主营介绍

  • 产品类型:

    公路桥梁施工及附属设施、商品房销售、商品销售、互联网服务、汽车销售

  • 产品名称:

    公路桥梁施工及附属设施 商品房销售 互联网服务 汽车销售

  • 经营范围:

    柴油、汽油零售(限分支机构经营);企业营销策划,企业形象策划,展览展示服务;设计、制作、代理、发布广告;汽车销售;计算机网络技术咨询、技术服务、技术开发、技术推广;新媒体营销服务;房地产开发、销售。(依法须经批准的项目,经相关部门批准后方可开展经营活动)

运营业务数据

最新公告日期:2016-08-30 
业务名称 2016-06-30 2013-12-31 2010-12-31
竣工面积(平方米) 4.12万 - 8.14亿
签约面积(平方米) 6.90万 - -
签约金额(元) 5.16亿 - -
销售面积(平方米) - 4242.22 -
开工面积(平方米) - - 13.47亿

主营构成分析

{"2017-12-31":{"YYSR":{"2":[["\u4e92\u8054\u7f51\u670d\u52a1","812837.87"],["\u6c7d\u8f66\u9500\u552e","63674.81"],["\u5546\u54c1\u623f\u9500\u552e","59939.13"],["\u516c\u8def\u6865\u6881\u65bd\u5de5\u53ca\u9644\u5c5e\u8bbe\u65bd","10022.35"]],"3":[["\u534e\u5317\u5730\u533a","410807.55"],["\u534e\u4e1c\u5730\u533a","405806.78"],["\u534e\u5357\u5730\u533a","100811.64"],["\u534e\u4e2d\u5730\u533a","11118.78"],["\u897f\u5357\u5730\u533a","8773.84"],["\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1",9155.56]]},"YYCB":{"2":[["\u4e92\u8054\u7f51\u670d\u52a1","711743.26"],["\u6c7d\u8f66\u9500\u552e","62032.65"],["\u5546\u54c1\u623f\u9500\u552e","46515.64"],["\u516c\u8def\u6865\u6881\u65bd\u5de5\u53ca\u9644\u5c5e\u8bbe\u65bd","8510.36"]],"3":[["\u534e\u5317\u5730\u533a","370180.74"],["\u534e\u4e1c\u5730\u533a","351603.70"],["\u534e\u5357\u5730\u533a","82197.43"],["\u534e\u4e2d\u5730\u533a","9667.21"],["\u897f\u5357\u5730\u533a","7215.63"],["\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1",7937.18]]},"LRBL":{"2":[["\u4e92\u8054\u7f51\u670d\u52a1","85.91"],["\u6c7d\u8f66\u9500\u552e","1.40"],["\u5546\u54c1\u623f\u9500\u552e","11.41"],["\u516c\u8def\u6865\u6881\u65bd\u5de5\u53ca\u9644\u5c5e\u8bbe\u65bd","1.28"]],"3":[["\u534e\u5317\u5730\u533a","34.53"],["\u534e\u4e1c\u5730\u533a","46.06"],["\u534e\u5357\u5730\u533a","15.82"],["\u534e\u4e2d\u5730\u533a","1.23"],["\u897f\u5357\u5730\u533a","1.32"],["\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1",1.04]]}},"2017-06-30":{"YYSR":{"1":[["\u6570\u5b57\u8425\u9500","312954.65"],["\u623f\u5730\u4ea7","42770.95"],["\u5176\u4ed6","21305.52"]],"2":[["\u4e92\u8054\u7f51\u5206\u90e8","312954.65"],["\u623f\u5730\u4ea7\u5f00\u53d1\u5206\u90e8","42770.96"],["\u6c7d\u8f66\u9500\u552e\u5206\u90e8","16745.34"],["\u8def\u6865\u5de5\u7a0b\u65bd\u5de5\u5206\u90e8\u53ca\u5176\u4ed6","4560.18"],["\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1",0]]},"YYCB":{"1":[["\u6570\u5b57\u8425\u9500",""],["\u623f\u5730\u4ea7",""],["\u5176\u4ed6",""]],"2":[["\u4e92\u8054\u7f51\u5206\u90e8","274521.30"],["\u623f\u5730\u4ea7\u5f00\u53d1\u5206\u90e8","33537.14"],["\u6c7d\u8f66\u9500\u552e\u5206\u90e8","16145.46"],["\u8def\u6865\u5de5\u7a0b\u65bd\u5de5\u5206\u90e8\u53ca\u5176\u4ed6","4416.83"],["\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1",-33.02]]},"LRBL":{"1":[["\u6570\u5b57\u8425\u9500",""],["\u623f\u5730\u4ea7",""],["\u5176\u4ed6",""]],"2":[["\u4e92\u8054\u7f51\u5206\u90e8","79.39"],["\u623f\u5730\u4ea7\u5f00\u53d1\u5206\u90e8","19.07"],["\u6c7d\u8f66\u9500\u552e\u5206\u90e8","1.24"],["\u8def\u6865\u5de5\u7a0b\u65bd\u5de5\u5206\u90e8\u53ca\u5176\u4ed6","0.30"],["\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1",0]]}},"2016-12-31":{"YYSR":{"2":[["\u4e92\u8054\u7f51\u670d\u52a1","477738.21"],["\u5546\u54c1\u623f\u9500\u552e","170570.72"],["\u516c\u8def\u6865\u6881\u65bd\u5de5\u53ca\u9644\u5c5e\