央视市场研究股份有限公司(CTR)成立于1995年,是中国国际电视总公司和Kantar集团合资的股份制企业。CTR一直致力于将中国本土经验与全球先进技术相结合,通过连续性调查和定制化专项研究,提供全方位的趋势解读和高附加值的市场洞察,与客户一起深入理解商业环境制定营销决策。
CTR的研究领域包括媒介经营与管理、品牌与传播策略、消费者洞察等诸多专业领域,尤其在360°营销传播监测、消费者购买与使用行为测量、媒介与消费行为、媒体价值评估等专业研究领域拥有权威的第三方地位和货币型产品。这些优势进一步延续到媒体融合、智能电视、短视频研究、跨平台传播等营销领域。
CTR的质量保障体系:作为国家统计局认定的首批符合条件的涉外调查机构,长期参与市场研究相关国家标准的起草,参与建立中国第一个市场调查行业标准,并已获得SGS公司ISO9001质量管理体系和ISO27001信息安全管理体系、ISO45001职业健康安全管理体系的国际认证,项目执行符合ISO20252市场调查行业国际标准规定。CTR是中国质量协会六西格玛管理推进工作委员会会员单位,并承担六西格玛注册绿带初审。CTR现有百余名获取质量相关资质人员。CTR自2001年起,连续获评北京市高新技术企业。
CTR Market Research CO., Ltd. is a joint venture of China International Television Corporation (CITVC) and Kantar Group. We are committed to integrating China's localized experience with advanced technologies in the world to provide comprehensive market trend analysis as well as value-added insight. Through continuous survey and customized research, we share our in-depth understanding of the business climate with our clients to make better marketing decisions. Our services run across various fields of expertise, including media management, branding and communication strategies, consumer insight and so on. We have notably the authoritative third party status and relevant monetary products in fields of 360-degree marketing and monitoring, measurement of consumers' buying and using behavior, media and consumer behaviors and media valuation. Our strengths can be further applied to the media convergence, OTT smart TVs, short form video, cross-platform communication and other marketing areas.
Our network of survey and monitoring covers 500 cities in China, with our online survey community containing 4 million self-owned and cloud samples and about 260,000 PCs and mobile devices having installed our behavior monitoring software. We take the lead by our research models and technologies in brand communication, consumer insight as well as Internet and advertising monitoring.
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As one of the first qualified foreign-related survey agencies approved by the National Bureau of Statistics of China, Participated in the drafting of national standards related to market research for a long time, participated in the establishment of China's first market research industry standard, and has obtained the international certification of SGS ISO9001 quality management system, ISO27001 information security management system and ISO45001 occupational health and safety management system. The implementation of the project complies with the provisions of ISO20252 international standards for market research industry. CTR is a member of Six Sigma Management Promotion Committee of China Quality Association. CTR now has more than 100 personnel with quality related qualifications. CTR has been identified as a high-tech enterprise of Beijing Municipality since 2001.