2020年度中國營銷趨勢研究報(bào)告

1、DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIESMethodologyOur universe of analysis is comprised of the highest-level decision- makers in marketing, procurement, communications (integrated, BTL, digital) and media from the largest and most important marketers in China.SAMPLEParticipants from ea

2、ch company had to be working for a company with at least one communication or media agency and be directly involved on an on-going basis in the selection and approval of their agencies work.551 individuals242 client companies612 client-agency (Integrated, Marketing Services -BTL, Digital and Media)

3、relationships180 agency professionals interviewed12 trade press editors36 procurement directorsEach year, we gather opinions from more than 3,000 marketer interviews globally. In addition to R3-SCOPENs own databases, leading agencies in China were asked for a list of their most important clients, wh

4、o collectively were approached by our interviewers.SAMPLE PROFILE 訪談概況我們的分析數(shù)據(jù)來源于中國領(lǐng)先品牌負(fù)責(zé)營銷傳播(整合營銷，線下營銷，數(shù)字營銷)，媒介及采購部的資深決策人員。樣本受訪人員所在的公司就現(xiàn)階段必須至少與一家在中國的營銷傳播或媒介代理商處于合作關(guān)系。每家公司的受訪人員必須能夠直接參與挑選以及核定代理商的工 作。同時(shí)，持續(xù)地與營銷傳播或媒介代理商進(jìn)行選擇與評估。數(shù)據(jù)概覽：551位受訪客戶242家公司612個客戶-代理商關(guān)系（整合營銷，線下市場營銷，數(shù)字和媒體）180位代理商同仁12位行業(yè)媒體編輯36位采購主管每年，

5、我們都將采集全球范圍的3000位以上的類似采訪意見。除了R3-Scopen的數(shù)據(jù)庫之外，國內(nèi)領(lǐng)先的代理商也提供了他們的主要客戶名單。這些客戶也應(yīng)邀參與了我們的訪談。A total of 551 Professionals Interviewed in 2020 共有551位營銷專業(yè)人士接受了訪談MARKETING PROFESSIONALS INTERVIEWED 受訪客戶20182020MARKETING PROFESSIONALS INTERVIEWED 受訪客戶406 323WORKING WITH INTEGRATED AGENCIES 受訪客戶參與整合營銷代理商評估人數(shù)215202W

6、ORKING WITH MARKETING SERVICES AGENCIES (BTL) 受訪客戶參與線下市場營銷代理商評估人數(shù)7652WORKING WITH DIGITAL AGENCIES 受訪客戶參與數(shù)字營銷代理商評估人數(shù)159123WORKING WITH MEDIA AGENCIES 受訪客戶參與媒介代理商評估人數(shù)15497CLIENT-AGENCIES RELATIONSHIPS ANALYSED 客戶與代理商關(guān)系分析746 612INTEGRATED AGENCIES 受訪客戶與整合營銷代理商關(guān)系272287MARKETING SERVICES AGENCIES (BTL)

7、受訪客戶與線下市場營銷服務(wù)代理商關(guān)系10967DIGITAL AGENCIES 受訪客戶與數(shù)字營銷代理商關(guān)系198151MEDIA AGENCIES 受訪客戶與媒介代理商關(guān)系167107OTHER PROFESSIONALS INTERVIEWED 其他受訪的專業(yè)人士245 228SENIOR PROFESSIONALS WORKING FOR COMMUNICATION AND MEDIA AGENCIES資深營銷傳播代理商和媒體代理商專業(yè)人士199180TRADE PUBLICATIONS EDITORS 行業(yè)雜志編輯1412PROCUREMENT DIRECTORS 客戶方的采購部人員3

8、236china agency Scope 2020Semi-structured questionnaire with further open-ended questions that allowed interviewees to provide in-depth opinions. All quotes referring to each subscribing agency are included in the Individual and Confidential Report prepared for that specific agency. The average dura

9、tion of interviews was 55 minutes.TYPE OF INTERVIEWFace-to-face interviews were held using a closed questionnaire (with Senior Marketers or Senior Directors). 60% of interviews were done face-to-face in the offices of the client companies. Online interviews were conducted to interview agency profess

