| With the globalization of economy and complex international situation, great deal challenges that China economy is facing come from distributive industry. From the perspective of international division of labor, China is confined in the low end links of global value chain, leading many manufacture enterprises to be restricted to international corporations, who control the value chain through the distribution links. Under the domestic economy situation, many problems are particularly precented in the distribution industry.Distribution problems are heavily prohibiting China’s enlargement of domestic demand and its mode transformation of economy development. And these problems are hot spots in academic study. However, while distribution practice is emphasized, distribution theory goes into poverty because of the influence of mainstream academy thoughts. The study of distribution theory is far behind of the need of distribution practice.Distribution theory or distribution economics has academic development history longer than half an centry in China,though it is not concerned in mainstream academic circles. Distribution theory had actual economic background in China during nation construction and the early period of reform and opening when many problems appeared in distributive industry. However, it is pity that the construction of distribution theory is put aside after enthusiastic and transient discussion. The reasons are manifold, besides its own shortcomings of theory study, the most unfavorable facts come from the influence of mainstream academic thoughts which lead domestic academic field away from distribution theory study. Today, many scholars suspect or reject the existence of distribution economics. It is true that distribution theory is not emphasized in orthodox text books or works of history of economic thoughts, but all these can not deny the significance of the construction of distribution economics. Besides some domestic intellectuals, there also many scholars from other countries who adhere to the tradition of distribution theory study, especially those from Japan. What’s more, we have found the origins of distribution theory in history of western marketing thoughts and non-mainstream marketing study. However, domestic academic pay little attention to these valuable academic wealth.The paper investigates the ideological origins of distribution theory ignorance in orthodox or mainstream economics and marketing in chapter3and chapter6. The starting-point of this tradition is Quesnay’s "natural order", which is inherited and developed by mainstream economics and also has influence on Karl Marx. The natural order takes commodity distribution as spontaneous processes without artificial interference. This is derived from physics metaphor that is based on mechanical materialism or deism. Such philosophical conception holds a dominant position in mainstream economics, which is the root of its omission of distribution theory. The lack of distribution theory in mainstream marketing also roots in the research paradigm of mainstream economics. Due to this paradigm, micro marketing or marketing management has taken up the major position in marketing study since the1950-60s. Erenow, macro marketing or distribution occupied the mainstream of western marketing which was primarily influenced by non-mainstream economics, and was explained as a branch of economics which focused on good distribution.Chapter4and Chapter5discuss distribution theory development in unorthodox or non-mainstream economics. The important theory contribution of new classical Economics is the revival of theory of the labor division, which also brings the rising of distribution theory. Though new classical economics very firmly criticizes the mainstream economics’ignorance of economic division and organization theory, it still follow the study tradition of orthodox economics. Due to this point, new classical economics don’t belong to unorthodox economics. Although division theory is thought of the mainline for the reconstruction of western economics, it is can not explain all distribution problems. Division theory may be taken as an start-point for understanding distribution, but can not take the place of distribution theory. Chapter5explains the influence of non-mainstream economics on distribution theory. Almost all works about history of economic thought belong to the chronicle of orthodox economics in which unorthodox economic thoughts are ignored. The study tradition of American institutional economics stems from the American school in19th century which has long been forgotten by history of economic thought.American school linked itself with German historical school through outstanding economists such as Friedrich List and Mathew Carey. This study tradition promoted the development of early marketing or distribution research, and many marketing scholars has academic experience in Germany. This chapter discusses the influence of American economics on marketing or distribution theory during1920-50s, especially the link between Commons and Alderson, who is the leading marketing theorist and father of modern marketing thought. The conception and thought in Commons’s great works,such as"collective action","going concern"and"transaction", play an important role for Alderson in the construction of his marketing theory through his functionalist approach. Functionalist approach for Alderson is consistent with Commons’ institutionalist approach. However, Alderson’s functionalist approach has been discarded by modern marketing theory.The development of marketing theory is greatly influenced by economics. From this viewpoint, micro marketing or marketing management represents the mainstream because neoclassical microeconomics dominates the economics field. With the outbreak of financial crisis, neoclassical economics is facing with severe challenges, while non-mainstream economics are rising. Meanwhile,non-mainstream marketing schools become active. But domestic academic circles pay little attention to this new academic trend. Chapter7investigates the paradigm transformation of marketing theory in order to rejoin the rising of non-mainstream economics. According to Kuhn’s science development mode, the marketing management paradigm is facing severe anomalies and crisis, while macromarketing school and marketing history school are developing very fast. The emerging marketing schools on behalf of new marketing paradigm are reviving macro study route of early marketing and Alderson’s functionalist approach, just as evolutionary economics is reviving institutional economics. The rising of nonmainstream economics and nonmainstream marketing are creating historical opportunity for the development of distribution theory and distribution economics. Distribution theory and distribution economics that originate from academic tradition of China have a lot in common with macromarketing of the west, such as the objects of study and their development process.During the whole process of study in this paper, the primary question is that distribution theory, distribution economics, marketing and economics are interwoven together. Distribution theory seem to exist in the crevice between marketing and economics, and the gulf of the two disciplines makes the distribution theory study a complex challenge. Chapter2investigates the evolution history of the distribution conception in different disciplines, and comprehensively explains the original relation between the concepts of distribution and marketing. Distribution concept emerged much earlier than marketing, and the former was to some extent the parent of the latter. As the marketing concept evolved, its meaning changed from simple activities to social economy process including all distribution problems,and then took the place of distribution. However, mainstream marketing drops this period of marketing thought history, and artificially cuts off the links between distribution and marketing.This article carries out systemic research on the history of distribution theory and marketing thought. Some innovative ideas are as follows spelling out the origins of distribution theory in the west, especially American distribution theory; Clarifying the origin relationship between the concepts of distribution and marketing; Revealing the philosophical ground of mainstream economics’ ignorance about distribution theory and the influence of nonmainstream economics on distribution study; Tentatively interpreting the influence of economic paradigms on the evolution of marketing theory and the origin relationship between the two disciplines; Emphasizing historical specificity in social science, and stressing the significance of the inheritance of Chinese academic heritage of theoretical research on distribution or marketing. The paper expects the attention of the academic circles of marketing and nonmainstream economics and promotes the communication among distribution theory,marketing and economics.The paper is a preliminary attempt in thinking mode and methodology, and can not avoid errors and mistakes. The article is exposed to philosophy as Pandora’s Box many times, and may be sucked into non-bottom abyss by any further approach. The risk is worth the while as long as the paper can find some close communication between different disciplines and various academic schools so as to do some basic contributions for the construction of distribution economics. The paper is full of expectation for the future of distribution theory and distribution economics in China!... |
