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is close with the product or service exchange (Karthik Namasivayam, 2004). In the modern market economy condition, enterprise researcher studying the consumers' behavior is based on the establishment and development of long-term relationship with the customers. The customer experience, the way of disposing used products and the feeling of using products will influence the next round of consumers purchase (Bernd Schmitt, 2003). Namely, consumer behaviour will have direct effect on the long-term relationship between the enterprises and customers.
Traditionally, with gradually studying the customers’ behavior, people realize more and more profoundly that consumer behavior is an integral body, a process. Get and buy the product just a stage of this process (Lars Meyer-Warden, 2008). Therefore, the study of consumer behavior, it should investigate and understand consumer's evaluation and selection before customer obtain the products and service. Only in this way, the understanding of consumer behavior will tend to be complete (

Leslie W. Rue & Phyllis G. Holland, 2006)
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4.7 Weather to implement the loyalty scheme
4.7.1 The concept of loyalty scheme
Loyalty scheme is incentives provided by enterprise. When certain products or services accumulate in some extent, enterprise will give customers the incentives. Effective customer incentives can help companies reinforce the relationship with customers and make foundation for the long-term revenue (Grahame R. Dowling and Mark Uncles, 1997). Loyalty scheme, as a tool of improving customer loyalty, is an important component in many enterprises marketing strategy. In many shopping halls, they carry out loyalty card plan. Customers can get the prizes according to the credit they accumulate. Take the discount card supplied by some airline company for example; these companies give some discount through this form (Claire Wright, Leigh Sparks, 1999).
 4.7.2 The prospect of the loyalty scheme
According to the investigation of the famous Jupiter Company, more than 75 percent of consumers have at least one customer loyalty cards. And more than 30% of consumers have two or more than two loyalty cards. The enterprise spends as many as 12 billion US dollars on customer loyalty program in 2003( Chris Drake, Anne Gwynne, Nigel Waite, 1998). The first loyalty program was launched by American airlines in 23 years ago (1981.5). Loyalty is extremely popular in Europe: the numbers of members of Payback by German Partner of Loyalty are over 25 million (Jorg Tuchen, Simon Crisp and Accenture, 2001). The number of members of British Nectar is over 20 million.
Conducting customer loyalty program is becoming the most important content of the enterprise strategy (Michael T. Capizzi, Rick Ferguson, 2005). But at the same time, these plans often mean that expensive cost for companies. Usually, maintaining general enterprises about 100 million loyalty program, the company should spend at least 400 million to pay $800 million every year(Stone, Merlin, Bearman, David, Butscher, Stephan A, Gilbert, David, Crick, Paul, Moffett, Tess, 2004). McKinsey companyfound in the survey, the people in joining the consumer loyalty program, only 48 percent of them increased spending. And the people in buying leisure clothing, only 18 percent of consumers increased consumption.
 
4.7.3 The advantages and limitation of loyalty scheme
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