2018中国营销趋势研究.pdf

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China Agency Scope中国营销趋势研究2018IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES2Our 2018 study comprises of managers and above levels, who are responsible for marketing, communications, adver-tising, digital and media in China. Their company must be currently working with at least one creative or media agency. The professional interviewed in each company had to be involved in the 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-SCOPENs own databases, leading agencies in China were asked for a list of their most important clients, who collectively were approached by our interviewers.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。3china agency Scope 2018SAMPLE研究样本406 individuals working in 309 client companies with 746 client-agency (Creative, Marketing Ser-vices, Digital and Media) relationships analysed. In addition to individuals in marketing departments of client companies, we also interviewed the follow-ing professionals to complete the Study: Agency professionals (199 individuals), Trade Press Editors (14 individuals) and Procurement directors (32 individuals).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）。MARKETING PROFESSIONALS INTERVIEWED 受访客户2016 2018CREATIVE AGENCIES 受访客户与创意广告代理商关系225 215MARKETING SERVICES AGENCIES (BTL) 受访客户与线下市场营销服务代理商关系70 76DIGITAL AGENCIES 受访客户与数字营销代理商关系121 159MEDIA AGENCIES 受访客户与媒体代理商关系195 154CLIENT-AGENCIES RELATIONSHIPS ANALYSED 客户与代理商关系分析2016 2018CREATIVE AGENCIES 受访客户与创意广告代理商关系263 272MARKETING SERVICES AGENCIES (BTL) 受访客户与线下市场营销服务代理商关系88 109DIGITAL AGENCIES 受访客户与数字营销代理商关系150 198MEDIA AGENCIES 受访客户与媒体代理商关系202 167OTHER PROFESSIONALS INTERVIEWED 其他受访的专业人士2016 2018SENIOR PROFESSIONALS WORKING IN CREATIVE, BTL, MEDIA AND DIGITAL AGENCIES 资深代理商创意、限下、媒体或数字营销专业人士242 199TRADE PRESS PUBLICATION EDITORS ON CREATIVE, BTL, DIGITAL AND MEDIA AGENCIES 行业杂志编辑对创意、线下、媒体、数字营销代理商的看法13 14PROCUREMENT 客户方的采购部人员28 32SAMPLE PROFILE 访谈概况A total of 805 Professionals Interviewed in 2018 共有805位营销专业人士接受了访谈IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES4QUESTIONNAIRE调查问卷The methodology used a semi-structured questionnaire with further open-ended ques-tions that allowed interviewees to provide in-depth opinions. All quotes referring to each subscrib-ing agency are included in the Individual and Confidential Report prepared for that specific agency. The average duration of interviews was 55 minutes.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。type of Interview采访类型Face-to-face interviews were held using a closed questionnaire (with Senior Marketers or Senior Direc-tors). 60% of interviews were done face-to-face in the offices of the client companies. On-line inter-views were conducted to interview agency professionals and Procure-ment professionals.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。5china agency Scope 2018Interviews with Marketing and Pro-curement Directors were conducted from July to November 2017.Interviews with Agency Professionals and Trade Press were conducted from September to October 2017.DATES OF FIELDWORK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。