海南兰花网络营销的机遇与挑战  

Opportunities and Challenges in Hainan Orchid E-marketing

作　　者：尹晶[1] 于海燕[1] 

机构地区：[1]北京化工大学北方学院,河北燕郊065201

出　　处：《商业经济》2011年第17期49-51,共3页Business & Economy

摘　　要：海南兰花营销:发展机遇与挑战同在,价值存在提升空间。但一直以来海南兰花产业发展缓慢,目前流通模式仍是"公司+基地+农户",导致物流成本居高不下。网络营销有利于兰花形成产、供、销一体化,降低成本。随着海南兰花网络营销条件日趋成熟,电子商务平台的构建,为供应链中生产、采购、销售等各个环节提供了实时信息和技术服务,能促使兰花生产从粗放型向集约型转变,有效地实现市场信息、技术信息和产品信息的共享,能大大提高兰花的附加值与竞争力,增加销售额。海南应加大政府资金投入,提高从业人员的素质,加强与教育部门等单位合作;健全兰花产品质量标准体系;大力研发新品种,调整兰花品种,完善物流体系,早日成为国内最大的兰花交易网络平台。There are development opportunities and challenges in Hainan orchid marketing.Its value can be improved,for a long time,however,its orchid industry develops slowly,and it always keeps the traditional circulation mode： company ＋ base ＋ flower farmers,which leads to high logistic cost.The e-marketing will help form integration of production,supply and marketing to reduce costs.The construction of e-commerce platform provides timely information and technology service for production,purchasing and marketing,change orchid from extensive to intensive production,realize sharing in market,technology,and product information,and increase added value,sales value and competitiveness of orchid.The government should increase investment,personnel quality,cooperation with educational sectors,establish product quality standards on orchid,develop and change new varieties,and improve the logistics system into the biggest network trading platform on orchid in China.

关 键 词：兰花 流通模式 网络营销 对策 

分 类 号：F830[经济管理—金融学]