中國(guó)公關(guān)行業(yè)營(yíng)銷趨勢(shì)研究-R3

1、DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIESPREFACE前言China PR Scope is the fifth in an ongoing study with the goal of garnering a deeper understanding of the motivations and processesinvolved in public relations in China. The data was collected through a series of interviews with senior m

2、arketers who serve as decision-makers of some of the largest companies inChina.This study is a tool for taking action. It provides an analysis of trends in the ever-changing world of PRagency-client relationships, and brings clarity to agency perceptions amongst current and prospectiveclients.want t

3、o thank the participants for committing their time to making this the most ambitious andcomprehensive PR study in the world. believe that reports such as these help bolster the transparency and professionalism of marketing and public relations in China, and we aim to continue to be global experts in

4、 improving marketing efficiency and effectiveness through such ongoing studies and analysis.2019中國(guó)公關(guān)行業(yè)營(yíng)銷趨勢(shì)研究是勝三進(jìn)行的一項(xiàng)長(zhǎng)期研究，今年是第五輪。此項(xiàng)研究旨在深入了解中國(guó)公關(guān)行業(yè)的洞察和發(fā)展。其中的數(shù)據(jù)來源于勝三對(duì)一些資深市場(chǎng)主的采訪，這些市場(chǎng)主都是中國(guó)市場(chǎng)領(lǐng)先品牌的公關(guān)決策者。本研究為市場(chǎng)主的公關(guān)傳播決策提供了依據(jù)和參考，對(duì)不斷變化的“公關(guān)代理商與市場(chǎng)主” 關(guān)系進(jìn)行了分析，深入地剖析了現(xiàn)有市場(chǎng)主和潛在市場(chǎng)主對(duì)代理商的認(rèn)知。我們對(duì)投入時(shí)間參與此項(xiàng)綜合性研究的所有受訪者表示感謝。我們相信

5、此類報(bào)告有助于改善中國(guó)營(yíng)銷和公關(guān)行業(yè)的透明度及專業(yè)度，并且我們希望通過不斷開展類似研究，繼續(xù)成為協(xié)助市場(chǎng)主提升營(yíng)銷效率的全球?qū)＜摇?EXECUTIVE SUMMARY執(zhí)行總結(jié)These key words represent the trends, needs, concerns, and challenges of both marketers and agency professionals identified during our study.在本次調(diào)研中，一些關(guān)鍵字不斷地被受訪者提及，它們代表了公關(guān)領(lǐng)域的市場(chǎng)主及代理商同仁最關(guān)注的趨勢(shì)變化、考量、擔(dān)憂、以及挑戰(zhàn)。eCommerceMe

6、dia-integrationInsightDigitalPrecisionDataQuantifiableConsumerResourceSales-drivenCreativityBrand-tonality媒體整合精準(zhǔn)投放數(shù)據(jù)洞察內(nèi)資源 費(fèi)者品牌調(diào)性創(chuàng)意電商串聯(lián)可量化社交化KOLDRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIESDEMANDSabroaderscoperesponsibility傳播數(shù)字化變革了市場(chǎng)主及公關(guān)代理商的工作職能Digital/socials impact on PR goes beyond use o

7、f media and communication. It has required a re-evaluation of brands internal structures, marketer responsibilities and the scope of work for PR agencies.In addition to the traditional PR responsibilities of brand communication and public affairs, more than half of the interviewees are in charge of

8、social communications, event/BTL marketing, advertising, and digital marketing, with one-third of that group involved in media planning and buying. This shows that PR responsibility on the client side has been extended and is more complex. In addition, over 40% of the PR agencies are now in charge o