AGENCY SCOPE is developed in 12 countries 营销趋势研究在全球12个国家中展开调研200820132006201219992011200319782016200820092005IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES6Profiles of Marketers Interviewed受访市场主概况Profile of Companies by Ownership Structure, Turnover, Marketing Budget and Geography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The 2018 survey comprised of 22% local-ly-owned companies, 60% foreign multination-als and 16.3% Chinese multinationals across Beijing, Shanghai and Guangzhou. This year saw an increase of respondents from Guang-zhou, at 13.1% (up from 8.1% in 2016).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%。STRUCTURE OF COMPANIES (MARKETERS) 公司架构Company Turnover 公司营业额（ MILLION RMB 百万人民币 ）& Marketing Budget 市场营销预算（ MILLION RMB 百万人民币 ）SHANGHAI 上海BEIJING北京GUANDONG广东CHINESE MUL-TINATIONAL BUSINESS / BRAND中国国际企业FOREIGN MUL-TINATIONAL 外资国际企业LOCALLY OWNED 国内本土企业COMPANY TURNOVER 公司营业额 (MILLION RMB 百万人民币)4,065 3,825 4,036 4,795 3,885 3,859MARKETING BUDGET 市场营销预算 (MILLION RMB 百万人民币)73.4 71.0 69.9 81.3 69.0 72.4RATIO (MARKETING BUDGET / TURNOVER)营销预算占营业额比例1.81% 1.86% 1.73% 1.70% 1.78% 1.88%BASE: MARKETING PROFESSIONALS INTERVIEWED样本：受访市场主208 113 53 66 246 917china agency Scope 2018Respondents by Job Function and Role受访者的工作职能和职位Respondents were drawn from a cross section of job functions and roles to ensure balance. 51.4% operate at the Director lev-el, with 46.8% defining their role as Market-ing Director/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。SAMPLE PROFILE 访谈概况Interviewee Particulars 受访者信息 GENDER 性别 2016 2018 CITY 受访者地区分布 2016 2018MALE 男 43.5 42.1 SHANGHAI 上海 58.3 51.2FEMALE 女 56.5 57.9 BEIJING 北京 24.9 27.8GUANGDONG 广东 8.1 13.1POSITION 职位 2016 2018 OTHER 其它 8.7 7.9PRESIDENT, CEO, GM总裁，首席执行官，总经理7.3 2.7MARKETING DIRECTOR / MANAGER营销总监 / 市场经理 43.8 44.3TENURE (AVERAGE YEARS)任期（平均年数）2016 2018MEDIA DIRECTOR 媒体总监6.4 4.4CURRENT POSITION当前职位4.77 4.64GROUP BRAND DIRECTOR / MANAGER 集团品牌经理21.8 33.0CURRENT COMPANY在该公司任职5.96 5.45E-COMMERCE / DIGITAL DIRECTOR / MANAGER 电子商务总监 / 数字营销总监 / 经理6.4 6.1COMMUNICATION DIRECTOR传播总监2.0 1.7 ROLE 职责 2016 2018TRADE MARKETING DIRECTOR市场渠道营销总监6.4 2.7DIRECTOR & ABOVE总监级别或以上66.2 51.4OTHER 其它6.0 5.1MIDDLE MANAGEMENT 非总监级别33.8 46.8IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES8PARTICIPATING MARKETERS参与访谈的市场主SAMPLE PROFILE 访谈概况Participant Companies (309 companies/brands interviewed and 406 professionals). 157 (50.8%) agreed to appear as participants)参与企业（309家受访公司/品牌及406位受访市场主），157位同意公开 （50.8%）9china agency Scope 201810 KEY TRENDS AND BEST PRACTICE十大主要趋势与最佳实践The R3-SCOPEN 2018 Agency Scope Study focuses on the TRENDS of the Advertising Industry and the PERCEPTION and PERFORMANCE of agencies in China. We interviewed 406 marketing leaders responsible for: marketing, communications and advertising in China, working across 306 different companies, managing 746 marketer-agency relationships. Here we highlight just 10 key trends; the detailed report contains many more. We also summarize our best practice recommendations to help marketers and their agencies lever-age these trends.Digital spends now account for 42.6% of the average marketing bud-gets, up from 25.4% just two years ago. When pressed on their future needs, 36.9% of respondents would choose a fully integrated agency model if it met all my communica-tion needs specifically to deliver a big brand campaign that requires multiple disciplines, showing that there is a desire for integration in the marketplace, even though the major-ity of marketers are currently working with specialized shops.The number of different agency relationships employed by market-ers continues on the general trend of consolidation established in the 2016 wave of the study, suggesting a gradual stabilization in market-eragency relationships, but rela-tionships are still of shorter duration compared to our global benchmark 胜三-SCOPEN2018年中国营销趋势研究重点关注营销行业的发展趋势，针对中国代理商的看法及表现评估，共采访了406位营销决策者，他们在中国市场负责营销、传播和广告方面的工作，分别来自于306家不同公司，管理着746个客户-代理商关系。