Abstract: This paper is formulated on the basis of Vernon' s“product life cycle”theory. The different stages experienced by anenterprise, i.e., Complete Monopoly Market, Oligarch Monopoly Market, Monopoly Competition Market and Complete CompeteMarket, are regarded as a life cycle. It analyzes the changes of customer satisfaction and customer loyalty and their relationships inthe different stages of en enterprise' s life cycle, and proposes two models to measure customer satisfaction.