商业计划书和可行性报告胜三中国公关行业营销趋势研究.pdf

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1、Business plan reportAn R3 White PaperCHINA PR SCOPE中国公关行业营销趋势研究2019Business plan reportDRIVING 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 publ

2、ic relations in China. The data 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-clientrelations

3、hips, and brings clarity to agency 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 pro

4、fessionalism of marketing and public relations 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

5、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。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。Business plan report3CHINA 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

6、of both marketers and agency professionals identified during 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

7、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KOLBusiness plan reportDRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES4digital DEMANDS a broader scope andgreater responsibility传播数字化变革了市场主及公关代理商的工作职能Digital/socials impact on PR goes beyond use of media and communication.It has required a re-evaluation of brands i

8、nternal structures, marketerresponsibilities and the scope of work for PR agencies.In addition to the traditional PR responsibilities of brand communication andpublic affairs, more than half of the interviewees are in charge of socialcommunications, event/BTL marketing, advertising, and digital mark

9、eting,with one-third of that group involved in media planning and buying. Thisshows that PR responsibility on the client side has been extended and ismore complex. In addition, over 40% of the PR agencies are now in charge ofKOL management and social-related work as well as traditional PR services.数

10、字化/社交化对公关领域产生的冲击，其影响不仅仅在媒体使用及传播手段等层面，更深入地影响了品牌方的内部组织及职能架构，以及公关代理商的工作范畴。将近一半的受访市场主，除了品牌传播及公关事务等传统公关领域的职责之外，还需要同时肩负社交传播、活动/线下营销、广告营销或数字营销等其他，甚至还有三分之一的受访者需参与媒介的策划及购买，显现品牌方的公关负责人员的工作范畴有相当程度的扩充与复杂化。另外，也有超过4成的公关代理商，除了传统的公关服务项目，同时还负责客户的KOL管理、社交媒体维护等社交相关的工作范畴。POSITION OF INTERVIEWEE 受访者职位Brand Communication

11、s品牌传播Public Affairs公关事务Social Communications 社交传播Event/BTL Marketing活动/线下营销Advertising广告营销Digital Marketing数字营销Media Planning & Buying媒介策划及购买eCommerce电子商务85.582.254.646.745.444.732.915.10255075100Business plan report5CHINA PR AGENCY SCOPE中国公关行业营销趋势研究Content/creativity development and media relations

12、hip 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 competition from various types of agencies and clients.A PR agency should utilize its strength in media relationshi

13、p maintenance to secure its access to different types of resources, thus demonstrating their ability to achieve greater integration effectiveness in media and communication.内容/创意及媒体关系建立与维护是公关代理商的主要强项，这部份在目前的传播环境下，依旧占有非常重要的位置。市场资源选择虽多，但优质资源有限，面对不同类型的代理商及客户都在争抢的情况，公关代理商需发挥维系媒体关系之强项，掌握更多不同类型的资源，展现在媒体及传

14、播上能更有效整合的优势。PR AGENCIES ARE IN COMPETITION WITH MEDIA RELATIONS FOR TOP RESOURCES媒体方面的角色加重，从维系媒体关系扩大到为市场主争取并整合媒体资源Business plan reportDRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES6Marketers think that successful communication requires deep insights intoconsumers and channels/media and bett

15、er integration of brand tonality andcreative/content. As a result, PR agencies need to enhance their capability in communications strategy and creativity, and maintain specialization in their initial area of PR expertise, all while developing a breakthrough communication model that will allow them t

16、o utilize different platforms to achieve communication objectives.市场主认为，成功的公关传播来自于对消费者及渠道/媒体的深入洞察，并需要将品牌调性与创意/内容做更好的结合。公关代理商除了原公关领域的专项能力，还需强化传播策略及创意的能力，突破传播模式的限制，更全面地思考如何运用不同的平台达成传播目的。Strategy策略Creativity创意Resource资源Effectiveness效果High linkage with the product in a smart way and inline with brand to

