Strategy Analysis of Floral Industry in Taiwan- A Case Study of Eternal Myth Flower Workshop

• Main Authors: Li-Ni Kuo, 郭利尼
• Other Authors: Eric Wu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/cen2j4

碩士 === 國立中山大學 === 高階經營碩士班 === 102 === In terms of business activities, floral works is in fact just a “Boutique” with warranty; likewise to fruit baskets, refined bakery, and ice sculptures. However because of the variety in product, and its seasonal characteristics, it is hard to make and produce at a mass level, which more so expresses its value as an artistic refinery. And that is why the management of this floral shop is a belonging space of the designer’s dreams and practice. Today, there is about 15thousand registered operating floral businesses, (since 2013) and an addition of about 5 thousand personal workshops. Otherthen that there are also many uncountable floral shops that continue to go in and out of business. Why is the reason to this? It is the difficulty behind floral management. Especially floral chain stores that located near“ Eternal Myth Flower Workshop”2010 to 2014, the 5 stores then has decreased to a mere single. And at the same time period, the revenue of“ Eternal Myth Flower Workshop”continually increased by 15-30%, developed customers by 12% and staff by 3 times the original. How is this achieved you may ask? “ Eternal Myth Flower Workshop” uses techniques in modern floral arts as foundation, and continually design and invents new pieces, with expectance to achieve equivalence in floral and boutique industries, in coordination with a well rehearsed advertisement plan, bring up potential floral designers as groundwork for future sustainable management. Different from other floral businesses in the establishment of an accounting department; which vertically integrates the accounting and management systems of other supply chains and business cooperation. Thus the breakthrough in traditional floral marketing, establishing a most well practiced operation system. Developing a new insight into the world of professional floral arts.