This research was carried out to perceive the promoting and inhibiting factors and strategies for the development of improved rice seed in Gilan, using the survey method and based on the force field analysis approach. The statistical population consisted of sixteen informed and expert persons selected through Purposive sampling. The tools of data collection were interviews and questionnaires. To analyze the data, the technique of coding and average analyzing was used, and 18 promoting and 18 inhibiting factors have been recognized. The factors were categorized into three groups: technical-agricultural and ecological factors, cultural-social and extensional factors, and economic-management and policy-making factors. In general, the results showed that in all cases the score of the inhibiting forces is higher than the promoting. That is, the desire to maintain the status quo and not change toward developing improved rice seeds in Guilan is more and stronger than the desire to make a change. At last, six arrangements were prescribed, which incorporate: making and creating a database and communication organize among farmers to exchange information and data; Encouraging beneficiaries to contract farming; guaranteed purchase with the help of the local authorities; Substitution of improved seeds in place of self-consumption seeds; presentation and discharge of organizations that produce improved seeds by means of the private sector to provide identified and healthy seeds and within the conclusion, the holding of preparing courses. The rankings obtained from determining the effectiveness of the proposed answers indicate their sizeable effect in improving the improvement of improved rice seeds in Gilane