2。3 Retail Administration

     Retail management generally refers to several groups of similar products or services。 A consortium, the specialization and standardization, and operational activities of the standardization make it relatively simple on the basis of the pision of functions, so it can realize the benefit of economies for scale。 Retail management includes merchandise management, personnel management and financial management。 It is important that the human factor plays in retail firms (Dunne 487)。 For our country, Retail chain enterprises should adopt following strategies to deal with future challenges。

     Formats Differentiation: Large multinational retailers market has occupied a dominant position in the Chinese market。 However, other forms of advantage is not obvious。 As to the retail enterprises in our country, the department stores, supermarkets, specialty store and convenience store formats accounts for a huge part of market share。 In addition to a single state, the retail enterprises should achieve combination and be risking-averse to share supply chain, and to gain more market share (Berman 32)。 In addition, Chinese retail enterprises should better segment their market and target customers with more precisely。 To achieve that, retailers in our country should adopt differentiation strategy to cater all kinds of consumer preference。文献综述

     Merger and Reorganization: Multinational retail enterprises will expand in China market through persification, making the size of the retail chain more disadvantageous to us。 Therefore, mergers, reorganization and combination are important means to realize the complementary advantages。 

     Standardization and Competitiveness: Standardization is the core of the retail chain management, but most of the retail enterprises in China have not yet form perfect operation and management system。 Therefore, our country's retail chains should pay attention in elaborating strategic promotion and advertising; enhancing their management characteristics, so that to improve their competence internationally。

3。 Present Situation Analysis of Retailing 

3。1 Present Situation of Retailing

     Because of the development of chain operation since early 1990s, retail chains evolves from less to more in number, small to huge in scale size; and its dominance in retail market has gradually been expressed。 At the same time, it facilitated a reform in Chinese business system。 Due to the unique mode of operational and organizational structure, retail chains quickly accounts for a dominant force of advancement in modern circulation industry。 The retail chains has exhibited it’s important role in expanding domestic demand and boosting economic growth。 At present, chain management in China expands unceasingly in scale and   has showed a strong sign of sustained development。