17、ne将品牌调性与创意巧妙结合，产品关联度高Target audience accurately, dig deeply for theirinsight and resonate with consumers精准定位目标人群，深度挖掘洞察，引发消费者共鸣Perfect point for content creation and original ideas内容切入点巧妙，创意想法新颖Breakthrough idea and creativity突破性的想法与形式Utilize the latest technology利用前沿技术Choose the right and suitable

18、communicationchannels & co-branding选择适合的平台进行传播，跨界合作Make full use of celebrity/KOL resource, push thefan economy充分利用明星资源，拉动粉丝经济Leverage data effectively有效运用大数据Together with eCommerce platform to realize thesale conversion打通电商平台，实现销售转化Good execution performance for the activity andevent活动执行效果很好Effecti

19、ve interaction with consumers与消费者产生有效的互动17.515.819.312.33.512.310.53.515.88.85.3Note: Marketers interviewed 2019 (152 95 DK/NA), O/E Question. Data in % and Mentions. Position of the Interviewee公关传播活动的制胜关键SUCCESS LIES IN DEEP INSIGHTS AND BETTER BRAND TONALITY深入的洞察及对品牌调性的掌握，是成功公关传播的必要致胜关键Business pl

20、an report7CHINA PR AGENCY SCOPE中国公关行业营销趋势研究ROI IS KING, BUT EVALUATION STANDARDSSTILL LACK ROIROI是现今营销界最大的课题，公关领域也不例外。Marketers have begun to focus more on the ROI of PR communications, especially on the effectiveness, evaluation, and need for data. Data collection and analysis improve communication

21、 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 should be kept in mind that measuring the effective

22、ness 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.市场主对于投资回报率的关注也延伸到公关领域，特别是在如何评估传播的有效性及验证实际效果上，相对地对于数据的需求也日益提高。数据收集与分析在不同

23、维度上能提供传播优化的契机，更细分的人群画像与精准投放，让品牌主能够更针对性地依据不同目标群体发展不同的创意与内容，后台资料的整合与追踪，也助益了传播效果的量化分析与评估。然而，就目前的现状来看，不同公关传播方式的效果评估不一定都能有相关的数据来进行分析，对于数据的收集及评估衡量方式，其正确与真实性还有争议，也缺乏针对质量的评估标准。Business plan reportDRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES8PR agencies will have to face the threat of replacement

24、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 its deeper understanding of corporate/brand and lack of limitation by media type, can consider the overall communicat

25、ion strategy and media integration from a broader POV.受到数字/社交化影响，代理商工作内容同质化，公关代理商有逐渐被其他类型代理商取代的挑戰。但于此同时，绝大多数的品牌主能清晰点出公关代理商在现今传播环境中所具备的竞争优势，特别是在其对企业及品牌的深度理解，加上不受传播媒体类型/载体限制，反而能够更全面的思考整体传播策略及媒体运用整合。这是市场主对公关代理商的期许，亦是他们认为公关代理商在迎向未来最大的挑战，更是公关代理商胜出的契机。LEADERSHIP WILL BE BUILT ON OVERSIGHT ON OVERALLCOMMUN

26、ICATION STRATEGIES & STRENGTHS IN CROSS-MEDIA PLATFORMS危机亦是转机：公关与营销的界线模糊，掌握跨媒体优势，抢占整合传播的领导先机STRENGTH FOR PR AGENCIES 公关代理商的优势Good at written communication and control of the direction and quality of content擅长传播讯息/内容撰写，更好的掌握方向与质量Media relationship maintenance and cooperation媒体关系/维护及协作性Deeper understa

27、nding of corporate and brand-building to better control communication对企业及品牌有更深刻的理解与掌握Rich media resource and integration capability媒体资源丰富及整合运用能力Consideration from a more comprehensive POV, with clear logic综合性较强，从全局的角度思考，且逻辑清晰Provide strategic thinking from overall communication angle, without media

28、restrain超越媒体限制，从整体传播的角度提出策略思考Highly professional 专业度高Professional in dealing and interacting with all types of media (including social)处理/应对各类媒体（含社交媒体l)的专业性Better relationship and resource with KOL KOL的关系及资源丰富Better event planning and execution capability更优秀的活动规划及落地执行能力Traditional PR expertise (incl

