R3胜三&SCOPEN：2025&26中国营销趋势研究报告（中英文版）（29页）.pdf

1、SCOPENSCOPENCHINA AGENCY SCOPE中国营销趋势研究202611th edition,2026 第十一版，2026年AGENCY SCOPEAGENCY SCOPE is a biennial study focusing on trends within marketer-agency relationships,as well as the perception and image of agencies.Its primary value is to provide subscribing agencies with first-hand intelligence

2、 on client needs,serving as a unique strategic tool to enhance and innovate their service offerings.The report covers key trends in the communications and key trends in the communications and marketing sectormarketing sectorspecifically,how Chinese marketers perceive their agencies compared to compe

3、titors.The report data is derived from marketing and communication marketing and communication decisiondecision-makersmakers of leading brands in China(covering integrated,digital,offline,and media),as well as senior decisionsenior decision-makers in makers in indirect procurementindirect procuremen

4、t.Each interviewee must be involved in agency selection or have direct working experience with agencies.AnnuallyAnnually,we gather insights and feedback from more than 2,500 marketers2,500 marketers worldwide.AGENCY SCOPE China 2025/26AGENCY SCOPE China 2025/26 marks the 11th edition11th edition of

5、the study in this market.The research is conducted simultaneously in 11 other markets(Spain,Portugal,United Kingdom,Argentina,Brazil,Chile,Colombia,Mexico,South Africa,India,and Singapore),enabling us to provide global benchmarks across key performance indicators.For this edition,we interviewed prof

6、essionals from 212 212 different companiesdifferent companies in China,analyzing a total of 959 959 clientclient-agency relationshipsagency relationships.营销趋势研究是一项每两年一度的趋势研究，深度聚焦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场看法及定位。作为一项独特的战略工具，营销趋势研究旨在助力代理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关的核心发现及趋势，展现了市场主对营销需求的变化，以及对代理商能力要求与产出需