an r3 reportthe tenth edition 第十版2024 china agency scope 中国营销趋势研究 introductionagency scope is a biennial study on trends within marketer-agency relaticnships and the perception and image of agencies.the primary value of agency scope is to provide subscribing agencies with first-hand information on the needs of their clients. the report gives them a unique tool with which to improve and provide new services. it covers trends in the communications and marketing sector, and more specifically, the perception and image of their agency in comparison to all other agencies chinese marketers work with.our universe of analysis is comprised of the highest-level decision-makers in marketing, communication (imc, field marketing, digital, and social) and media agencies, from the largest - and most important - marketers in china. to qualify for this survey, participants must be involved in the decision-making process for selecting and approving their agencies’ work. each year, we gather opinions from more than 2,500 marketer interviews.agency scope china 2023/2024 is the 10th edition of a study that is also conducted in 11 other markets (spain, portugal, united kingdom, argentina, brazil, chile, colombia, mexico, south africa, india and singapore). this enables us to include global benchmarks in some key indicators. in this edition, we interviewed professionals from 242 different companies in china, with 837 client-agency relationships analyzed.《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-代理商关系进一步了解代理商的最新市场看法及定位。《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。该研究作为一项独特的工具能够帮助代理商改进和提供新的服务。因为报告涵盖了营销传播的主要发现及市场趋势，展现了市场主对代理商的看法并能够与其竞争对手进行比较。我们的大数据来源于中国领先品牌负责营销传播(整合营销，数字营销、线下营销)和媒介的资深决策人员。每位受访者必须参与选择代理商或与代理商有直接合作接触。每年，我们在全球范围内将采集收录2,500位以上的市场主意见与反馈。《2023/24中国营销趋势研究》是在中国发表的第十版。类似的调研也在全球范围内的其他11个市场同步开展(包括西班牙、葡萄牙、英国、阿根廷、巴西、智利、哥伦比亚、 墨西哥、南非、印度、新加坡),因此在一些关键指标上，我们能够与一些国外市场基准进行比较。此次在中国开展的调研中，我们共采集到了来自242家中国/跨国企业的品牌主意见与反馈，并分析837个市场主-代理商合作关系。shufen gohprincipal, r3吴 淑 芬胜 三 总 裁万 盛 安总裁/首席行政官cesar vacchianoceo, scopen 3china agency scope 2024introduction323 individuals working in 242 client companies where 837 client-agency relationships were analyzed (imc, retail marketing, and media). these individuals work in the marketing departments of client companies.在242家公司工作的323位受访客户，分析了837个客户-代理商关系(包括整合营销、线下营销和媒介代理商)。受访者皆在品牌方的营销相关部门工作。methodologysample样本managers who are responsible for marketing, communications, digital, and media in china.their company must be currently working with at least onecommunication or media agency. participating professionals must have been involved in the decision-making process for selecting agencies and approving the work of their agencies. they must also have interacted with communication-media agencies on an ongoing basis. in addition to r3-scopen’s databases, leading agencies in china were asked for a list of their most important clients, who collectively were approached by our interviewers.在中国负责市场营销、数字传播和媒介的管理人员。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中。每家公司的受访人员，必须能够直接参与挑选以及评估代理商的工作。同时，他们必须持续性的处理与营销传播或媒介代理商相关的选择与评估。除了r3-scopen自有的数据库之外，国内领先的代理商也提供了他们的主要客户名单，以确保更多资深市场主参与本次访谈与研究。data universe 分析数据来源20222024marketing professionals interviewed 受访客户396323working with communication agencies 受访客户参与营销传播代理商评估人数332255working with imc agencies受访客户参与整合营销代理商评估人数264212working with activation agencies在线下营销服务代理商合作4548working with digital & social agencies受访客户参与数字营销代理商评估人数194-working with media agencies受访客户参与媒介代理商评估人数189165client-agencies relationships analysed客户与代理商关系分析891837communication agencies 受访客户参与营销传播代理商评估人数670627imc agencies受访客户参与整合营销代理商评估人数447426working with activation agencies在线下营销服务代理商合作5474digital & social agencies受访客户参与数字营销代理商评估人数258-media agencies受访客户参与媒介代理商评估人数221210technical data 研究数据a total of 323 professionals interviewed* digital & social agencies are been evaluated as imc agencies in 2024* 2024年，数字营销代理商被包含在整合营销代理商中进行评估共访谈了323位市场主 driving transformation for marketers & their agencies4questionnaire问卷type of interview访谈形式date of fieldwork调研阶段semi-structured questionnaire with further open-ended questions was used to allow interviewees to provide in-depth opinions. all quotes referring to each subscribing agency are included in individual and confidential reports prepared for that specific agency. face-to-face (f2f) video call interviews through a cawi system (computer aided web interview). the average duration the interviews was 60 minutes.interviews were conducted from august to november 2023. 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。通过 cawi 系统（计算机辅助网络访谈）进行的面对面（f2f）视频通话访谈（70%）和电话访谈（30%）。访谈时间平均为 60 分钟。2023年8月至11月agency 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countryargentinabrazilchilecolombiamexicospainportugalukchinaindiasingaporesouthafricalatest edition2023/242022/232023/242022/232023/242022/232023/242021/222023/242021/222009/102023/24200920121999200620132009200520111978200820032013 5china agency scope 2024respondents by job function & role参与访谈的市场主职能分布gender 性别20222