大花蕙兰(Cymbidium hybridum)网络销售发展策略研究  

Study on Network Sales Development of Cymbidium hybridum

作　　者：郭英[1] 幸美娟 罗国容 王怀玉[1] GUO Ying;XING Mei-juan;LUO Guo-rong;WANG Huai-yu(Sichuan Forestry Inventory and Plan Institute,Chengdu 621000,China)

机构地区：[1]绵阳师范学院城乡建设与规划学院,四川绵阳621000

出　　处：《四川林勘设计》2020年第4期53-62,共10页Sichuan Forestry Exploration and Design

基　　金：四川省首批应用型课程《园林植物栽培养护》(Sc-mnul905);绵阳师范学院校级教改项目“园林专业校地共建育人模式探索”(MNU-JY16105);绵阳师范学院校级教改项目“应用型专业背景下园林植物类课程群建设探索与实践”(MNU-JY16115);绵阳师范学院校级应用型课程项目《花卉学》(项目编号Mnu-JY1916);绵阳师范学院校级课程思政教改项目《园林苗圃学》(Mnu-JY2078)。

摘　　要：大花蕙兰(Cymbidium hybridlum)网络营销不仅能改变花卉企业传统营销模式,扩宽企业的花卉销售渠道,又能为消费者提供便利的花卉消费方式,具有互利性。为帮助研究对象公司发展网络销售,通过实地调研、观察和问询客户、销售人员等方式,对大花蕙兰的产销情况、包装方式、分销渠道、产品宣传方式、网络销售现状做了研究。结果表明,研究对象公司在发展大花蕙兰网络销售时面临以下问题:(1)没有选择合适的网络销售平台;(2)网络销售的运输方式如何选择;(3)网络销售如何包.装以适应远距离运输。在综合分析后,提出以下建议:(1)自建网站或选用阿里巴巴、天猫商城、京东、淘宝网等某一平台作为网络销售平台,苗木行业电商平台可以考虑:花木大世界、中国花木网、花集网;(2)在有实体店的城市联合其他花卉企业共同建立同城配送队伍,或发展020式(线上下单、线下消费)的电子商务,或依靠京东物流、全国性物流公司运输花卉;(3)零售包装设计时需注意包装箱尺寸,装箱时用木棍支撑纸箱,纸箱外贴提醒标签。The network marketing of Cymbidiucm hybridum can not only change the tradi-tional marketing mode of flower enterprises,but also provide convenient flower consump-tion mode for consumers,which has mutual benefit.In order to help the research object company to develop network sales,the production and marketing situation,packaging method,distribution channel,product promotion mode and network sales status of Cym-bidium hybridum were studied through field investigation,observation and inquiry of cus-tomers and sales personnel.The results showed that the research object companies were facing the following problems in the development of Cymbidium online sales:(1)no suit-able online sales platform;(2)how to choose the transportation mode of online sales;(3)how to package online sales to adapt to long-distance transportation.After compre-hensive analysis,the following suggestions were put forward:(1)to self-build website or select Alibaba,Tmall-mall,Jingdong,Taobao and other platforms as online sales platforms.The nursery stock industry e-commerce platforms could be considered:Huamu world,China huamu.com and Huaji.com;(2)to establish a city wide distribution team with other flower enterprises in cities with physical stores,Or develop 020(online order,ofline consumption)e-commerce,or rely on Jingdong Logistics,national logistics compa-nies to transport flowers;(3)to retail packaging design needed to pay attention to the size of the packing box,when packing with wooden stick to support the carton,carton outside with a warning label.

关 键 词：大花蕙兰 花卉公司 网络销售 网销平台 

分 类 号：S68[农业科学—观赏园艺]