The Study of the Influence of Brand on the Loyalty Card Targeted Promotion

The 2x10 experimental method is conducted in the paper to research the consumers\´ difference on owning wishes , loyalty card acquiring method preference and promotion effect of loyalty card between famous brands and non- famous brands. The result of the research is as follows: the consumers\´ loyalty card owning wishes of famous brands is stronger than that of non-famous brands; the preference of three loyalty card acquiring method-"buying", "buy gift" and "buying+10"-has not significant difference between famous brands and non- famous brands; when consumers only can obtain the loyalty card through "buying", there is no significant difference between the loyalty card price of famous brands and non- famous brands; when consumers only can obtain the loyalty card through "buying gift", the amount of "threshold" which consumers are willing to pay for the loyalty card of famous brand is higher than that of non-famous brands ; when consumers only can obtain the loyalty card through "buying+10", the consumers of famous brands who regard this method as acceptable is more than that of non-famous brands.; The will and behavior of information search of members of famous brand corporation is less than that of non-famous brands corporation; the repurchasing behavior of members of famous brand corporation is more than that of non-famous brand corporation; The oral spreading will of members of famous brand corporation is stronger than that of non-famous brand corporation and the members\´ perceived value of famous brand loyalty card after being used is higher than that of non-famous brand loyalty card.