논문 상세보기
pp.121-127
The following is the summary to promote the efficiency of distribution structure in the flower business.
First, considering the fact that off-line sale is still the major part of flower businesses, we should make a greater effort to activate e-business which is the combination of off-line and on-line businesses.
Second, the sale sizes, when we do not consider those who did not give an answer to the survey, appear polarized into 2 million and 8 million Won. It means that we should develop a new distribution structure through which small local flower shops can also have their own shares in the nationwide flower market. Running a nationwide chain can be one way to resolve that polarization problem, but there are still some issues that need to be addressed. For example, there already exist more than 10 companies that have nationwide chains, but the reality that the bigger chains tend to attract bigger number of people shows that network externality is an important factor for the success of the flower business. Further studies, therefore, are needed to find out an answer to this critical issue on what is the minimum number of members which can create the necessary network externalities.
