Investigation On Operational Problems Of Qianhuaban Flower-market Based On Customer Orientation And Developing Countermeasures

Based on the consumers who have ever shopped in the Qianhuaban Shopping Park, this paper aims at finding the specific management issues exist in Qianhuaban (gardening market) with the methods of questionnaires and on-site interviews, etc, and to sum up a package of problems and reasons. By adopting consumers’ reasonable proposals and learning from the advanced experience of mature markets and operating entities, this paper brings forward suitable development direction and strategy for Qianhuaban, to help it become bigger and stronger, and provide new ideas to maintain its sustained and healthy development, as well as providing a reference for the construction and development of the city gardening market.Part I is the introduction in which the background and significance of this paper are introduced. The research methods and related concepts are also defined in this part.Then by collecting and analyzing research literatures about gardening market and operating entities both domestic and international, the overview of the theoretical frontierare mastered. Part II mainly refers to the cases of domestic and international gardening market operation (operating entities), to find research ideas and investigate direction, summarize and learn the good experience and methods, in order to lay a foundation for the future practical use.Part III and Part IV is the focus of this paper, includes the sampling questionnaireconducted among the consumers in four areas: object screening, respondents (customers) feature, purchases status, customer reviews; the descriptive statistics and deep analysis from various areas in market management by the SPSS software, especially customer purchases, market size, product categories, market behavior specifications, product layout and characteristic shopping environment (atmosphere), business attitude and service, location and facilities convenience etc.and the significant analysis of the combination with demographic factors and market investigation results. Then, by conducting on-site in-depth interviews with the samples according to the outstanding problems found in the statistical analysis, a comprehensive series of market management issues finally concluded such as lacking in innovation etc.Part V is a summary of the issues related to the above, in which an overall market strategic orientation is defined. By studying the market strategy, market positioning,operation models, market management concepts, daily management, property service,facilities, government relations management, to form a general management strategicplan for the market managers to enhance and improve management level by reference.