10、ionals and procurement professionals.DATES OF FIELDWORKMarketing and Procurement Directors: August - December 2019Agency Professionals and Trade Press: October - December 2019半結(jié)構(gòu)式的問卷與開放式的問題，引導(dǎo)受訪者提供更深入的意見。所有涉及到關(guān)于訂閱代理商的引述，都包含在為訂閱代理商定制的機(jī)密性報(bào)告中。訪談平均時(shí)間為55分鐘。問卷訪談形式調(diào)研期間面對面訪談采用封閉式問卷（與資深市場管理層或主要決策者 )。60的訪談是以面

11、對面形式在客戶公司進(jìn)行。代理商專業(yè)人士和采購專業(yè)人員主要通過線上問卷方式。市場管理者/采購主管訪談：2019年8月-12月。代理商同仁及行業(yè)媒體編輯訪談：2019年10月-12月QUESTIONNAIRE營銷趨勢研究在全球12個國家中展開調(diào)研AGENCY SCOPE IS CURRENTLY DEVELOPED IN 12 COUNTRIES201120052003200919782008201320062009201219992016DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIESBudget & GeographyCompany O

12、wnership Structure, Turnover,受區(qū)訪分市布場情主況的所有制結(jié)構(gòu)、營業(yè)額、營銷預(yù)算和地The 2019/2020 survey comprised of 22.6% locally-owned companies, 64.7% foreign multinationals and 10.5% Chinese multinationals predominantly from Beijing, Shanghai and Guangzhou. This edition of the study saw an increase of respondents from oth

13、er cities in China at 9.3% (up from 7.9% in 2018).2019/2020調(diào)查對象主要位于北京、上海和廣州。其中涵蓋了22.6%的本土企業(yè)，64.7%的外資跨國企業(yè)和10.5%的中國跨國企業(yè)。本年度調(diào)研中，來自中國其他城市的受訪者增加了9.3%(2018年為7.9%)。公司架構(gòu)STRUCTURE OF COMPANIES (MARKETERS)Ratio (Marketing, Communications and Media Budget / Turnover)營銷預(yù)算占比 （營銷傳播及媒體投放預(yù)算/營業(yè)額）SHANGHAI上海BEIJING北京G

14、UANGDONG廣東CHINESEMULTINATIONAL中國國際企業(yè)FOREIGNMULTINATIONAL外資國際企業(yè)LOCALLY OWNED國內(nèi)本土企業(yè)COMPANY TURNOVER公司營業(yè)額 (RMB 人民幣)4,268,000,0004,312,000,0004,275,000,0004,358,000,0004,315,000,0004,315,000,000MARKETING BUDGET市場營銷預(yù)算 (RMB 人民幣)82,400,00068,300,00068,300,00089,000,00089,000,00069,400,000RATIO (MARKETING B

15、UDGET / TURNOVER)營銷預(yù)算占營業(yè)額比例1.91.61.72.01.81.7BASE: MARKETING PROFESSIONALS INTERVIEWED樣本：受訪市場主16488393420973china agency Scope 2020參與訪談的市場主Respondents by Job Function & RoleRespondents were drawn from a cross section of job functions and roles to ensure balance. 37.8% operate at the Director level,

16、with 62.2% defining their role as Marketing Director/Manager.訪談概況SAMPLE PROFILEInterviewee Particulars 受訪者信息我們篩選了眾多不同類型的職能和職位的受訪者，以確保研究樣本的衡。 37.8%的受訪者為總監(jiān)級別，62.2%的受訪者為營銷總監(jiān)/ 經(jīng)理級別。GENDER 性別20182020JOB TITLE 職稱MALE 男42.135.9PRESIDENT, CEO, GM總裁，首席執(zhí)行官，總FEMALE 女57.964.1MARKETING DIRECTOR總監(jiān) / 市場經(jīng)理201820202

17、.73.444.355.133.018.3經(jīng)理/ MANAGER 營銷BRAND DIRECTOR / BRAND MANAGER 品CITY 城市20182020COMMUNICATIONS DIRECTOR傳播總監(jiān)1.73.1牌總監(jiān) / 品牌經(jīng)理SHANGHAI 上海51.250.8MEDIA DIRECTOR 媒體總監(jiān)4.4 4.6BEIJING 北京27.827.2DIGITAL DIRECTOR 數(shù)字營銷總監(jiān) /DIGITAL MANAGER 數(shù)字營銷經(jīng)理6.16.2GUANGDONG廣東13.112.1TRADE MARKETING DIRECTOR市場渠道營銷總監(jiān)2.71.5OT

