论文部分内容阅读
2006年,独立咨询公司胜三管理咨询(北京)有限公司与Grupo Consultores共同发起了中国首届营销趋势及代理商形象研究,两年后的今天,第二轮调查及分析已经完成。调查结果显示,本土广告主、广告代理商的运作模式,以及他们与跨国企业及代理商之间存在的差异。“本土广告主对于代理商的要求十分全面,”Grupo Consultores总裁万盛安说。“在创意、战略策划、代理商规模以及整合服务等方面甚至比他们的国际伙伴要求更高。”另外研究显示,相对于国际企业,本土企业往往同时
In 2006, Independent Consulting Co., Ltd., Sheng San Management Consulting (Beijing) Co., Ltd. and Grupo Consultores co-sponsored the first marketing trend and agency image research in China. Two years later, the second round of investigation and analysis has been completed. The survey results show the mode of operation of local advertisers and advertising agencies and their differences from multinational corporations and agencies. “Local advertisers have very comprehensive requirements for agents, ” said Wan Shengan, president of Grupo Consultores. “Even the requirements of their international partners are even higher than their international counterparts in terms of creativity, strategic planning, agency size and integrated services.” In addition, research shows that compared with international companies, local enterprises often have