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BR>This paper researches on the large-scale comprehensive supermarkets retail trade. This Retailing can provide at least 20 categories and 20,000 more than the scale of the products, its business area is more than 2,500 square meters, and the main customers is within a radius of 25-minute journey home consumers, each time the average cost of the consumer for shopping is less than 200 Yuan. Such as Wal-Mart of the United States, Carrefour of France, Lotus of Thailand. Secondly, the number of retail outlets continues growth, market competition is intense. Because the continuous investment at home and abroad in recent years increase and the number of domestic retail outlets a "blowout" growth(Rick and Bill, 2008) . According to statistics in 1999, the number of the commercial retail outlets is nearly 17.8 million, 19.4 million in 2000, 2001 reached 20.6 million, and almost a year at a rate of 10% .The retail industry oversupply and the total is imbalance with fierce competition in the industry. Third, the average operating profit margins of the retail industry gradually reduce. The national retail average margin of 15 percent in 1991-1995, which has dropped to around 5 in 1997, percent, a loss of more than 25 percent. according to the statistics of 238 large department stores and retail sector by All-China Commercial Information Center in 2003, these large-scale retail industry enterprises realized profits of 2.609 billion Yuan , decreased 15.4 percent over the same period in 2002, down 14.8 percent rate of expansion, loss-making than in 2002, increased 17.4 percentage points. Finally, the domestic retail enterprises customer loyalty is lower(Chip, 2008) . Retailers in China, whether local or multinational retail chain store group, were generally faced with the great challenge of lower consumer loyalty, single-store decline in the consumption scale. According to recent AC Nielsen China's retail market to census data, in 2003 China's modern channels of the total retail stores in 2002 compared with an increase of 44 percent, while in 2003 the total retail sales of consumer goods quickly close to 11.2 billion Yuan, only rose 18 percent, which shows that the single-store sales decline further. To sum up, as the 21st century domestic retail environment has undergone tremendous changes, the highly competitive, very rich product, supply exceeds demand, consumption, personalized, media details, information expansion, picky customers, low loyalty. Marketing has changed from the product value stage with products and services to comprehensive value stage with to make customer satisfaction(Bills, 16)..
1.2 Brief the customer loyalty programs applied in grocery retailing in China.
1.2.1 Customer loyalty programs
(1) the definition of the customer loyalty programs
(2) the main model of the customer loyalty programs
1) independent point scheme
2) Point Scheme Union model
3) groups of cards and identity cards
4) Club
1.2.2 The Successful Examples of Customer Loyalty Programs
1.3 Intruduce the structure of this research report
1.4 Problem discussion
2. Literature Review
2.1 Customer relationship management
2.2 Customer behavior theory
2.3 Customer loyalty theory
2.3.1 The definition of the customer loyalty theory
2.3.2 The customer loyalty card
2.3.3 The measures of customer loyalty
2.3.4 retail customer loyalty programme potential value research
2.4 Customer satisfaction
1.2.3 The def