O uso do comércio eletrônico no ramo de flores tropicais em Pernambuco

Abstract

Electronic trade (or e-commerce) refers to the use of the Internet to accomplish businesses. More formally, concerns the commercial transactions accomplished between organizations and individuals or enter two or more organizations. The case study developed in the research allowed the knowledge of the productive chain of tropical flowers in Pernambuco, that detach occupying the fifth place in the country in the production and commercialization of the section. The research is accomplished in four companies that negotiate products in their virtual sites developed to assist lists and fidelizacion customers of several places of Brazil and of the world. Of those four companies, three are farms producing tropical flowers and the fourth company a reseller; all use the e-commerce as primordial factor of sales and profits. The research shows as the virtual companies negotiate their flowers inside of the applied methodology of the ten steps of the operation of the electronic trade that are merchandising, promotions, service to customers, sales, form of payments, after-sales, logistics, safety, stock and monitoration. The application of the analysis model adopted to treat of the electronic trade, of the researched companies, it showed that the same ones had benefits with that adoption, resulting in growth of the market and customers' increase, mainly in relation to the direct purchases through the sites. The job of the internet allowed to the producer to have opportunity to assist consumers specific online, specific markets and to work product in terms that improve quality, and the appearance and also develop more appropriate strategies of distribution and sale of the products.