艾媒咨询|2021年中国数字化营销行业研究报告

本报告涉及的案例/品牌/企业：利欧股份，热云数据

数字化营销是使用数字传播渠道为产品和服务进行推广的实践活动，从而以一种及时、相关、定制化和节省成本的方式与消费者进行沟通。iiMedia Research(艾媒咨询)数据显示， 2021年中国数字化广告行业的投融资金额达37.71亿元。在细分领域中，资本在2021年主要倾向整合营销，其次是互联网及移动广告。传统广告发展受到了数字化广告行业冲击，兼容传统形式与数字化形式的整合营销模式是广告主关注重点。
Digital marketing is a practical activity that uses digital communication channels to promote products and services, so as to communicate with consumers in a timely, relevant, customized and cost-saving way. According to iiMedia Research, the investment and financing amount of China's digital advertising industry reached 3.771 billion yuan in 2021.In the subdivided fields, capital mainly tends to integrated marketing in 2021, followed by Internet and mobile advertising. The development of traditional advertising has been impacted by the digital advertising industry. The integrated marketing model compatible with traditional and digital forms is the focus of advertisers.

艾媒咨询|2021年中国企业数字化发展研究报告

本报告涉及的案例/品牌/企业：e签宝，金格科技，法大大

随着我国不断完善信息网络基础设施建设，为国内数字经济提供良好的发展环境，iiMedia Research( 艾媒咨询) 数据显示，2020年中国数字经济总体规模达41.4万亿元，占GDP比例为38.6%，预计2021年规模将达47.6万亿元。由于数字经济占全国GDP的比例逐年上涨，中国数字经济已经成为驱动国内经济增长的重要力量，在这种经济背景下，企业需要加快数字化转型步伐，在未来数字化、网络化及智能化的浪潮中不断增强自身的发展竞争力。iiMedia Research( 艾媒咨询) 数据显示，超过八成的企业用户表示有使用数字化系统，办公系统数字化系统的采用进一步加快了企业数字化转型的步伐，并且提升了企业业务转化、流程审批等环节的效率。
As my country continues to improve the construction of information network infrastructure to provide a good development environment for the domestic digital economy, iiMedia Research data shows that the overall scale of China's digital economy in 2020 will reach 41.4 trillion yuan, accounting for 38.6% of GDP. , The scale is expected to reach 47.6 trillion yuan in 2021. As the proportion of the digital economy in the national GDP has been increasing year by year, China's digital economy has become an important force driving domestic economic growth. Under this economic background, companies need to accelerate the pace of digital transformation in the future wave of digitization, networking and intelligence Continuously enhance its own development competitiveness. According to data from iiMedia Research, more than 80% of corporate users indicated that they use digital systems. The adoption of digital systems for office systems has further accelerated the pace of digital transformation of enterprises and improved the efficiency of business transformation and process approval.

艾媒咨询 | 2023年中国企业数字化转型发展白皮书

目前，中国数字经济已进入快速发展阶段，传统产业数字化转型不断加快，数字经济基础设施实现跨越式进步，新业态、新模式蓬勃发展。数据显示，2016-2022年中国数字经济总体规模逐年递增，2022年达50.2万亿元，同比增长10.3%，预计2025年达70.8万亿元。数字经济新时代为传统企业数字化转型带来新机遇。

