Abstract

With the deepening of economic globalization, the development and connotation of retail chains also have a revolutionary change. Large-scale development of chain business and global trade increased leading to retail chains which formed a new pattern and new flexibility. At the same time, China's retail chains have great changes in recent years.

     This thesis analyses the model and the future tendency of retail chains. Retailing is always free flow in a free market. Concept, location, population migration, taste, brand, price and executive leadership are always changing from a state to the other promotion in the development of the retail chains. Nowadays, if a retail company develops slowly, it will be submerged in the tide of era. If it is low efficiency, it will be replaced by effective company automatically.

     There is no smooth road to the retail chain and it always ups and downs. According to their own actual situation, retail chains should choose suitable business model, create their own brand effect, and make their brand in an impregnable position in world trade.

Keywords: economic globalization; retail ; business model; brand effect

Contents

Abstract

摘要

1. Introduction-1

2. Literature Review-2

2.1 The Definition of Retailing-2

2.2 The Retailing Environment-2

2.3 Retail Administration-3

3. Present Situation Analysis of Retailing-4

3.1 Present Situation of Retailing-4

3.2 Retailing in China-6

3.3 Retailing in America-7

4. Problems Existing in Retailing and Possible Solutions-8

4.1 Existing Problems-8

4.2 Possible Solutions-10

5. The future trend of Retail Chains-11

5.1 Brand awareness-11

5.2 Growing importance of the supply chain-11

5.3 Integration of in-store and online experiences-12

5.4 The rise of luxury e-commerce-12

6. Conclusion-12

Works Cited-14