R3&SCOPEN：2016年中国营销趋势研究报告（28页）.pdf

1、China agency Scope 2016中国营销趋势研究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6th edition 第六版 AGENCY SCOPE 2016Methodology 方法论研究概述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年度的研究对象为中国市场营销、传播与广告行业的市场营销领导者。每位受访者的公司都必须与至少一家中国创意或媒体代理商正在合作。每

4、家公司的受访者必须直接参与，选择代理商和核准代理商的决策过程。他们必须与创意、媒介、数字和线下市场营销服务代理商有着长期的互动。除了R3和SCOPEN的自有数据库之外，中国首屈一指的代理商们也提供了其重要客户的名单，此次研究中涵盖了对于这些客户的访谈。研究样本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).本次研究的样本来自于251家公司的405位专业人士，703个客户/代理商关系（创意代理商：创意广告、线下

6、市场营销服务、数字以及媒介代理商。除了客户公司的市场营销专业人士，我们还采访了：代理商专业人士（242人）、行业刊物编辑（14人）和采购总监（28人）。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES3研究问卷QUESTIONNAIRE3The methodology used a semi-structured questionnaire: a mix of predetermined and open-ended questions allowing inter-viewees to provide