In the current market environment, facing variety of promoting information and shopping channels, consumers no longer worry about whether to have bought goods, but consider choosing which way or channel to buy high quality and inexpensive goods. Because of consumers personalized demands, Direct Mail Marketing which belongs to Direct Marketing emerges. It delivers advertisement and product information to the customers through magazine or catalog made by enterprise. It is not only advantaged in segmenting and differentiating market, but also have itself characteristics, such as easily preserving and carrying information. So this way is adopted by many enterprises. Enterprise can be more accurate to advertise for target objects by adopting this new type of marketing methods, and achieve "targeted". But in reality there are always some difficulties, the customer drains phenomenon is the most prominent. Stable loyal customers group is each enterprise pursuing for, which is very crucial to the enterprise to be a long-term development and stabilize the market. Especially in fiercely competitive market today, customer drains particularly seriously, many enterprises have to make customer loyalty as core mission. How to improve customer loyalty? Many enterprises and scholars have tried to consider that "why the customer will be gone," what factors do make consumers feel the risk exist?In recent years, while studying customer loyalty, many scholars found that customer perceived risk has a lot of negative effects in customer loyalty. Most scholars believe that the perceived risk based on subjective personal assessment is a sort of subjective risk, when consumers can't sure whether their purchasing is achieve to anticipation, they will feel the loss, then it have negative effect in purchasing decisions. Enterprise should further research consumer perceived risk in the view of customer psychology, and to solve the problem fundamentally. Just, it's possible to improve customer loyalty effectively.Based on customer psychology, referring to the related theory this paper will analyze the influencing factors which customer perceived risk impacts on customer loyalty. The main innovation is talking about the negative impact of perceived risk to customer loyalty in the contrary side different from researching the positive impact, and putting this study in specific marketing form to discuses, so there is practical significance. In addition, referring of views on perceived risk of predecessors, combining with the characteristics of DM, and puts forward "cognitive risk" as another perceived risk factor in DM.Finally, while making conclusion, put forward some advice for enterprise launching DM. In the demand oriented economic market environment, the enterprise must pay attention to consumer psychology, not only meet effectively customer's physical needs, but also apprehension psychological needs. To a certain extent the conclusion of this study expand the field that predecessors research on related in. It's benefited for enterprise to launch DM, and there is very theoretical and practical significance for research on the impact of customer perceived risk to customer loyalty in particular marketing environment. |