u8bbe\u65bd","51478.81"],["\u5546\u54c1\u9500\u552e","2131.00"]],"3":[["\u534e\u4e1c\u5730\u533a","410516.43"],["\u534e\u5317\u5730\u533a","164890.03"],["\u534e\u5357\u5730\u533a","76006.69"],["\u897f\u5357\u5730\u533a","42215.55"],["\u534e\u4e2d\u5730\u533a","6479.43"],["\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1",1810.6]]},"YYCB":{"2":[["\u4e92\u8054\u7f51\u670d\u52a1","412522.36"],["\u5546\u54c1\u623f\u9500\u552e","137374.03"],["\u516c\u8def\u6865\u6881\u65bd\u5de5\u53ca\u9644\u5c5e\u8bbe\u65bd","45620.82"],["\u5546\u54c1\u9500\u552e","2017.45"]],"3":[["\u534e\u4e1c\u5730\u533a","346253.40"],["\u534e\u5317\u5730\u533a","154875.99"],["\u534e\u5357\u5730\u533a","56964.67"],["\u897f\u5357\u5730\u533a","32250.02"],["\u534e\u4e2d\u5730\u533a","6038.10"],["\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1",1152.48]]},"LRBL":{"2":[["\u4e92\u8054\u7f51\u670d\u52a1","62.48"],["\u5546\u54c1\u623f\u9500\u552e","31.80"],["\u516c\u8def\u6865\u6881\u65bd\u5de5\u53ca\u9644\u5c5e\u8bbe\u65bd","5.61"],["\u5546\u54c1\u9500\u552e","0.11"]],"3":[["\u534e\u4e1c\u5730\u533a","61.56"],["\u534e\u5317\u5730\u533a","9.59"],["\u534e\u5357\u5730\u533a","18.24"],["\u897f\u5357\u5730\u533a","9.55"],["\u534e\u4e2d\u5730\u533a","0.42"],["\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1",0.63]]}}}
{"YYSR":{"chartWrap2":[{"name":"\u4e92\u8054\u7f51\u670d\u52a1","timeData":["2017-12-31","2016-12-31"],"lineData":[812837.87,477738.21],"columnData":[85.88,68.06],"unit":["81.28\u4ebf","47.77\u4ebf"]},{"name":"\u6c7d\u8f66\u9500\u552e","timeData":["2017-12-31"],"lineData":[63674.81],"columnData":[6.73],"unit":["6.37\u4ebf"]},{"name":"\u5546\u54c1\u623f\u9500\u552e","timeData":["2017-12-31","2016-12-31"],"lineData":[59939.13,170570.72],"columnData":[6.33,24.3],"unit":["5.99\u4ebf","17.06\u4ebf"]},{"name":"\u516c\u8def\u6865\u6881\u65bd\u5de5\u53ca\u9644\u5c5e\u8bbe\u65bd","timeData":["2017-12-31","2016-12-31"],"lineData":[10022.35,51478.81],"columnData":[1.06,7.33],"unit":["1.00\u4ebf","5.15\u4ebf"]},{"name":"\u4e92\u8054\u7f51\u5206\u90e8","timeData":["2017-06-30"],"lineData":[312954.65],"columnData":[83],"unit":["31.30\u4ebf"]},{"name":"\u623f\u5730\u4ea7\u5f00\u53d1\u5206\u90e8","timeData":["2017-06-30"],"lineData":[42770.96],"columnData":[11.34],"unit":["4.28\u4ebf"]},{"name":"\u6c7d\u8f66\u9500\u552e\u5206\u90e8","timeData":["2017-06-30"],"lineData":[16745.34],"columnData":[4.44],"unit":["1.67\u4ebf"]},{"name":"\u8def\u6865\u5de5\u7a0b\u65bd\u5de5\u5206\u90e8\u53ca\u5176\u4ed6","timeData":["2017-06-30"],"lineData":[4560.18],"columnData":[1.21],"unit":["4560.18\u4e07"]},{"name":"\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1","timeData":["2017-06-30"],"lineData":[0],"columnData":[0],"unit":["0.00"]},{"name":"\u5546\u54c1\u9500\u552e","timeData":["2016-12-31"],"lineData":[2131],"columnData":[0.3],"unit":["2131.00\u4e07"]}],"chartWrap3":[{"name":"\u534e\u5317\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[410807.55,164890.03],"columnData":[43.4,23.49],"unit":["41.08\u4ebf","16.49\u4ebf"]},{"name":"\u534e\u4e1c\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[405806.78,410516.43],"columnData":[42.88,58.48],"unit":["40.58\u4ebf","41.05\u4ebf"]},{"name":"\u534e\u5357\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[100811.64,76006.69],"columnData":[10