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From the 1980s, along with the pace of reform and opening up, China's retail industry to enter into a stage of rapid development. In this short period of three decades, China's retail industry has completed the journey taken by the 100 years of the Western countries, becoming one of the most important industries in the national economy. With the development and growth of the Chinese retail industry, the academic study of the domestic retail is also increasing. The scholars were to start from the point of view of the enterprise or customer, retail business development strategy, marketing strategy and consumer behavior, consumer psychology. However, the homogeneity of goods is becoming more difficult to further reduce operating costs, the key is to give full play to the role of the salesperson retail enterprises to gain competitive advantage. Based on this new research perspective, we choose to study as a retail salesperson, depth retail salesperson's ability to communicate, the relationship among job involvement and job performance. In the course of the study, and summarized by the previous research, communication skills and job performance, job involvement and job performance, as well as communication skills, job involvement and job performance among assumptions, and in build a retail salesperson based on communication skills, job involvement and job performance relational model. Meanwhile, the maturity scale adaptation, to be examined the reliability and validity of the adapted scale to utilize Cronbachα coefficient and factor analysis, and eventually form applies to retail salesperson communication skills, job involvement and work performance of the three measurement scales. 7 retail enterprises salesperson based on communication skills, job involvement and job performance three measurement scales, sample survey. Survey collected data First SPSS16.0 correlation analysis results showed that there is a strong positive relationship between the ability to communicate its dimensions and job performance, job involvement and its various dimensions and job performance strong positive correlation exists between; Secondly, to utilize Amos7.0 structural equation model factors analysis and path analysis, the study results show that plays an intermediary role between the ability to communicate and work performance, job involvement, which, communication cognitive intermediary role in the work put into its dimension and communication skills, job performance produces a positive effect, and the communication tendencies role effect on job performance, job involvement and its dimension does not exist as a mediating variable. Finally, according to the research findings, the two aspects of the retail companies how to improve the communication skills of the salesperson and the degree of job involvement proposed management recommendations.
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