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

1、CHINA PR SCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷(xiāo)趨勢(shì)研究2019An R3 White Paper DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIESPREFACE前言2019 China PR Scope is the fifth wave in an ongoing study with the goal of garnering a deeper understanding of the motivations and processes involved in public relations in China. The data

2、 was collected through a series of interviews with senior marketers who serve as decision-makers of some of the largest companies in China.This study is a tool for taking action. It provides an analysis of trends in the ever-changing world of PR agency-client relationships, and brings clarity to age

3、ncy perceptions amongst current and prospective clients.We want to thank the participants for committing their time to making this the most ambitious and comprehensive PR study in the world. We believe that reports such as these help to bolster the transparency and professionalism of marketing and p

4、ublic relations in China, and we aim to continue to be global experts in improving marketing efficiency and effectiveness through such ongoing studies and analysis.2019中國(guó)公關(guān)行業(yè)營(yíng)銷(xiāo)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(lái)源于勝三對(duì)一些資深市場(chǎng)主的采訪(fǎng)，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

5、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(fǎng)者表示感謝。我們相信此類(lèi)報(bào)告有助于改善中國(guó)營(yíng)銷(xiāo)和公關(guān)行業(yè)的透明度及專(zhuān)業(yè)度，并且我們希望通過(guò)不斷開(kāi)展類(lèi)似研究，繼續(xù)成為協(xié)助市場(chǎng)主提升營(yíng)銷(xiāo)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.

6、在本次調(diào)研中，一些關(guān)鍵字不斷地被受訪(fǎng)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(yōu)、以及挑戰(zhàn)。ContenteCommerceMedia-integrationInsightDigitalPrecisionDataQuantifiableConsumerSocialResourceSales-drivenKOLCreativityBrand-tonality媒體整合精準(zhǔn)投放數(shù)據(jù)洞察內(nèi)容資源 數(shù)消字費(fèi)者品牌調(diào)性創(chuàng)意銷(xiāo)售轉(zhuǎn)化電商串聯(lián)可量化社交化KOLDRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIESdigita

7、l DEMANDS a broader scope and greater responsibility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 of 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 traditi

8、onal PR responsibilities of brand communication and public affairs, more than half of the interviewees are in charge of 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 responsibilit

9、y on the client side has been extended and is more complex. In addition, over 40% of the PR agencies are now in charge of 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(fǎng)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)

10、之外，還需要同時(shí)肩負(fù)社交傳播、活動(dòng)/線(xiàn)下?tīng)I(yíng)銷(xiāo)、廣告營(yíng)銷(xiāo)或數(shù)字營(yíng)銷(xiāo)等其他，甚至還有三分之一的受訪(fǎng)者需參與媒介的策劃及購(gòu)買(mǎi)，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(guò)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)還負(fù)責(zé)客戶(hù)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(fǎng)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(xiàn)下?tīng)I(yíng)銷(xiāo)Advertising廣告營(yíng)銷(xiāo)Digital Marketi

11、ng數(shù)字營(yíng)銷(xiāo)Media Planning & Buying媒介策劃及購(gòu)買(mǎi)eCommerce電子商務(wù)15.132.946.745.444.754.685.582.20255075100PR AGENCIES ARE IN COMPETITION WITH MEDIA 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 P

12、R agency. While there are many available resources in the market, only a very limited number are of high quality, with enormous competition 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

13、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(lèi)型的代理商及客戶(hù)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(lèi)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SUCCESS LIES IN DEEP INSIGHTS AND B

14、ETTER BRAND TONALITY深入的洞察及對(duì)品牌調(diào)性的掌握， 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/media and better integration of brand tonality and creative/content. As a result, PR agencies need to enhance their capability in communications strategy

15、 and creativity, and maintain specialization in their initial area of PR expertise, all while developing a breakthrough communication model that will allow them to utilize different platforms to achievecommunication objectives.市場(chǎng)主認(rèn)為，成功的公關(guān)傳播來(lái)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(zhuān)項(xiàng)能力，還需

16、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 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17.5Target 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 conten

17、t creation and original ideas9.3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Utilize 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 effectiv

18、ely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(xiāo)售轉(zhuǎn)化15.8Good 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)5.310.512.33.512.313.5Creativity創(chuàng)意Strategy策略公關(guān)傳播活動(dòng)的制勝關(guān)鍵Effectiveness效果Note: Marketers interviewed 201

