2020年中国营销趋势研究报告.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8th edition,2020 第八版，2020年China Agency Scope中国营销趋势研究2020ZERO-BASED BUDGETING AGENCY SCOPE is a biennial research on trends shaping marketer-agency relationships and the perception and image of those agencies.This R3-SCOPEN 2020 AGENCY SCOPE report is the 8th edition for China,and in this edition,we interviewed professionals from 242 different companies.The primary value of AGENCY SCOPE is to provide agencies with first-hand information regarding the needs of their clients.The report acts as a reference point for agencies to improve and provide new services as it covers trends in the communications and marketing sector and compares the perception and image of their agency to other Chinese agencies.AGENCY SCOPE is conducted in 12 markets around the world(Argentina,Brazil,Chile,China,Colombia,India,Mexico,Portugal,Singapore,South Africa,Spain,and the United Kingdom),which enables us to include global benchmarks in some key aspects.introduction营销趋势研究是一项两年一度的趋势研究，旨在通过了解市场主-代理商关系，深入分析代理商的市场看法和实际表现。2020中国营销趋势研究是在中国发表的第八版，此次在中国开展的调研中，我们共采集到了来自242家不同企业的市场营销专业人士的意见。营销趋势研究的主要价值是向订阅代理商提供关于其客户需求的第一手信息。作为一项独特的工具，本研究能够帮助代理商优化服务和开拓新的业务。报告涵盖了营销传播的核心发现及市场趋势，体现了市场主对代理商的看法，并与其竞争对手进行比较。类似的调研也在全球范围内的其他12个市场同步开展（包括阿根廷，巴西，智利，中国，哥伦比亚，印度，墨西哥，葡萄牙，新加坡，南非，西班牙及英国），因此我们在一些关键指标上会与全球市场的表现进行比较。GREG PAULLPrincipal,R3包贵革胜三总裁CSAR VACCHIANOCEO,SCOPEN万盛安SCOPEN 总裁/首席行政官DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES4MethodologyOur 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 each 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 individuals 242 client companies 612 client-agency(Integrated,Marketing Services-BTL,Digital and Media)relationships 180 agency professionals interviewed 12 trade press editors 36 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,who collectively were approached by our interviewers.我们的分析数据来源于中国领先品牌负责营销传播(整合营销，线下营销，数字营销)，媒介及采购部的资深决策人员。样本受访人员所在的公司就现阶段必须至少与一家在中国的营销传播或媒介代理商处于合作关系。每家公司的受访人员必须能够直接参与挑选以及核定代理商的工作。同时，持续地与营销传播或媒介代理商进行选择与评估。数据概览：551位受访客户242家公司612个客户-代理商关系（整合营销，线下市场营销，数字和媒体）180位代理商同仁12位行业媒体编辑36位采购主管每年，我们都将采集全球范围的3000位以上的类似采访意见。除了R3-Scopen的数据库之外，国内领先的代理商也提供了他们的主要客户名单。这些客户也应邀参与了我们的访谈。SAMPLE PROFILE 访谈概况A total of 551 Professionals Interviewed in 2020 共有551位营销专业人士接受了访谈MARKETING PROFESSIONALS INTERVIEWED 受访客户20182020MARKETING PROFESSIONALS INTERVIEWED 受访客户406323WORKING WITH INTEGRATED AGENCIES 受访客户参与整合营销代理商评估人数215202WORKING WITH MARKETING SERVICES AGENCIES(BTL)受访客户参与线下市场营销代理商评估人数 7652WORKING WITH DIGITAL AGENCIES 受访客户参与数字营销代理商评估人数159123WORKING WITH MEDIA AGENCIES 受访客户参与媒介代理商评估人数15497CLIENT-AGENCIES RELATIONSHIPS ANALYSED 客户与代理商关系分析746612INTEGRATED AGENCIES 受访客户与整合营销代理商关系272287MARKETING SERVICES AGENCIES(BTL)受访客户与线下市场营销服务代理商关系10967DIGITAL AGENCIES 受访客户与数字营销代理商关系198151MEDIA AGENCIES 受访客户与媒介代理商关系167107OTHER PROFESSIONALS INTERVIEWED 其他受访的专业人士245228SENIOR PROFESSIONALS WORKING FOR COMMUNICATION AND MEDIA AGENCIES 资深营销传播代理商和媒体代理商专业人士199180TRADE PUBLICATIONS EDITORS 