmedia inChina. 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。 Their companies must currently work with at least one communicationor media agency in China. Participating professionals must have beeninvolved in the decision-making process for selecting agencies andapproving their work. 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。 They must also have interacted with communication or mediaagencies on an ongoing basis. In addition to R3-SCOPEN’s owndatabases, leading agencies in China provided a list of their mostimportant clients, who were collectively approached for interviews. 样本 SAMPLE 288 individuals working in 212 client companies. These individualswork in the marketing departments of client companies 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 Atotalof2 8 8 Professionals Interviewed 共 访 谈 了2 8 8位 市场 主 问卷 QUESTIONNAIRE A semi-structured questionnaire with open-ended questions wasused, allowing interviewees to provide in-depth opinions. Allquotes referring to each subscribing agency are included inspecific, Individual Confidential Reports prepared for them. 采用半结构式问卷与开放式问题，引导受访者提供更深入的意见。所有涉及到订阅代理商的引述内容，均包含在为其定制的专项机密报告中。 访 谈 形 式 TYPEOFINTERVIEWFace-to-face(F2F) video call interviews and phone interviews (30%) conducted through a CAWI system (Computer-AidedWeb Interview). The average duration of the interviews was 60minutes. 通过CAWI系统（计算机辅助网络访谈）进行的面对面(F2F)视频通话访谈（占70%）和电话访谈（占30%）。平均访谈时长为60分钟。 调 研 期 间 DATESOFFIELDWORK 2 0 25年9月 至12月 From September to December 2025 RESPONDENTSBY JOB FUNCTION&ROLE参与访谈的市场主职能分布 受访者来自不同职能部门和职位，以确保研究样本的平衡、中立与完整。其中，45.9%的受访者为市场总监/市场经理。 Respondents were drawn from a cross-section of job functions androles to ensure balance. 45.9% operate at the Director/ Manger level. SAMPLEPROFILE访谈概况 RESPONDENTSBY INDUSTRY参与访谈的市场主行业分布 受营销沟通频率与需求影响，快消品(FMCG)品牌仍是需要大量外部合作伙伴的行业，占受访总量的53.5%。由于汽车行业整体态势及更多工作范畴转向内部，汽车类受访者占比略微下降至10.1% Influenced by consumer demand and communication frequency,FMCG remains the leading sector requiring extensive externalpartnerships, accounting for 53.5% of all respondents. Meanwhile,Automotive brands, affected by industry trends and the insourcingof certain scopes, saw a slight decline to 10.1%. SAMPLEPROFILE访谈概况 PARTICIPATINGCOMPANIES受访公司 A total of288 professionals from 212 companies were interviewed.71% of these respondents agreed to have their brand logos displayed as participants. 本次调研共访谈了来自212家公司的288位专业人士。71%的市场主同意公开展现其品牌Logo。 10KEYTRENDS&BESTPRACTICE十大主要趋势与最佳实践 R3-SCOPEN 2026营销趋势研究对中国传播行业进行了深入观察，深度探索了客户与代理商合作伙伴关系、代理商甄选标准以及费用管理等方面的趋势。在接下来的章节中，我们将重点介绍10项核心发现，旨在概述市场格局的演变，并提供最佳实践建议，协助营销人员及其代理商更有效地利用这些趋势。 The R3-SCOPEN 2026 AGENCY SCOPE study provides an in-depthlook at China’s advertising industry, exploring trends in client-agencypartnerships, selection, and remuneration. In the following pages,we highlight10 key findingsthat provide an overview of the evolvinglandscape, alongside best practice recommendations to helpmarketers and their agencies lever