1、An R3 White PaperCHINA PR SCOPE中国公关行业营销趋势研究2019DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES22019 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 was coll

2、ected 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-clientrelationships, and brings clarity to agency perce

3、ptions 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 public rel

4、ations in China, and we aim to continue to be global experts in improving marketing efficiency and effectiveness through such ongoing studies and analysis.PREFACE前言2019中国公关行业营销趋势研究是胜三进行的一项长期研究，今年是第五轮。此项研究旨在深入了解中国公关行业的洞察和发展。其中的数据来源于胜三对一些资深市场主的采访，这些市场主都是中国市场领先品牌的公关决策者。本研究为市场主的公关传播决策提供了依据和参考，对不断变化的“公关代

5、理商与市场主”关系进行了分析，深入地剖析了现有市场主和潜在市场主对代理商的认知。我们对投入时间参与此项综合性研究的所有受访者表示感谢。我们相信此类报告有助于改善中国营销和公关行业的透明度及专业度，并且我们希望通过不断开展类似研究，继续成为协助市场主提升营销效率的全球专家。3CHINA PR AGENCY SCOPE中国公关行业营销趋势研究These key words represent the trends, needs, concerns, and challenges of both marketers and agency professionals identified during

6、 our study.在本次调研中，一些关键字不断地被受访者提及，它们代表了公关领域的市场主及代理商同仁最关注的趋势变化、考量、担忧、以及挑战。EXECUTIVE SUMMARY执行总结DigitalContentMedia-integrationeCommercePrecisionDataQuantifiableCreativityBrand-tonalitySocialConsumerInsightResourceSales-drivenKOL数字社交化内容创意资源洞察品牌调性数据媒体整合销售转化精准投放消费者可量化电商串联KOLDRIVING TRANSFORMATION FOR MAR