Abstract:

 In 2006, China completed the transformation from a lowincome nation to a middleincome nation, which brought about a great change in its retail markets. The "rich people" principle established by the "national twelfth fiveyear plan" will go further to promote the speed of this change. For China' s retail markets in keeping a speech privilege of terminal position in industrychain, it is the only choice to master mutative market elements and regulate purposefully new business strategies. This essay makes a comparative analysis of the relevant statistical data, and draws a conclusion. After entering into the rank of middleincome countries, China' s retail trade has a greater growth in such aspects as sales, employment and grossprofits. But, compared with the developed countries, this growingup looks too low. There are multiple reasons for this lowness, one of which is the imbalance of regional development and income structure. This essay, from such five aspects as mature logos, diversified purchase payment, perfect business attitudes, the main development means, and the rational purchase degree, gives an analysis of the changes of China' s retail market gradually entering into the era of logos and maturity. The author thinks that, in the near future, it is significant for China' s retail market to transform its growing method from the former "enclosure" to the coming "harmony" so as to regulate and establish the enterprise' s development strategies and business targets.
  　

Key words: Chinese retail market, chain operation, industry chain