Running a flower shop will involve many problems, such as flower shop positioning, site selection, naming, business hours, trademark registration, CI system, organizational structure and so on. And marketing refers to the product design, packaging, pricing, distribution and promotion that commodity producers and operators engage in around market sales. A series of activities, such as sales and service, are aimed at satisfying customers' needs, stimulating purchasing enthusiasm and promoting purchasing behavior. Realize the final sale of goods. Promotion Advertising and its academic achievements combine to form marketing. The key to enterprise success is the application of marketing strategy, that is, the best combination of products, prices, sales channels and promotion strategies. Therefore, we should have a general understanding of the content of marketing.
1) Understand the market situation. Products with the same quality or similar price abound in the market. If you want to grasp the market, you must first understand the market through market research.
Market research Market research refers to the process of collecting, analyzing and reporting relevant information to make detailed business decisions. The sales of any product are based on the market and guided by marketing strategy. Marketing strategy is based on market information. From the classification of market information, the internal information of enterprises is relatively easy to obtain, which can be obtained from sales statistics, but for external information, it is necessary to collect diversified information feedback through market research.
A: The contents of the market survey are as follows:
The first is the investigation of the national macroeconomic environment. It is mainly necessary to understand the economic policies and long-term and short-term development plans formulated by the state and local governments, as well as the relevant regulations formulated by the state on industry development. In addition, it is necessary to make a concrete evaluation of the big marketing environment around the enterprise. Including humanities, geography, transportation, commerce, consumption level, purchasing power, passenger flow and other aspects of the survey. The investigation of the macroeconomic environment also includes the market prospect of the industry, the total supply and demand of the market, the supply and demand structure, the proportion of profitable enterprises, the overall profit rate or loss rate, and the proportion of sales expenses of the industry.
Followed by the competition survey. The investigation of competition is mainly to understand the current competitive pattern, so as to determine the competitive objectives and strategies to be selected for this position, and to determine whether the objectives are centralized, differentiated or low-cost. It is necessary to know the product status, scale, business area, number of personnel, technical advantages, operating price, publicity, service, management quality and profitability of competitors in this region, and to know their own advantages and disadvantages relative to competitors in order to choose. Through the investigation of the number, scale and development direction of potential competitors, the current threats and challenges are clearly defined, so as to avoid the important and make accurate decisions in marketing strategies.
The third is customer survey. Most of the profits of many flower shops come from a few big customers, so it is very important to grasp and maintain long-term cooperation with customers. Therefore, it is necessary to establish customer files, including credit survey, profitability survey, anti-risk survey, development trend survey and customer satisfaction survey.
The purpose of customer survey is very simple, that is, to improve customer satisfaction and understand the changes in customer needs, so as to keep in touch with old customers and develop new customers.
The fourth is the investigation of flower trading places. Through the timely investigation and tracking of flower market, auction market, wholesale market and other producing areas, operators can be closer to the market, better grasp the pulse of the market, and adjust their business strategies such as products and market prices in time.
B. Methods of market research Respondents in market research should be representative, not just familiar friends or employees, which can't reflect the market situation. Therefore, it is necessary to make a survey of consumers, dealers and so on. But the society is so huge that only a few typical figures can be selected for investigation. Usually come from different ages and occupations. Looking for representative figures in the crowd of gender and economic status. The methods of market investigation are: inquiry, observation, reflection, questionnaire survey and trial sale.
C material source has the following ways:
First, the information collected by front-line personnel in the enterprise internal market may be more accurate and comprehensive.
Second, information and data released by government agencies, academic research institutions, newspapers and magazines, professional books, etc. can be used for market research. There are many ways to obtain external information.
The third is to visit the professional websites of the industry, the websites of customers or competitors, etc.
The fourth is the industry exhibition. Through industry exhibitions, we can not only communicate face-to-face with customers and reach cooperation intentions, but also collect more information about competitors, including company profiles, products, markets, sales networks and other places.
Fifth, expert interviews. Interviewing senior executives, professors and other professionals in the industry can help us understand several cutting-edge information in the industry and even the specific information of individual major competitors.
In addition, there are other ways, such as telephone interviews and purchasing information from professional market research companies.
In short, in marketing, market information is the primary basis for enterprises to formulate marketing strategies and sales policies. Only by conducting a comprehensive market survey through various investigation channels and different methods can enterprises make accurate decisions and succeed in the ever-changing market environment.
(2) Feasibility analysis of establishing a flower shop From the perspective of doing business, a flower shop should be regarded as a typical small-scale operation. Some people think that flower shops can make big money, get quick results and have no risk, but they don't know that flower industry is a high-input and high-risk industry, and blind flower shops will cause irreparable economic losses. Therefore, investors should do in-depth and detailed investigation and demonstration in front of the flower shop. Keep an eye on the flower market at any time to minimize risks.
Explain the rationality of investment through scientific and accurate calculation, let investors know the situation of investment and return and the feasibility of long-term profit, so as to make investment sure and targeted. The feasibility study analysis report is the basis for investors to invest, the primary document to evaluate the risks and benefits of the project, and the first commitment letter to investors. It can reduce the investment risk and cost of investors and improve the success rate of decision-making. A perfect and scientific feasibility analysis report can find out the main aspects of risks and reveal how to deal with them.
The feasibility analysis report should have a detailed implementation plan and scientific basis, mainly including the following six places: first, make assumptions about the changes in the investment environment, including economic, political, scientific and technological, cultural and other places; Second, quantify the macro and micro market, users and competitive information, and indicate their sources; The third is to forecast and analyze the return on investment in three ways, namely, the best situation, the normal situation and the worst situation. If the worst case is acceptable, it can be passed; Fourth, there are specific implementation plans, including organizational structure, staffing, fund implementation, equipment plan, workflow, phased inspection standards and timetable; Fifth, make detailed analysis and emergency measures on potential market changes, potential users changes, potential competitors changes, risks and current risks, problems and potential problems, and control the impact of the external environment to a minimum; Sixth, there is a clear description of the form and process of implementation.
A good feasibility analysis should have scientific basis to support its conclusion, including qualitative analysis and quantitative analysis.
The core content of the feasibility analysis report is to determine the breakeven point of the project investment and accurately calculate the return on investment, internal rate of return and payback period.
2) The skill of flower arrangement should be superb, so that the quality and price of flowers in the flower shop can adapt to the buyer's values, aesthetic taste, cultural tendency and other factors. For example, flowers should be practical, beautiful in appearance, rich in information and convenient to transport and carry.
3) The name and trademark of the flower shop should be aesthetic, decorative, unique, easy to spread, protected, easy to write, easy to remember and connotative. The method of enterprise naming is better, and it can be named after flowers. Such as tulip flower shop and lily house. This straightforward naming method caters to consumers' psychology of pursuing practical value of goods. It speeds up the cognitive process of goods, and can also be named after the location of the flower shop, so that consumers feel that goods reflect the cultural nature of the region, thus generating intimacy and preference. For example, Chongwenmen flower shop and Huguosi flower shop in Beijing can also be named after people. This method connects specific goods with specific people, makes customers think about things, causes rich associations and leaves a deep impression. You can also use foreign words, beautiful things, mascots, colors and so on to name them.
4) The packaging should be beautiful and easy to transport and carry. Components of packaging design (logo, color, shape, specifications, etc. ) be unique, have the ability to convey information, and have an image appeal.
5) Advertising content should be easy to understand and accurately convey information to the audience.