The chapter expounds the definition and developing direction of terminal, explains the inevitability of terminal marketing and analyses large-scale retail terminal by SWOT and market chook model.

• 讨论了终端的概念，阐述了终端发展的主要趋势，开展终端营销的必然性，并对大型零售终端进行了SWOT分析和“市场鸡”分析。