本文将着重说明十大主要趋势，详细报告则包含更多细节。我们还总结了最佳实践的建议，旨在帮助市场主及其代理商抓住这些趋势，得到进一步的提升。从今年的结果来看，数字营销在平均营销预算中所占的比重，从短短两年前的25.4%提高至42.6%。被问及未来的需求时，36.9%的受访者表示他们选择采用与一家整合营销代理商合作的模式，“前提是这种模式能够满足我所有的传播需求”，特别是在展开覆盖多个传播任务的大型品牌宣传活动时。这表明大多数市场主目前虽然与专项代理商合作，但仍希望能整合他们的市场营销投入。市场主目前合作的不同代理商关系延续了2016年的整体数量减少之趋势，表明客户-代理商关系逐步趋稳，但是客户-代理商关系的平均时长仍然低于我们的国际基准，说明中国的代理商合作关系稳定度与全球均值仍然存在一定差距。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES10and China still has some way to go to reach global levels of stability.In-house marketing teams are consistently involved in leading and directing key disciplines, especially: strategic planning, branded content, e-commerce, research and data analytics.The fee/retainer remuneration model continues to be the most common, while the project-based model has gained in popularity. In addition, pro-curement teams are taking a larger role in the negotiations in the agency selection process for both communi-cations and media agencies.Finally, we asked respondents what challenges they will face in the fu-ture. When developing digital market-ing, 58.6% of respondents identified justifying KPIs effectiveness as their biggest challenge going forward. They also identified the speed of change in the market, internal digital transfor-mation and difficulty in choosing the right digital agencies are challenges to overcome going forward.市场主的营销团队在各关键专业领域中，持续增加其参与度，特别是在：策略规划、品牌内容、电子商务、研究及数据分析等事务上。虽然固定服务费/年费模式仍然是最常见的报酬模式，项目制的收费模式正在日益普及。此外，在与营销传播和媒介代理商的挑选与谈判过程中，采购团队的参与及责任越来越大。最后，我们询问受访者，他们未来会面临哪些挑战。当被问及发展数字营销时，58.6%的受访者认为如何验证关键业绩指标的有效性是他们当前最大的挑战。他们认为，市场的快速变化、企业内部的数字化转型以及难以找到合适的数字营销代理商，这些也都是未来发展需要克服的挑战。11china agency Scope 2018Digital Takes Up to 42.6% of Marketing Budgets数字营销占整体营销预算的42.6%Spending on digital marketing now accounts for a stag-gering 42.6% of the average marketing budget in China, up from 25.4% just two years ago. The shares of the marketing budget taken up by Below-the-line (BTL) and Above-the-line (ATL) spending have both decreased, now sitting at 29.5% and 27.8%, respectively.数字营销目前在中国平均营销预算所占的比重从短短两年前的25.4%增至42.6%，涨幅相当惊人。线下(BTL)和线上(ATL)在营销预算中所占的份额均有所下降，目前分别为29.5%和27.8%。In the 2016 wave of this study, China still lagged behind markets like the UK, where digital accounted for 31.3% of marketing spending in 2016. However, Chinese mar-keters digital spends have surpassed every other market in the study in just two years, reflecting Chinas rapidly growing digitally savvy consumer culture.在2016年的调查中，中国仍是落后于英国等市场，后者数字媒体在2016年已经占到营销预算的31.3%。然而，仅经过短短两年的发展，中国市场主的数字营销占比已经超过了其他所有市场，说明中国数字消费文化正在高速发展。1STRUCTURE OF COMPANIES (MARKETERS) 公司架构Marketing Budget 市场营销预算（RMB 人民币）25.4 34.340.442.6 27.829.520182016+17.27 percentage points 积累点 (68.09% of increase 增长)ATL传统广告BTL线下活动DIGITAL数字营销IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES12R3-SCOPEN Best PracticeR3-SCOPEN最佳实践Media 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 important.媒体预算分配仍是所有市场主面临的重大挑战 数字媒体如今已成为重要组成部分，但传统媒体仍占据大部分的媒体开支。我们认为，衡量投资的总体营销回报率和不同媒体的贡献率在如今显得尤其重要。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 and build these into agency remuneration.与各合作代理商共同商议并制定清晰的业务目标、如何实现目标，并设置衡量标准以判断目标实现度。媒体预算规划的决策需有可靠的资讯为基础。与合作代理商共同设定目标，并将其纳入代理商报酬规划之中。