9、f KOL management and social-related work as well as traditional PR services.數(shù)字化/社交化對(duì)公關(guān)領(lǐng)域產(chǎn)生的沖擊，其影響不僅僅在媒體使用及傳播手段等層面，更深入地影響了品牌方的內(nèi)部組織及職能架構(gòu)，以及公關(guān)代理商的工作范疇。將近一半的受訪市場(chǎng)主，除了品牌傳播及公關(guān)事務(wù)等傳統(tǒng)公關(guān)領(lǐng)域的職責(zé)之外，還需要同時(shí)肩負(fù)社交傳播、活動(dòng)/線下營(yíng)銷、廣告營(yíng)銷或數(shù)字營(yíng)銷等其他，甚至還有三分之一的受訪者需參與媒介的策劃及購買，顯現(xiàn)品牌方的公關(guān)負(fù)責(zé)人員的工作范疇有相當(dāng)程度的擴(kuò)充與復(fù)雜化。另外，也有超過4成的公關(guān)代理商，除了傳統(tǒng)的公關(guān)服務(wù)項(xiàng)目，同時(shí)

10、還負(fù)責(zé)客戶的KOL管理、社交媒體維護(hù)等社交相關(guān)的工作范疇。POSITION OF INTERVIEWEE受訪者職位Brand Communications品牌傳播Public Affairs公關(guān)事務(wù)Social Communications社交傳播Event/BTL Marketing活動(dòng)/線下營(yíng)銷Advertising廣告營(yíng)銷Digital Marketing數(shù)字營(yíng)銷Media Planning & Buying媒介策劃及購買電子商務(wù)15.132.946.745.444.754.685.582.20255075100PR AGENCIES ARE IN COMPETITION WITH ME

11、DIA RELATIONS FOR TOP RESOURCES媒體方面的角色加重，從維系媒體關(guān)系擴(kuò)大到為市場(chǎng)主爭(zhēng)取并整合媒體資源Content/creativity development and media relationship building and maintenance are the key strengths of a PR agency. While there are many available resources in the market, only a very limited number are of high quality, with enormous c

12、ompetition from various types of agencies and clients.A PR agency should utilize its strength in media relationship maintenance to secure its access to different types of resources, thus demonstrating their ability to achieve greater integration effectiveness in media and communication.內(nèi)容/創(chuàng)意及媒體關(guān)系建立與

13、維護(hù)是公關(guān)代理商的主要強(qiáng)項(xiàng)，這部份在目前的傳播環(huán)境下，依舊占有非常重要的位置。市場(chǎng)資源選擇雖多，但優(yōu)質(zhì)資源有限，面對(duì)不同類型的代理商及客戶都在爭(zhēng)搶的情況，公關(guān)代理商需發(fā)揮維系媒體關(guān)系之強(qiáng)項(xiàng)，掌握更多不同類型的資源，展現(xiàn)在媒體及傳播上能更有效整合的優(yōu)勢(shì)。Resource資源Resource資源SUCCESSLIESINDEEPINSIGHTSANDBRAND TONALITY是成功公關(guān)傳播的必要致勝關(guān)鍵Marketers think that successful communication requires deep insights into consumers and channels/m

14、edia and better integration of brand tonality and creative/content. As a result, PR agencies need enhance their capability in communications strategy and creativity, and maintain specialization in theirinitial area of PR expertise, all while developing a breakthrough communication model that will al

15、low them to utilize different platforms toachievecommunication objectives.市場(chǎng)主認(rèn)為，成功的公關(guān)傳播來自于對(duì)消費(fèi)者及渠道/媒體的深入洞察，并需要將品牌調(diào)性與創(chuàng)意/內(nèi)容做更好的結(jié)合。公關(guān)代理商除了原公關(guān)領(lǐng)域的專項(xiàng)能力，還需強(qiáng)化傳播策略及創(chuàng)意的能力，突破傳播模式的限制，更全面地思考如何運(yùn)用不同的平臺(tái)達(dá)成傳播目的。Position of the IntervieweeHigh linkage with the product in a smart way and inline with brandHigh linkage wi

16、th the product in a smart way and inline with brand tone將品牌調(diào)性與創(chuàng)意巧妙結(jié)合，產(chǎn)品關(guān)聯(lián)度高Target audience accurately, dig deeply for their15.8insight and resonate with consumers精準(zhǔn)定位目標(biāo)人群，深度挖掘洞察，引發(fā)消費(fèi)者共鳴Perfect point for content creation and original ideas.3內(nèi)容切入點(diǎn)巧妙，創(chuàng)意想法新穎Breakthrough idea and creativity突破性的想法與形式Utili

