R3&SCOPEN：2016年中國營銷趨勢研究報告（28頁）.pdf

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1、China agency Scope 2016中國營銷趨勢研究A Research Study Conducted by R3 and SCOPEN since 2006該研究始于2006年，由勝三和SCOPEN聯手開展6th edition 第六版 AGENCY SCOPE 2016Methodology 方法論研究概述UNIVERSE1Our 2016 Survey comprises marketing leaders responsible for: marketing, communications and advertising in China. Each respondents

2、 company must be currently working with at least one creative or media agency in China. The professionals interviewed in each company had to be involved in the decision-making process for selecting agencies and approving the work of their agencies. They also had to interact with creative, media, dig

3、ital and marketing service agencies on an on-going basis. In addition to R3-SCOPENs own database, the leading China agencies were asked for a list of their most important clients, who were collectively approached by our interviewers.2016年度的研究對象為中國市場營銷、傳播與廣告行業的市場營銷領導者。每位受訪者的公司都必須與至少一家中國創意或媒體代理商正在合作。每

4、家公司的受訪者必須直接參與，選擇代理商和核準代理商的決策過程。他們必須與創意、媒介、數字和線下市場營銷服務代理商有著長期的互動。除了R3和SCOPEN的自有數據庫之外，中國首屈一指的代理商們也提供了其重要客戶的名單，此次研究中涵蓋了對于這些客戶的訪談。研究樣本SAMPLE2405 individuals working in 251 companies with 703 client-agency relationships were part of our analysis (creative agencies: advertising, marketing services and dig

5、ital, as well as media agencies). In addition to individuals in marketing departments of client companies, we also interviewed: agency professionals (242 individuals), Trade Press Editors (14 individuals) and Procurement Directors (28 individuals).本次研究的樣本來自于251家公司的405位專業人士，703個客戶/代理商關系（創意代理商：創意廣告、線下

6、市場營銷服務、數字以及媒介代理商。除了客戶公司的市場營銷專業人士，我們還采訪了：代理商專業人士（242人）、行業刊物編輯（14人）和采購總監（28人）。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES3研究問卷QUESTIONNAIRE3The methodology used a semi-structured questionnaire: a mix of predetermined and open-ended questions allowing inter-viewees to provide

7、 in-depth answers and opinions. The average duration of these interviews was 55 minutes.本次研究采用半結構式問卷，結合封閉式問題及開放式問題，使受訪者能夠深入解答并提供意見。采訪的平均時長為55分鐘。采訪類型TYPE OF INTERVIEW4Face-to-face interviews were held using a closed questionnaire (with CMOs). 60% of interviews were done face-to-face in the offices of

8、 the respondent client companies.On-line interviews were conducted to interview agency professionals and procurement.采用封閉式研究問卷進行面對面采訪（對象為首席營銷官）。60%的采訪在受訪客戶公司內完成。 在線采訪用于代理商專業人士和采購部。采訪日期DATES OF FIELDWORK5Interviews with marketers were conducted from September to December 2015.Interviews with Procurem

9、ent Directors, agency professionals and trade press were conducted from December 2015 to January2016.市場營銷專業人士受訪日期：2015年9月 - 12月。采購總監、代理商專業人士及行業刊物編輯受訪日期：2015年12月 - 2016年1月。AGENCY SCOPE 2016Agency Scope Around the World 營銷趨勢研究在全球范圍的開展200820132008201220102011200319782015200820092005Profile of Marketers

10、 Interviewed 受訪廣告主概況受訪公司性質PROFILES OF COMPANIES BY OWNERSHIP STRUCTURE1The 2016 survey covered a broad spectrum of 251 companies with a strong focus on multinational marketers, who account-ed for 77.5% of all respondents. In this edition we had more than 20 Chinese born companies that identified the