.65,10.83],"unit":["10.08\u4ebf","7.60\u4ebf"]},{"name":"\u534e\u4e2d\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[11118.78,6479.43],"columnData":[1.17,0.92],"unit":["1.11\u4ebf","6479.43\u4e07"]},{"name":"\u897f\u5357\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[8773.84,42215.55],"columnData":[0.93,6.01],"unit":["8773.84\u4e07","4.22\u4ebf"]},{"name":"\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1","timeData":["2017-12-31","2016-12-31"],"lineData":[9155.56,1810.6],"columnData":[0.96,0.26],"unit":["9155.56\u4e07","1810.60\u4e07"]}],"chartWrap1":[{"name":"\u6570\u5b57\u8425\u9500","timeData":["2017-06-30"],"lineData":[312954.65],"columnData":[83],"unit":["31.30\u4ebf"]},{"name":"\u623f\u5730\u4ea7","timeData":["2017-06-30"],"lineData":[42770.95],"columnData":[11.34],"unit":["4.28\u4ebf"]},{"name":"\u5176\u4ed6","timeData":["2017-06-30"],"lineData":[21305.52],"columnData":[5.65],"unit":["2.13\u4ebf"]}]},"YYCB":{"chartWrap2":[{"name":"\u4e92\u8054\u7f51\u670d\u52a1","timeData":["2017-12-31","2016-12-31"],"lineData":[711743.26,412522.36],"columnData":[85.88,69.04],"unit":["71.17\u4ebf","41.25\u4ebf"]},{"name":"\u6c7d\u8f66\u9500\u552e","timeData":["2017-12-31"],"lineData":[62032.65],"columnData":[7.48],"unit":["6.20\u4ebf"]},{"name":"\u5546\u54c1\u623f\u9500\u552e","timeData":["2017-12-31","2016-12-31"],"lineData":[46515.64,137374.03],"columnData":[5.61,22.99],"unit":["4.65\u4ebf","13.74\u4ebf"]},{"name":"\u516c\u8def\u6865\u6881\u65bd\u5de5\u53ca\u9644\u5c5e\u8bbe\u65bd","timeData":["2017-12-31","2016-12-31"],"lineData":[8510.36,45620.82],"columnData":[1.03,7.63],"unit":["8510.36\u4e07","4.56\u4ebf"]},{"name":"\u4e92\u8054\u7f51\u5206\u90e8","timeData":["2017-06-30"],"lineData":[274521.3],"columnData":[83.55],"unit":["27.45\u4ebf"]},{"name":"\u623f\u5730\u4ea7\u5f00\u53d1\u5206\u90e8","timeData":["2017-06-30"],"lineData":[33537.14],"columnData":[10.21],"unit":["3.35\u4ebf"]},{"name":"\u6c7d\u8f66\u9500\u552e\u5206\u90e8","timeData":["2017-06-30"],"lineData":[16145.46],"columnData":[4.91],"unit":["1.61\u4ebf"]},{"name":"\u8def\u6865\u5de5\u7a0b\u65bd\u5de5\u5206\u90e8\u53ca\u5176\u4ed6","timeData":["2017-06-30"],"lineData":[4416.83],"columnData":[1.34],"unit":["4416.83\u4e07"]},{"name":"\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1","timeData":["2017-06-30"],"lineData":[-33.02],"columnData":[-0.01],"unit":["-33.02\u4e07"]},{"name":"\u5546\u54c1\u9500\u552e","timeData":["2016-12-31"],"lineData":[2017.45],"columnData":[0.34],"unit":["2017.45\u4e07"]}],"chartWrap3":[{"name":"\u534e\u5317\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[370180.74,154875.99],"columnData":[44.66,25.92],"unit":["37.02\u4ebf","15.49\u4ebf"]},{"name":"\u534e\u4e1c\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[351603.7,346253.4],"columnData":[42.42,57.95],"unit":["35.16\u4ebf","34.63\u4ebf"]},{"name":"\u534e\u5357\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[82197.43,56964.67],"columnData":[9.92,9.53],"unit":["8.22\u4ebf","5.70\u4ebf"]},{"name":"\u534e\u4e2d\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[9667.21,6038.1],"columnData":[1.17,1.01],"unit":["9667.21\u4e07","6038.10\u4e07"]},{"name":"\u897f\u5357\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[7215.63,32250.02],"columnData":[0.87,5.4],"unit":["7215.63\u4e07","3.