17、ze the latest technology利用前沿技術(shù)Choose the right and suitable communicationchannels &co-branding選擇適合的平臺(tái)進(jìn)行傳播，跨界合作Make full use of celebrity/KOL resource, push thefan economy充分利用明星資源，拉動(dòng)粉絲經(jīng)濟(jì)Leverage data effectively有效運(yùn)用大數(shù)據(jù)Together with eCommerce platform to realize thesale conversion打通電商平臺(tái)，實(shí)現(xiàn)銷售轉(zhuǎn)化15.8Good

18、 execution performance for the activity and8.8event活動(dòng)執(zhí)行效果很好Effective interaction with consumers與消費(fèi)者產(chǎn)生有效的互動(dòng)5.310.512.33.512.3193.5Creativity創(chuàng)意Strategy策略Effectiveness效果Effectiveness效果CHINA PR AGENCYSCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷趨勢(shì)研究ROI IS KING, BUT STILL LACKROIROI也不例外。Marketers begun to focusmore on the ROI of PR com

19、munications, especially on the effectiveness, evaluation, and need fordata.Data collection and analysis communication efficiency in several ways. Population subdivision and accurate delivery enable marketers to develop targeted creative and content. Database integration and tracking also support ana

20、l- ysis and evaluation of the effects of communication.It should be kept in mind that measuring the effectiveness of various communication approaches might not entirely rely on data analysis, and the accuracy and transparency of current evaluation methods are still in question. There is also a lack

21、of an evaluation standard for quality.市場(chǎng)主對(duì)于投資回報(bào)率的關(guān)注也延伸到公關(guān)領(lǐng)域，特別是在如何評(píng)估傳播的有效性及驗(yàn)證實(shí)際效果上，相對(duì)地對(duì)于數(shù)據(jù)的需求也日益提高。數(shù)據(jù)收集與分析在不同維度上能提供傳播優(yōu)化的契機(jī)，更細(xì)分的人群畫像與精準(zhǔn)投放，讓品牌主能夠更針對(duì)性地依據(jù)不同目標(biāo)群體發(fā)展不同的創(chuàng)意與內(nèi)容，后臺(tái)資料的整合與追蹤，也助益了傳播效果的量化分析與評(píng)估。然而，就目前的現(xiàn)狀來看，不同公關(guān)傳播方式的效果評(píng)估不一定都能有相關(guān)的數(shù)據(jù)來進(jìn)行分析，對(duì)于數(shù)據(jù)的收集及評(píng)估衡量方式，其正確與真實(shí)性還有爭(zhēng)議，也缺乏針對(duì)質(zhì)量的評(píng)估標(biāo)準(zhǔn)。LEADERSHIP WILL BE ON O

22、VERSIGHT ON COMMUNICATIONSTRATEGIES&STRENGTHSINCROSS-MEDIA PLATFORMS危機(jī)亦是轉(zhuǎn)機(jī)：公關(guān)與營(yíng)銷的界線模糊， 掌握跨媒體優(yōu)勢(shì)，搶占整合傳播的領(lǐng)導(dǎo)先機(jī)PRagencieswilltofacethethreatofreplacementbyotheragencies.Mostmarketersstillrecognize the competitive advantages of PR agencies in the current digitalized communication environment, as many thin

23、k that a PR agency, with its deeper understanding of corporate/brand and lack of limitation by media type, can consider the overall communication strategy and media integration from a broader 受到數(shù)字/社交化影響，代理商工作內(nèi)容同質(zhì)化，公關(guān)代理商有逐漸被其他類型代理商取代的挑戰(zhàn)。但于此同時(shí)，絕大多數(shù)的品牌主能清晰點(diǎn)出公關(guān)代理商在現(xiàn)今傳播環(huán)境中所具備的競(jìng)爭(zhēng)優(yōu)勢(shì)，特別是在其對(duì)企業(yè)及品牌的深度理解，加上不受傳播

