Research On Marketing Strategy Of Y Flower Company

With the support of state policies,the guidance of local governments,the large-scale of flowers planting,the injection of large amounts of funds,and the introduction of more flowers from abroad into China by the Belt and Road,China's flower varieties have become increasingly rich.The production volume of flowers has been increasing year by year.The resources are abundant from the supply side.At the same time,the growth of cold chain logistics has provided convenience for the transportation of fresh flowers.With the rise of electronic commerce for fresh flowers,the concept of daily fresh flower consumption has been around people.Both on the supply side and the demand side,the spring of flowers has come.Opportunity and challenge are coexisting.How to stand out in the blooming of flowers is an urgent issue to be solved by every florist.This paper systematically studies the domestic and oversea development history of the flower industry and summarizes the advanced management modes of the flower industry by consulting related works and papers of flower industry and flower e-commerce.This paper compares the positioning and Marketing Strategies of the four major flower e-commerce competitors of Y-flower,and summarizes their successful operations.By analyzing the instance of Guangzhou local flower company Y-flower,this paper analyzes the marketing environment under the impact of the e-commerce of flowers.Analyze the strengths and weaknesses itself via SWOT,and study the opportunities and challenges it faces.By using questionnaire survey,collect consumer purchase information and provide reference for generating marketing strategies.In order to better collect the first-hand information of Y-flower,we have conducted in-depth interviews with the company's founder and major shareholders to understand the difficulties the company has experienced since its establishment,the achievements it has made,and the future development vision.Go to the company,warehouse and flower shops for field investigation.Collect company information by random interview of management,sales staffs,procurement staffs and other different positions of staffs.Take part in the activities organized by the company to experience its products and services,and have a deeper understanding of its advantages and disadvantages.Summarize the advantages and disadvantages of the company,and discuss the existing problems with ordinary staffs and management to seek solutions.At the same time,a questionnaire was designed to collect and sort out the relevant data such as the personal status,consumption preference and purchase behavior of fresh flower consumers.To investigate the purchasers of Pearl River Delta via online and offline channels.This paper classifies the results of the data analysis of the questionnaire survey,analyzes the problems concerned by the consumers,compares them with the current management mode of the flower shops,and puts forward some reasonable suggestions.