行业杂志编辑1412PROCUREMENT DIRECTORS 客户方的采购部人员32365china agency Scope 2020AGENCY SCOPE IS CURRENTLY DEVELOPED IN 12 COUNTRIES 营销趋势研究在全球12个国家中展开调研200920132006201219992011200319782016200820092005QUESTIONNAIRESemi-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 duration 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 professionals and procurement professionals.DATES OF FIELDWORK Marketing and Procurement Directors:August-December 2019 Agency Professionals and Trade Press:October-December 2019问卷半结构式的问卷与开放式的问题，引导受访者提供更深入的意见。所有涉及到关于订阅代理商的引述，都包含在为订阅代理商定制的机密性报告中。访谈平均时间为55分钟。访谈形式面对面访谈采用封闭式问卷（与资深市场管理层或主要决策者)。60的访谈是以面对面形式在客户公司进行。代理商专业人士和采购专业人员主要通过线上问卷方式。调研期间 市场管理者/采购主管访谈：2019年8月-12月。代理商同仁及行业媒体编辑访谈：2019年10月-12月DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES6Company Ownership Structure,Turnover,Budget&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 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 other cities in China at 9.3%(up from 7.9%in 2018).2019/2020调查对象主要位于北京、上海和广州。其中涵盖了22.6%的本土企业，64.7%的外资跨国企业和10.5%的中国跨国企业。本年度调研中，来自中国其他城市的受访者增加了9.3%(2018年为7.9%)。STRUCTURE OF COMPANIES(MARKETERS)公司架构Ratio(Marketing,Communications and Media Budget/Turnover)营销预算占比（营销传播及媒体投放预算/营业额）SHANGHAI 上海BEIJING北京GUANGDONG广东CHINESE MULTINATIONAL中国国际企业FOREIGN MULTINATIONAL 外资国际企业LOCALLY OWNED国内本土企业COMPANY TURNOVER 公司营业额(RMB 人民币)4,268,000,0004,312,000,0004,275,000,0004,358,000,0004,315,000,0004,315,000,000MARKETING BUDGET 市场营销预算(RMB 人民币)82,400,00068,300,00068,300,00089,000,00089,000,00069,400,000RATIO(MARKETING BUDGET/TURNOVER)营销预算占营业额比例1.91.61.72.01.81.7BASE:MARKETING PROFESSIONALS INTERVIEWED样本：受访市场主164883934209737china agency Scope 2020Respondents by Job Function&Role参与访谈的市场主Respondents were drawn from a cross section of job functions and roles to ensure balance.37.8%operate at the Director level,with 62.2%defining their role as Marketing Director/Manager.我们筛选了众多不同类型的职能和职位的受访者，以确保研究样本的衡。37.8%的受访者为总监级别，62.2%的受访者为营销总监/经理级别。SAMPLE PROFILE 访谈概况Interviewee Particulars 受访者信息GENDER 性别20182020JOB TITLE 职称20182020MALE 男 42.135.9PRESIDENT,CEO,GM 总裁，首席执行官，总经理 2.73.4FEMALE 女 57.964.1MARKETING DIRECTOR/MANAGER 营销总监/市场经理 44.355.1BRAND DIRECTOR/BRAND MANAGER 品牌总监/品牌经理 33.018.3CITY 城市20182020COMMUNICATIONS DIRECTOR 传播总监 1.73.1SHANGHAI 上海 51.250.8MEDIA DIRECTOR 媒体总监 4.44.6BEIJING 北京 27.827.2DIGITAL DIRECTOR 数字营销总监/DIGITAL MANAGER 数字营销经理6.16.2GUANGDONG 广东 13.112.1TRADE MARKETING DIRECTOR 市场渠道营销总监 2.71.5OTHER CITY IN CHINA 其它城市7.99.3OTHER*其它*5.17.8OTHER COUNTRY 其他国家-0.6TENURE(AVERAGE YEARS)任期（平均年数）20182020TYPE OF COMPANY 公司类型20182020AT YOUR CURRENT COMPANY 现任公司5.55.0CHINESE MULTINATIONAL BUSINESS/BRAND 中国国际企业 16.310.5AT YOUR CURRENT ROLE现职位4.63.8FOREIGN MULTINATIONAL 外资国际企业 60.664.7LOCAL BUSINESS/BRAND 国内本土企业22.422.6ROLE 职责20182020STATE OWNED 国营单位 22.422.6DIRECTOR&ABOVE 总监级别或以上51.437.8NGO/CHARITY 慈善机构 0.31.5MIDDLE MANAGEMENT非总监级别46.862.2STATE OWNED 国营单位-0.6*OTHER:SALES DIRECTOR(0.6),CRM/PRECISION MARKETING(0.6),DIRECTOR/HEAD OF PR(0.3),DIRECTOR/HEAD OF CONTENTS,STRATEGIC PLANNING