胜三：中国营销趋势研究（37页）.pdf

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1、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 2020 nMpQqQrPnMsOqRpNrMqPmRaQ9R7NmOnNoMoOkPoPpNkPmNnO7NpOqOwMmMzQNZqQnP ZERO-BASED BUDGETING AGENCY SCOPE is a biennial research on trends shaping marketer-agency

2、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 reg

3、arding 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 mar

4、kets 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

5、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 PAULL Principal, R3 包贵革

6、 胜三总裁 CSAR VACCHIANO CEO, SCOPEN 万盛安 SCOPEN 总裁/首席行政官 DRIVING TRANSFORMATION FOR MARKETERS therefore, open and honest feedback is critical. With an effective evaluation process in place, there should be a mechanism to identify issues and put into place plans for improvement. The agency should be give