2024中国营销趋势研究报告

An R3 ReportThe Tenth Edition 第十版2024 China agency Scope 中国营销趋势研究IntroductionAGENCY SCOPE is a biennial study on trends within marketer-agency relaticnships and the perception and image of agencies.The primary value of AGENCY SCOPE is to provide subscribing agencies with first-hand information on the needs of their clients. The report gives them a unique tool with which to improve and provide new services. It covers trends in the communications and marketing sector, and more specifically, the perception and image of their agency in comparison to all other agencies Chinese marketers work with.Our Universe of analysis is comprised of the highest-level decision-makers in marketing, communication (IMC, field marketing, digital, and social) and media agencies, from the largest - and most important - marketers in China. To qualify for this survey, participants must be involved in the decision-making process for selecting and approving their agencies’ work. Each year, we gather opinions from more than 2,500 marketer interviews.AGENCY SCOPE China 2023/2024 is the 10th edition of a study that is also conducted in 11 other markets (Spain, Portugal, United Kingdom, Argentina, Brazil, Chile, Colombia, Mexico, South Africa, India and Singapore). This enables us to include global benchmarks in some key indicators. In this edition, we interviewed professionals from 242 different companies in China, with 837 client-agency relationships analyzed.《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。《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。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。《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。ShuFen GohPrincipal, R3吴 淑 芬胜 三 总 裁万 盛 安总裁/首席行政官Cesar VacchianoCEO, SCOPEN3CHINA AGENCY SCOPE 2024323 individuals working in 242 client companies where 837 client-agency relationships were analyzed (IMC, Retail Marketing, and Media). These individuals work in the marketing departments of client companies.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。methodologySample样本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. Participating professionals must have been involved in the decision-making process for selecting agencies and approving the work of their agencies. They must also have interacted with communication-media agencies on an ongoing basis. In addition to R3-SCOPEN’s databases, leading agencies in China were asked for a list of their most important clients, who collectively were approached by our interviewers.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