Personal Traits And Causes Study Of Perception Differences Between County And Township Agricultural Extension Staffs

The whole process of agricultural scientific and technological achievements from R & D to investment shows the complexity and difficulty of popularizing and applying, and also highlights the importance of the role of agricultural extension personnel. There are quite practical significances to study the perception of individual characteristics of agricultural extension staff.In theory, it is also the concrete situation of the theory of personality traits and the deepening and concrete of the theory of agricultural extension. In this study, the use of field research methods, using literature, interviews, questionnaires and other research tools, to build the five dimensions of the individual characteristics of agricultural extension:Empathy consciousness, comprehensive analysis ability, organization leading ability, product positioning ability and social activity ability. These capabilities include the potential for good agricultural extension staffs.The five dimensions of agricultural extension workers on personal traits are the overall requirements of county and township agricultural extension staffs under the new trend of agricultural development in China, the perception of the five dimensions in different groups is not the same. County and township agricultural extension staffs include the staffs of agricultural technology extension in the County Agricultural Bureau and are also included the staffs in the work of the Township Agricultural Technology Extension. These two types of extension staffs due to the work environment, work content, the time of the countryside, and the frequency of contact with farmers and other reasons, have different perception to the agricultural extension work. In their minds, there are positioning for future technology promoters. Around them there are also outstanding agricultural extension workers. Based on comprehensive individual orientation of the future agricultural extension and the awareness of the excellent promotion staffs around, they also have their own evaluation criteria for outstanding promotion workers. Research shows that:the study on constructing five personal traits, county agricultural extension staffs think that individuals with excellent promoters are distinguished as the following.County agricultural extension personnel believe that the ability of the individual’s social activities is better than the outstanding agricultural extension staffs. The differences among the organization leading ability and comprehensive analysis ability and outstanding agricultural promotion personnel are the biggest. The difference of empathy consciousness is the least. The ability of product positioning, including the orientation of agricultural products and the orientation of the new technology of agriculture, has no difference in the overall product positioning ability.Township agricultural extension staffs believe that the difference between the individual characteristics of their own and the outstanding promoters from large to small order is:organization leading ability, comprehensive analysis ability, empathy awareness. The perception of the rural agricultural extension personnel to their social activities has the phenomenon of polarization. Township agricultural extension personnel and outstanding agricultural extension personnel in product positioning capability is the same level with staffs of county agricultural extension, there is no difference.This study also analyzed the differences between the five dimensions of the agricultural extension staff and the excellent agricultural extension staff in the Agricultural Bureau (with the ’county differences’ instead). And the differences between township agricultural extension staff and outstanding agricultural extension personnel in the individual characteristics of the five dimensions (with the ’township differences’ instead). The results showed that:"county differences" in the three dimensions are smaller than the "township differences", and the other two dimensions are equal. The main reason for the difference is similar to the excellent promoters:All matters of daily processing in County and Township, working and living environment, opportunity to go out training and content, effect of agricultural extension organization reform on the individual, News media coverage, personal attention to agriculture and the professional and the degree of love. Finally, according to the rural agricultural extension personnel I proposed suggestions to promote the service level of the county agricultural extension personnel; training should focus on aspects, differences of training contents and strategies.