【作者】 林琳；

【导师】 陈晓静； 刘与明；

【作者基本信息】 福建农林大学 ， 农业推广（专业学位）， 2013， 硕士

【摘要】 漳州水仙栽培的历史悠久，拥有丰富的文化背景和较高的知名度，并创下全国驰名商标，品牌优势明显，加上独特的栽培和雕刻技艺，产业具有很大的发展潜力。但是漳州水仙花产业正面临着严峻的挑战，产业规模缩小、专业化程度低；品种退化、竞争力下降；缺少科技投入，标准化技术停滞不前；标准体系不完善；市场营销体系不健全等诸多原因使其产业发展面临困境。本文侧重对漳州水仙花产业发展过程中产业规模、生产技术、销售市场、标准制定和实施以及标准化管理等方面进行调查研究，提出水仙花产业发展的对策：要从繁育技术、栽培技术、产后处理技术和检测技术方面进行提升和规范，同时针对当前的销售现状，提出通过规范和创新包装设计、出售水仙花精装精雕产品、丰富水仙花产品用途和开拓其他销售市场等营销方法来提高产品的附加值，以销带产，恢复其生产积极性；并提出对新兴的网络营销方式进行规范以保证产品信誉等营销策略与方法。本文旨在提出对策，逐步解决漳州水仙花产业发展遇到的困难，努力提高水仙花产品质量和信誉保证，提高其附加值，既能够为花农增加收入，调动花农生产的积极性，同时也可以使漳州保住传统品牌，继承和发展水仙花产业文化，重新把水仙花产业发展成当地的支柱产业，并带动相关产业的发展。更多还原

【Abstract】 Narcissus cv. Zhangzhou has a long cultivation history, rich cultural background and a highreputation. In addition, it created the well-known trademark across China, so its brand hasobviously advantage, together with the unique cultivation and carving skills. therefore, there is agreat development potential for this industry. But Narcissus cv. Zhangzhou industry is facing thehuge difficulties, such as industry downsizing and low specialization, varieties degradation anddeclining competitiveness, lack of investment in science and technology and standardizedtechnology stagnated, standard system and marketing system are imperfect and so on.This paper will focus on researching the Narcissus cv. Zhangzhou industrial scale,production technology, standards development and implementation, standardized managementand other aspects in its industrial developing process, then make the narcissus industrialdevelopment countermeasures accordingly,such as upgrading and standardizing the breedingtechnology, cultivation technique, post-processing technology and testing technique. Meanwhile,according to the current sales status, we propose to increase the added value of the products bysome marketing methods as standardizing and innovating packaging design, selling thehardcover and carved narcissus products and so on. Moreover, regulating the emerging networkmarketing, in order to ensure product reputation.This paper aims to propose a solution, solve the difficulties in Narcissus cv. Zhangzhouindustry developing process step by step, strive to improve the narcissus product quality andensure the credibility, and increase their added value. So that it can not only increase revenue forthe growers, and mobilize growers enthusiasm for production, but also let Zhangzhou city keepthe traditional brand, inherit and develop the daffodils industry culture, and develop it as thelocal pillar industry again and promote the development of related industries.更多还原