Market Research And Analysis For Business And Consumption Of Fresh Cut Flowers In Quanzhou City Downtown

In this paper,taking Quanzhou urban residents as the investigation object,carrying on the market survey by questionnaire,the data were sorted and analyzed for which was summed up the general characteristics of fresh cut flower business market and consumer groups,and the influence on fresh cut consumption factor in Quanzhou city downtown.The main results were as follows:The overall features of fresh cut business market in Quanzhou city were that there were season characteristics,the lack of clear perfect product service chain,the low level fresh cut flowers,the low local cut flowers market,the logistics rough and the lack of information labeling on the packaging for fresh cut flowers.The general characteristics of fresh cut flower consumer groups in Quanzhou city were showed:the main consumer groups in the age between 18?65 years old,married women in education beyond high school,and with the growth of the age,education and household income increase,annual consumption frequency and amount of consumption also had a certain increase.The main purpose of consumption was home furnishing decoration,spending time in China Festival.The majority of consumers consumed flower bouquets and baskets in Retail shop,and they often purchased lilies and carnations.The consumers were afraid fresh cut flowers not fresh and price not reasonable,could withstand the range of 31?60 yuan price of the product,more concerned about the consumption of fresh cut flower color and flower type.The influence factors of fresh cut flower consumption in the urban area of Quanzhou were as follows:The living standards were the fundamental factors,higher living standards to promote the consumption of fresh cut flowers;Consumer preferences were an important influencing factor,fresh cut flowers as a product,whether consumption mainly depended on personal preference;Social background and the product price were the general factors,social background was the objective factors,although it was difficult to change,the consumer market was to guide and train,commodity market price could be adjusted timely,and the influence was relatively small.Finally,according to the general characteristics of the fresh cut flowers concluded that Quanzhou urban business market and consumer groups,as well as the impact of fresh cut consumption factors,Quanzhou fresh cut flowers market development proposal was put forward to promote.Main recommendations were that diversified business model development,strengthen the flower culture propaganda;improved flower market flower grade,specification of packaging and product information;vigorously supported the local leading enterprises to pay attention to fresh cut flower;kept fresh for reduced loss of fresh cut flowers;cultivated fresh cut spending habits,and guided the family flower consumption;strengthened the training of fresh cut flowers decoration personnel.