根據80/20法則，企業的獲利百分之八十是由百分之二十的客戶所提供，因此如何具體的去瞭解客戶的需求，進而探討如何提供客戶有利的資訊，促進企業的成長，乃是目前企業贏得競爭的重要議題，因此顧客關係管理（Customer Relationship Management， CRM）也就成為近年來新興的話題。 本研究乃藉由相關文獻瞭解客戶關係管理的內涵，運用客戶關係管理的理念，導入農會推廣業務管理資訊系統（Management Information System）。本研究經實地訪談、系統分析、系統設計，整理出CRM導入農會推廣業務管理資訊系統的模式，期使管理者與推廣人員能藉由此系統在執行推廣業務時事先萃取篩選資料，提供管理者與推廣人員適合執行農會農業推廣業務的相關CRM管理資訊，使能在適當的時間、地點、適時推廣業務、提供新技術與供銷資材，將農會推廣工作與供銷經濟部門業務結合，使農會業務回歸以服務農民為目的之經營體制。 According to the 80/20 rule, eighty percent profits of a business enterprise comes from 20 percent of its clients. Therefore, the question as how to thoroughly understand the needs of the customers, and to generate more profitable values for both parties (the enterprise and the customers) is an important issue that needs to be addressed so that the business institution can gain a competitive edge in today’s business world. This leads us to the subject matter emerged recently in management, namely the Customer Relation Management (CRM). This study will examine various literatures (books, articles, and research papers) relevant to CRM, propose sound CRM concepts and ideas, and incorporate these ideas into a management information system for promotion operations in the Farmer’s Association. The study will embrace the techniques of field observations and interviews, system analysis, and system design for developing a CRM Information System that is to be used for the operations in promotion tasks of the Farmer’s Association. It is hoped that this management Information System will provide selective information retrieval functions for the managers and promotion field workers.