23\u4ebf"]},{"name":"\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1","timeData":["2017-12-31","2016-12-31"],"lineData":[7937.18,1152.48],"columnData":[0.96,0.19],"unit":["7937.18\u4e07","1152.48\u4e07"]}],"chartWrap1":[{"name":"\u6570\u5b57\u8425\u9500","timeData":["2017-06-30"],"lineData":[0],"columnData":[0],"unit":["0.00"]},{"name":"\u623f\u5730\u4ea7","timeData":["2017-06-30"],"lineData":[0],"columnData":[0],"unit":["0.00"]},{"name":"\u5176\u4ed6","timeData":["2017-06-30"],"lineData":[0],"columnData":[0],"unit":["0.00"]}]},"LRBL":{"chartWrap2":[{"name":"\u4e92\u8054\u7f51\u670d\u52a1","timeData":["2017-12-31","2016-12-31"],"lineData":[85.91,62.48],"columnData":[85.91,62.48],"unit":["85.91\u4e07","62.48\u4e07"]},{"name":"\u6c7d\u8f66\u9500\u552e","timeData":["2017-12-31"],"lineData":[1.4],"columnData":[1.4],"unit":["1.40\u4e07"]},{"name":"\u5546\u54c1\u623f\u9500\u552e","timeData":["2017-12-31","2016-12-31"],"lineData":[11.41,31.8],"columnData":[11.41,31.8],"unit":["11.41\u4e07","31.80\u4e07"]},{"name":"\u516c\u8def\u6865\u6881\u65bd\u5de5\u53ca\u9644\u5c5e\u8bbe\u65bd","timeData":["2017-12-31","2016-12-31"],"lineData":[1.28,5.61],"columnData":[1.28,5.61],"unit":["1.28\u4e07","5.61\u4e07"]},{"name":"\u4e92\u8054\u7f51\u5206\u90e8","timeData":["2017-06-30"],"lineData":[79.39],"columnData":[79.39],"unit":["79.39\u4e07"]},{"name":"\u623f\u5730\u4ea7\u5f00\u53d1\u5206\u90e8","timeData":["2017-06-30"],"lineData":[19.07],"columnData":[19.07],"unit":["19.07\u4e07"]},{"name":"\u6c7d\u8f66\u9500\u552e\u5206\u90e8","timeData":["2017-06-30"],"lineData":[1.24],"columnData":[1.24],"unit":["1.24\u4e07"]},{"name":"\u8def\u6865\u5de5\u7a0b\u65bd\u5de5\u5206\u90e8\u53ca\u5176\u4ed6","timeData":["2017-06-30"],"lineData":[0.3],"columnData":[0.3],"unit":["3000.00"]},{"name":"\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1","timeData":["2017-06-30"],"lineData":[0],"columnData":[0],"unit":["0.00"]},{"name":"\u5546\u54c1\u9500\u552e","timeData":["2016-12-31"],"lineData":[0.11],"columnData":[0.11],"unit":["1100.00"]}],"chartWrap3":[{"name":"\u534e\u5317\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[34.53,9.59],"columnData":[34.53,9.59],"unit":["34.53\u4e07","9.59\u4e07"]},{"name":"\u534e\u4e1c\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[46.06,61.56],"columnData":[46.06,61.56],"unit":["46.06\u4e07","61.56\u4e07"]},{"name":"\u534e\u5357\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[15.82,18.24],"columnData":[15.82,18.24],"unit":["15.82\u4e07","18.24\u4e07"]},{"name":"\u534e\u4e2d\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[1.23,0.42],"columnData":[1.23,0.42],"unit":["1.23\u4e07","4200.00"]},{"name":"\u897f\u5357\u5730\u533a","timeData":["2017-12-31","2016-12-31"],"lineData":[1.32,9.55],"columnData":[1.32,9.55],"unit":["1.32\u4e07","9.55\u4e07"]},{"name":"\u5176\u4ed6\u4e1a\u52a1\u603b\u8ba1","timeData":["2017-12-31","2016-12-31"],"lineData":[1.04,0.63],"columnData":[1.04,0.63],"unit":["1.04\u4e07","6300.00"]}],"chartWrap1":[{"name":"\u6570\u5b57\u8425\u9500","timeData":["2017-06-30"],"lineData":[0],"columnData":[0],"unit":["0.00"]},{"name":"\u623f\u5730\u4ea7","timeData":["2017-06-30"],"lineData":[0],"columnData":[0],"unit":["0.00"]},{"name":"\u5176\u4ed6","timeData":["2017-06-30"],"lineData":[0],"columnData":[0],"unit":["0.00"]}]}}

