Abstract
Lily, which is the one of three major cut flowers in Korea, is very important agricultural product but lily industry is recently sinking. One of main problems causing the weak competitiveness of lily industry is high cost of lily bulb which is usually imported. Most lily bulbs consumed in Korea are imported from Netherlands. Thus, Korean government keeps trying to increase the market share of Korean lily bulb but it is not easy. The purpose of this paper is to analyse the lily bulb consumption in Korea and to suggest the strategies to promote the Korean lily bulb consumption. The results of study in this paper present a few findings useful as follows: First, as a conjoint analysis result, it arranged in order of reusing (37.2%, high, normal, low), size of bulb (30.9%, large, medium, small), bulb quality (16.7%, tissue culture, scale propagation), and production area (15.1%, domestic ․imported). Second, it is important to increase the reliability of Korean lily bulb and to promote the Korean lily bulb farmer, in order to improve the supply environment for Korean lily bulb. Third, the larger Lily market for the larger lily bulb market is necessary. Especially, strategies to expand the market size of cut flower and non-flower should be developed.
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