11、mselves as multinationals in 2016 due to their international scale and operations.2016年度研究涵蓋251家公司，重點關注跨國企業，占受訪總數的77.5%。其中，有20多家國內本土企業，介于其全球業務及企業規模，稱其為跨國企業。MULTINATIONAL 國際型企業LOCALLY-OWNED 國內本土企業STATE-OWNED國營單位NGO / CHARITY 慈善機構Sample Profile 訪談概況Type of Company 公司分類Most of our interviewees were fro

12、m multi-national companies (77.5%). The number of multinational companies has increased by 10.1 perceptual points compared with 2 years ago. The percentage of locally-owned compa-nies in the sample is very similar to 2014. The percentage of state-owned companies has been reduced.多數的受訪者來自于國際型企業（77.5%

13、），與兩年前比較國際企業的數量增加了10.1個點。國內本土企業的受訪情況與2014年相似。國營企業有所減少。MARKETERS 2012: 215, 2014: 261 AND, 2016: 405. DATA IN %.201220142016+10.1 pp.66.126.07.911.121.567.477.59.013.0IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES5受訪公司的營業額和營銷預算分布PROFILES OF COMPANIES BY TURNOVER AND MARKETING

14、BUDGET2Respondents were drawn from different sized companies, with 40% of respondents managing a marketing budget of RMB 100m or larger.受訪者來自不同規模的公司，40%的受訪者所管控的營銷預算至少在1億人民幣左右。Sample Profile 訪談概況Marketing Budget/Company Turnover Ratio 公司營業額與市場營銷預算 1.54.24.410.17.943.028.9受訪公司的地理分布Profiles of Companie

15、s By Geography3Interviews were conducted in three major cities: Beijing, Shanghai and Guangzhou. 58.3% of respondents were based in Shanghai, reflecting the citys commercial importance.采訪地點為三大城市：北京、上海和廣州。58.3%的受訪公司位于上海，這體現出上海在商業市場的重要地位。Sample Profile 訪談概況City Location 受訪者地區分布58.3% of the interviews

16、were conducted in Shanghai (9.6 perceptual point increase com-pared with 2014); Beijing represents 24.9% and the rest of the interviews were conducted in Guangdong (8.1%) or in other regions in China (16.8%).58.3%的訪談是在上海進行（與2014年相比，積累了9.6個點）。24.9%的訪談在北京進行，8.1%在廣東和16.8%在國內其它城市。MARKETERS 2012: 215, 20

17、14: 261 AND, 2016: 405. DATA IN %AGENCY SCOPE 2016受訪者的工作職能和職位 Respondents By Job Function and Role4Respondents were drawn from a cross section of job functions and roles to ensure balance. 66.2% operate at the Director level, with 43.8% defining their role as Marketing Director/Manager. 我們挑選了眾多不同類型的

18、職能和職位的受訪者，以確保研究的平衡。66.2%的受訪者為總監級別，43.8%的受訪者為營銷總監/經理。Sample Profile 訪談概況Interviewee Particulars 受訪者信息 總營/ 市參與訪談的廣告主Participating Marketers5Sample Profile 訪談概況251 companies interviewed. 150 (60%) agreed to be included as participants 251家被訪企業，150（60%)家企業同意公開 MARKETERS 2012: 215, 2014: 261 AND, 2016: 4

19、05. DATA IN % AND AVERAGE.IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES710 Key Trends & best practice 十大主要趨勢與最佳實踐The R3-SCOPEN 2016 Agency Scope Study focuses on the TRENDS of the Advertising Industry and the PERCEPTION and PERFOR- MANCE of agencies in China. We interviewed

20、405 marketing leaders responsible for: marketing, communications and advertising in China, working across 251 different companies, managing 703 marketer-agency relationships. Here we highlight just 10 key trends; the detailed report contains many more. We also summarize our best practice recommenda-

21、tions to help marketers and their agencies leverage these trends.R3-SCOPEN2016年中國營銷趨勢研究重點關注廣告行業的發展趨勢，針對中國代理商的看法及表現評估，共采訪了405位營銷領導者，他們在中國市場負責營銷、傳播和廣告方面的工作，分別來自于251家不同公司，管理著703個廣告主-代理商關系。本文將著重說明該關系的十大主要趨勢，詳細報告則包含更多細節。我們還總結了最佳實踐的建議，旨在幫助廣告主及其代理商抓住這些趨勢，得到進一步的提升。25.4 % of marketing budget now spent on dig