营业收入 X

单位(%) 单位(万元)
注:通常在中报、年报时披露 
业务名称 营业收入(元) 收入比例 营业成本(元) 成本比例 利润比例 毛利率
按产品 互联网服务 81.28亿 85.88% 71.17亿 85.88% 85.91% 12.44%
汽车销售 6.37亿 6.73% 6.20亿 7.48% 1.40% 2.58%
商品房销售 5.99亿 6.33% 4.65亿 5.61% 11.41% 22.40%
公路桥梁施工及附属设施 1.00亿 1.06% 8510.36万 1.03% 1.28% 15.09%
按地区 华北地区 41.08亿 43.40% 37.02亿 44.66% 34.53% 9.89%
华东地区 40.58亿 42.88% 35.16亿 42.42% 46.06% 13.36%
华南地区 10.08亿 10.65% 8.22亿 9.92% 15.82% 18.46%
华中地区 1.11亿 1.17% 9667.21万 1.17% 1.23% 13.06%
西南地区 8773.84万 0.93% 7215.63万 0.87% 1.32% 17.76%
西北地区 8171.05万 0.86% 7209.57万 0.87% 0.82% 11.77%
东北地区 950.43万 0.10% 719.64万 0.09% 0.20% 24.28%
港澳台地区 34.08万 0.0036% 7.97万 0.0010% 0.02% 76.60%

董事会经营评述

  一、经营情况讨论与分析
  报告期内,公司实现营业收入946,976.80万元,比上年同期增加34.79%,实现归属于母公司的净利润46,271.04万元,比上年同期增加11.29%;其中数字营销业务实现营业收入812,837.97万元,比上年同期增加70.12%,实现净利润46,733.23万元,比上年同期增加56.95%。报告期内,公司主营业务数字营销业务实现营业收入占公司营业总收入的85.84%,实现净利润占公司总利润的101.00%。
  报告期内,公司数字营销业务实现营业收入同比增长70.12%,实现净利润同比增长56.95%。
  报告期内,通过战略梳理,公司确立了两步走战略:... 查看全部▼