艾媒咨询 | 2025年中国企业数字化使用行为调查数据

当前中国企业数字化呈现出良好发展态势，数字化投入持续加大，数字化基础不断夯实。超九成企业在生产经营中广泛应用信息化管理系统、电子商务、云计算等技术，不同行业各有特色，信息传输、软件和信息技术服务业企业应用水平领先，在管理、采购、销售等环节普及度高，生产、研发环节应用逐步深入。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国企业数字化使用行为调查数据》，已有86.19%的企业考虑并实施了数字化转型，说明数字化转型已成为企业经营规划中的重要组成部分。其中，制造业在数字化转型企业中占比最高，达到14.74%。其次是信息传输、计算机服务和软件业，占比14.32%。在企业数字化转型的主要困难中，组织层面缺乏整体规划的问题最为突出，其次是数据治理体系不完善和传统IT平台及架构带来的负担。未来，企业数字化转型的前景广阔，同时也挑战重重。随着这些挑战被克服，企业数字化转型将释放更大潜能，推动产业结构优化升级，助力中国经济在数字时代实现高质量发展 。（《艾媒咨询 |2025年中国企业数字化使用行为调查数据》完整高清PDF版共30页，可点击文章底部报告下载按钮进行报告下载）
Currently, the digitalization of Chinese enterprises is showing a favorable development trend with continuous increases in digital investment and continuous consolidation of the digital foundation. More than 90% of enterprises widely apply technologies such as information management systems, e-commerce, and cloud computing in their production and operation. Different industries have their own characteristics. Enterprises in the information transmission, software, and information technology service industries lead in the application level, with high popularity in management, procurement, sales, and other links, and the application in production and R&D links is gradually deepening. According to the latest "Survey data on digital usage behavior of Chinese enterprises in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 86.19% of enterprises have considered and implemented digital transformation, indicating that digital transformation has become an important part of enterprise operation planning. Among them, the manufacturing industry accounts for the highest proportion, reaching 14.74%, among the enterprises undergoing digital transformation. Followed by the information transmission, computer services, and software industry, accounting for 14.32%. Among the main difficulties in the digital transformation of enterprises, the lack of overall planning at the organizational level is the most prominent issue, followed by the imperfect data governance system and the burden brought by traditional IT platforms and architectures. In the future, the prospects for the digital transformation of enterprises are broad, but there are also numerous challenges. As these challenges are overcome, the digital transformation of enterprises will unleash greater potential, promote the optimization and upgrading of the industrial structure, and help China's economy achieve high-quality development in the digital era.

艾媒图书： 数据为王•颠覆营销

亘古以来，降低对于未知的恐惧，就是人类一直在探索的议题。从占卜到历法，都是试图通过已知和经验，探测未知世界。这种对于未来的渴望和敬畏，恰是人类不断变迁、发展的重要推动力。每一次行为模式的重大变革，都伴随着或者推动了技术的进步。

艾媒咨询|2020上半年中国企业服务发展全景报告

本报告研究涉及企业/品牌/案例：优税猫、Moka、钉钉、有赞。

中国数字化转型不断深入，数字经济规模持续增加。数据显示，2019年中国数字经济规模达35.8万亿元，占GDP比重为36.2%，此外，中小企业数量持续增加，2019年期末企业主体数量达3858.3万户，艾媒咨询分析师认为，中国中小企业数量庞大，整体数字化仍有大幅提升空间，企业数字化服务需求广。在技术、政策等推动下，中国企业服务市场有广阔的发展空间，迎来百花齐放局面，人力资源、财税、营销等具备一定刚需特征的服务市场有望率先普及壮大。在市场认知方面，iiMedia Research(艾媒咨询)数据显示，32.0%的受访职场人认为受疫情影响企业会提高对企业服务市场的关注，23.7%的受访职场人认为企业会加大对相关服务的投入。疫情的爆发使越来越多企业认知到数字化转型的重要性，对以数字化为代表的企业服务关注度上升，有利于企业服务的市场渗透。

In recent years, China's digital transformation has continued to deepen, and the scale of the digital economy has continued to increase. Data show that in 2019, the scale of China’s digital economy reached 35.8 trillion yuan, accounting for 36.2% of GDP. In addition, the number of small and medium-sized enterprises continued to increase. At the end of 2019, the number of Chinese enterprises reached 38.583 million. iiMedia Consulting analysts believe that the number of China’s small and medium-sized enterprises is huge, and there is still room for substantial improvement in overall digitalization, and the demand for digital services of enterprises is wide. Driven by technology, policies and other factors, the China's corporate service market has broad room for development and the market blossom. The service market with certain rigid demand characteristics such as human resources, finance and taxation, and marketing is expected to take the lead in popularity and growth. In terms of market perception, as the data of iiMedia Research showed, 32.0% of workplace respondents believe that companies affected by COVID-19 will increase their attention to the corporate service market, and 23.7% of workplace respondents believe that companies will increase the investment in related services. The outbreak of COVID-19 has made more and more companies realize the importance of digital transformation, and their attention to corporate services represented by digitalization has increased, which is conducive to the market penetration of corporate services.

