Study On The Industry Development Of Cut Rose In Yunnan

The rose is one of the 4 fresh cut flowers.Yunnan has been a large province of flower agriculture and one of the three major cut-flower production regions in the world.It has also been one of the major production areas for rose fresh cut.After nearly three decades of development,the scale of flower industry in Yunnan has gradually grown greater,and flower technology has been growing day by day.Quality has improved year by year,and varieties have become increasingly diversified.However,there are still problems such as the low economic efficiency of planting and the short industrial chain.Against such a background,this study was taken the rose fresh cut producers,consumers and sellers in Yunnan as the research objects and conducted surveys on the key links of the rose fresh cut chain in Yunnan,analyzing the advantages,disadvantages,problems and opportunities of rose fresh cut development.Finally,the author put forward some practical ideas for the development of rose fresh cut in Yunnan.Specifically,the questionnaire was designed around three aspects.First,the advantages and difficulties of producers in the production process of fresh cut flowers;Second,the differences in consumer behavior and the reasons for the development of fresh cut flowers;Third,the difficulties and problems that sellers faced during the sale.A questionnaire survey was conducted in 2017.900 questionnaires were sent out,of which 880 questionnaires were returned.852 questionnaires were valid,and the effective rate was 96.8%.The research subjects were Yunnan rose fresh cut producers,Dounan flower market sellers,and rose fresh cut consumers.Questions were about the producer’s gender,age,occupation,education,business model,vendor’s information channels and methods.The occupation,income,purpose of consumption and other factors of consumers were investigated.Analysis methods such as correlation analysis and variance analysis of single factors,and interviews were used to analyze the factors affecting the production of producers,consumer purchase,and the sellers.The main results were as follows:1.From the producer’s point of view,it showed that(1)Producers who were engaging in rose production and owning high school diploma or lower degree accounted for 63.9%.Because of the lack of highly-educated people,new technology and new information are insufficiently applied.We should actively attract and introduce high-level education personnel into the grass-roots production area to teach producers.(2)Producers’ access to rose fresh cut information were mainly based on government information disclosure columns and company-related consultations.This showed that producers had narrow access to information that was mainly trusted and they need to increase access to information on agricultural production,such as broadcasting and television,newspapers,magazines and online agricultural information to meet the production needs of producers.2.From the perspective of consumers,the results showed that the research subjects who are between 20 to 40 years old accounted for 82.6%,of which students and company employees accounted for 60.4%.(1)Consumers’ spending power and academic credentials were negatively correlated with a significant P=-.132**,indicating that the consumer groups were mainly young people,and young people were the main consumer groups of fresh cut flowers.(2)The consumer’s group and monthly salary were significantly related with P=.261**,which means increasing income and cultivating high-consuming groups to guide consumption,but the correlation between consumers’ purchasing power and income was not significant relative.We need to actively guide consumers’ consumption concepts and cultivate the consumer market of the flower industry.(3)In the use of fresh cut flowers,the consumer’s age and various uses,such as the decoration of the room P = 0.32,special holiday P = 0.771,send friends and relatives P = 0.152,other reasons P = 0.085,loving to grow flowers P =0.103.The P is greater than 0.05,which means that the difference was not significant.From the data sheet,we could find that the consumer education does not affect the purchase of fresh cut flowers.No matter how highly the degree is,people are fond of fresh cut flowers,indicating that the consumer market for fresh cut flowers has great potential.It is suggested that more publicity efforts can be made to cultivate a betterrose fresh cut market.3.From the salesman’s point of view,it showed that in the flower market,fresh cut flowers and potted plants were the main subjects,occupying 88.2%,of which fresh cut flowers accounted for 66.2%.It is suggested that fresh cut flower consumption occupies a large proportion in the entire flower market.The results of this study have certain implications for the development of the fresh cut rose industry in Yunnan.It is necessary to encourage and guide highly-educated people to participate in fresh cut flower production,increasing the application of science and technology in fresh cut rose production and then enhance producer’ income.It is also important to increase producers’ access to rose fresh cut production and sales channels,such as television broadcasting,newspapers,magazines,network consulting in order to increase the production efficiency of rose fresh cut.It is crucial to positively guide consumer consumption concepts and cultivate the market of flower industry.Fresh cut flowers are the major production of Yunnan flowers,so it should be actively guide and encourage the development of fresh cut flowers industry.