零售终端的接触点管理是影响消费者购买决策的“临门一脚”。它要求零售企业在终端销售服务过程中,运用整合营销传播方法,对消费者可以接触和感知到的关于产品和服务的一切信息进行管理,达到品牌传播效果。终端接触点包括终端布局、品牌形象、产品展示、顾客服务等与消费者关联的各个方面。终端接触点管理的核心,就是要建立 Point-of-sale management of retail terminals is a “foothold” that affects consumer purchasing decisions. It requires retail enterprises in the terminal sales and service process, the use of integrated marketing communication methods, consumers can touch and perceive all the information on products and services management, to achieve the brand communication effect. Terminal touch point including the terminal layout, brand image, product display, customer service and other aspects associated with the consumer. Terminal contact management is the core, is to establish