Application Of System Thinking For Collaborative Management And Integrated Marketing Communications

Faced with the 21st century, both businesses and government departments around the world are undergoing internal reforms. Nowadays, international competition is heating up, and industry environment and marketing strategies are changing rapidly, which help break down trade barriers between countries. Protective policies and imposed limitations in the past have been withdrawn one after another. Agricultural departments must take competitiveness improvement as the developmental direction, accelerate structural adjustment of the industry, and integrate resources with comprehensive and insightful strategies to establish innovation working teams, so as to lay down a solid foundation for agricultural development. As Taiwan and mainland China have become WTO members, the best moment has come for the two economies to establish collaborative organizations in agriculture. The key to developing these collaborative organizations depends on how fruit production and marketing organizations of both economies react to the impact brought up by international competition and thereafter build up cooperation. For the expansive mainland, agricultural organizations need to transform their mindsets, from focusing on operational individual to the collaborative network of strategic alliances. They should learn from the cooperative mechanism of Taiwan's agricultural production and marketing alliances, in order to strengthen their own competitiveness and to create a marketing network that would bring collective benefits into full play. At the same time, strategic alliances are also helpful to complementing and integrating resources.