29、uding press release)传统公关的专业能力（包括新闻稿发布等Crisis PR management 危机公关Content marketing ability 内容营销能力Content and quality control towards media and KOLs 对于媒体及KOL产出内容的把控Strong in content integration; able to smoothly embed product messages注重内容整合，能更好地将产品软性植入Experience and resource in our specific area 行业经验与专

30、业领域的资源Good at maximized small budget effects through precision targeting善于透过精准投放以小博大Connection 人脉Government relationships 政府关系Corporate PR 企业公关Celebrity resources 明星资源23.717.812.511.89.29.27.95.95.35.34.64.64.63.93.33.32.62.62.02.01.3Business plan report9CHINA PR AGENCY SCOPE中国公关行业营销趋势研究Extended Sum

31、mary and Best Practice要点延展和最佳实践PR budgets are increasing with digital andnew media scope职能的变化及新媒体投放的需求影响了公关的预算规划。In terms of trends in PR communication, there were some internal organizational orresponsibility changes in almost 40% of the interviewees companies. More brandschose to increase digital

32、or new media-related scope or talent within their PR teams;few chose to reduce PR work scope and move digital-related scope (KOL/socialmedia) into marketing, or divided their PR teams into separate business units tohandle their digital marketing with a specific KPI set. Changes in PR budgets wererel

33、ated to the structural and functional changes within the marketers companies.因应公关领域数字化/社交化的趋势，约有4成的受访企业在内部的组织架沟及职能上做了相对应的调整。其中，较多的市场主选择在公关团队新增与数字相关的职能或与新媒体有关的人才及岗位；另一些市场主选择缩减公关职能，将KOL/社交媒体等数字相关的职能转入市场部，或将公关团队打散至各个单独的事业部，负责各自的数字营销，并且有更为明确的KPI。组织及职能的变化同时也影响了公关预算的分配。1PR Budget 公关预算Average decreased平均减少

34、21%Average decreased平均减少175%66.410.523.0No Change in Budget预算不变Budget Increased预算增加Budget Decreased预算减少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 marketersPR media budget was reduced because t

35、hey separated digital needs from PR andmoved them into the marketing department. That being the case, they had a lowerbudget for traditional PR.过往一年，公关预算总体增加38%，预算的增加体现在公关传播的数字化/社交化，以及对新媒体投放的需求增加。另有一成的市场主表示，公关预算减少，其主要原因则是公司将数字部分的职能并入市场部之后带来的传统公关预算的减少。Business plan reportDRIVING TRANSFORMATION FOR MA

36、RKETERS AND THEIR AGENCIES102KOL and Celebrity Endorsements are preferred over news and editorials, though evaluation criteria remains unclear传播媒介及渠道多元化，传播有效性很难通过清晰的效果评估来判定。Six common communication approaches were examined in this study. The preferred approach is still KOL Content and Events, whilst

37、 Official Account Contents and News/Editorials are considered to be less effective or interviewees were indifferent 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.将常用的公

38、关传播手段分为6大类来进行探讨。以效果而言，主流依旧是KOL推文及线下活动类，官方自媒体及新闻/编辑发文的效应减退。部分市场主认为，明星/代言人推荐及赞助植入/IP等合作模式能带来极佳成效，亦是今年受重视的传播手段。EFFECTIVENESS OF COMMUNICATION APPROACH 传播方式的有效性In terms of your experience with brand communication effectiveness, which of the following communication approach makes more impact on consumers

39、?就自身品牌的公关传播经验而言，您觉得以下传播方式触及消费者并产生影响的效果如何？KOL Content KOL推文Event/Roadshow/Pop-up Store 线下活动/路演/快闪店Celebrity Endorser 明星/代言人推荐 20.415.861.821.117.156.63.3 7.96.621.139.525.0Sponsorship/IP/Implantation 赞助/IP/植入42.118.46.65.927.0 40.838.85.912.52.0Official Account Content 官方自媒体发文 43.416.433.64.62.0News