  一、经营情况讨论与分析
  报告期内,公司实现营业收入946,976.80万元,比上年同期增加34.79%,实现归属于母公司的净利润46,271.04万元,比上年同期增加11.29%;其中数字营销业务实现营业收入812,837.97万元,比上年同期增加70.12%,实现净利润46,733.23万元,比上年同期增加56.95%。报告期内,公司主营业务数字营销业务实现营业收入占公司营业总收入的85.84%,实现净利润占公司总利润的101.00%。
  报告期内,公司数字营销业务实现营业收入同比增长70.12%,实现净利润同比增长56.95%。
  报告期内,通过战略梳理,公司确立了两步走战略:短期内通过组织化、系统化的整合举措,将营销能力向全行业辐射,促进内生增长与协同,不断巩固公司在数字营销领域的领军优势;长期加强技术与数据能力,提供“数据层+应用层”的营销产品,形成科达营销云。
  在公司战略的指导下,报告期内各业务板块保持稳定增长的同时,上市公司总部加强职能建设,统一品牌、财务、人力资源、投资、媒介等,实现组织一体化;运营管理、技术产品、行业解决方案打造标准化的模式方面,实现运营一体化。在战略整合、组织整合初步完成的基础上,科达股份进入“后整合时代”,推进现代企业管理方式、整合优化业务结构。营销云布局方面,多维发力打造最匹配中国市场的营销云模式,结合中国企业营销需求,科达股份逐步搭建起多维技术产品矩阵,为广告主提供“技术+数据”、“媒体+流量”、“商务+服务”的营销企业级服务。
  科达股份积极推动旗下子公司在北京、上海、广州三地实现集中办公,在物理空间上以“营销集团”来面向客户。

  二、报告期内主要经营情况
  报告期内,公司经营情况良好,盈利能力持续提高,公司实现营业收入946,976.80万元,同比增长34.79%,营业成本829,213.85万元,同比增加38.67%。报告期内,公司实现净利润48,643.65万元,其中归属于母公司的净利润46,271.04万元。

  三、报告期内核心竞争力分析
  1、多元化技术产品矩阵,技术布局优势凸显
  公司以技术和数据为核心,开创产品化和平台化的营销云产品。公司已搭建起媒体投放工具ADX、内容营销MCN、用户管理工具SCRM及基于云计算的新媒体传播与分析管理运营工具WeBox等营销云产品,同时整合内部已有如AdScan等广告检测工具,线上调研、消费者调研社区、App渠道检查等调研工具,通过投资整合页面管理工具ClickPlus,形成多元化的营销云技术产品矩阵。
  2、媒体资源覆盖面广、规模大、渗透率高
  公司合作媒体基本涵盖国内所有头部媒体,并通过不断提升合作规模及效果保证,探索模式的创新,持续取得如腾讯、今日头条等的核心营销合作伙伴地位,并拥有腾讯铂金代理、今日头条核心代理、网易核心代理、爱奇艺核心代理商等代理商牌照,取得UC浏览器、QQ浏览器、神马、小米网服、OPPO网服等核心代理商资质。同时,基于科达营销云体系,公司搭建与多家媒体对接的Marketing API工具,近一步探索数据整合与应用,共建数字营销大生态。与媒体稳定的合作关系,为公司的营销业务提供规模化扩张和可持续发展的竞争壁垒。
  3、优质的客户服务能力与客户资源
  公司与不同行业头部客户资源保持稳定的合作关系,针对不同行业客户形成客户资源池,实现不同业务板块客户资源共享模式。公司坚持“以客户需求为中心”,与客户保持稳定增长的合作关系,同时针对不同业务和客户打造业务单元,以小组作战的形式,集结各部门能力对客户需求快速反应,实现业绩快速增长,成功开创新的营销服务模式。
  拥有各行业头部客户资源,互联网行业如京东、唯品会、美团、抖音等,汽车行业如上汽通用、英菲尼迪等,消费品行业如维达、达能等,目前逐步向游戏、金融等行业进行延展,头部客户营销需求平稳增长,且要求营销规模及效果,对行业认知度深,并不断尝试创新的营销方法,为公司在数字营销领域的发展提供了基础。
  4、集结专业人才
  公司以战略为导向集结了在营销技术专业领域、管理领域的人才队伍。报告期内,公司秉持“以奋斗者为本”的用人理念,继续吸引在营销技术、数据搭建、组织管理等领域资历丰富、执行力强的人才加入,对公司战略整合、组织整合的落地起到了关键作用,同时形成对公司未来营销云战略的发展强劲支撑。

