来源：活报告 摘要：圣火科技于2025年8月27日向港交所递交招股书，拟在香港主板上市，这是公司第1次递交上市申 请，独家保荐人为信达国际，公司是一家整合营销及广告营销服务商。2024年收入为2.52亿元，净利润 为0.33亿元，2025年前6个月营收1.29亿，净利润0.12亿元。公司于2016年在新三板挂牌上市，代码： 839953，于2025年4月退市。 公司成立于2013年，是一家以技术驱动的营销公司，于中国提供(i)整合营销服务；(ii)营销技术服务； 及(iii)广告营销服务。 公司营销技术服务主要是在产品外包装及单个产品上嵌入二维码。根据弗若斯特沙利文的数据，按2024 年相关服务收益计算，公司在中国二维码营销解决方案服务商中排名第四，市场份额约为1.8%。 公司有三大业务板块： l整合营销服务：凭借行业知识与技术能力，我们协助客户制定个性化策略，并透过由先进技术支持的 传统线下与数字在线平台，跨渠道执行各类推广活动。 l营销技术服务：凭借专有「一物一码」技术，公司运用二维码为每件产品赋予独特数字身份并提供技 术基础设施，支持客户高效规划与执行横跨主流在线平台及数字渠道的营销活动。 截至2025 ...

招股书显示，圣火科技是一家于2013年成立的整合营销及广告营销服务商，业务据点设于中国广州市。 公司专注于在中国提供整合营销服务；营销技术服务；及广告营销服务。于2018年，公司进一步拓展服 务范围，主力透过专有"一物一码"技术为客户提供营销技术服务，助力客户制定以数据驱动的营销方 案。 根据弗若斯特沙利文的数据，中国整合营销市场于2020年至2024年间呈现强劲增长，以4.6%的复合年 增长率扩张，由约人民币672亿元增至人民币804亿元。预计至2029年，中国整合营销市场规模将达到约 人民币993亿元，2024年至2029年间预测复合年增长率约为4.3%。 据港交所8月27日披露，圣火科技集团有限公司(简称：圣火科技)向港交所主板递交上市申请，信达国 际为其独家保荐人。 公司的客户主要包括从事快消品行业的企业。集团主力服务快消品行业，同时亦以积极态度多元拓展客 户群，纳入来自信息技术、家庭用品、通信服务、电讯及汽车等各行各业的企业。主要通过直接委托或 投标方式争取客户合约。 公司对前五大客户依赖度较高。于2022财年、2023财年、2024财年及2025年首6个月，公司分别约有 96.1%、91.2%、7 ...

Core Insights - There is a significant gap between the substantial investments in marketing technology and the inconsistent results achieved, raising questions about the factors causing this disparity and how companies can systematically manage marketing technology activities [1][3] Investment Trends - Companies plan to allocate 24% of their budgets to marketing technology this year, with nearly one-third (31%) of respondents indicating a projected 55% increase in spending over the next five years [3] - The average impact score given by marketers for their current marketing technology tools is 4.7 out of 7, with 49% of respondents stating that actual results do not meet expectations, and 44% reporting that purchased tools remain unused [3] Organizational Best Practices - A "Marketing Technology Organizational Assessment" has been proposed to identify and rectify specific barriers to integrating marketing technology within companies [4] - Best practices include: 1. Refocusing on effective utilization rather than just budget allocation [4] 2. Setting clear strategic goals aligned with company objectives, which can enhance usage rates by 20% [4] 3. Expanding the application of marketing technology across the organization to improve overall effectiveness, with performance scores increasing from 4.2 to 5.4 when used company-wide [5] 4. Prioritizing the recruitment and retention of talent for managing marketing technology strategies, as current focus is insufficient [5][6] Integration of Advanced Technologies - Companies report using generative AI in an average of 15% of their marketing activities, with higher users seeing a 10-20% increase in marketing technology impact scores [8] - Organizations led by marketing departments show a 25% higher effectiveness in marketing technology initiatives compared to those led by IT departments [8] Measurement and Evaluation - Companies often focus on short-term metrics, with over 60% using indicators like lead generation and conversion, while only half use long-term metrics such as customer satisfaction and loyalty [9] - Regular audits of marketing technology systems are crucial, as only 30.9% of companies evaluate their tools every six months or less, leading to a significant decline in effectiveness if evaluations are infrequent [10][11]

Core Insights - FAW-Volkswagen is undergoing organizational adjustments focusing on its Volkswagen and Jetta brands, with a particular emphasis on the Volkswagen brand [1][2] - The newly established Product Management Department aims to better understand customer needs and guide product planning, development, production, and quality assurance [1][2] - The marketing department is being reinforced and is returning to its original structure, shifting focus from user operations to customer orientation [2] Organizational Changes - The Volkswagen brand will establish a Product Management Department and a Customer Operations Department, enhancing the functions of the marketing department [1] - The restructuring includes personnel changes, with new appointments to be announced soon [1] - The previous User Operations Center has been restructured, integrating various functions related to customer experience and service [2] Strategic Focus - The core strategic focus for FAW-Volkswagen this year includes breakthroughs in marketing, product management, and operational efficiency [3] - The company aims to shift its mindset from "user" to "customer," "product" to "goods," and "promotion" to "marketing" [4] - This organizational change is part of a broader strategy to prepare for the launch of 10 new models by 2026, including 9 electric vehicles [4][5] Market Position and Performance - In the first four months of the year, FAW-Volkswagen's retail sales reached 475,300 units, indicating significant market competition [5] - The company reported a sales figure of 113,400 vehicles in April, with the Volkswagen brand achieving a year-on-year growth of 7.9% [5] - The competitive landscape in the Chinese automotive market is intensifying, prompting FAW-Volkswagen to enhance its product, technology, and transformation efforts [5]