19、9 (152 95 DK/NA), O/E Question. Data in % and Mentions.CHINA PR AGENCY SCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷(xiāo)趨勢(shì)研究ROI IS KING, BUT EVALUATION STANDARDS STILL LACK ROIROI是現(xiàn)今營(yíng)銷(xiāo)界最大的課題，公關(guān)領(lǐng)域也不例外。Marketers have begun to focus more on the ROI of PR communications, especially on the effectiveness, evaluation, and need for data.Data

20、collection and analysis improve communication efficiency in several ways. Population subdivision and accurate delivery enable marketers to develop targeted creative and content. Database integration and tracking also support improved anal- ysis and evaluation of the effects of communication.It shoul

21、d 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 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

22、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(huà)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(lái)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(lái)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 BUILT ON OVERSIGHT ON OVERALL COMMUNICATION STRATEGIES & STRENGTHS

23、INCROSS-MEDIA PLATFORMS危機(jī)亦是轉(zhuǎn)機(jī)：公關(guān)與營(yíng)銷(xiāo)的界線(xiàn)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)PR agencies will have to face the threat of replacement by other agencies. Most marketers still recognize the competitive advantages of PR agencies in the current digitalized communication environment, as many think that a PR agency, with

24、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 POV.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(lèi)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，加上不受傳播媒體類(lèi)型/載體限制，反而能夠更全面的思考整

25、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(lái)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 of content擅長(zhǎng)傳播訊息/內(nèi)容撰寫(xiě)，更好的掌握方向與質(zhì)量Media relationship maintenance and cooperation媒體關(guān)系/維護(hù)及協(xié)作性23.717.8Highly professional 專(zhuān)業(yè)度高Professional

26、in dealing and interacting with all types of media (including social)處理/應(yīng)對(duì)各類(lèi)媒體（含社交媒體l)的專(zhuān)業(yè)性Better relationship and resource with KOL KOL的關(guān)系及資源豐富Better event planning and execution capability更優(yōu)秀的活動(dòng)規(guī)劃及落地執(zhí)行能力Traditional PR expertise (including press release)傳統(tǒng)公關(guān)的專(zhuān)業(yè)能力（包括新聞稿發(fā)布等Crisis PR management 危機(jī)公關(guān)Con

27、tent marketing ability 內(nèi)容營(yíng)銷(xiāo)能力Content and quality control towards media and KOLs 對(duì)于媒體及KOL產(chǎn)出內(nèi)容的把控Strong in content integration; able to smoothly embed product messages注重內(nèi)容整合，能更好地將產(chǎn)品軟性植入Experience and resource in our specific area 行業(yè)經(jīng)驗(yàn)與專(zhuān)業(yè)領(lǐng)域的資源Good at maximized small budget effects through precision tar

28、geting善于透過(guò)精準(zhǔn)投放以小博大Connection 人脈Government relationships 政府關(guān)系Corporate PR 企業(yè)公關(guān)2.02.011.8Deeper understanding of corporate and brand-building to better control communication對(duì)企業(yè)及品牌有更深刻的理解與掌握Rich media resource and integration capability媒體資源豐富及整合運(yùn)用能力Consider

29、ation from a more comprehensive POV, with clear logic綜合性較強(qiáng)，從全局的角度思考，且邏輯清晰Provide strategic thinking from overall communication angle, without media restrain超越媒體限制，從整體傳播的角度提出策略思考Celebrity resources 明星資源1.3Extended Summary and Best Practice要點(diǎn)延展和最佳實(shí)踐1PR budgets are increasing with digital and new media

30、 scope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 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

31、PR work scope and move digital-related 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

32、.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(fǎng)企業(yè)在內(nèi)部的組織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(xiāo)，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 decreased10.523.066.4 平均減少Average decreased175 平均減少 No Change in Budget預(yù)算不變 Budget Incr

33、eased預(yù)算增加 Budget Decreased預(yù)算減少CHINA PR AGENCY SCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷(xiāo)趨勢(shì)研究In 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

34、 moved them into the marketing department. That being the case, they had a lower budget for traditional PR.過(guò)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(lái)的傳統(tǒng)公關(guān)預(yù)算的減少。KOL and Celebrity Endorsements are preferred over news and editorials, though evaluati

