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Design includes the structure of the fuzzy neural network identification and parameter identification, structural identification include input space division and the number of fuzzy rules to determine. Through summarizing and analyzing the characteristics of chain retail enterprises, this paper proposes to build a hierarchical and differentiated incentive mechanism by cultivating retail culture. The result shows that the knowledge staff is been higher the education level, the work creativity is stronger, cooperates the demand to the team members. In the era of the knowledge economy, knowledge has replaced capital as the core source of the enterprise core competence. The performance evaluation of knowledge workers is complex and the performance of the general staff is often easier to get a more objective evaluation. 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