R3SCOPENATRAD!ERCIALRACHINAAGENCYSCOPE中国营销趋势研究202611th edition,2026第十一版，2026年
INTRODUCTIONAGENCYSCOPE is a biennial study focusing on trends with《营销趋势研究》是一项每两年一度的趋势研究,深度聚焦marketer-agency relationships, as well as the perception and市场主与代理商合作关系的演变，全面评估代理商的最新市imageof agencies.场看法及定位。Its primary value is to provide subscribing agencieswith first-作为一项独特的战略工具，《营销趋势研究》旨在助力代理handintelligence onclient needs, serving asa unique strategic商优化现有业务并创新服务体系。报告涵盖了与市场营销相tooltoenhanceandinnovatetheirsenviceofferings,关创核心发现及趋势，废现了市场主交管销闻求的变化以The reportcoverskeytrends In thecommunications andmarketingsector-eperficaly,howChinesemanketesperceivetheiragencdescompared to competitos.的营销传播决策者（涵盖整合营宫销及媒介等领域）以及间接采购的资Thereport dataisderived frommarketing and communication。每位受访者均须参与代理商选择或与代理商有decision-makers of leading brands in China(covering integrated直接合作接触。asseniordecision-makers in市场主的意见与反馈。wee must be involved inagency selectionor have directworking experence with,agencies.Anualy,wegatherinsightsandfeedbackfrommorethan2,500marketers worldwvide.AGENCYSCOPEChina2025/26 marksthe1.1theditionofthestudyinthismarket.Theresearcthisconductedsimuitanecusivy.Portugal,UnitedKingdomArgentina,Brazil), ChileMexico,SouthAfrica,India,agapore),enablingustoprobenchmarksacross key performance indicators. For this edition, weinterviewed professionalsfrom212diferent companiesinChina, analyzing atotal of 959 clent-agencyrelationshipsGREGPAULLCESARVACCHIANOPrincipal,R3CEO,SCOPEN包贵革万盛安胜三总裁SCOPEN总裁/首席行政官
METHODOLOGYUNIVERSE分析数据来源Managersresponsible for marketing,communications, digital, and在中国负责市场营销、传播、数字和媒介的管理人员media in Chin受访人员所在公司现阶段必须至少与一家在中国的营销传播或媒介代理商保持合作，受访者必须直接参与代理商的挑选及核定工作。or media agengyin China. Par icpating proessionals must have beeninvolved in the decision-making process for selecting agencies and必须持续性地处理，与营销传播或媒介代理商相关的选择与评估。除了R3-SCOPEN自有数据库外，国内领先代理商也提供了其主以确保更多资深市场主参与本次访谈。They mustalso haveinteracted with communication or medialimportant clients, who were collectively approached forinterviewsSAMPLE样本288indiduals workingin212 cilentcompanies Theseindviuals访谈了来自212家公司的288位受访客户。受访者均在品牌方营销相关部work in the marketing departments of client companies门工作TECHNICALDATA研究数据共访谈了288位市场主20242026MARKETINGPROFESSONALSNTERNEVED受访客户323288WORKINGWITHIMCAGENCIES受访客户参与整合营销代理商评估人数212272WORKINGWTHCOMMERCEAGENCIES商业营销公司2WORKINGWITHMEDMAAGENDES受访客户参与媒介代理商评估人数184245CLIENT-AGENCIESRELATIONSHIPSANALYSED客户与代理商关系分析837959IMCAGENCIES受访客户与整合营销代理商关系426629COMMERCEAGENCIES商业营销公司2210330
R3SCOPENQUESTIONNAIRE采用半结构式问卷与开放式问题，引导受访者提供更深入的意见。所有涉及到订阅代理商的引述内容，均包含在为其定制的专项机密报告中。ribing agency are included inspecific, Individual Confidential Reports prepared for them.T...