  四、关于公司未来发展的讨论与分析
  (一)行业格局和趋势
  1、行业竞争格局
  (1)数字营销行业持续稳定发展
  2017年广告市场回暖,2018年受益于消费升级,广告主加码预算投入。根据艾瑞网预计,未来数字营销仍将保持快速发展,至2020年市场占比将超过80%。且国家“十三五”规划中,明确指出广告业在自身发展壮大同时,为服务推进我国经济转型升级、引导扩大消费、促进经济增长、繁荣社会文化发挥了积极的作用。
  (2)市场竞争充分,行业规模优势初显
  数字营销市场竞争充分,互联网网站广告报价较为透明,部分大客户采用招标方式确定数字营销服务商。但随着数字营销服务商在技术及数据方面的持续投入,不断强化其在数字营销领域的竞争地位,新兴数字营销服务商在竞争中处于劣势,大的营销集团在全案营销以及技术、数据服务能力方面具有明显优势,行业规模优势初显,但目前行业集中度仍较低。
  (3)本土企业具有相对竞争优势
  在电视、报纸、杂志、广播等传统广告营销领域,国际4A公司具有较为明显的规模、客户等市场竞争优势;但在数字营销领域,国际4A公司进入时间相对较晚,在行业经验、分析方法、人才团队、技术手段、本土化等方面存在一定的竞争劣势。虽然国际4A公司通过收购方式加快介入竞争,但由于整合困难、文化冲突等原因,仍难以撼动本土优秀数字营销企业的主导地位。
  本土数字营销服务企业进入国内数字营销领域较早,在行业经验、分析方法、人才团队、技术手段、本土化等方面具有一定优势。
  (4)原生广告抢占更多用户注意力,信息流广告爆发增长
  用户时间碎片化、注意力稀缺,他们厌倦了被打断、被打扰和“被营销”。与此对应,原生广告实现了品牌内容与媒体编辑内容的自然衔接,在品牌广告及效果广告方面持续探索,原生广告与社交媒体的深度融合,为其自身的广告带来较好的效果,获得了更多消费者及广告主的认可。
  2、发展趋势
  (1)技术和数据让营销更精准、高效
  数字营销行业从依靠服务向更多的依靠数据和技术能力转变。一方面是通过更多的数据和更好的算法来继续提高营销精准度;另一方面是利用图像识别、语音识别和自然语言处理(NLP)技术实现包括视频、图片、语音在内的更丰富的传播媒介。对于广告主而言,在提升精准投放效果的基础上,提升效率、节省人力,营销技术和数据成为数字营销的核心竞争力。数字营销机构需要数据规模和能力去管理数据,品牌与消费者的连接未来将走向高度智能化。
  (2)移动营销规模不断扩大,短视频营销备受关注
  随着智能手机的广泛普及和用户注意力向移动端迁徙,以及移动端多途径多方式广告形式的不断推出并普及,移动营销吸引越来越多广告主的核心注意力。而随着短视频媒体的崛起,根据AdMaster的调研报告,短视频/直播营销作为新兴社会化营销平台备受关注。
  (3)原生广告抢占更多用户注意力
  用户时间碎片化、注意力稀缺,他们厌倦了被打断、被打扰和“被营销”。与此对应,原生广告实现了品牌内容与媒体编辑内容的自然衔接,在品牌广告及效果广告方面持续探索,原生广告与社交媒体的深度融合,为其自身的广告带来较好的效果,获得了更多消费者及广告主的认可。
  (二)公司发展战略
  截至目前,公司已实现战略及组织架构的整合,进入“后整合时代”,未来将持续推进现代企业管理方式、整合优化业务结构,比如引入LTC(Leads To Cash,从线索到现金的企业运营管理思想)管理流程,实行职业经理人管理机制;根据客户属性形成不同行业的客户资源池,进行精细化管理及实现业务挖掘。
