Retail Formats Optimized: The Study Of The Circulation Industry, Enhance The Competitiveness Of The Carrier

Logistic competition includes two aspects. On the macro side, it is relative to the contribution of the logistic enterprise to the national income, that is, how the logistic industry benefits the growth of the national economy. On the micro side, it stands for the capability which ensures the logistics enterprise get the maximum profit in the market economy under the precondition that marketing system is effective and the distribution of social source is reasonable. Logistic in all includes all the processes from the producer to the end user. It relates to the circulation of not only the goods and deliver but also the capital and information, which is similar to the tertiary industry. The past 20 years'development in shanghai shows the ratio of the tertiary industry (logistic) to the GDP changes from 21.06% in early 1980 to 47.86% in 2004.The contribution ratio increase nearly 30%, which indicate the logistic gradually becomes a supporting industry who makes more and more contributions to the growth of the national economy. Therefore, the development of the logistic industry is vital important, while, to improve its competition is the only way to maintain and boost its development.The paper makes a detail and in-depth study on the retail shape which is as the carrier of the logistic industry. The paper begins from the post of the retail shape's essence. It concludes the five traditional theories in the development of retail shape, points out the theory's contribution and disadvantage .In the same time, the new one, retail–needs theory, is created, which makes the personal multi-level and individual requirement as the basic reason of the emergency of retail shape. Bracing with the Pratal's optimization theory, the paper also makes out new ways to construct the optimization of retail shape on the new economy society and discusses the two new ways in detail.The paper describes the chance and challenge on developing the retail shape in Shanghai, China. It suggests to constructing the retail shape frame to fit for the characteristics of Shanghai economy. At last the conclusion is drawn, that is, according to the retail-needs theory, what the customers'needs guide the choice of the retail shape in the separate market. The shape is optimized in the separate market. In the end unify the shape in the way of chain so as to get the optimization in resource distribution.