24、媒體類型/載體限制，反而能夠更全面的思考整體傳播策略及媒體運(yùn)用整合。這是市場(chǎng)主對(duì)公關(guān)代理商的期許，亦是他們認(rèn)為公關(guān)代理商在迎向未來最大的挑戰(zhàn)，更是公關(guān)代理商勝出的契機(jī)。STRENGTH FOR PR AGENCIES公關(guān)代理商的優(yōu)勢(shì)Good at written communication and control of the direction and quality ofGood at written communication and control of the direction and quality ofcontent擅長(zhǎng)傳播訊息/內(nèi)容撰寫，更好的掌握方向與質(zhì)量Media rel

25、ationship maintenance andcooperation媒體關(guān)系/維護(hù)及協(xié)作性Deeperunderstandingofcorporateandbrand-buildingtobettercontrolcommunication對(duì)企業(yè)及品牌有更深刻的理解與掌握Rich media resource and integrationcapability媒體資源豐富及整合運(yùn)用能力Consideration from a more comprehensive with clearlogic綜合性較強(qiáng)，從全局的角度思考，且邏輯清晰Providestrategicthinkingfromo

26、verallcommunicationangle,withoutmediarestrain超越媒體限制，從整體傳播的角度提出策略思考Highlyprofessional專業(yè)度高Professionalindealingandinteractingwithalltypesofmedia(includingsocial)處理/應(yīng)對(duì)各類媒體（含社交媒體l)的專業(yè)性BetterrelationshipandresourcewithKOLKOL的關(guān)系及資源豐富Bettereventplanningandexecutioncapability更優(yōu)秀的活動(dòng)規(guī)劃及落地執(zhí)行能力TraditionalPRexpe

27、rtise(includingpressrelease)傳統(tǒng)公關(guān)的專業(yè)能力（包括新聞稿發(fā)布等CrisisPRmanagement危機(jī)公關(guān)Contentmarketingability內(nèi)容營(yíng)銷能力ContentandqualitycontroltowardsmediaandKOLs對(duì)于媒體及KOL產(chǎn)出內(nèi)容的把控Strong in content integration; able tosmoothly embed product messages注重內(nèi)容整合，能更好地將產(chǎn)品軟性植入Experienceandresource inour specificarea 行業(yè)經(jīng)驗(yàn)與專業(yè)領(lǐng)域的資源Good

28、at maximized small budget effects through precisiontargeting善于透過精準(zhǔn)投放以小博大Connection人脈Governmentrelationships政府關(guān)系CorporatePR企業(yè)公關(guān)23.712.52.02.0Celebrity resources 明星資源1.3ExtendedSummaryandBestPractice要點(diǎn)延展和最佳實(shí)踐1PRbudgetsareincreasingwithExtendedSummaryandBestPractice要點(diǎn)延展和最佳實(shí)踐1職能的變化及新媒體投放的需求影響了公關(guān)的預(yù)算規(guī)劃。In

29、 terms of trends in PR communication, there were some internal organizational or responsibility changes in almost 40% of the interviewees companies. More brands chose to increase digital or new media-related scope or talent within their PR teams; few chose to reduce PR work scope and move digital-re

30、lated scope (KOL/social media) into marketing, or divided their PR teams into separate business units to handle their digital marketing with a specific KPI set. Changes in PR budgets were related to the structural and functional changes within the marketers companies.因應(yīng)公關(guān)領(lǐng)域數(shù)字化/社交化的趨勢(shì)，約有4成的受訪企業(yè)在內(nèi)部的組織

