The purpose of this paper investigates the operational efficiency of nationwide flower chain based on survey data in Korea. Three problems in the operational efficiencyappear: first, the main office does not match the amount of order with that of delivery, and there are competitors of the same chain in the same district second, the quality of flower delivered is not standardized third, the main office and the chain store in the nationwide flower chain does not achieve the incentive compatibility in making and sharing the joint profit. Hence the key point to succeed in the small flower shop is to create its own customers in the district and the nationwide chain only provides the complementary market to local flower store.

ABSTRACT
  Ⅰ. 서론
  Ⅱ. 화훼유통산업 구조적 문제점의 설문조사
  Ⅲ. 꽃배달 전국 체인제도 문제점 실증분석
  Ⅳ. 전국 꽃 배달 체인의 개선방향
  Ⅴ. 결론
  Ⅵ. 인용문헌

• 이종욱(서울여자대학교 경제학과) | Rhee Chong Ook
• 정관((주)한국 F.D.S) | Jeong Kwan
• 장매희(서울여자대학교 원예학과) | Chiang Mae Hee