2021-2022中国B2B营销人趋势洞察报告.pdf

2021-2022uni4E2Duni56FDB2Buni8425uni9500uni4EBA uni8D8Buni52BFuni6D1Euni5BDFuni62A5uni544A uni524Duni8A00 PREFACE 2020uni5E74COVID-19uni5168uni7403uni5927uni6D41uni884Cuni5F7Buni5E95uni6539uni53D8uni4E86uni6211uni4EECuni7684uni793Euni4F1Auni3001uni81EAuni7136uni548Cuni7ECF uni6D4Euni683Cuni5C40uniFF0Cuni53D8uni5316uni7684uni89C4uni6A21uni548Cuni6B65uni4F10uni662Funi90FDuni7A7Auni524Duni7684uni3002uni6BEBuni65E0uni7591uni95EEuniFF0Cuni6211uni4EECuni5DF2uni7ECF uni8FDBuni5165uni4E86uni4E00uni4E2Auni52A8uni8361uni3001uni4E0Duni786Euni5B9Auni3001uni590Duni6742uni548Cuni6A21uni68F1uni4E24uni53EFuniFF08VUCAuniFF09uni7684uni793Euni4F1A uni548Cuni5546uni4E1Auni73AFuni5883uni3002uni00A0uni00A0 uni968Funi7740uni8FD9uni4E9Buni4E0Duni786Euni5B9Auni6027uni8F6Cuni53D8uni4E3Auni65B0uni5E38uni6001uniFF0Cuni4E2Duni56FDB2Buni8425uni9500uni4EBAuni548Cuni6240uni5904uni884Cuni4E1A 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uni5BA2uni6237uniFF08B2BuniFF09uniFF0Cuni6216uni4E1Auni52A1uni540Cuni65F6uni9488uni5BF9uni6D88uni8D39uni8005uniFF08B2CuniFF09uni53CA uni4F01uni4E1Auni5BA2uni6237uniFF08B2BuniFF09 uni6709uni6548uni95EEuni5377uniFF1A589uni4EFD uni8C03uni7814uni65F6uni95F4uniFF1A2020uni5E7410uni670812uni65E5-10uni670829uni65E5 40.92% uni6C11uni8425uni4F01uni4E1A uniFF08uni6709uni6D77uni5916uni4E1Auni52A1uniFF09 25.3% 40.92% 11.88% 11.04% 10.36% 0.34% 0.17% uni6C11uni8425uni4F01uni4E1A uniFF08uni65E0uni6D77uni5916uni4E1Auni52A1uniFF09 uni5916uni8D44uni72ECuni8D44uni4F01uni4E1A uni56FDuni6709uni4F01uni4E1A/uni592Euni4F01 uni4E2Duni5916uni5408uni8D44uni4F01uni4E1A uni653Funi5E9C/uni975Euni8425uni5229uni673Auni6784 uni5176uni4ED6 uni4E13uni5458 uni4E3Buni7BA1 uni7ECFuni7406 uni603Buni76D1 uni4F01uni4E1Auni4E3B uni9996uni5E2Duni9AD8uni7BA1 uniFF08CXO/Partner/VPuniFF09 29.27% 27.07% 25.21% 13.03% 3.05% 1.86% 25.3% uni804Cuni4F4Duni7EA7uni522Buni516Cuni53F8uni6027uni8D28 uni57CEuni5E02uni5206uni5E03 uni516Cuni53F8uni89C4uni6A21 51-200uni4EBA 30.9% 3.06%5001-10000uni4EBA 3.4%10000uni4EBAuni4EE5uni4E0A 11.04%1001-5000uni4EBA 12.22%50uni4EBAuni4EE5uni4E0B 13.75%501-1000uni4EBA 25.64%201-500uni4EBA 03 N=589 N=589 N=589 N=589 uni6DF1uni5733 10.36% uni5317uni4EAC 16.81% uni4E0Auni6D77 19.69% uni5E7Funi5DDE 10.02% uni5176uni4ED6 13.75% uni676Duni5DDE 5.43% uni5357uni4EAC 5.09% uni6210uni90FD 4.24% uni897Funi5B89 3.06% uni6B66uni6C49 3.06% uni5929uni6D25 2.55% uni82CFuni5DDE 2.04% uni4E1Cuni839E 0.85% uni91CDuni5E86 0.68% uni5927uni8FDE 1.53% uni6C88uni9633 0.85% uni6837uni672Cuni5206uni5E03uniFF1A uni76EEuni5F55 CONTENT 