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-SCOPEN’s 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20162018CREATIVE AGENCIES 受访客户与创意广告代理商关系225215MARKETING SERVICES AGENCIES (BTL) 受访客户与线下市场营销服务代理商关系7076DIGITAL AGENCIES 受访客户与数字营销代理商关系121159MEDIA AGENCIES 受访客户与媒体代理商关系195154CLIENT-AGENCIES RELATIONSHIPS ANALYSED 客户与代理商关系分析20162018CREATIVE AGENCIES 受访客户与创意广告代理商关系263272MARKETING SERVICES AGENCIES (BTL) 受访客户与线下市场营销服务代理商关系88109DIGITAL AGENCIES 受访客户与数字营销代理商关系150198MEDIA AGENCIES 受访客户与媒体代理商关系202167OTHER PROFESSIONALS INTERVIEWED 其他受访的专业人士20162018SENIOR 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242199TRADE 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1314PROCUREMENT 客户方的采购部人员2832SAMPLE 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 sem...