13china agency Scope 2018When asked to describe their current agency relation-ship model, 89.2% of respondents revealed that they are working with specialized agencies in each discipline, with only 8% of marketers reporting that they work with integrated agencies.我们请市场主描述了他们当前的代理商合作模式，89.2%的受访者表示他们与各个领域的专项代理商合作，仅8%的受访者表示他们正在与整合营销代理商合作。Best-in-Class Specialist Agency Model Predominates, But Nearly 37% of Marketers Would Choose an Integrated Agency if it Met Their Needs专项代理商合作模式占据着主导地位，但近37%的市场主希望在将来选择整合营销代理商合作模式，前提是该代理商必须能够满足其需求 2China is well above the global benchmark for using spe-cialized agencies, with other markets adopting a more integrated approach. There are several challenges in China preventing marketers from being able to achieve the “ideal” agency model. For example, 10.5% of re-spondents reported that there are no “ideal” integrated agencies in the market. Another consequence of this lack of integration is that 78.3% of Chinese marketers do no work with a lead agency to coordinate all communication activities, which is well off the global benchmark (47.7% of marketers do not have a lead agency).中国市场主与专项代理商的合作比例远超国际均值，其他市场采用与整合营销代理商的合作模式比例较高。中国市场存在几项挑战，影响市场主实现“理想的”代理商模式，例如，10.5%的受访者表示市场上没有“理想的”整合营销代理商。这也导致了78.3%的中国市场主没有主导代理商来协助统筹所有的传播活动，这个比例远高于于国际均值（47.7%的市场主没有主导代理商）。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES140 25 50 75 100When pressed on their future needs, 36.9% of respondents would choose a fully integrated agency model if it met all my communication needs specifically to deliver a big brand campaign that requires multiple disciplines, showing that there is a desire for integration in the market-place.被问及未来的需求时，36.9%的受访者表示他们会选择与一个整合营销代理商合作的模式，“前提是这种模式能够满足我所有的传播需求”，特别是在需要展开覆盖多个传播任务的大型品牌宣传活动时，这表示他们有整合营销上的需求。STRUCTURE OF COMPANIES (MARKETERS) 公司架构Way of Working with Agencies (Integration vs. Specialisation) 与代理商的合作模式（整合营销代理商 vs. 专项代理商）WHAT IS YOUR CURRENT WORKING MODEL WITH YOUR AGENCY PARTNERS? 您现有的和您代理商之间的合作模式是怎样的？IF IT WAS YOUR DECISION, IN THE FUTURE WOULD YOU RATHER PREFER TO WORK WITH?如果由您来决定，您认为哪种合作模式是最理想的？AN INTEGRATED AGENCY THAT SOLVES ALL MY COMMUNICATION NEEDS一家整合营销代理商满足公司所有传播需求8.089.22.80 25 50 75 100SPECIALISED AGENCIES IN EACH DISCIPLINE (I LOOK FOR SPECIALISTS)专项代理商满足公司的单一需求BOTH TYPES整合营销代理商和专项代理商共同满足传播需求AN INTEGRATED AGENCY THAT SOLVES ALL MY COMMUNICATION NEEDS一家整合营销代理商满足公司所有传播需求36.9585.1SPECIALISED AGENCIES IN EACH DISCIPLINE (I LOOK FOR SPECIALISTS)专项代理商满足公司的单一需求BOTH TYPES整合营销代理商和专项代理商共同满足传播需求15china agency Scope 2018STRUCTURE OF COMPANIES (MARKETERS) 公司架构Way of Working with Agencies (Integration vs. Specialisation) 与代理商的合作模式（整合营销代理商 vs. 专项代理商）IF IT WAS YOUR DECISION, IN THE FUTURE WOULD YOU RATHERPREFER TO WORK WITH?如果由您来决定，您认为哪种合作模式是最理想的？100%75% 50%25%0%GLOBAL BRAZIL MEXICO UK CHINA INDIA SOUTH AFRICA49.248.057.839.3 42.6 56.0 58.0 50.0 41.956.0 43.0 36.9 44.0 57.6AN INTEGRATED AGENCY THAT SOLVES ALL MY COMMUNICATION NEEDS一家整合营销代理商满足贵公司所有的传播需求SPECIALISED AGENCIES IN EACH DISCIPLINE (I LOOK FOR SPECIALISTS)专项代理商满足贵公司的单一需求BOTH TYPES OF AGENCIES整合营销代理商和专项代理商共同满足传播需求DK/NA不知道/无答案IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES16R3-SCOPEN Best PracticeR3-SCOPEN最佳实践Agency Group holding companies are still coming to grips with a consistent one-stop agency offering across their sibling companies and this must be judged as work in progress. Agencies are highly skilled in working as cross-disciplined teams but, in our experience, this is all too often reactive-led by the marketer a