18、HER CITY IN CHINA 7.99.3OTHER* 其它 *5.17.8OTHER COUNTRY-0.6TENURE (AVERAGE YEARS)20182020TYPE OF COMPANY 公司類型20182020其它城市其他國家任期（平均年數(shù)）AT YOUR CURRENT COMPANY現(xiàn)任公司AT YOUR CURRENT ROLE現(xiàn)職位5.55.04.63.8CHINESE MULTINATIONAL BUSINESS /BRAND 中國國際企業(yè)FOREIGN MULTINATIONAL外資國際企業(yè)LOCAL BUSINESS / BRANDROLE 職責(zé)201820

19、20STATE OWNED 國營單位22.4 22.6國內(nèi)本土企業(yè)16.310.560.664.722.422.6DIRECTOR & ABOVE 51.437.8NGO / CHARITY 慈善機(jī)構(gòu)0.31.5MIDDLE MANAGEMENT 46.862.2STATE OWNED 國營單位-0.6總監(jiān)級別或以上非總監(jiān)級別* OTHER: SALES DIRECTOR (0.6), CRM/PRECISION MARKETING (0.6), DIRECTOR/HEAD OF PR (0.3), DIRECTOR/HEAD OFCONTENTS, STRATEGIC PLANNING DI

20、RECTOR (0.3) & OTHER (5.6)DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES受訪市場主Participating Marketers樣本描述SAMPLE PROFILEParticipant Companies (323 professionals in 242 Companies/Brands were interviewed. 43% agreed to appear as participants)參與企業(yè)（242家受訪公司/品牌的323位市場從業(yè)者受訪，43% 市場主同意公開logo）china agen

21、cy Scope 2020DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES十大主要趨勢與最佳實(shí)踐10 Key Trends & Best PracticeThe R3-SCOPEN 2020 AGENCY SCOPE Study provides an in-depth look at Chinas advertising industry, exploring trends in client- agency partnerships, selection and remuneration. In the following page

22、s we highlight 10 key findings that provide an overview6of how the landscape is changing, and included best practice recommendations to help marketers and their agencies leverage these trends.R3-SCOPEN 2020營銷趨勢研究對中國傳播行業(yè)進(jìn)行了深入觀察，探索了客戶與代理商合作伙伴關(guān)系，代理商甄選標(biāo)準(zhǔn)和費(fèi)用方面的趨勢。在接下來的幾頁中，我們重點(diǎn)介紹了10個主要發(fā)現(xiàn)，這些發(fā)現(xiàn)概述了形勢如何變化，并包括

23、了最佳實(shí)踐建議，以幫助營銷人員及其代理商更有效地利用這些趨勢。1Digital Makes Up 50.1% of Marketing Budgets.數(shù)字營銷的投入占市場預(yù)算的50.1%。Marketing Professionals Are Generally Satisfied With Their Current Agency Partners.市場從業(yè)者大體上對目前合作的代理商伙伴表示滿意。2Best-in-Class Specialist Agency Model Predominates, But Nearly 31% of Marketers Would Choose an I

24、ntegrated Agency if it Met Their Needs.專項(xiàng)代理商合作模式占據(jù)著主導(dǎo)地位，但近31%的市場主希望在將來選擇整合營銷代理商合作模式，前提是該代理商必須能夠滿足其需求。Knowledge, Strategic Planning & Creativity- Innovation Are Qualities Marketers Mention Most When Defining the Ideal Agency.7當(dāng)定義“理想”代理商時(shí)，專業(yè)知識，策略規(guī)劃及創(chuàng)新能力是首要能力要求。3Marketers Have Increased Their Number of

25、 Ongoing Agency Relationships by 12.5%.同時(shí)與多個代理商保持合作關(guān)系的市場主比例上升12.5%。Agency Pitch Remains The Most Popular Method for Selecting An Agency.8比稿仍然是市場主甄選代理商伙伴的主要方式。4The Average Duration of Client-Agency Relationships is stabilized in 3 Years.市場主與代理商的平均合作關(guān)系穩(wěn)定在3年。Project-Base Remuneration Is Gaining Popular

