Research On The Integrated Marketing Of China Retailing Company

Retailing is the fast changed and most energetic industry in recent years of reforming. After china entering into WTO, Chinese retailing market is widely opened and the industry competition is more and more furious. According to our advantages and conditions, the retailing companies have made a great progress in whole scale and level, and a new situation with various forms and trans-districts development is coming into being. Till now, our retailing companies have been improved greatly. But facing furious competition of foreign retailing magnates, Chinese retailing industry has obvious disparity, such as lower industry concentrating level, smaller corporation size, lower technical content, behindhand marketing concept. So they desiderate to enhance corporations' core competence.Integrated marketing takes integrating concept into marketing and management which emphasizes that all the marketing activities should be based on consumer demand, and which integrates all related activities and elements, and creates the largest customer value. Integrated marketing puts forward 4CS concept: the largest customer satisfaction, the smallest running cost, the more convenient purchasing, the more efficient communication, and how to integrate corporation's value chain.In 21st century, the retailing environment has been much changed. If our retailing corporations want to shorten difference with foreign retailing companies and enhance core competence, we must use integrated marketing concept, urged by customer value and customer satisfaction, to integrate retailing value chain and finish the whole process of choosing value, giving value and communicate value. Customer cost would drop and customer value would rise. In this way, our corporations could win long-term competition advantages.