31、架溝及職能上做了相對(duì)應(yīng)的調(diào)整。其中，較多的市場(chǎng)主選擇在公關(guān)團(tuán)隊(duì)新增與數(shù)字相關(guān)的職能或與新媒體有關(guān)的人才及崗位； 另一些市場(chǎng)主選擇縮減公關(guān)職能，將KOL/社交媒體等數(shù)字相關(guān)的職能轉(zhuǎn)入市場(chǎng)部，或?qū)⒐P(guān)團(tuán)隊(duì)打散至各個(gè)單獨(dú)的事業(yè)部，負(fù)責(zé)各自的數(shù)字營(yíng)銷，并且有更為明確的KPI。組織及職能的變化同時(shí)也影響了公關(guān)預(yù)算的分配。PR Budget 公關(guān)預(yù)算21Average decreased2110.523.010.523.066.4Average decreased175平均減少175No Change in Budget預(yù)算不變Budget Increased預(yù)算增加Budget Decreased預(yù)算減

32、少CHINA PR AGENCYCHINA PR AGENCYSCOPEIn the past year, the average PR budget rose by 38%. This is mainly due to the increasing needs for new media and PR digital/social operations. 10% of marketers PR media budget was reduced because they separated digital needs from PR and moved them into the market

33、ing department. That being the case, they had a lower budget for traditional PR.過往一年，公關(guān)預(yù)算總體增加38%，預(yù)算的增加體現(xiàn)在公關(guān)傳播的數(shù)字化/社交化，以及對(duì)新媒體投放的需求增加。另有一成的市場(chǎng)主表示，公關(guān)預(yù)算減少，其主要原因則是公司將數(shù)字部分的職能并入市場(chǎng)部之后帶來的傳統(tǒng)公關(guān)預(yù)算的減少。KOL and Celebrity Endorsements are preferredovernewsandeditorials,criteriaremainsunclear傳播媒介及渠道多元化，傳播有效性很難通過清晰的效果

34、評(píng)估來判定。Six common communication approaches were examined in this study. The preferred approach is still KOL Content and Events, whilst Official Account Contents and News/Editorials are considered to be less effective or interviewees were indifferent to them. Some of the interviewees noticed that Cele

35、brity Endorsement and Sponsorship/IP also received a great deal of attention, with more marketers rating them as very effective.將常用的公關(guān)傳播手段分為6大類來進(jìn)行探討。以效果而言，主流依舊是KOL推文及線下活動(dòng)類，官方自媒體及新聞/編輯發(fā)文的效應(yīng)減退。部分市場(chǎng)主認(rèn)為，明星/代言人推薦及贊助植入/ IP等合作模式能帶來極佳成效，亦是今年受重視的傳播手段。EFFECTIVENESS OF COMMUNICATION APPROACH傳播方式的有效性 In terms o

36、f your experience with brand communication effectiveness, which ofthe following communication approach makes more impact onconsumers?就自身品牌的公關(guān)傳播經(jīng)驗(yàn)而言，您覺得以下傳播方式觸及消費(fèi)者并產(chǎn)生影響的效果如何？20.415.861.83.320.415.861.83.321.125.039.5KOL Content5.96.618.442.1Sponsorship/IP/ Implantation 贊助/IP/植入Event/Roadshow/ Pop-up

37、Store線下活動(dòng)/路演/快閃店2.02.012.5 5.938.840.8OfficialAccount官方自媒體發(fā)文Celebrity2.016.44.633.643.4News /Editorial新聞/編輯發(fā)文9-10分Very Effective效果極佳7-8分Good Effects效果不錯(cuò)分Indifferent 效果一般3-4分Less Effective效果較差分Not Effective效果極差22Note: Marketers interviewed 2019 (152), data in %CHINA PR AGENCYCHINA PR AGENCY

38、SCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷趨勢(shì)研究Not all approaches can be evaluated with data. Half of the marketers judge their effectiveness through market feedback and internal assessments. Currently, two- thirds of interviewees are not using data to evaluate the communication effects of Celebrity Endorsements and IP/Sponsorsh