22、ital media. This has had a major impact on internal marketing team structures, budget allocation, creative platforms and data analytics. But ATL continues to take a fair slice of the marketing budget. For marketers and their agencies, this means even more diverse and fragmented ways to communicate w

23、ith consumers. Given the complexity of the market, marketers are developing relationships with fewer and more trusted agency partners and stick-ing with them for longer. Marketers work with an average of 6.4 agency partners (down from 8.2 agencies in2014), and the average relationship is 3.8 years (

24、up from just over 3 years in 2014).目前，25.4%的營銷預算用于數字媒體。這對內部營銷團隊結構、預算分配、創意平臺和數據分析具有重大影響。但傳統媒體仍占據不小的營銷預算。對于廣告主及其代理商而言，這意味著更多樣、更分散的消費者溝通方式。鑒于市場的復雜性，廣告主傾向與少數且更值得信賴的代理商合作，以建立并保持更長期的合作關系。廣告主的合作代理商平均數量為6.4個，比2014年的8.2個有所下降，平均合作時間則為3.8年（超出2014年的3.35年）。87.1% of strategic development is led in-house, with 64.

25、1% of marketers saying their preferred ideal agency model is a one-stop-integrated agency partner that can meet all their communication needs. Yet relatively few marketers have gone down this route, opting instead to strengthen internal resources to manage their communications and agency relationshi

26、ps. Agencies in turn continue to strengthen their offerings; hence, they are rewarded with longer and more stable contracts as a result.87.1%的策略制定工作由客戶內部主導，64.1%的廣告主表示，他們理想中的代理商模式是能夠滿足其全部傳播需求，一站式的代理商合作伙伴。不過，真正能夠選擇該模式的廣告主相對較少，大多數廣告主會轉而通過強化內部資源，從而有效管理與代理商之間的溝通傳播。相應地，代理商則應繼續強化服務范圍，來贏得更長久穩定的合作。Creativit

27、y/innovation scored by 67.3% of marketers as their key requirement when drawing up an advertising agency short-list, with market knowledge, strength of agency network, transparency and value for money all having high scores.67.3%的廣告主將創意/創新作為擬定創意廣告代理商入選名單的關鍵要求，其中市場知識的掌握、代理商網絡的優勢、透明度和物有所值均獲得了較高的評分。Pro

28、curement is involved in 70.7% of agency negotiations, most often leading with marketing in the negotiations with agency partners.70.7%的代理商談判采購部都有參與，大多數情況下，采購部與市場部共同協商選擇代理商。Finally, we asked respondents what challenges they think they face in the future. For marketers, 35.2% saw the challenges coming

29、 from informed consumers with new habits and 23.5% from media diversity and multi-channels. 29% of respondents said the top challenges facing creative agencies will be delivering bigger creative ideas and better understanding of the mar-ket and consumers. The main challenges facing media agencies wi

30、ll be understanding different communication platforms and channels, mentioned by 37.8% of respondents, followed by 28.9% better understanding of digital and 27.4% proving ROI effectiveness, results and metrics.最后，我們詢問受訪者，他們認為未來會面臨哪些挑戰。35.2%的廣告主認為挑戰來自于已經被大量信息充滿的消費者以及新的消費習慣，23.5%的廣告主認為挑戰來自媒體的多元化和多渠道。2

31、9%的受訪者表示，創意代理商面臨的最大挑戰是提供更出色的創意概念，并更好地了解本土市場與消費者。37.8%的受訪者表示，媒介代理商面臨的主要挑戰是了解不同的傳播平臺和渠道，28.9%的受訪者表示主要挑戰是洞悉數字營銷的趨勢，27.4%的受訪者表示關鍵在于提供ROI有效性、結果與衡量指標。AGENCY SCOPE 201610 Key Trends 十大主要趨勢1Digital media takes 25.4% of Chinese marketing budgets.1數字媒體開支占中國營銷預算的25.4%。2Best-in-class specialist agency model pre

