摘要:自从20世纪80年代以来，随着零售业间竞争的加剧和全球化进程的发展，单方面强调赢得新顾客的交易营销理论越来越显示出其局限性。因此营销思想开始发生巨大的转变，由重视市场份额的争夺向对现有顾客的维持转变，力图通过把现有顾客生命周期价值最大化来实现零售行业的长期的稳定的收益。

　　　营销思想的转变，让越来越多的企业意识到：和开发新客户相比，保留老客户的成本更低。企业开始重视顾客忠诚和顾客忠诚度的培育。本文首先提出顾客忠诚度的测量方法，然后通过测量发现徐州易初莲花超市目前存在的问题：顾客的流动性大，忠诚度低。紧接着深入分析它顾客忠诚度偏低的原因，最后有针对性地提出一些顾客忠诚度的提升策略。

关键词  零售业；顾客忠诚度；提升策略

Abstract:Since the 1980 s, along with the competition between retail industry and the development of internationalization, the one-sided emphasis on winning new customers becomes increasingly transaction marketing theory limitations. Started marketing idea to a big change, from the market share competition into to maintain existing customers, by trying to maximize existing customer life cycle value and benefits for long-term stability of the retail industry. 

　　　Transformation of marketing thought, make more and more enterprises realize that: compared with the development of new customers, retaining old customers has a lower cost. Companies began attaches great importance to the customer loyalty, and customer loyalty cultivation.This paper put forward the customer loyalty measurement method, and by measuring found that the current problems are as follows: Xuzhou lotus supermarket customer's fluidity is big but loyalty is low. And then analyzes why the customer loyalty is low, it finally puts forward some promotion strategies to improve customer loyalty. 

Keywords  Retail industry  Customer loyalty  Promotion strategy