39、ip. These are services they expect their PR agency to provide, especially in evaluating the efficiency of actual conversion.然而，并不是所有的傳播手段都能夠過數(shù)據(jù)來評(píng)估其實(shí)際效應(yīng)，有效性的判定有一半還是來自市場(chǎng)主觀察與接收到的市場(chǎng)反饋與自身感受。目前有2/3以上的受訪者無法運(yùn)用數(shù)據(jù)來評(píng)估明星/代言人及IP/贊助植入的傳播效果，而這部份的數(shù)據(jù)運(yùn)用也是他們期待公關(guān)代理商能夠提供的，特別是在如何評(píng)估其實(shí)際轉(zhuǎn)化效率上。傳播方式的效果評(píng)估 Did you use any data

40、to evaluate its effectiveness or help to make thedecision?您是否運(yùn)用數(shù)據(jù)評(píng)估傳播方式的效果或幫助影響決策？82.959.940.182.959.940.130.369.7KOL KOL推文Event/Roadshow/ Pop-up Store25.774.353.325.774.353.346.7Celebrity Endorser明星/代言人推薦Sponsorship/IP/ Implantation 贊助/IP/植入OfficialAccount官方自媒體發(fā)文62.5News /62.5新聞/編輯發(fā)文 NoNote: Market

41、ers interviewed 2019 (152), data in %11DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIESEstablisheffectivewith performance measurement andbrandassetmanagement最佳實(shí)踐：透過系統(tǒng)化的表現(xiàn)測(cè)量及品牌資產(chǎn)管理，建立明星代言及贊助植入的效果評(píng)估體系A(chǔ)s the entertainment market is becoming more dynamic, providing brands with more opportunities

42、to invest, measuring effectiveness and evaluating ROI becomes more challenging as there is no established standard for these communication equities. Marketers need to turn the tactic of riding a hot trend into a more strategic approach to form stable brand connections with target audiences.This is w

43、here third-party consultants can utilize their expertise to establishanevaluationsystemthatorganizesrelevantassessment criteria, which in turn, helps marketers make judgments based on a complete informationmatrix.隨著娛樂市場(chǎng)的逐漸活躍，品牌主在娛樂營(yíng)銷上的投入越來越多，衡量與評(píng)估這部分投資回報(bào)率的難度也越來越大。因?yàn)檫@部分的傳播質(zhì)量暫時(shí)沒有標(biāo)準(zhǔn)， 市場(chǎng)主需要由利用熱點(diǎn)趨勢(shì)的轉(zhuǎn)變?yōu)楦?/p>

44、戰(zhàn)略性思考的娛樂營(yíng)銷策略，以便在品牌與目標(biāo)受眾之間形成更加穩(wěn)固的聯(lián)結(jié)。第三方咨詢機(jī)構(gòu)可以利用其專業(yè)知識(shí)與行業(yè)洞察幫助市場(chǎng)主建立一個(gè)評(píng)價(jià)系統(tǒng)，通過整理羅列有關(guān)的評(píng)估標(biāo)準(zhǔn)，幫助市場(chǎng)主做出完整的判斷。CHINA PR AGENCYSCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷趨勢(shì)研究insightisthekeywinningpointcontentmarketing3市場(chǎng)主對(duì)內(nèi)容營(yíng)銷的關(guān)注在于其能達(dá)成的目的與任務(wù)，致勝關(guān)鍵在于洞察。3The winning key point of content marketing lies in an in-depth understanding of consumers and

45、 the control of brand emphasis and strategy. The fragmented way that consumers receive messages has led to decentralized attention and rapidly changing behaviors. Formats are more diversified, as are the requirements of content and engagement. Due caution should be exercised when brands are choosing

