美国西北大学凯洛格商学院教授、整合营销创始人唐·舒尔兹曾预言:“零售商未来的成功模式只有两种,一种是沃尔玛模式,即通过提高供应链效率,挤压上下游成本,以价格和地理位置作为主要竞争力;另一种是德士高模式,即通过对顾客的了解和良好的顾客关系,将顾客忠诚计划作为企业的核心竞争力。没有任何中间路线。” Tang Schultz, a professor of Kellogg's business school at Northwestern University and co-founder of integrated marketing, predicted: “There are only two types of retailers' success in the future. One is the Wal-Mart model, which is to increase supply chain efficiency by squeezing Downstream costs are dominated by price and geography, while the other is the Texaco model where customer loyalty programs are the core competencies of an organization through customer understanding and good customer relationships. There is no middle ground. ”