35、on criteria remains unclear傳播媒介及渠道多元化，傳播有效性很難通過(guò)清晰的效果評(píng)估來(lái)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

36、 to them. Some of the interviewees noticed that Celebrity 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(lèi)來(lái)進(jìn)行探討。以效果而言，主流依舊是KOL推文及線(xiàn)下活動(dòng)類(lèi)，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(lái)極佳成效，亦是今年受重視的傳播手段。EFFECT

37、IVENESS OF COMMUNICATION APPROACH傳播方式的有效性 In terms of your experience with brand communication effectiveness, which of the following communication approach makes more impact on consumers?就自身品牌的公關(guān)傳播經(jīng)驗(yàn)而言，您覺(jué)得以下傳播方式觸及消費(fèi)者并產(chǎn)生影響的效果如何？20.415.861.83.36.6 7.921.125.039.5KOL Content5.96.618.427.042

38、.1KOL推文Sponsorship/IP/ Implantation贊助/IP/植入Event/Roadshow/ Pop-up Store線(xiàn)下活動(dòng)/路演/快閃店2.012.5 5.938.840.8Official Account Content官方自媒體發(fā)文Celebrity Endorser2.016.44.633.643.4明星/代言人推薦News / 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) 5-6分Indifferent效果一般 3-4分Less Effective效果較差 1-2分Not Effe

39、ctive效果極差2Note: Marketers interviewed 2019 (152), data in %CHINA PR AGENCY SCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷(xiāo)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 ev

40、aluate the communication effects of Celebrity Endorsements and IP/Sponsorship. 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(guò)數(shù)據(jù)來(lái)評(píng)估其實(shí)際效應(yīng)，有效性的判定有一半還是來(lái)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(fǎng)者無(wú)法運(yùn)用數(shù)據(jù)來(lái)評(píng)估明星/代言人及IP/贊助植入的傳播效果

41、，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。EVALUATION OF COMMUNICATION APPROACH傳播方式的效果評(píng)估 Did you use any data to evaluate its effectiveness or help to make the decision?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？17.182.959.940.130.369.7KOL ContentKOL推文Event/Roadshow/ Pop-up Store25.774.353.346.7線(xiàn)下活動(dòng)/路演/快閃店Celebrity E

42、ndorser明星/代言人推薦Sponsorship/IP/ Implantation 贊助/IP/植入Official Account Content官方自媒體發(fā)文37.562.5News / Editorial新聞/編輯發(fā)文 Yes NoNote: Marketers interviewed 2019 (152), data in %11DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIESEstablish effective evaluation with systematic performance measurement an

43、d brand asset management最佳實(shí)踐：透過(guò)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 to invest, measuring effectiveness and evaluating ROI becomes more challenging as there is no established standard for these communication e

44、quities. 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 where third-party consultants can utilize their expertise to establish an evaluation system that organizes relevant assessment criteria, whic

45、h in turn, helps marketers make judgments based on a complete information matrix.隨著娛樂(lè)市場(chǎng)的逐漸活躍，品牌主在娛樂(lè)營(yíng)銷(xiāo)上的投入越來(lái)越多，衡量與評(píng)估這部分投資回報(bào)率的難度也越來(lái)越大。因?yàn)檫@部分的傳播質(zhì)量暫時(shí)沒(méi)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邞?zhàn)略性思考的娛樂(lè)營(yíng)銷(xiāo)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(xún)機(jī)構(gòu)可以利用其專(zhuān)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(guò)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 AGENCY SCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷(xiāo)趨勢(shì)研究Gr

46、eater insight is the key winning point for content marketing3市場(chǎng)主對(duì)內(nèi)容營(yíng)銷(xiāo)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。The winning key point of content marketing lies in an in-depth understanding of consumers and the control of brand emphasis and strategy. The fragmented way that consumers receive messages has led to decent

47、ralized 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 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(xiāo)來(lái)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)

48、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(xiāo)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(xiāo)的制勝關(guān)鍵15.114.514.513.82.69.9Content that resonates with consumers and triggers interaction內(nèi)容與消費(fèi)者產(chǎn)生聯(lián)結(jié)，引發(fā)共鳴

