Now recognized an enterprise marketing the success not merely isdisplays in the statistics the market share, more manifests is havinghow many loyal customer. Enterprise's competition also from holds themarket share the size to raise the customer loyal level the height,from pursue quantity to pursue quality. The customer is loyal not onlyduplicates the purchase behavior, is one kind of purchasepsychological tendency, it has represented the customer purchases thisproduct or the service motion and to this product or the servicepropaganda recommendation to some product either under the servicehigh strength psychological dependence and this psychologicalinstruction. Affects the customer loyal factor to satisfy, thecustomer including the customer trusts, the transformation cost, theproduct or the service intrinsic expense value, the transaction cost,the monopoly factor, the society cultural element, individual factor.Raises the customer loyal angle from the enterprise to look at themost basic factor or not to be able to leave "the cost element" and"the emotion factor" two most basic factors. The loyal customer notonly is a key which the enterprise competition wins, is the enterpriselong-term profit most reliable origin, moreover also is the enterpriselong-term development basic guarantee. Therefore, the enterpriseshould from affect in the customer loyal factor to discuss cultivatesthe customer loyal way.