Retail Integration Marketing

The retailing is an important industry in our national economy , and it is an important segment linking production with consumption in the social re-production system . There are important meanings of the research on the development of retailing.This thesis has two trains of thought .The first one is from the development in specializiation, integrated marketing 's rising to its use in retailing. In history, faced with the pressure to live, people divided labour cooperation naturally , whose essence lies in utilizing resources effectively. An oldtimer once said with feeling: " One of the supreme development skills among the contemporary western civilization is to dismantle . "As he said, from each department of the social organization, interior to the inner part of every department; from various kinds of theories and technology that mankind study, interior to their inner part ,people disperse the difficulties and divide among specialized departments. Since people divided the world into " oneself" and " environment ", after this, people constantly classificated and dismantled, with the progressing of scientific and technological civilization. From agricultural revolution to the invention of Ford assembly line in industrial revolution, People have proved themselves right ,because people utilize resources more and more efficiently. The modern science proves that the mankind is not good at dealing with the complexity.However, industrializing power is also a strong power of cutting apart. Agricultural revolution sowed the seed of cutting apart, and the seed has already sprouted and " growing up strong " . This has been displayed in every aspect of social organizations, and shown in enterprises as contradiction and competition between departments ; contradiction of the administrative staff at every level, etc.. This hasreduced the operational efficiency of enterprises greatly . As shown in the following graph: management specialization complexity benefits reinforcing feedback balancing feedback production efficiency delinquency of time cost of communicationProfessor Forrester thinks that it is is a systems archetype ( Limits to Growth)On the left there is a cycle promoting each other. But with specializing action' progress and when it reaches certain stage it will start and promote one balancing feedback . Its management principle is instead of promoting growing up to remove the factor of restraint in growing up. In this respect, people has made much exploration, including Hammer's enterprise restructuring "; Ls's " going out of the way of the jungle " --the adaptability management; Schultz's integrated marketing communication; Game theory,etc.;The essence of human's development of civilization does not lie in dividing the work but lies in the effective use of resources . On the basis of this point, it is an inevitable choice to integrate.Division promotes exchange, and exchange needs marketing . In marketing, the technology and specializing technology of market segments are quite mature. But their cooperation is not so. However,with dismantling going on, the idea of combining has been going on secretly all the time . Especially since the mankind entered information age, there must have been a kind of mergering in the information's obtaining, utilizing and communicating. This is shown in the management of the retailing as integrated marketing. The whole...