Survey And Analyses On The Status Of Home Gardening In Hangzhou Citizen Families

The paper analyses the status of home gardening in Hangzhou citizen families from the marketing viewpoint, by tracking interviews and market questionnaire survey, in the background of Hangzhou. provides a useful reference to further expand the market.The paper outlines the development of home gardening industry, history, current situation and trends. Analyses the changes of lifestyle and consumer view of urban residents. Proposed the existing problems of home gardening marketing.Through in-depth interviews to investigate flower lovers in Hangzhou. Survey content include: horticultural enthusiast's lifestyle and cultural values; horticultural enthusiast's gardening enthusiass deep psychological motivations; horticultural enthusiast's gardening consumer habits,the objective obstacles to loving horticultural; the expectations of the development of horticultural .Analysis obtained: horticultural enthusiasts,have high cultural quality, they pursuit of the spirit of enjoyment, attention to health and the environment, love nature, inclined to rational consumption. They learn and exchange mainly through the network and association activities. Present objective obstacles to their gardening hobbies are: environmental degradation, living conditions, lack of technical resources , financial resources and personalized service.Through questionnaire survey to ordinary citizens in Hangzhou ,Compares and analyses the home gardening consumption tendency, for different family in age structure ,education, Analysis obtained: The main aim of public's participation in home gardening is prmoting physical and mental health, the precent is 51.8%. Citizens'horticultural activities are restricted by objective condition, time and space is limited. 89.7% families'gardening space smaller than 3 square. 35.3% families have no time for plants. The main way of citizens'horticultural activities is spontaneous exchanges between colleagues or friends.Gardening culture has not yet formed. Horticultural consumption has not been formed brand awareness and human rights awareness. Citizens'satisfaction rate of horticultural products is not high, particularly in the transport of products. They look forward to the nearest convenient to buy products.Finally the paper puts forword Strategies and recommendationsforthe development of home gardening. Through extensive product structure, upgrade sales model, provide extension services to further develop the market.Gives four advices to Hangzhou family gardening marketing strategy: price, brand, promotion, culture. Price: layered pricing, excavate the service added value. Brand:co-front-runner quality and service . Establishing product, enterprise image. Promotion: contacting with government policy, giving play to the role of professional associations and community. Culture: using media energy, spreading home gardening culture.