40、/ Editorial新闻/编辑发文9-10分 Very Effective效果极佳7-8分 Good Effects效果不错5-6分 Indifferent效果一般3-4分 Less Effective效果较差1-2分 Not Effective效果极差Note: Marketers interviewed 2019 (152), data in %Business plan report11CHINA PR AGENCY SCOPE中国公关行业营销趋势研究Not all approaches can be evaluated with data. Half of the marketers

41、 judge theireffectiveness 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/Sponsorship. These are services they expect their PR agency to provide, especially in evaluating

42、 the efficiency of actual conversion.然而，并不是所有的传播手段都能够过数据来评估其实际效应，有效性的判定有一半还是来自市场主观察与接收到的市场反馈与自身感受。目前有2/3以上的受访者无法运用数据来评估明星/代言人及IP/赞助植入的传播效果，而这部份的数据运用也是他们期待公关代理商能够提供的，特别是在如何评估其实际转化效率上。EVALUATION OF COMMUNICATION APPROACH传播方式的效果评估Did you use any data to evaluate its effectiveness or help to make the de

43、cision? 您是否运用数据评估传播方式的效果或帮助影响决策？ 82.917.1KOL Content KOL推文Event/Roadshow/Pop-up Store 线下活动/路演/快闪店Celebrity Endorser 明星/代言人推荐 40.159.930.369.7Sponsorship/IP/Implantation 赞助/IP/植入Official Account Content 官方自媒体发文News / Editorial新闻/编辑发文 25.774.346.753.3 62.537.5YesNoNote: Marketers interviewed 2019 (152

44、), data in %Business plan reportDRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES12Establish effective evaluation with systematic performance measurement and brand asset management最佳实践：透过系统化的表现测量及品牌资产管理，建立明星代言及赞助植入的效果评估体系As the entertainment market is becoming more dynamic, providing brands wi

45、th more opportunities 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 targ

46、et audiences.This is where third-party consultants can utilize their expertise to establish an evaluation system that organizes relevant assessment criteria, which in turn, helps marketers make judgments based on a complete information matrix.随着娱乐市场的逐渐活跃，品牌主在娱乐营销上的投入越来越多，衡量与评估这部分投资回报率的难度也越来越大。因为这部分的

47、传播质量暂时没有标准，市场主需要由利用热点趋势的转变为更具战略性思考的娱乐营销策略，以便在品牌与目标受众之间形成更加稳固的联结。第三方咨询机构可以利用其专业知识与行业洞察帮助市场主建立一个评价系统，通过整理罗列有关的评估标准，帮助市场主做出完整的判断。Business plan report13CHINA PR AGENCY SCOPE中国公关行业营销趋势研究The winning key point of content marketing lies in an in-depth understanding ofconsumers and the control of brand empha

48、sis and strategy. The fragmented waythat consumers receive messages has led to decentralized attention and rapidlychanging behaviors. Formats are more diversified, as are the requirements ofcontent and engagement. Due caution should be exercised when brands arechoosing which social target audience g

49、roup or hot topic to associate theirproduct(s).内容为王。就内容营销来看，目前市场主的关注点不在于内容的形式，而是内容能否达成品牌传播任务及与目标群众产生共鸣。因此，对于消费者的深入理解及对于品牌调性与策略的掌握，是内容营销致胜的重要关键。然而，因消费者信息接收碎片化、注意力分散、习惯变化快，在内容展现及互动形式上有更多的变化与要求，品牌在与社交人群的选择与主题/热点的结合上也须更加谨慎。3Greater insight is the key winning point forcontent marketing市场主对内容营销的关注在于其能达成的目

50、的与任务，致胜关键在于洞察。Content that resonates with consumers and triggers interaction内容与消费者产生联结，引发共鸣和互动Understand consumers; deep dive into gaining insights and pain-points理解消费者，深入挖掘洞察和痛点Precise positioning of TA目标人群的精准定位Understand brand totality; think strategically to develop content了解品牌调性，内容有策略思考The selec