艾媒咨询 | 2024年中国数字中台市场研究报告

随着云计算、大数据、物联网、人工智能等技术的创新发展，传统产业数字化转型不断加快，数据安全和隐私问题成为用户和企业的关切点，企业对灵活、高效解决方案的需求持续增加，生态合作将成为行业发展趋势。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024年中国数字中台市场研究报告》数据显示，2022年中国数字经济总体规模达50.2万亿元，同比增长10.3%。随着传统产业数字化转型不断加快，数字经济基础设施实现跨越式进步，预计2025年达70.8万亿元。中国零售企业在物料管理、销售管理中使用到信息系统较多；零售企业使用的数字化工具主要有数字系统（75.9%）和数字营销（57.6%）；有75.4%的零售企业在接受数字中台服务商服务后经营效率提升6%-25%。数字中台市场集中度较高，大厂技术设施健全，优势明显。当前中台的行业格局由竞争转向竞合，以协同生态为核心，集众所长，企业中台趋向云化、智能化、生态化、全渠道化。
With the innovative development of cloud computing, big data, Internet of Things, artificial intelligence and other technologies, the digital transformation of traditional industries is accelerating, data security and privacy issues have become the concern of users and enterprises, and enterprises' demand for flexible and efficient solutions continues to increase, and ecological cooperation will become the development trend of the industry. According to the latest China digital market research report in 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the overall scale of China's digital economy reached 50.2 trillion yuan in 2022, with a year-on-year growth of 10.3%. As the digital transformation of traditional industries continues to accelerate, the digital economy infrastructure has achieved leapfrog progress, and it is expected to reach 70.8 trillion yuan by 2025. Chinese retail enterprises utilize a wide range of information systems in material management and sales management. The primary digital tools employed by retail enterprises include digital systems (75.9%) and digital marketing (57.6%). After receiving services from digital middle-platform service providers, 75.4% of retail enterprises have witnessed a 6% to 25% increase in operational efficiency. The digital middle-platform market exhibits a high degree of concentration, with large companies boasting comprehensive technical facilities and notable advantages. Currently, the middle-platform industry landscape is shifting from competition to cooperation, centered on collaborative ecosystems. It integrates the strengths of various parties, driving enterprise middle-platforms towards cloudification, intelligence, ecologization, and omni-channel development.

艾媒咨询|2020-2021年中国跨境贸易CRM发展白皮书

中国CRM市场2019年的市场规模达到35亿元，同比增长16.7%，正处于市场扩充的阶段。首先是政策的推动和大环境的引领，促使跨境贸易发展前景进一步明朗。同时，在疫情黑天鹅的影响下，中国跨境贸易行业或将面临洗牌期，企业对于数字化系统的需求将会进一步被激发。随着中国跨境贸易市场规模的不断扩大，跨境贸易作为CRM系统中的一个重要应用渠道也将不断发展进步。由于中国跨境贸易行业对于数字化管理的需求不断增强，资本市场对于跨境贸易CRM行业的关注度持续升温。随着互联网资本的进入，背靠资本巨头的资源，CRM系统逐渐与外贸行业中其他各个环节实现打通。产业链的完善使得外贸行业数据有效联通，客户能够在获客后快速将数据对接至CRM系统中，并实现生产、物流、支付、报关退税等环节的一站式完成。在此基础上，未来人工智能技术的加入将赋予CRM系统更多的可能性。通过机器自身的学习，用户企业的各自需求将以更加精准化的方式得到满足。
China's CRM market reached 3.5 billion yuan in 2019, an increase of 16.7% year-on-year, and it is in the stage of market expansion. The first is the promotion of policies and the guidance of the general environment, which has further clarified the development prospects of cross-border trade. At the same time, under the influence of the black swan of the epidemic, China's cross-border trade industry may face a reshuffle period, and enterprises' demand for digital systems will be further stimulated. As the scale of China's cross-border trade market continues to expand, cross-border trade as an important application channel in the CRM system will also continue to develop and progress. As the demand for digital management in China's cross-border trade industry continues to increase, the capital market continues to pay more attention to the cross-border trade CRM industry. With the entry of Internet capital and relying on the resources of capital giants, the CRM system has gradually achieved connections with other links in the foreign trade industry. The improvement of the industrial chain enables the effective connection of data in the foreign trade industry, and customers can quickly connect the data to the CRM system after acquiring customers, and achieve one-stop completion of production, logistics, payment, customs declaration and tax rebate. On this basis, the addition of artificial intelligence technology in the future will give the CRM system more possibilities. Through the learning of the machine itself, the respective needs of user companies will be met in a more precise way.

数据说|“屏幕经济”如火如荼 数字文娱方兴未艾

2020年 vol.08

中国信息通信研究院：中国数字经济发展白皮书2017

2016 年，中国数字经济规模达到22.6 万亿，同比增长18.9%，占GDP比重达到30.3%，数字经济基础设施实现跨越式发展数字经济基础部分增势稳定，结构优化，新业态新模式蓬勃发展，传统产业数字化转型不断加快，融合部分成为增长主要引擎，面向数字经济的社会治理模式在摸索中不断创新。数字经济在各行业中的发展出现较大差异，数字经济占本行业增加值比重呈现出三产高于二产、二产高于一产的典型特征。