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AResearchStudyConductedbyR3andSCOPENsince2006该研究始于2006年，由胜三和SCOPEN联手开展7thedition,2018第七版，2018年ChinaAgencyScope中国营销趋势研究2018IMPROVINGTHEEFFECTIVENESS&EFFICIENCYOFMARKETERS&THEIRAGENCIES2Our2018studycomprisesofmanagersandabovelevels,whoareresponsibleformarketing,communications,adver-tising,digitalandmediainChina.Theircompanymustbecurrentlyworkingwithatleastonecreativeormediaagency.Theprofessionalinterviewedineachcompanyhadtobeinvolvedinthedecisionmakingprocessforselectingagenciesandapprovingtheworkoftheiragencies.Theyhadalsotointeractwithcreative-mediaagenciesonanon-go-ingbasis.InadditiontoR3-SCOPEN’sowndatabases,leadingagenciesinChinawereaskedforalistoftheirmostimportantclients,whocollectivelywereapproachedbyourinterviewers.Methodology方法论UNIVERSE研究概述2018年度调查的对象包括中国市场营销、传播、数字与媒体行业的高管。他们的公司当前必须与至少一家创意或媒介代理商合作，且每位受访的专业人士必须直接参与选择和核准代理商的决策过程，他们必须与营销传播或媒介代理商长期互动。除了胜三和SCOPEN的自有数据库之外，中国多家优秀代理商也提供了重要客户的名单，此次研究中涵盖了对于这些客户的访谈。3chinaagencyScope2018SAMPLE研究样本406individualsworkingin309clientcompanieswith746client-agency(Creative,MarketingSer-vices,DigitalandMedia)relationshipsanalysed.Inadditiontoindividualsinmarketingdepartmentsofclientcompanies,wealsointerviewedthefollow-ingprofessionalstocompletetheStudy:Agencyprofessionals(199individuals),TradePressEditors(14individuals)andProcurementdirectors(32individuals).本次研究的样本来自309家客户公司的406名专业人士，746个客户/代理商关系（创意、线下/市场营销服务、数字营销和媒体)。为了完善调查，此次研究不仅采访了客户公司的市场营销人员，还采访了以下专业人士：代理商专业人士（199人）、行业刊物编辑（14人）和采购总监（32人）。MARKETINGPROFESSIONALSINTERVIEWED受访客户20162018CREATIVEAGENCIES受访客户与创意广告代理商关系225215MARKETINGSERVICESAGENCIES(BTL)受访客户与线下市场营销服务代理商关系7076DIGITALAGENCIES受访客户与数字营销代理商关系121159MEDIAAGENCIES受访客户与媒体代理商关系195154CLIENT-AGENCIESRELATIONSHIPSANALYSED客户与代理商关系分析20162018CREATIVEAGENCIES受访客户与创意广告代理商关系263272MARKETINGSERVICESAGENCIES(BTL)受访客户与线下市场营销服务代理商关系88109DIGITALAGENCIES受访客户与数字营销代理商关系150198MEDIAAGENCIES受访客户与媒体代理商关系202167OTHERPROFESSIONALSINTERVIEWED其他受访的专业人士20162018SENIORPROFESSIONALSWORKINGINCREATIVE,BTL,MEDIAANDDIGITALAGENCIES资深代理商创意、限下、媒体或数字营销专业人士242199TRADEPRESSPUBLICATIONEDITORSONCREATIVE,BTL,DIGITALANDMEDIAAGENCIES行业杂志编辑对创意、线下、媒体、数字营销代理商的看法1314PROCUREMENT客户方的采购部人员2832SAMPLEPROFILE访谈概况Atotalof805ProfessionalsInterviewedin2018共有805位营销专业人士接受了访谈IMPROVINGTHEEFFECTIVENESS&EFFICIENCYOFMARKETERS&THEIRAGENCIES4QUESTIONNAIRE调查问卷Themethodologyusedasemi-structuredquestionnairewithfurtheropen-endedques-tionsthatallowedintervieweestoprovidein-depthopinions.Allquotesreferringtoeachsubscrib-ingagencyareincludedintheIndividualandConfidentialReportpreparedforthatspecificagency.Theaveragedurationofinterviewswas55minutes.