꽃시장에서 K-플라워 산업으로

정영식

작가와의 말 시스템 경영이 만드는 새로운 판을 기대하며 ··············································· 10

1부 케이 플라워 산업의 현실
1장. 플라워 산업의 특징 ································································· 16

2장. 플라워 산업 생태계의 현주소 ····················································· 24

3장. 플라워 산업의 유통구조 ···························································· 60

4장. 플라워 디자인업의 현황 ···························································· 73

5장. 구조적 문제의 원인과 해결 ························································ 85

2부 시스템 구축의 필요성
꽃 장사를 하지 말고 플라워 비즈니스를 해야 하는 이유

1장. 장사와 사업을 가르는 두 가지 차이 ············································ 100

2장. 경영 시스템의 토대를 만들다 ····················································· 113

3장. 온라인 B2B 구조를 설계하다 ····················································· 122

4장. 현장에서 고객의 ‘숨은 니즈’를 듣다 ············································ 141

5장. 경매가 폭등과 재고 위험 관리 ··················································· 151

6장. 수입 비즈니스 ········································································ 162

정보 비대칭 시장과 브로커 구조

7장. 디자인 디자인 ········································································ 183

예술에 시스템을 입히다

3부 시나리오, 그리고 로드맵
1장. 산업적 관점에서 살펴본 한국 플라워 디자인 ································· 206

2장. 가상의 시나리오 ····································································· 231

서울국제플라워디자인축제를 제언하며

제안 ① 절화 중심의 디자인 산업 선언

제안 ② K-플라워디자인 경쟁력의 무대

제안 ③ 전시가 아닌 시장이 되는 공간

3장. 신규 수요 창출로 산업에 온기를 불어넣자 ···································· 244

4장. 생태계 재구성을 향한 투트랙(Two-Track) 전략 ···························· 261

에필로그 ·························································································· 280

감사의 글 ·························································································· 284