2021uni4E2Duni56FDB2Buni8425uni9500uni4EBAuni5FC5uni5907uni79D8uni7C4D uni7834uni5C40“uni4E09uni91CDuni594F” uni9644uni5F55 uni53D1uni529Buni54C1uni724Cuni8425uni9500 uni7CBEuni8015uni5185uni5BB9uni8425uni9500 uni52A0uni901Funi6570uni5B57uni5316uni8F6Cuni578B 03 2020uni4E2Duni56FDB2Buni8425uni9500uni4EBAuni81EAuni753Buni50CF uni81EAuni6211uni6FC0uni52B1 uni97E7uni6027uni6210uni957F 2020uni4E2Duni56FDB2Buni8425uni9500uni884Cuni4E1Auni73B0uni72B6 uni62E5uni62B1uni53D8uni5316 uni4E58uni98CEuni7834uni6D6A 01 02 04 2020uni4E2Duni56FDB2Buni8425uni9500uni4EBAuni81EAuni753Buni50CF uni81EAuni6211uni6FC0uni52B1 uni97E7uni6027uni6210uni957F 01 2020uni5E74uni6CE8uni5B9Auni662Funi4E0Duni5E73uni51E1uni7684uni4E00uni5E74uni3002uni7A81uni5982uni5176 uni6765uni7684uni75ABuni60C5uni8BA9uni804Cuni573Auni4EBAuni7531uni8877uni5730uni611Funi53F9uniFF1Auni6211uni592Auni96BE uni4E86uniFF01uni5931uni4E1Auni7684uni7126uni8651uni3001uni7EE9uni6548uni7684uni538Buni529Buni3001uni5BF9uni81EAuni6211 uni4EF7uni503Cuni7684uni56F0uni60D1 uni9762uni5BF9uni538Buni529BuniFF0Cuni804Cuni573Auni4EBAuni6216 uni9009uni62E9uni575Auni5B88uni539Funi5730uniFF0Cuni6216uni9003uni79BBuni5317uni4E0Auni5E7FuniFF0Cuni6216uni79EFuni6781 uni8F6Cuni578BuniFF0Cuni53D1uni6398uni65B0uni7684uni673Auni4F1Auni3002 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5.09%uni5357uni4EAC 3.06% uni6210uni90FD 4.24% uni6B66uni6C49 3.06% uni897Funi5B89 2.55%uni5929uni6D25 2.04%uni82CFuni5DDE 1.53%uni5927uni8FDE uni57CEuni5E02uni5206uni5E03 uni5C06uni6765uni5BF9uni5DE5uni4F5Cuni57CEuni5E02uni7684uni9009uni62E9uni610Funi5411 uni5BF9uni65B0uni5DE5uni4F5Cuni57CEuni5E02uni7684uni8003uni91CFuni56E0uni7D20 uni5206uni5E03uni6BD4uni4F8B N=589 uni6709uni8BA1uni5212uni66F4uni6362 uni5DE5uni4F5Cuni57CEuni5E02 N=589 91.17% 8.83% 06 2020uni5E74uni6311uni6218uni91CDuni91CDuniFF0Cuni4F46B2Buni8425uni9500uni4EBAuni4F9Duni7136uni575Auni5B88uni5317uni4E0Auni5E7Funi6DF1 N=40 uni65E0uni8BA1uni5212uni66F4uni6362 uni5DE5uni4F5Cuni57CEuni5E02 uni53D1uni5C55 uni53D1uni5C55 uni5F00uni9614uni89C6uni91CE uni5F00uni9614uni89C6uni91CE uni673Auni4F1A uni6280uni80FD uni6280uni80FD uni6280uni80FD uni79BBuni5BB6uni8FD1 uni79BBuni5BB6uni8FD1 uni79BBuni5BB6uni8FD1 uni5E02uni573Auni6F5Cuni529B uni5E02uni573Auni6F5Cuni529B uni5E02uni573Auni6F5Cuni529B uni53D1uni5C55uni524Duni666F 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uni7A0Buni53CAuni5468uni671FuniFF0Cuni5E76uni5E0Cuni671Buni8425uni9500uni4EBAuni80FDuni591Funi628Auni63E1uni4E13uni4E1Auni4EA7uni54C1uni548Cuni7528uni6237uni9700uni6C42uni7684uni5E73uni8861uniFF0C