26、ity, As Fee-Based Remuneration Continues To Find Less Favor.9當(dāng)項(xiàng)目制的合作關(guān)系越來越獲得青睞，選擇年費(fèi)制收費(fèi)模式的品牌則日益稀少。5Marketers Continue to Look In-House for Solutions Across Marketing Disciplines.市場主持續(xù)在內(nèi)部尋找跨領(lǐng)域營銷解決方案。88.9% of Procurement Teams Are Involved in the Entire Pitch and Negotiation Process.1088.9%的采購部全程參與比稿及比價(jià)

27、流程。china agency Scope 20201D數(shù)ig字it營al銷M的ak投es入U(xiǎn)占p 5市0場.1預(yù)算of的M5a0r.k1e%ting BudgetsOver the past five years, Chinas marketing landscape has transformed into a digital-first market. Previously lagging behind countries like the UK, digital marketing now accounts for 50.1% of the average marketing budg

28、et in China, up 7.5% since 2018 and almost doubling since 2016. This makes China a leader in digital spend, surpassing the global average (35.9%). Investments in above-the-line (ATL) and below-the-line (BTL) marketing has decreased globally, falling in China by 1.3% and 6.1% accordingly.公司架構(gòu)在過去5年里，中

29、國營銷市場變成了數(shù)字為先。相較之前已落后的市場，如英國，目前數(shù)字營銷預(yù)算僅僅占中國50%平均營銷預(yù)算。這個比例自 2018年以來增長了7.5%，自2016年以來幾乎翻了一番。這使得中國在數(shù)字營銷花費(fèi)處于領(lǐng)先地位，超過了全球平均水平(35.9%)。在全球范圍內(nèi)，傳統(tǒng)線上(ATL)和線下(BTL)營銷的投資有所下降，中國相應(yīng)下降1.3%和6.1%。STRUCTURE OF COMPANIES (MARKETERS)Marketing Budget (ATL / BTL / DIGITAL Split)市場營銷預(yù)算（傳統(tǒng)/線下/數(shù)字營銷分配）20182020+7.5 percentage point

30、s 積累點(diǎn) (+17.6 % of increase 增長)27.826.542.650.123.429.5 ATL傳統(tǒng)廣告BTL線下活動DIGITAL數(shù)字營銷R3-SCOPEN BEST PRACTICEMedia budget allocation remains a major challenge for all marketers - digital is now a critically important component. We would argue that measuring overall marketing return on investment and the c

31、ontribution from each media has never been more important.Work closely with each agency partner to develop clear business 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 decisi

32、ons. Set goals collaboratively with agency partners and build these into agency remuneration.R3-SCOPEN 最佳實(shí)踐媒介預(yù)算分配仍是所有市場主面臨的重大挑戰(zhàn) 數(shù)字媒體如今已成為重要組成部分，但傳統(tǒng)媒體仍占據(jù)大部分的媒體開支。我們認(rèn)為，衡量營銷溝通的投資回報(bào)率和不同媒介的貢獻(xiàn)在如今顯得尤其重要。與各代理商伙伴共同商議并制定清晰的業(yè)務(wù)目標(biāo)，如何實(shí)現(xiàn)，并設(shè)置衡量標(biāo)準(zhǔn)以判斷目標(biāo)貢獻(xiàn)程度。媒體預(yù)算規(guī)劃的決策需有可靠責(zé)任機(jī)制為基礎(chǔ)，與合作代理商共同設(shè)定目標(biāo)，并將其納入代理商費(fèi)用結(jié)構(gòu)之中。DRIVING TRA

33、NSFORMATION FOR MARKETERS & THEIR AGENCIES2專項(xiàng)代理商合作模式占據(jù)著主導(dǎo)地位，但近31%的市場主希望在將來選擇整合營銷代Best-in-Class Specialist Agency Model Predominates, But Nearly 31 of Marketers Would Choose an Integrated Agency if It Met Their Needs理商合作模式，前提是該代理商必須能夠滿足其需求The most common agency relationship model, mentioned by 87.6%

34、of respondents (91.8% in 2018), is structured around several agencies working with the marketing team. When they think in the future, 31.3% of respondents would choose a fully integrated agency model if it solves all their communication needs. The market is moving towards greater collabo- ration wit