46、 which social target audience group or hot topic to associate their product(s).內(nèi)容為王。就內(nèi)容營(yíng)銷來看，目前市場(chǎng)主的關(guān)注點(diǎn)不在于內(nèi)容的形式，而是內(nèi)容能否達(dá)成品牌傳播任務(wù)及與目標(biāo)群眾產(chǎn)生共鳴。因此，對(duì)于消費(fèi)者的深入理解及對(duì)于品牌調(diào)性與策略的掌握，是內(nèi)容營(yíng)銷致勝的重要關(guān)鍵。然而，因消費(fèi)者信息接收碎片化、注意力分散、習(xí)慣變化快，在內(nèi)容展現(xiàn)及互動(dòng)形式上有更多的變化與要求，品牌在與社交人群的選擇與主題/熱點(diǎn)的結(jié)合上也須更加謹(jǐn)慎。WINNING POINTS IN CONTENT MARKETING內(nèi)容營(yíng)銷的制勝關(guān)鍵15.11

47、4.514.5Contentthat15.114.514.5內(nèi)容與消費(fèi)者產(chǎn)生聯(lián)結(jié)，引發(fā)共鳴和互動(dòng)Understandconsumers;deepdiveintogaininginsightsandpain-points理解消費(fèi)者，深入挖掘洞察和痛點(diǎn)Precise positioning of 目標(biāo)人群的精準(zhǔn)定位Understandbrandtotality;thinkstrategicallytodevelopcontent了解品牌調(diào)性，內(nèi)容有策略思考Theselectionoftopicsandplatforms話題及傳播平臺(tái)的選擇Outstandin

48、g creativity and newideas出色的創(chuàng)造力和新穎的想法Eye-catching, innovativeideas吸引眼球、新奇有趣Thecontentkeypointismeaningfulandeasytoread內(nèi)容的切入點(diǎn)，言之有物，易于閱讀Choosetherightcontentdevelopmentteam選擇合適的內(nèi)容創(chuàng)作團(tuán)隊(duì)Cangenerateconversiontowardssales能夠?qū)︿N售產(chǎn)生導(dǎo)流作用Effectiveexecutionofthecontentideas將內(nèi)容創(chuàng)意有效地實(shí)現(xiàn)出來Abilitytotellastorythatissub

49、tleyetclear懂得如何說故事，軟性、清晰地傳遞品牌信息不知道/無答案19.7Note: Marketers interviewed (152), data in%0510152013DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES4ThenumberofPRagencieshasthoughrelationshipsarelastinglonger4與兩年前相比，市場(chǎng)主與公關(guān)代理商合作數(shù)量減少，但合作時(shí)長(zhǎng)略有增加。Marketers are gradually working with fewer PR agencies.

50、In China, they work with an average of 1.9 advertising agencies, 2 digital agencies, 2 marketing service agencies and 1.2 media agencies.研究中，我們發(fā)現(xiàn)市場(chǎng)主的現(xiàn)任公關(guān)代理商關(guān)系數(shù)量逐年下降。目前，市場(chǎng)主平均與1.9家創(chuàng)意廣告代理商、2家數(shù)字營(yíng)銷代理商、2家線下/市場(chǎng)營(yíng)銷服務(wù)代理商和1.2家媒體代理商進(jìn)行合作。NUMBER OF AGENCIES合作中代理商的數(shù)量AverageNumberofOther其他代理商平均數(shù)量Average Number of P

51、R Agencies公關(guān)代理商平均數(shù)量2.02.01.92.02.01.51.2Creative創(chuàng)意代理商DigitalAgenciesMKT Services Agencies線下/市場(chǎng)營(yíng)銷服務(wù)代理商Media 媒體代理商201920172015Note: Client-Agency relationships in PR Scope 2019 (176), 2017(232), 2015(215). Data in % and Average.Client-Agency relationships in Agency Scope 2018: Creative (272), Digital

52、(109), MKT Services (198), Media (167). Data in% and Average.CHINA PR AGENCYSCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷趨勢(shì)研究While the working periods of other types of agencies (creative, digital, marketing service and media) have decreased to an average of 2.9 years (previously 3.8 years in 2016), the length of PR agency relatio

