Study On Present Situation Of Retailing Chain Store And Its Coutermeasure

Since the first department store opened in France 1852, the modern retailing has been developed around 150 years, from elementary single to chain store. Moreover, accompanied by continuous creation and diversification of the retailing status, chain store has showed great power of influence and life, and has become the main style of retailing.There are three types of chain store, regular chain, voluntary chain and franchise chain, and chain store has undertaken three periods-traditional chain, high speed development, and modern chain. Each chain store of retailing status has undertaken different periods. Either traditional retailing status or new style retailing status, chain store played an important part in the development. The single store adopted by traditional retailing status (for example department store) has entered in twilight, however, the style of chain store (for example department store chain) makes traditional chain status to a new start. Due to the low cost of business at beginning, new retailing status has shortened starting period and growing period and has the power against traditional retailing immediately. According to the methods of the wheel of retailing and the life cycle, author analyzes the mechanism of single store replaced by retailing chain store and the principle of transformation among retailing after chain store.The retailing in China started in 80's last century, it undertook start period and is now in the growing period. By the analysis of economic circumstance, socialcircumstance, technological circumstance and political circumstance, the retailing chain store in China is necessary and feasible. And the retailing chain store in China is now in the tendency of group stores, integration, internationalization, information, logistics modernization and brands busimess.Anyway, the retailing chain store in China has some problems such as improper layout, neglectful brands development, small scale and decentralized business, etc. Therefore, the paper proposes that the development of retailing chain store should be supported by the government in policy, regulation and basic construction, and the association as the sub-supporter should provide assistance in standardized and scientific management, information service and legal consultant.For the enterprise of retailing chain store in China, the improvements should be made on volume business, brand development, information management, personnel training and international strategy in order to narrow down the distance between China and developed countries.