32、dominates, but two thirds of marketers would choose an integrated agency model if it met their needs.3Marketers have on-going relationships with an average of 6.4 agency partners, down from over 8.2 agencies in 2014.4Agencies appointed for longer, with the average relationship now 3.8 years, up from

33、 just over 3 years in 2014.5Agency partners are highly valued but in-house resources are taking the lead role across marketing disciplines.6Most marketers are satisfied with their current agency partners but a third might occasionally consider a pitch.767.3% of marketers score creativity/innovation

34、as their most demanded characteristic of their ideal advertising agency.8Agency pitch is still the most popular process for selecting a new agency partner, but pitches often lack tailor-made ideas.9Fee / retainer and project basis is most used agen-cy remuneration model.10Client procurement teams ar

35、e involved in 70.7% of creative agency negotiations and 69.4% of media agency negotiations.2345678910專項型代理商模式占據著主導地位，但三分之二的廣告主希望在將來選擇整合型代理模式，前提是該模式能夠滿足其需求。持續合作的代理商數量從2014年平均8.2個降至6.4個。廣告主與代理商合作時間有所延長，從2014年的3.35年至現在的3.8年。代理商依然受到重視，但在不同營銷領域中，客戶內部資源逐漸發揮主導作用。大多數廣告主對其當前的合作代理商感到滿意，但三分之一的廣告主仍經常進行比稿。67.3%的

36、廣告主認為創意/創新是理想的創意廣告代理商該具備的首要特質。比稿仍是廣告主挑選新合作代理商時最受歡迎的方式，但代理商展示的提案演示往往缺乏量身定制的內容。服務費用/年費和按項目計費是最常使用的報酬模式。70.7%的創意代理商談判以及69.4%的媒介代理商談判，客戶采購部皆有參與。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES9Top 10 Key Trends and Best Practice summary十大主要趨勢與最佳實踐總結數字媒體開支占中國營銷預算的25.4%。Digital Media

37、 takes up to 25.4% of Chinese marketing budgets.1Spending on digital marketing now accounts for 25.4% of the average marketing budget, up from 18.6% two years ago. Below-the-line continues to perform strongly, account-ing for 40.3% of the budget putting pressure on ATL spend-ing which has seen its s

38、hare of marketing budgets cut from 35.9% two years ago down to 34.3% in 2016.But China still lags behind markets such as the UK where digital now takes 31.3% of marketing spending, which means even stronger growth potential over the next couple of years.目前，數字營銷開支占平均營銷服務預算的25.4%，比兩年前的18.6%有所提高。線下市場營銷

39、服務表現依然強勁，占預算的40.3%，這使傳統廣告面臨壓力，后者的開支從兩年前的35.9%削減至2016年的34.3%。 但中國仍然落后于英國等市場，數字媒體在這些市場占營銷開支的31.3%，這意味著接下來的幾年內仍有更大的發展潛能。Market Trends 市場趨勢Marketing Budget 市場營銷預算 22.3MARKETERS 2014 (BRAZIL), 2015 (MEXICO, UK) AND 2016 (CHINA). DATA IN %AGENCY SCOPE 2016R3-SCOPEN 最佳實踐Best PracticeMeasuring marketing ROI

40、 seems to have been pushed down a little on the list of marketers priorities as they struggle to manage the massive amount of big data generated from digital activity. Measuring consumer engagement from a so-cial media campaign seems to be preferred over developing a robust marketing ROI model.Media

41、 budget allocation remains a major challenge for all marketers - digital is now a critically important component, but ATL still accounts for the bulk of media spending. We would argue that measuring overall marketing return on investment and the contribution from each media has never been more impor