35、h 6 out of 10 Marketing Professionals appointing a lead agency to provide strategic direction and help manage their inter-agency coordination87.6%的受訪者提到，最常見的代理關(guān)系模式是與擁有不同專項(xiàng)能力的代理商協(xié)作以完成不同方面的傳播需求(2018年為91.8%)，當(dāng)他們考慮未來時(shí)，31.3%的受訪者表示，更期望能和一家完全整合的代理商合作，“如果它能解決他們所有的營銷需求”。同時(shí)每10名市場主中有6位采用主導(dǎo)代理商模式，提供戰(zhàn)略指導(dǎo)并幫助管理與其他代

36、理商的合作。公司架構(gòu)STRUCTURE OF COMPANIES (MARKETERS)Ways of Working with Agencies (Integration vs. Specialisation)與代理商的合作模式（整合營銷代理商 vs. 專項(xiàng)代理商）COMMUNICATION AGENCIESWHAT IS YOUR CURRENT WORKING MODEL WITH YOUR AGENCY PARTNERS?您與現(xiàn)有代理商之間的合作模式是怎樣的？IF IT WAS YOUR DECISION, IN THE FUTURE WOULD YOU PREFER TO WORK

37、WITH?如果由您來決定，您認(rèn)為哪種合作模式是最理想的？AN INTEGRATED AGENCY THAT SOLVES ALL COMMUNICATION NEEDS一家整合營銷代理商滿足公司所有傳播需求SPECIALISED AGENCIES IN EACH DISCIPLINE(I LOOK FOR SPECIALISTS)專項(xiàng)代理商滿足公司的單一需求12.43025507531.387.610002550+18.9pp.68.775100 20202018China is well above the global benchmark for using specialized age

38、ncies (68.7%), with other markets adopting a more integrated approach. However, 18.9% of marketers surveyed would prefer to move from their current specialized model to working with an integrated communications agency if it was their decision.中國在使用專項(xiàng)代理商比例上遠(yuǎn)遠(yuǎn)高于全球基準(zhǔn)(68.7%)，其他市場更傾向于與整合營銷代理商合作。然而，在采訪中，1

39、8.9%的市場主表示，如果他們有決定權(quán)，他們更愿意從目前的專項(xiàng)性代理商合作模式轉(zhuǎn)為與一家整合營銷代理商合作。china agency Scope 2020公司架構(gòu)STRUCTURE OF COMPANIES (MARKETERS)Ways of Working with Agencies (Integration vs. Specialisation)與代理商的合作模式（整合營銷代理商 vs. 專項(xiàng)代理商）IF IT WAS YOUR DECISION, IN THE FUTURE WOULD YOU PREFER TO WORK WITH?如果由您來決定，您認(rèn)為哪種合作模式是最理想的？48.

40、563.845.745.731.342.752.951.536.254.354.368.752.847.1GLOBALBRAZILMEXICOUKCHINAINDIASOUTH AFRICA100AN INTEGRATED AGENCY75THAT SOLVES ALLCOMMUNICATION NEEDS一家整合營銷代理商滿足公50司所有傳播需求25SPECIALISED AGENCIES INEACH DISCIPLINE (I LOOK FOR SPECIALISTS)0各專項(xiàng)代理商滿足公司單一需求Bases: MARKETING PROFESSIONALS interviewed in

41、 BRAZIL & INDIA in 2018. MEXICO & UK in 2019. CHINA (282) & SOUTH AFRICA in 2020. PromptedQuestion. Data in Percentages (%).R3-SCOPEN BEST PRACTICER3-SCOPEN 最佳實(shí)踐Agency Group holding companies are still coming to grips代理商集團(tuán)仍在試圖通過旗下姊妹公司提供一站式代理商服務(wù)，但尚未完 with a consistent one-stop agency offering across

42、their sibling全成型。雖然代理商已具備部分跨領(lǐng)域的專業(yè)技能，但就我們的經(jīng)驗(yàn)而言， companies and this must be judged as work in progress.這種方式通常由市場主推動，而非通過最強(qiáng)代理商或主導(dǎo)代理商推動。 Agencies are highly skilled in working as cross-disciplined各自為戰(zhàn)的情況仍然難以打破。teams, but in our experience, this is all too often reactively-ledby the marketer and not by t