49、和互動(dòng)Understand consumers; deep dive into gaining insights and pain-points理解消費(fèi)者，深入挖掘洞察和痛點(diǎn)Precise positioning of TA目標(biāo)人群的精準(zhǔn)定位Understand brand totality; think strategically to develop content了解品牌調(diào)性，內(nèi)容有策略思考The selection of topics and platforms話(huà)題及傳播平臺(tái)的選擇Outstanding creativity and new ideas出色的創(chuàng)造力和新穎的想法Eye-c

50、atching, innovative ideas吸引眼球、新奇有趣The content key point is meaningful and easy to read內(nèi)容的切入點(diǎn)，言之有物，易于閱讀Choose the right content development team選擇合適的內(nèi)容創(chuàng)作團(tuán)隊(duì)Can generate conversion towards sales能夠?qū)︿N(xiāo)售產(chǎn)生導(dǎo)流作用Effective execution of the content ideas將內(nèi)容創(chuàng)意有效地實(shí)現(xiàn)出來(lái)Ability to tell a story that is subtle yet cle

51、ar懂得如何說(shuō)故事，軟性、清晰地傳遞品牌信息DK/NA不知道/無(wú)答案19.7Note: Marketers interviewed 2019 (152), data in %0510152013DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES4The number of PR agencies has decreased, though relationships are lasting longer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 wi

52、th fewer PR agencies. 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(xiāo)代理商、2家線(xiàn)下/市場(chǎng)營(yíng)銷(xiāo)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Average Number of Other Ag

53、encies其他代理商平均數(shù)量Average Number of PR Agencies公關(guān)代理商平均數(shù)量1.92.02.01.2Creative Agencies創(chuàng)意代理商Digital Agencies數(shù)字營(yíng)銷(xiāo)代理商MKT Services Agencies線(xiàn)下/市場(chǎng)營(yíng)銷(xiāo)服務(wù)代理商Media Agencies 媒體代理商20192017201520182016Note: Client-Agency relationships in PR Scope 2019 (176), 2017(232), 2015(215). Data in % and Average.Client

54、-Agency relationships in Agency Scope 2018: Creative (272), Digital (109), MKT Services (198), Media (167). Data in% and Average.CHINA PR AGENCY SCOPE中國(guó)公關(guān)行業(yè)營(yíng)銷(xiāo)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

55、years (previously 3.8 years in 2016), the length of PR agency relationships has increased to 2.7 years, compared to 2.5 years in 2017.相較于其他類(lèi)型的代理商（創(chuàng)意、數(shù)字營(yíng)銷(xiāo)、線(xiàn)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)Average Length of Other Agencies其他代理商平均

56、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)2.9Creative Agencies創(chuàng)意代理商Digital Agencies數(shù)字營(yíng)銷(xiāo)代理商MKT Services Agencies線(xiàn)下/市場(chǎng)營(yíng)銷(xiāo)服務(wù)代理商Media Agencies 媒體代理商20192017201520182016Note: Client-Agency relationships in PR Scope 2019 (176), 2017(232), 2015(215). Data in % and Average.Client-Agency r

57、elationships in Agency Scope 2018: Creative (272), Digital (109), MKT Services (198), Media (167). Data in % and Average.This doesnt 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

58、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 AGENCIES5A downtrend in agency performance attributes and satisfaction levels should put PR agencies on alert公關(guān)代理商的整體/專(zhuān)項(xiàng)表現(xiàn)及滿(mǎn)意度皆下滑，暗示潛在危機(jī)。略有增加。67.6% of marketers are currently happy with

59、 their PR agency relationship, a slight decrease from 2017. The percentage of “indifferent” responses increased by 10%. Marketers from foreign multinational companies are more satisfied with their current PR agencies. Compared to other types of agencies, only media agencies received a lower satisfac

60、tion rating when compared to PR agencies.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(mǎn)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(fǎng)者增加了10%。其中，本土企業(yè)/ 國(guó)營(yíng)單位的市場(chǎng)主滿(mǎn)意度低于外資企業(yè)的市場(chǎng)主。與其他類(lèi)型的代理商滿(mǎn)意度相比， 公關(guān)代理商的合作滿(mǎn)意度僅高于媒體代理商。LEVEL OF SATISFACTION WITH PR AGENCIES10.815.56.510.711.0201920172015ForeignLocally /State Multinationalowned外資國(guó)際企業(yè)本土企業(yè)/國(guó)營(yíng)單