42、tant.Work closely with each agency partner to develop clear busi-ness goals, how they contribute to meeting those goals, and putting in place measurement criteria to judge how they are being met. Accountability should underpin media spending decisions. Set goals collaboratively with agency partners

43、and build these into agency remuneration.由于廣告主竭力管理數字營銷活動中生成的大量“大數據”，因此衡量ROI在廣告主的優先事項列表中的排名似乎略有下滑。相對開發穩健的營銷ROI模型，如今廣告主更注重通過社交媒體宣傳活動，來衡量消費者參與度。媒體預算分配仍是所有廣告主面臨的重大挑戰 數字媒體如今已成為重要組成部分，但傳統媒體仍占據大部分的媒體開支。我們認為，衡量投資的總體營銷回報率和不同媒體的貢獻率在如今顯得尤其重要。與各合作代理商共同制定清晰的業務目標，如何幫助廣告主實現這些目標，以及如何設置衡量標準以判斷目標實現程度。媒體開支決策應以可靠度為基礎。與

44、合作代理商共同設定目標，并將其納入代理商報酬之中。2BEST-IN-CLASS SPECIALIST AGENCY MODEL PREDOMINATES, BUT TWO THIRDS OF MARKETERS WOULD CHOOSE AN INTEGRATED AGENCY IF MET THEIR NEEDS.專項型代理商合作模式占據著主導地位，但三分之二的廣告主希望在將來選擇整合型代理商合作模式，前提是該模式能夠滿足其需求。The most common agency relationship model, cited by 61% of respondents, is structu

45、red around working with multiple best-in-class agencies working in parallel with the marketing team.The market is moving towards greater integration, with 33.9% of marketers appointing a lead agency to provide direction at brand level and help manage their inter-agency coordination. 6% use an agency

46、 model based on a hold-ing company with a sibling agency solution that provides a single agency contract but leverages multiple specialist resources. 4.3% work with a holding company that creates a custom agency to meet their specific needs.When pressed on their future needs, 64.1% of respondents wo

47、uld choose a fully integrated agency model if it met all my communication needs specifically to deliver a big brand campaign that requires multiple disciplines. Given the already inbuilt complexity of the Chinese market, its no surprise the preference for an integrated solution is signifi-cantly hig

48、her amongst Chinese marketers than our global benchmark.61%的受訪者提到最常見的代理商關系模式，是圍繞多家專項型代理商展開，采取與營銷團隊平行作業的方式。隨著廣告市場不斷整合，33.9%的廣告主委任一家主導代理商，負責提供品牌層面的指導，并幫助統籌各代理商之間的協作。6%的廣告主采用與集團控股公司所屬代理商合作模式，這類集團控股公司設有聯合代理方案，提供單一的代理合同，并同時調配所需專家資源。4.3%的廣告主則與集團控股公司所屬，專門為客戶項目而成立的代理商合作模式。被問及未來的需求時，64.1%的受訪者表示他們會選擇整合型的代理商模式

49、，“前提是這種模式能夠滿足我所有的傳播需求”，在展開覆蓋多個傳播目標的大型品牌宣傳活動時，尤為如此。鑒于中國市場固有的復雜性，中國廣告主對整合型解決方案的偏好并不令人感到意外，他們對這種解決方案的偏好程度遠遠高于我們的全球基準。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES11Market Trends 市場趨勢Way of working with agencies (Integration vs. Specialisation) 與代理商的合作模式（整合型與專項代理商比對） IN WHAT SIT

50、UATIONS WOULD YOU WORK IN AN INTEGRATED MODEL WITH YOUR AGENCIES?在什么情況下您會用整合營銷模式與代理商合作？覆蓋多個傳播目標當單一傳播渠道需要在不同媒體平臺上，使更有效地分配資源新/MARKETERS THAT WORK WITH CREATIVE AGENCIES 2016: 351. DATA IN %.Market Trends 市場趨勢Way of working with agencies (Integration vs. Specialisation)與代理商的合作模式（整合型與專項代理商比對）IN THE FUTU