本次研究采用半开放式问卷，另有若干开放式问题，以便受访者能够深入解答并提供意见。本报告如有引用内容提及订阅本报告的某一代理商，该代理商的《保密报告》也将包含这一引用内容。每段采访的平均时长55分钟。typeofInterview采访类型Face-to-faceinterviewswereheldusingaclosedquestionnaire(withSeniorMarketersorSeniorDirec-tors).60%ofinterviewsweredoneface-to-faceintheofficesoftheclientcompanies.On-lineinter-viewswereconductedtointerviewagencyprofessionalsandProcure-mentprofessionals.调查采用面对面访谈形式，配合封闭式调查问卷。（对象为资深营销人员或高级主管）60%的采访在客户公司通过面对面访谈完成，线上问卷用于采集代理商专业人士和采购专业人士的意见。5chinaagencyScope2018InterviewswithMarketingandPro-curementDirectorswereconductedfromJulytoNovember2017.InterviewswithAgencyProfessionalsandTradePresswereconductedfromSeptembertoOctober2017.DATESOFFIELDWORK采访日期营销和采购总监的受访日期为2017年7月至2017年11月。代理商专业人士和行业刊物专家的受访日期为2017年9月至2017年10月。AGENCYSCOPEisdevelopedin12countries营销趋势研究在全球12个国家中展开调研200820132006201219992011200319782016200820092005IMPROVINGTHEEFFECTIVENESS&EFFICIENCYOFMARKETERS&THEIRAGENCIES6ProfilesofMarketersInterviewed受访市场主概况ProfileofCompaniesbyOwnershipStructure,Turnover,MarketingBudgetandGeography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The2018surveycomprisedof22%local-ly-ownedcompanies,60%foreignmultination-alsand16.3%ChinesemultinationalsacrossBeijing,ShanghaiandGuangzhou.ThisyearsawanincreaseofrespondentsfromGuang-zhou,at13.1%(upfrom8.1%in2016).2018年调查对象包括北京、上海和广州三地22%的本土企业、60%的外资跨国企业和16.3%的中国跨国企业。今年广州的受访者数量有所增加，从2016年的8.1%增至13.1%。STRUCTUREOFCOMPANIES(MARKETERS)公司架构CompanyTurnover公司营业额（MILLIONRMB百万人民币）&MarketingBudget市场营销预算（MILLIONRMB百万人民币）SHANGHAI上海BEIJING北京GUANDONG广东CHINESEMUL-TINATIONALBUSINESS/BRAND中国国际企业FOREIGNMUL-TINATIONAL外资国际企业LOCALLYOWNED国内本土企业COMPANYTURNOVER公司营业额(MILLIONRMB百万人民币)4,0653,8254,0364,7953,8853,859MARKETINGBUDGET市场营销预算(MILLIONRMB百万人民币)73.471.069.981.369.072.4RATIO(MARKETINGBUDGET/TURNOVER)营销预算占营业额比例1.81%1.86%1.73%1.70%1.78%1.88%BASE:MARKETINGPROFESSIONALSINTERVIEWED样本：受访市场主2081135366246917chinaagencyScope2018RespondentsbyJobFunctionandRole受访者的工作职能和职位Respondentsweredrawnfromacrosssectionofjobfunctionsandrolestoensurebalance.51.4%operateattheDirectorlev-el,with46.8%definingtheirroleasMarket-ingDirector/Manager.我们挑选了众多不同类型的职能和职位的受访者，以确保研究样本的平衡。51.4%的受访者为总监级别，46.8%的受访者为营销总监/经理。SAMPLEPROFILE访谈概况IntervieweeParticulars受访者信息GENDER性别20162018CITY受访者地区分布20162018MALE男43.542.1SHANGHAI上海58.351.2FEMALE女56.557.9BEIJING北京24.927.8GUANGDONG广东8.113.1POSITION职位20162018OTHER其它8.77.9PRESIDENT,CEO,GM总裁，首席执行官，总经理7.32.7MARKETINGDIRECTOR/MANAGER营销总监/市场经理43.844.3TENURE(AVERAGEYEARS)任期（平均年数）20162018MEDIADIRECTOR媒体总监