China
agencyScope
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 2016
rthree
AGENCY SCOPE 2016
Methodology 方法论
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UNIVERSEOur 2016 Survey comprises marketing leaders responsible for: marketing, communications and advertising in China. Each
respondent’s 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, digital and marketing service agencies on an on-going
basis. In addition to R3-SCOPEN’s 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
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

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SAMPLE405 individuals working in 251 companies with 703 client-agency relationships were part of our analysis (creative agencies:
advertising, marketing services and digital, 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 AGENCIESQUESTIONNAIREThe methodology used a semi-structured questionnaire: a mix of predetermined and open-ended questions allowing inter-
viewees to provide in-depth answers and opinions. The average duration of these interviews was 55 minutes.
本次研究采用半结构式问卷，结合封闭式问题及开放式问题，使受访者能够深入解答并提供意见。采访的平均时长为55分钟

TYPEOFINTERVIEWFace-to-face interviews were held using a closed questionnaire (with CMOs). 60% of interviews were done face-to-face in the
offces of the respondent client companies.
On-line interviews were conducted to interview agency professionals and procurement.
采用封闭式研究问卷进行面对面采访（对象为首席营销官）。60%的采访在受访客户公司内完成

在线采访用于代理商专业人士和采购部

DATESOFFIELDWORKInterviews with marketers were conducted from September to December 2015.
Interviews with Procurement Directors, agency professionals and trade press were conducted from December 2015 to
January2016.
市场营销专业人士受访日期：2015年9月 - 12月

采购总监、代理商专业人士及行业刊物编辑受访日期：2015年12月 - 2016年1月

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AGENCY SCOPE 2016
Agency Scope Around the World
营销趋势研究在全球范围的开展
2008
2013
2008
2012
2010
2011
2003
1978
2015
20082009
2005
Profile of Marketers Interviewed
受访广告主概况
埸埸埸埸埸埸
PROFILESOFCOMPANIESBYOWNERSHIPSTRUCTUREThe 2016 survey covered a broad spectrum of 251 companies with a strong focus on multinational marketers, who account-
ed for 77.5% of all respondents. In this edition we had more than 20 Chinese born companies that identifed themselves as
multinationals in 2016 due to their international scale and operations.
2016年度研究涵盖251家公司，重点关注跨国企业，占受访总数的77.5%。其中，有20多家国内本土企业，介于其全球业务及企业规模，称其为跨国
企业

STATE-OWNED国营单位
NGO / CHARITY慈善机构
Sample Profle 访谈概况
Type of Company 公司分类
Most of our interviewees were from multi-
national companies (77.5%). The number of
multinational companies has increased by
10.1 perceptual points compared with 2 years
ago. The percentage of locally-owned compa-
nies in the sample is very similar to 2014. The
percentage of state-owned companies has
been reduced.
多数的受访者来自于国际型企业（77.5%），与
两年前比较国际企业的数量增加了10.1个点。国
内本土企业的受访情况与2014年相似。国营企业
有所减少

MARKETERS 2012: 215, 2014: 261 AND, 2016: 405. DATA IN %.
201220142016
+10.1 pp.
66.1
26.0
7.911.1
21.5
67.477.5
9.0
13.0
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