53、nships has increased to 2.7 years, compared to 2.5 years in 2017.相較于其他類型的代理商（創(chuàng)意、數(shù)字營(yíng)銷、線下市場(chǎng)服務(wù)及媒體）的合作時(shí)長(zhǎng)由2016年的平均3.8年下降為2018年的平均2.9年，公關(guān)代理商的平均合作時(shí)間由2017年的2.5年上升到現(xiàn)在的2.7年。LENGTH OF RELATIONSHIPS合作關(guān)系時(shí)長(zhǎng)AverageLengthofOther其他代理商平均合作時(shí)長(zhǎng)Average Length of PR Agencies公關(guān)代理商平均合作時(shí)長(zhǎng)2.5Creative創(chuàng)意代理商DigitalAgenciesMKT Se

54、rvices Agencies線下/市場(chǎng)營(yíng)銷服務(wù)代理商Media 媒體代理商201920172015Note: Client-Agency relationships in PR Scope 2019 (176), 2017(232), 2015(215). Data in % and Average.Client-Agency relationships in Agency Scope 2018: Creative (272), Digital (109), MKT Services (198), Media (167). Data in % and Average.This doesnt

55、indicate a more stable relationship between marketers and PR agencies, as the most visible reason for change is attributed to marketers responsibilities and the scope of PR agencies.然而，這一結(jié)果并不完全代表與公關(guān)代理商的關(guān)系變穩(wěn)定，市場(chǎng)主的公關(guān)職能變化及代理商服務(wù)擴(kuò)充也是影響要素之一。DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES5Adowntren

56、dinagencyperformance attributes and levels shouldputPRagenciesonalert5公關(guān)代理商的整體/專項(xiàng)表現(xiàn)及滿意度皆下滑，暗示潛在危機(jī)。略有增加。ofmarketersarecurrentlyhappywiththeirPRagencyrelationship, a slight decrease from The percentage of “indifferent” responses increased by Marketers from foreign multinational companies are moresatis

57、fiedwiththeircurrentPRagencies.Comparedtoothertypesof agencies, only media agencies received a lower satisfaction rating when compared to PRagencies.67.6%的市場(chǎng)主表示對(duì)于正在合作中的公關(guān)代理商感到滿意，與兩年前相比略有下 降；相對(duì)地，認(rèn)為現(xiàn)任公關(guān)代理商表現(xiàn)一般的受訪者增加了10%。其中，本土企業(yè)/ 公關(guān)代理商的合作滿意度僅高于媒體代理商。LEVEL OF SATISFACTION WITH PR AGENCIES10.815.56.510.7

58、11.02019201710.815.56.510.711.0201920172015ForeignLocallyMultinationalowned外資國(guó)際企業(yè)本土企業(yè)/國(guó)營(yíng)單位20.728.230.734.257.352.160.2556.869.4VerySatisfied非常滿意比較滿意一般比較不滿意Very非常不滿意DK /NA不知道/無答案Note: Client-Agency relationships 2019 (176), 2017(232), 2015(215). Data in % and Average.CHINA PR AGENCYSCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷趨勢(shì)研究B

59、eyond overall performance, the average mentions of PR specialty decreased, which suggests a lack of notable advantages on performance. The changing trend of PR agency roles tells a different story; those agencies need to enhance their strengths and secure relationships with marketers by establishing

60、 long-term and unique roles.除了整體滿意度之外，今年受訪者對(duì)于服務(wù)的公關(guān)代理商的專項(xiàng)屬性提及數(shù)亦大幅減少，顯現(xiàn)代理商在實(shí)際表現(xiàn)上較少有特別突出的強(qiáng)項(xiàng)或特色。從公關(guān)代理商合作形式的變化趨向來看， 公關(guān)代理商絕不可掉以輕心，需持續(xù)強(qiáng)化其專項(xiàng)領(lǐng)域服務(wù)強(qiáng)項(xiàng)，爭(zhēng)取在合作關(guān)系中建立有長(zhǎng)期性且更不可被取代的角色。BEST PRACTICE: Use tools to improve and strengthen partnerships最佳實(shí)踐：運(yùn)用客戶與代理商關(guān)系評(píng)價(jià)工具來幫助雙方改進(jìn)和加強(qiáng)合作關(guān)系Building relationships is a big challeng