中文摘要：

随着消费市场竞争的日趋激烈与顾客争夺成本的提高，忠诚的顾客群体已经成为企业市场制胜的重要策略，顾客回报计划应运而生。在市场竞争的外在压力下，制定与实施客户回报计划，为顾客提供综合性、差异化的服务，履行高度的顾客承诺，是企业保持与客户长期、双向互动关系的重要保障。通过对大量回报计划结构因素的相关文献的研究，提出已实施的回报计划的类型及回报计划的目标，总结出回报计划的结构因素。

英文摘要：

As the competition in the consumer market is becoming more and more fierce and the cost of customer retention is increasing more and more, a loyal group of customer has become one of the important strategies for a successful business. Accordingly, the customer reword programs have evolved. Under the pressure of the competition in consumer market, establishing and implementing costumer reward programs, offering a comprehensive and individual service, and meeting the customer commitment are a guarantee of achieving a long-term mutual relationship between manufactures and customers. Through a detailed study of a great deal of related costumer reward programs, the types and objectives of costumer reward program were put forward, and the structure factors of costumer reward program were atso summarized.