uni4ECEuni800Cuni5B9Euni73B0uni4F20uni64ADuni6548uni679Cuni4EE5uni53CAuni589Euni957Funi9700uni6C42uni7684uni6700uni5927uni5316uni3002 “Marketing starts before there is a product. Marketing is the homework the company does to figure out what people need and what the company should make.” - Philip Kotler uni4EA7uni54C1uni8425uni9500uni4ECDuni662FB2Buni8425uni9500uni4EBAuni7684uni804Cuni80FD“Cuni4F4D” N=589 B2Buni8425uni9500uni4EBAuni4ECEuni4E8Buni7684uni7EC6uni5206uni8425uni9500uni9886uni57DF uni4EA7uni54C1uni8425uni9500 55.01% uni5BA2uni6237uni8425uni9500 uni54C1uni724Cuni8425uni9500 uni793Euni4EA4uni5A92uni4F53uni8425uni9500 uni6D3Buni52A8uni8425uni9500 uni6570uni5B57uni8425uni9500 uni5185uni5BB9uni8425uni9500 uni5E02uni573Auni516Cuni5173 uni5916uni8D38uni8425uni9500 uni5E02uni573Auni7814uni7A76uni53CAuni5206uni6790 uni6E20uni9053uni8425uni9500 uni533Auni57DFuni8425uni9500 36.33% 34.13% 30.73% 25.98% 25.47% 24.45% 18.85% 15.11% 11.38% 11.21% 10.02% 07 uni9886uni82F1uni8C03uni67E5uni663Euni793AuniFF0Cuni62E5uni6709uni4E00uni5B9Auni5DE5uni4F5Cuni7ECFuni9A8Cuni768430+uni8425uni9500uni4EBAuniFF0Cuni6B63uni6210uni4E3AB2B uni8425uni9500uni7684uni4E3Buni529Buni519Buni3002uni8FD9uni662Funi56E0uni4E3AB2Buni884Cuni4E1Auni5BF9uni8425uni9500uni4EBAuni6709uni7740uni8F83uni9AD8uni7684uni8981uni6C42uniFF0C uni9700uni8981uni5176uni5177uni5907uni4E30uni5BCCuni7684uni884Cuni4E1Auni7ECFuni9A8Cuni548Cuni79EFuni7D2FuniFF0Cuni5E76uni6DF1uni5165uni4E86uni89E3B2Buni4F01uni4E1Auni7684 uni4E1Auni52A1uni903Buni8F91uni3001uni884Cuni4E1Auni8D44uni6E90uni548Cuni5E94uni7528uni7B49uni8FD9uni4E9Buni6B63uni662F30+uni4EBAuni7FA4uni7684uni4F18uni52BFuni3002 uni4E0Euni6B64uni540Cuni65F6uniFF0Cuni5DE5uni4F5Cuni7ECFuni9A8Cuni57283uni5E74uni4EE5uni4E0Buni7684“uni65B0uni751Funi4EE3”uni8425uni9500uni4EBAuni4E5Funi5728uni4E3Auni884Cuni4E1Auni53D1 uni5C55uni6CE8uni5165uni65B0uni52A8uni80FDuni3002uni4F46uni4E5Funi5E94uni770Buni5230uniFF0CB2Buni8425uni9500uni7684uni9AD8uni95E8uni69DBuni6216uni591Auni6216uni5C11uni5F71uni54CD uni7740uni6574uni4E2Auni884Cuni4E1Auni7684uni58EEuni5927uniFF0Cuni5982uni4F55uni5438uni5F15uni66F4uni591Auni5E74uni8F7Buni4EBAuni52A0uni5165uni9700uni8981uni4F01uni4E1Auni989Duni5916uni5173 uni6CE8uni3002 uni5173uni6CE8uni56E2uni961Funi6574uni4F53uni6210uni957FuniFF1Auni76F8uni6BD4uni5176uni4ED6uni5E74uni9F84uni6BB5uniFF0Cuni4ED6uni4EECuni5C06uni5173uni6CE8uni70B9uni4ECEuni4E2Auni4EBAuni53D1uni5C55uni8F6Cuni79FBuni5230 uni56E2uni961Funi6210uni957Funi3002uni4ED6uni4EECuni66F4uni5173uni6CE8uni5982uni4F55uni5E26uni9886uni56E2uni961Funi5B8Cuni6210uni4E1Auni52A1uni76EEuni6807uni4EE5uni53CAuni5982uni4F55uni5E26uni9886uni56E2uni961Funi5FEBuni901F uni6