| This paper illustrates accurate and objective information on management situation,consumption and market demand of home gardening market in Hangzhou downtown, through large scale and standardized market research. The results reached by this thesis can be utilized as a valuable reference to the development of the industry.In the first part of this thesis,the history, the course of development and the present situation in Chinese home gardening industry are reviewed. Meanwhile, the Chinese flower industry and the global flower consumption are summarized. Also, the home gardening sales market in Hangzhou is analyzed and the main consumption types are listed.In the second part,a survey to the managers from main home gardening markets in Hangzhou city was designed. The feedbacks were categorized and analyzed with respect to survey samples, sale of the products, consumer groups and modes of operation. From the survey, the basic characteristics of home gardening market were generalized: highly competitive, significant seasonal consumption, limited to specific consumer groups, and lacking of related accessories.Next, the random questionnaires among residents in Hangzhou were conducted. Their responses were examined with regard to basic facts, question selection, consumption and psychology of consumers. The differences of the residents' consumption features were identified based on gender,age,educational background and income level. From the above knowledge, the consumption behavior patterns are characterized.In the fourth part,five factors that affect home gardening consumption were analyzed, which are: social background, living standard, cultural difference, product price and consumption preference. Finally,comments and suggestions of promoting industrial development of home gardening in Hangzhou from management and consumption marketing are recommended.In managing market:the research institutions and related government departments should focus on managers of this industry about their enhancement of professional quality. In this way, they can lead the trend of gardening consumption, get more involved into the market, and keep providing innovation to the market. Producers are recommended to expand their operational scale to increase their economic benefits, and the stakeholders in the industry are suggested on focusing on consumer force, expanding business channels, diversifying sale forms.In consuming market:first, producers need to expand the advantage in flower industry,establish scientific development program; then, market system can be built up gradually, forming streamlined service system; afterwards brand image is visualized and the brand benefit is improved; then producers should build an consuming market according to the demands of consumers. At last, consumers'desire for purchasing should be enhanced by the promotion of home gardening culture and knowledge. |
