Mark Gower's converted rebound gave them an 18th-minute lead before Simon Francis' speculative effort crept in and Tommy Black finished easily.

Bournemouth pulled a goal back in the 49th minute when a low centre from Warren Cummings was diverted into his own net by defender Lewis Hunt.

Gower then missed a penalty, but Southend hit a fourth when a Cherries mix-up allowed Gary Hooper to score.

Bournemouth: Stewart (Pryce 72), Young, Gowling, Perrett, Cummings, Gradel, Tessem (Bartley 62), Cooper (Pitman 90), Hollands, Vokes, Kuffour.
Subs Not Used: Pearce, Bradbury.

Booked: Gradel, Young.

Goals: Cummings 50.

Southend: Flahavan, Hunt, Clarke, Barrett, Hammell, Francis, McCormack, Bailey, Gower, Black, Hooper (Scannel 80).
Subs Not Used: Collis, Maher, Richards, Moussa.

Goals: Gower 18, Francis 23, Black 44, Hooper 65.

Att: 5,419

Ref: Paul Melin (Surrey).