胜3 Scopen-中国营销趋势研究2018-52页.pdfVIP

China Agency Scope 中国营销趋势研究 2018 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 7th edition, 2018 第七版，2018年 IMPROVING THE EFFECTIVENESS EFFICIENCY OF MARKETERS THEIR AGENCIES Methodology 方法论 UNIVERSE 研究概述 Our 2018 study comprises of managers 2018年度调查的对象包括中国市场营销、 and above levels, who are responsible 传播、数字与媒体行业的高管。他们的公司当前 for marketing, communications, adver- 必须与至少一家创意或媒介代理商合作，且每位 tising, digital and media in China. Their 受访的专业人士必须直接参与选择和核准代理商 company must be currently working 的决策过程，他们必须与营销传播或媒介代理商 with at least one creative or media 长期互动。除了胜三和SCOPEN的自有数据库 agency. The professional interviewed in 之外，中国多家优秀代理商也提供了重要客户的 each company had to be involved in the 名单，此次研究中涵盖了对于这些客户的访谈。 decision making process for selecting agencies and approving the work of their agencies. They had also to interact with creative-media agencies on an on-go- ing basis. In addition to R3-SCOPEN’s own databases, leading agencies in China were asked for a list of their most important clients, who collectively were approached by our interviewers. 2 china agency Scope 2018 SAMPLE 研究样本 406 individuals working in 309 client companies 本次研究的样本来自309家客户公司的406名专业人士，746个 with 746 client-agency (Creative, Marketing Ser- 客户/代理商关系（创意、线下/市场营销服务、数字营销和媒体)。 vices, D