The polymer structural rheology studies the relations of rheological properties with long chain structure of polymers. The basic approaches

new results as well as the frontier problems are reviewed with emphasis on the kinetic theory and scaling concepts. It is demonstrated that the bead-spring chain model where the selfsimilarity nature of flexible chain has been considered

plays central role and forms a basis for the further developments of molecular theory of dilute and semi-dilute solution. Some new results along this line are outlined which allows to explain and even predict rheological properties from measurable molecular parameters in dilute solutions.