Research On Grower Relationship Management System

Data from National Bureau of Statistics of China showed, rural population amounted to over 720 million, accounting for 54.3% of the total population at the end of 2008. China is a populous country with a large number of people living in the countryside. Agriculture is of great importance, it is vital to make sure that farmers have the access to high quality seed in the market.The analysis is based on an international corporation. The author diagnosed and improved the process of distribution channel with the concept of BPR, distribution system research and CRM. GRM is an information system built by the corporation, used for the management and control of the Channel distributors and retailers. The implementation of GRM has great practical significance to the government as well as the other companies. The paper composed of six chapters. At the beginning, the paper analyzes the practical problems during the seed selling with the basic theories ranging from agricultural information, information technology to some other related theories, for example, repeating operation or management measures, information exchange, which result to a higher operating cost, lower efficiency and less control about the industry supply chain. In this study, the author also draws on process reengineering and customer relationship management theory to optimize the business process for dealers and retailers, which solves the above problems to a certain extent. The GRM system comprises three parts:channel distributors'management system, retailers'management system and reporting system. The implementation of the three parts helps the corporation effectively manage the whole sale process, and provide enough information for the analysis of channel distributors, retailers and farmers. What's more, the system provided a relatively practical approach for the government or other enterprises' relationship management system. Finally, the paper gives a conclusion about the whole paper in the sixth chapter, pointing out the initiatives and main contribution of the paper, and providing future research issues.