1、China PR agenCy SCoPe中国公关行业营销趋势研究CHINA PR AGENCY SCOPE中国公关行业营销趋势研究Preface 前言China PR Agency Scope 2017 is the fourth wave in an ongoing study to garner a deeper understanding of the motivations and processes for Public Relations in China. The data are compiled through a series of inter-views with ma

2、rketers who are the decision makers of some of the largest companies in China. This study is a tool for taking action, providing an analysis of trends in the ever-changing world of PR agency-client relation-ships, as well as a deeper understanding of agency perception amongst both current and prospe

3、ctive clients.2017中国公关行业营销趋势研究是胜三一项长期研究的第四期报告，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。We want to thank the participants for committing their time to making this the most ambitious and comprehensive PR

4、 study in the world. We believe that reports such as these help to bolster the transparency and professionalism of marketing and public relations in China, and we aim to continue to be global experts in improving marketing efficiency and effectiveness through continual studies like this one.我们对投入时间参

5、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。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES3eXeCUTiVe SUMMaRy 执行总结The “digital transformation” spreading throughout the marketing world has now made its way to the relationships between

6、marketers and their PR agencies in China. In our 2015 study, we asserted that the “future of PR will likely be digitally-centric,” and that is turning out to be a true prediction. This is the fourth wave of the study, but the first one to reveal such dramatic outcomes in the area of digital capabili