  产业为本,技术为势。在原有数字营销业务持续稳定发展的基础上,全面打造最匹配中国市场的营销云模式。一方面将原有数字营销业务根据业务结构划分为精准营销事业部、汽车营销事业部两大事业群,精准营销事业部不断拓展公司业务规模优势,持续强化公司精准营销龙头地位;汽车营销事业部聚焦汽车行业整合营销体系以及行业解决方案,不断探索汽车行业营销契机,发现及提升新的利润点。同时在品牌管理与创意、数据调研等细分领域持续扩大规模和影响力,快速提升市场占有率,建立细分领域的领先优势。另一方面,营销云事业部,全力打造科达营销云体系。第一,基于数据和用户,围绕核心媒体共建营销云生态,比如与腾讯、今日头条等主流媒体共建技术生态,共建API数据实验室、云播WeBox;第二,建立科达DMP,充分整合包括媒体投放数据、用户画像数据、线下行为数据、广告检测数据等自有数据;第三,发挥自有媒体优势,以短视频内容为主,搭建自媒体矩阵MCN,扩大流量入口。通过多维度布局,完善营销云产品矩阵,提升公司营销效率,助力商业模式升级。新业务事业部前瞻性发掘新的行业机会,创新营销方式、提升营销效率。
  (三)经营计划
  2018年公司预计实现营业收入142.80亿元,比2017年营业收入同比增长50.80%。其中数字营销业务预计实现营业收入138.60亿元,同比增长70.51%;房地产业务预计实现营业收入2.70亿元,同比减少54.79%。(特别说明:本经营计划是基于公司目前的业务现状对公司2018年的经营情况预计,并未考虑非经常性因素的影响,如重大资产重组等,亦不构成公司对投资者的实质承诺,敬请投资者注意投资风险)为实现以上经营计划,公司将重点布局以下工作:
  1、优化原有业务结构,通过规划行业客户资源池,实现行业客户的拓展。
  2、实现技术及研发投入的统一,通过技术和数据的打通,助力现有业务结构的升级,以及
  构建不同模块的营销云产品。
  3、通过“内生+外延”方式丰富营销云产品矩阵。
  (四)可能面对的风险
  1、市场竞争加剧
  现阶段,我国数字营销行业告别爆发式增长进入平稳增长阶段,而市场并未出现明显的龙头效应,竞争格局比较分散。而随着数字营销整体市场规模的不断扩大,各数字营销公司不断提升自身综合服务实力,力争占有更高的市场份额。在互联网催生业态日新月异不断升级的市场竞争态势中,公司数字营销业务在扩展业务范围的同时,不断提高自身技术和数据能力,增强创新能力。但数字营销行业面对大量竞争对手,不排除公司互联网板块各子公司面临行业洗牌、业务创新能力、财务状况及经营业绩将会面临一定的风险。
  2、人才流失的风险
  数字营销行业尤其是营销技术工具及产品类人才,是继续提升公司竞争力的关键要素。公司数字营销管理团队及业务人员的稳定性,将直接影响公司数字营销业务的发展和业绩。保持核心人力资源的稳定性,是公司未来经营业绩稳定增长面临的一大风险。若不能很好地控制人才流失的风险,则会对公司数字营销领域的经营和业务发展造成不利影响。
  为避免核心团队成员流失造成不利影响,公司已于2018年12月18日披露限制性股票激励计划(草案),对核心管理团队及业务骨干实施激励计划,同时积极引进高端人才。
  3、商誉减值风险
  公司发行股份及支付现金购买旗下8家数字营销子公司,形成非同一控制下企业合并,在公司合并资产负债表增加较大金额的商誉。根据《企业会计准则》规定,两次重组交易形成的商誉不作摊销处理,但需在未来每年年度终了时做减值测试。未来包括但不限于宏观经济形势及市场行情的恶化,广告主需求变化、行业竞争加剧以及国家法律法规及产业政策的变化等均可能对标的公司的经营业绩造成影响,进而公司存在商誉减值的风险,从而对公司当期损益造成不利影响。 收起▲