A Tentative Study Of Customer Relationship Management Of KX Seedling Nursery Company

Industrialized nursery is an essential component of agricultural industrialization. It is to produce seedlings for specific plantation at the low cost of natural and human resources. At present, it has been prevalent in most developed countries, where the application on certain crops has reached 100 percent. However, industrialized nursery in China is greatly restrained from speedy development by insufficient fund investment and farmers' traditional conceptions. Hence a question arises. How to use the available resources to increase the profitability of Chinese industrialized seedling factories? It is a significant issue to research into.The customer needs are supposed to ignite new business for industrialized seedling enterprises. Besides the seedlings, the customers rely on circulation market for selling products, on materials and technical support for higher productivity, on latest information for better operation models, and on financial services for more investment. The customer needs provide the industrialized seedling factory with an opportunity to transform from produce-only operation to an enterprise of comprehensive services.In the past decade, KX Company has won a stable source of customers. However, the scale of production is limited by fund shortage. The author thinks that KX Company shall increase sales and transform by meeting her customers'demand of agricultural service in addition to seedlings. This paper applies Customer Relationship Management (CRM) models to the analysis of the customer system of KX and makes positive attempts to extend her business scope in agricultural service area. The findings and suggestions are hopefully significant to agricultural service enterprises, so that joint effort may be made to propel the agricultural modernization in China.