There was about 11930 hectares of floral planting area in Taiwan in the year of 2012, with an average of annual production of $12.4 billion over the past decade, which is a high value added industry. Flower growers nowadays can easily get information from its transparent market platform. A flower market sales platform has been set up as a computerized auction for transaction services such as reservation, and electronic ordering. Floral industry in Taiwan has slowly moved into a chain business model.
This study used an in-depth interview as its research method to understand the point of views from the floral owners about the chain business model. The results have shown that the floral industry is different from the traditional market, which needs to combine with other industries to promote more floral products. Flowers aren’t decorative arts anymore. They can be combined with cultural innovation to create floral story-telling products. Flower chain stores can be more closer to customers during innovative services.