DIRECTOR(0.3)&OTHER(5.6)DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES8Participating Marketers受访市场主SAMPLE PROFILE 样本描述Participant Companies(323 professionals in 242 Companies/Brands were interviewed.43%agreed to appear as participants)参与企业（242家受访公司/品牌的323位市场从业者受访，43%市场主同意公开logo）9china agency Scope 2020DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES1010 Key Trends&Best Practice十大主要趋势与最佳实践The 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 pages we highlight 10 key findings that provide an overview of how the landscape is changing,and included best practice recommendations to help marketers and their agencies leverage these trends.R3-SCOPEN 2020营销趋势研究对中国传播行业进行了深入观察，探索了客户与代理商合作伙伴关系，代理商甄选标准和费用方面的趋势。在接下来的几页中，我们重点介绍了10个主要发现，这些发现概述了形势如何变化，并包括了最佳实践建议，以帮助营销人员及其代理商更有效地利用这些趋势。Digital Makes Up 50.1%of Marketing Budgets.数字营销的投入占市场预算的50.1%。1Best-in-Class Specialist Agency Model Predominates,But Nearly 31%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31%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。2Marketers Have Increased Their Number of Ongoing Agency Relationships by 12.5%.同时与多个代理商保持合作关系的市场主比例上升12.5%。3The Average Duration of Client-Agency Relationships is stabilized in 3 Years.市场主与代理商的平均合作关系稳定在3年。4Marketers Continue to Look In-House for Solutions Across Marketing Disciplines.市场主持续在内部寻找跨领域营销解决方案。5Marketing Professionals Are Generally Satisfied With Their Current Agency Partners.市场从业者大体上对目前合作的代理商伙伴表示满意。6Knowledge,Strategic Planning&Creativity-Innovation Are Qualities Marketers Mention Most When Defining the Ideal Agency.当定义“理想”代理商时，专业知识，策略规划及创新能力是首要能力要求。7Agency Pitch Remains The Most Popular Method for Selecting An Agency.比稿仍然是市场主甄选代理商伙伴的主要方式。8Project-Base Remuneration Is Gaining Popularity,As Fee-Based Remuneration Continues To Find Less Favor.当项目制的合作关系越来越获得青睐，选择年费制收费模式的品牌则日益稀少。988.9%of Procurement Teams Are Involved in the Entire Pitch and Negotiation Process.88.9%的采购部全程参与比稿及比价流程。1011china agency Scope 20201Digital Makes Up 50.1%of Marketing Budgets数字营销的投入占市场预算的50.1%Over 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 budget 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.在过去5年里，中国营销市场变成了数字为先。相较之前已落后的市场，如英国，目前数字营销预算仅仅占中国50%平均营销预算。这个比例自2018年以来增长了7.5%，自2016年以来几乎翻了一番。这使得中国在数字营销花费处于领先地位，超过了全球平均水平(35.9%)。在全球范围内，传统线上(ATL)和线下(BTL)营销的投资有所下降，中国相应下降1.3%和6.1%。STRUCTURE OF COMPANIES(MARKETERS)公司架构Marketing Budget(ATL/BTL/DIGITAL Split)市场营销预算（传统/线下/数字营销分配）2018202042.627.829.550.126.523.4+7.5 percentage points 积累点(+17.6%of increase 增长)ATL传统广告BTL线下活动DIGITAL数字营销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 contribution 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 decisions.Set goals collaboratively with agency partners and build these into agency remuneration.R3-SCOPEN 最佳实践媒介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，衡量营销沟通的投资回报率和不同媒介的贡献在如今显得尤其重要。与各代理商伙伴共同商议并制定清晰的业务目标，如何实现，并设置衡量标准以判断目标贡献程度。媒体预算规划的决策需有可靠责任机制为基础，与合作代理商共同设定目标，并将其纳入代理商费用结构之中。DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES122Best-in-Class Specialist Agency Model Predominates,But Nearly 31%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31%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The most common agency relationship model,mentioned by 87.6%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 with 6 out of 10 Marketing Professionals appointing a lead agency to provide strategic direction and help manage their inter-agency coordination87.6%的受访者提到，最常见的代理关系模式是与拥有不同专项能力的代理商协作以完成不同方面的传播需求(2018年为91.8%)，当他们考虑未来时，31.3%的受访者表示，更期望能和一家完全整合的代理商合作，“如果它能解决他们所有的营销需求”。同时每10名市场主中有6位采用主导代理商模式，提供战略指导并帮助管理与其他代理商的合作。STRUCTURE OF COMPANIES(MARKETERS)公司架构Ways 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）COMMUNICATION AGENCIES20202018WHAT IS YOUR CURRENT WORKING MODEL WITH YOUR AGENCY PARTNERS?您与现有代理商之间的合作模式是怎样的？IF IT WAS YOUR DECISION,IN THE FUTURE WOULD YOU 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 ALLCOMMUNICATION NEEDS 一家整合营销代理商满足公司所有传播需求SPECIALISED AGENCIES IN EACH DISCIPLINE(I LOOK FOR SPECIALISTS)专项代理商满足公司的单一需求+18.9pp.0255075100025507510031.387.668.712.43China is well above the global benchmark for using specialized agencies(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.中国在使用专项代理商比例上远远高于全球基准(68.7%)，其他市场更倾向于与整合营销代理商合作。然而，在采访中，18.9%的市场主表示，如果他们有决定权，他们更愿意从目前的专项性代理商合作模式转为与一家整合营销代理商合作。13china agency Scope 2020STRUCTURE OF COMPANIES(MARKETERS)公司架构Ways 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 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 COMMUNICATION NEEDS一家整合营销代理商满足公司所有传播需求SPECIALISED AGENCIES IN EACH DISCIPLINE(I LOOK FOR SPECIALISTS)各专项代理商满足公司单一需求100755025048.551.563.836.245.754.345.754.331.368.742.752.852.947.1Bases:MARKETING PROFESSIONALS interviewed in BRAZIL&INDIA in 2018.MEXICO&UK in 2019.CHINA(282)&SOUTH AFRICA in 2020.Prompted Question.Data in Percentages(%).R3-SCOPEN BEST PRACTICEAgency 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 reactively-led by the marketer and not by the strongest or lead agency.Silos can still be difficult to break down.Evaluate your current agency model and conduct a thorough internal needs analysis and a critical appraisal of the companys internal marketing structure with appropriate stakeholders.But be realistic:Would a highly centralized agency model really be a good fit with your company culture on the ground or could it bring much needed focus and discipline to a fragmented structure?R3-SCOPEN 最佳实践代理商集团仍在试图通过旗下姊妹公司提供一站式代理商服务，但尚未完全成型。虽然代理商已具备部分跨领域的专业技能，但就我们的经验而言，这种方式通常由市场主推动，而非通过最强代理商或主导代理商推动。各自为战的情况仍然难以打破。我们建议市场主对现有的代理商模型进行评估，对内部的需求进行全方位分析以及与相关部门同事一起对公司的内部营销组织运作做严格的评价。着眼在实际情况上：高度集中的代理商模式真的符合公司文化吗？它是否能够为分散的组织结构带来更好的凝聚力及规范性?GLOBALBRAZILMEXICOUKCHINAINDIASOUTH AFRICADRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES143Marketers Have Increased Their Number of Ongoing Agency Relationships by 12.5%同时与多个代理商保持合作关系的市场主比例上升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 BTL and digital agencies.In our benchmark 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).中国市场主平均与7家营销传播代理商和