1。 Introduction 来自优O尔P论R文T网WWw.YoueRw.com 加QQ7520`18766

     With China's economic recovery and transformation, retail enterprise and business model are exposed to great opportunities of growth and fierce competition。 Since the beginning of 2007, retail industry in China had stepped into a stage of rapid expansion。 After 2010, the commercial industry’s oversupply caused a drop in competition profits and a rise in labor costs。 As the industry became saturated, the speed of building retail enterprises slowed down; the efficiency of that suffered a decrease, for the increasing competition among retail industry。 In general, development of the economy has improved the living standard in China, which in return boosted retailing revenue nation-wide。 But when most of retailers are enjoying the huge sales boost, they meanwhile have to deal with many difficulties and challenges。 As a consequence, a thorough study towards the development of retail industry would be of significant necessity。 

    There are several reasons for me to work on study towards retail industry: Firstly, it falls into my major。 Secondly, the development of retail industry is an inevitable trend。 Due to the enriched material life and increasing categories of goods on shelf, retailing gets more and more important and essential。 Throughout the modern history, young people are always pioneers and wave riders in the social development。 And as a common demographic knowledge, the youth trust and rely more on retailing, for they incline to purchase more convenient goods per capita。 Thirdly, China is marching into an era of retailing。 Our willingness and desire to retail can further our economic growth。 By doing research on this industry, I expect to obtain a full picture of Chinese retail’s development in the past; it’s status at the present; and it’s prospective in the future。

     This thesis aims to investigate the current situation of retail industry, and to analyze the major problems exists in this industry。

2。 Literature Review

2。1 The Definition of Retailing论文网

      The word of retailing is constantly evolving and there is an increased competition among retailers for consumers, employees, products, and resources。 Retail is a distribution way in which the goods and services are sold directly to final consumers。 It is at the end of the distribution chain (Sha 32)。 According to the national industry standard "The general requirements for chain supermarkets, convenience stores management term code for retail format" issued by state administration of internal trade of China on March 31, 2000, retail is defined as that retail enterprises meet different consumer need。 Retail is the front line, contacts with final consumers。 It plays final role in commodity circulation and is responsible for providing most goods and after-sales service。 The headquarters and the relationship of each retail chain show that retail chain operation can be pided into three classes: regular chain, franchise chain and free chain。 Retail includes following types: Convenience stores, supermarkets, department stores, specialty stores, shopping centers, online store and so on。

2。2 The Retailing Environment 

      With Chinese accession to WTO and the economic globalization, Retail industry in China are exposed to far greater amounts of opportunities and challenges than ever before。 China has been an important oversea market for foreign countries because of fierce competition within the retail industry。 So, the space for retail industry’s development is huge, the expectation is of significant profit。 But marketing competent state has been changing along with with the change of marketing environment。 In recent years, with the advent of information age, especially the internet age, traditional retail industry is facing unprecedented threat of being crowded out under the impact of the online retailing in China: offline shopping declines in customers flow while the population exhibits a opposite trend。 Without an increasing revenue source, profit declines (Lewis,76)。 Then, modern retail enterprises are somewhat forced to focus on how to utilize online marketing to boost their performance and influence, instead of making internet an enemy。