43、he strongest or lead agency. Siloscan still be difficult to break down.Evaluate your current agency model and conduct a thorough 我們建議市場主對現(xiàn)有的代理商模型進(jìn)行評估，對內(nèi)部的需求進(jìn)行全方位 internal needs analysis and a critical appraisal of the分析以及與相關(guān)部門同事一起對公司的內(nèi)部營銷組織運(yùn)作做嚴(yán)格的評價(jià)。 companys internal marketing structure with appropr

44、iate著眼在實(shí)際情況上：高度集中的代理商模式真的符合公司文化嗎？它是否 stakeholders. But be realistic: Would a highly centralized能夠?yàn)榉稚⒌慕M織結(jié)構(gòu)帶來更好的凝聚力及規(guī)范性?agency model really be a good fit with your company cultureon the ground or could it bring much needed focus and discipline to a fragmented structure?DRIVING TRANSFORMATION FOR MARKE

45、TERS & THEIR AGENCIES3Relationships by 12.5Marketers Have Increased Their Number of Ongoing Agency同時(shí)與多個代理商保持合作關(guān)系的市場主比例上升12.5%Chinese marketers, on average, work with nearly seven communication agencies and one media agency. This is an increase of 12.5% from 2018, attributed to more partnerships with

46、 BTL and digital agencies. In ourbenchmark of across eight countries, marketers in China work with the most agencies at the same time (China is the leader followed by Mexico with 6.4 agencies on average).中國市場主平均與7家營銷傳播代理商和1家媒介代理商合作。與2018年相比，這一數(shù)字增長了12.5%，這要?dú)w功于線下代理商和數(shù)字代理商的合作數(shù)量的增長。與全球基準(zhǔn)相較，我們發(fā)現(xiàn)，中國是市場主同期

47、合作最多家代理商的市場。（位于第二位的是墨西哥，平均合作代理商數(shù)量為6.4家）?？蛻襞c代理商關(guān)系CLIENT-AGENCY RELATIONSHIPSAverage Number of Current Communication & Media Agencies現(xiàn)有營銷傳播和媒介代理商合作平均數(shù)量數(shù)字專項(xiàng)代理商DIGITAL AGENCIESBTL AGENCIES線下/市場營銷服務(wù)代理商2.1整合營銷代理商3.1INTEGRATED AGENCIES營銷傳播代理商1.4COMMUNICATION AGENCIES6.6媒介代理商MEDIA AGENCIES1.2其中不包含公關(guān)代理商及咨詢顧問

48、公司*THERE ARE NOT INCLUDED PR AGENCIES & CONSULTANTS代理商總數(shù)TOTAL AGENCIES*7.8china agency Scope 2020現(xiàn)有營銷傳播和媒介代理商合作平均數(shù)量AgenciesMARKETING PROFESSIONALSTYPE OF AGENCIES代理商分類201820201.91.42.03.1INTEGRATED AGENCIESBTL AGENCIES線下市場營銷服務(wù)代理商整合營銷代理商DIGITAL AGENCIESMEDIA AGENCIES媒介代理商數(shù)字專項(xiàng)代理商TOTAL AVERAGE OF AGENC

49、IES總計(jì)代理商平均數(shù)量2.02.1Bases: MARKETING PROFESSIONALS基數(shù)：受訪市場主CLIENT-AGENCY RELATIONSHIPS客戶與代理商關(guān)系A(chǔ)verage Number of Current Communication & Media1.21.27.17.8406323R3-SCOPEN BEST PRACTICEThe pitch from one-off campaign to one-off campaign is thankfully becoming much less common in the market as marketers de

50、velop longer term relationships with fewer key agency partners.The foundation of any good business relationship is the opportunity for feedback and measurement. Its why R3 built CAPE (Client Agency Performance Evaluation), to helpmarketers better assess their individual agency relationships. This di

51、agnostic approach is a fundamental way to identify the best partners and fix the ones that arent.R3-SCOPEN 最佳實(shí)踐值得一提的是，隨著市場主與代理商建立起長期的合作關(guān)系，市場主不再糾結(jié)于代理商數(shù)量，每次營銷戰(zhàn)役都發(fā)起比稿需求的頻率也在減少。任何良性合作關(guān)系都需要建構(gòu)在雙方能夠有機(jī)會給予彼此評估及反饋的基礎(chǔ)上，這也是勝三建立CAPE（客戶-代理商表現(xiàn)評估）的宗旨-幫助市場主更好地評估每個代理商關(guān)系，為尋找最佳合作伙伴及改善不佳的合作關(guān)系提供重要支持。DRIVING TRANSFORMATIO

52、N FOR MARKETERS & THEIR AGENCIES4市場主與代理商的平均合作關(guān)系穩(wěn)定在3年。The Average Duration of Client-Agency Relationships is stabilized in 3 YearsThe average duration of client-communication agencies relationships is around three years. A slight decrease in partnership duration has been noted for integrated and BTL

53、agencies, however, the length of relationships have increased for digital agencies. Interviewees noted that they normally work with agencies on an ongoing basis, continuously, on a yearly basis, with their communication agencies, and this has been also consistent for media agencies.In terms of our i

54、nternational benchmark, China is below the global average of 4.2 years.市場主與營銷傳播代理商的平均合作時(shí)長為3年左右。其中，整合營銷代理商與線下活動代理商的合作時(shí)長有些許下降，而數(shù)字代理商的合作時(shí)長有所延長。受訪者指出，他們通常會與代理商持續(xù)地，以年為基礎(chǔ)進(jìn)行合作。同樣，媒介代理商的合作也是如此。相較全球基準(zhǔn)，中國低于全球平均4.2年的時(shí)長?？蛻襞c代理商關(guān)系CLIENT-AGENCY RELATIONSHIPSAverage Length of the Relationships (With Current Agencie

55、s)市場主-代理商關(guān)系時(shí)長 （目前合作的代理商）COMMUNICATION AGENCIESSPLIT BY COUNTRY4.64.74.24.34.44.52.92.920182020GLOBALBRAZILMEXICOUKCHINAINDIASOUTH AFRICA2.9按國家劃分Bases: ACCOUNTS analysed in BRAZIL & INDIA in 2018. MEXICO & UK in 2019. CHINA in 2018-2020 (552/509) & SOUTH AFRICA in 2020.Spontaneous Question. Data in P

56、ercentages (%).china agency Scope 2020R3-SCOPEN BEST PRACTICEThe continued decrease in marketers length of tenure in their current roles is one factor contributing to agency stability.Our respondents have been in their current positions for an average of 3.8 years and with their current companies 5.

57、5 years. Both numbers have decreased from the 2018 survey.Develop long term relationships by evaluating your agency regularly and giving open and constructive feedback. Have the agencies evaluate the marketing team in the same way to identify potential roadblocks to effective and efficient partnersh

58、ips.In this new era of collaboration, one technique we have recently seen paying dividends is to have agencies also evaluate each other how well is your media agency rated by your digital agency? What can your digital agency teach your advertising agency about improved processes? These steps are all

59、 about driving results and better ideas sooner.R3-SCOPEN 最佳實(shí)踐市場主在其崗位任期的持續(xù)縮短是影響代理商穩(wěn)定性的因素之一。我們的調(diào)查對象在他們現(xiàn)在的崗位平均工作3.8年，在他們的現(xiàn)有公司平均工作 5.5年與2018年的調(diào)查相比，這兩個數(shù)字都有所下降。市場主可以通過對代理商的定期評估，并給予開放且建設(shè)性的反饋，來發(fā)展與代理商長期合作關(guān)系。同樣，代理商以相同的方法評估客戶市場團(tuán) 隊(duì)，也能找出潛在的阻礙，以便建立更好效果及效率的合作伙伴關(guān)系。面對客戶-代理商合作的新時(shí)代，我們最近發(fā)現(xiàn)，讓代理商相互之間進(jìn)行評估能帶來不同的收獲你的數(shù)字代理商如何

60、評價(jià)你的媒介代理商？對于流程改善，你的數(shù)字代理商能給你的創(chuàng)意廣告代理商提供什么意見？這些做法是為了能更快地提升產(chǎn)出并催生更好的創(chuàng)意。5市場主持續(xù)在內(nèi)部尋找跨領(lǐng)域營銷解決方案Marketers Continue to Look In-house for Solutions Across Marketing DisciplinesWe asked what disciplines advertisers are developing and which agencies are they involving to solve their needs in those areas. The resu