Research Of Rural Households Village Information Service Mode

Village (administrative villages) as the smallest unit of the administrative region, it is farmer’s generation life homeland, and is not only the main carrier of developing modern agriculture, promoting new socialist rural areas and speeding up urban and rural integration, and also the critical point and weak point of promoting agricultural and rural informatization construction. Among with industrialization, informatization, urbanization and agricultural modernization----"four modernizations" synchronized deepening and development of China’s economic society transformation, the traditional village is happening in all-dimensional and profound structural change. In order to adapt to the village-level transformation in the development of information service, it puts forward the new requirements to the countryside informationization, endows with new meanings to the countryside information service, and also provides the strategic new opportunities to leaping development of the village information service. The main problems existing in rural information service at present especially for village information services mainly include:1.Rural information service was difficult to be implemented in village level,the issue of "accessing villages and rural households"was still the biggest problem of rural information service, and general rural households benefited less.2.The dominant position of village information service was unclear with limited service contents in information supply and poor pertinence,which could not meet the diversity requirements caused by village production and living as well as industrialization,urbanization,and rural modernization. 3.Village information service was mainly one-way transmission, lacking two-way and networked feedback communication, and the role exerted by modern information transmission technology in village service was still inadequate. The theoretical research on rural information service was relatively weak, especially there was deficiency targeting at village level information service, haven’t seen a systemic theory research, Deeply researching the change of rural households information requirements in the process of information technology development and village transformation development, exploring and summarizing unbalanced rule between information supply and requirements at village level, and prospective putting forward information service model design for improving village information service level and its countermeasures and suggestions orientating at rural households, shall be of important theoretical and practical significance in improving village information service and promoting the development of village transformation and urban and rural integration construction.Drawing and absorbing the existing research results, this research mainly study the following three questions:1、Based on the perspective of public goods theory, how to build the village domain information services for farmers theoretical analysis framework?2、Under the existing information service supply, farmers have what kind of information needs and the factors affected information needs?3、Based on the transformation of village and the development trend of mobile Internet technology rapid development, combined with the farmers demand, how to design village information service supply domain model and the mechanism?This research focus on the demands of rural households, through the 27 of Fujian province national and provincial rural fixed observation points of 480 farmers of questionnaire survey, deeply understanding the rural households demand for information service, obtaining the information service channels and rural households’ value on information utility, and evaluating the rural households of existing information service utility. This paper reveals the key factors influencing the information requirements.Basing on case study on village information service in Fujian and combining with the analysis on the supply main body and supply mode of information service as well as the trend of village economic and social development and information technology development, "the diversified supply mode basing on mobile internet and leading by government with market operation and village organization exerting dominant role" village comprehensive information service was proposed. By virtue of virtual organization of online platform, self-organization of off-line village information service, as well as on-line and off-line diversified information main body interactive integration, diversified main body and market-oriented village information service, interactive information transmission, urban-rural integration and intelligent development of information service can be achieved.The main research contents and conclusions:Based on the theory of public goods, try to provide the theory analysis framework of information service of farmers demand oriented, most of the village information service products have the nature of quasi-public goods.The affected factors of the village information service supply there are:information of externalities, capture requirements of transaction costs,supply subject characteristics, and the usage of information technology. The affected factors of the farmers’ information demand there are:farmers individual characteristics, the cost of processing information collection, the cognition of information utility, the experience of the goods, the public goods demand of display, etc.The paper establishes the equilibrium model analysis of supply and demand, draws the conclusion:because of the public goods characteristic of village information and its supply of high cost, makes the enterprise to provide the amount of information significantly less than the optimal allocation of resources needed for the amount of information, namely insufficient supply of village information.The judgement on the village comprehensive information service development trend:as the development of the transformation of village and the accelerated of integration of urban and rural areas and the strengthening of the government public service function, the application of mobile Internet and Internet of things,cloud computing and other information new technology in the rural information service, the cost of information supply will further reduce, and information demand of rural households will increase further. Village information service requirements will be made by the single, the general mainly in agriculture needs to comprehensive, individualized and specific needs. The subjects of supply from the government to the government leading with market supply and diversified supply of main body participation; Supply way turn one-way, from external to internal, hierarchical supply, to the network node type, flat, two-way interaction transmission feedback information transitive mode. The means of communication turn traditional media, as well as small amounts of using a computer on the Internet to give priority to with the Internet, especially in mobile communication.By means of rural households’survey, found that rural households demand for agricultural rural information present a diversified and comprehensive characteristics. First, the information needs of rural households mainly expand from agricultural production, agricultural technology and other relevant information to the market, finance, logistics, the rural social management, culture, life and other aspects of comprehensive information. Second, on the access of rural households obtaining information, traditional media still has a major position. Friends and relatives, etc. are important channels to obtain information. Television is still the main channels for rural households to get information, but there are more and more rural households have begun to use the Internet and other new information service means to obtain information. Rural households had strong information service requirements, and 45.1% rural households believed that information service was very important, and 65.5% of them were willing to pay for information service. However, it was generally believed that existing information service was not strong in pertinence and had big gap with actual production and rural households living requirements.Information channels connected to the main body of information service and receptors at the same time, is the guarantee of transport information service content, carrier, media, means and ways, different channels of access to information is largely represents the farmers accepted by different ways of information service supply. So this paper choose the willing to pay of rural households information as the dependent variable, mainly studies different channels of access to information (village information service supply way) influence on information service needs. Through statistics found that the rural households to get information from information station mainly farming farmers, the rural households of access to information from Internet more partial to migrant farmers, and to get information from traditional channels of farming farmers, migrant workers are more balanced. By establishing a logistic model to analyze, getting information from the information station and the traditional family and friends, can increase the probability of rural households willing to pay for access to information, but it is not significantly, and from the Internet to especially, through the mobile Internet access to information services will significantly increase the probability of farmers willing to pay.The following conclusions are obtained via analysis on supply mode of existing village service and typical cases in Fujian:1. government departments still played dominant role in village information service, but such role had gradually turned to the supply of pure public service category information service products, mainly exerting the advantages in resources integration and system design, and guiding more orderly development of village information service.2. Village market value was further developed, the mode of supplying information service via market measures was more extensively applied; government and market cooperation mode had become the main mode of information service at present stage.3. The self-organization development and capability of village information service was incessantly strengthened, and village information service organizations represented by information station were the main channel for accessing villages and rural households by information service system, while village information organization represented by "century village" could even provide information service to other villages via establishing information service platform.4. With the extensive application of virtual technology in information service platform, and the fast development and popularization of smart phone in villages, more rural households and small-sized enterprises shall be able to more conveniently participate in information supply. The on-line and off-line integrated information service basing on mobile social network had revealed its importance for the first time in village service."The diversified supply mode basing on mobile internet and leading by government with market operation and village organization exerting dominant role" in conformity with village development characteristics was tried to propose in this research. Government department should mainly be responsible for the formulation of standards and rules and offering policy support, thereby creating good environment for the development of rural information service enterprises and organizations. Service suitable for market operation should be handed to market, agriculture-related enterprises, especially large information service enterprises should pay attach particular importance to the construction of information service platform and the integration of service industry chains. More personalized information requirements should be provided by specialized information service organizations, the role of village social capital and self-organization should be exerted, and village internal information service organization shall become the main force in providing village information service. As to service mode, the researched proposed that:the creation of village information service community, implementation of information service and interactive communication of information should be promoted basing on mobile social network information communication and integrating on-line and off-line resources. Give full play to the government leading, as well as on-line and off-line diversified information main body interactive integration, diversified main body and market-oriented village information service, interactive information transmission, urban-rural integration and intelligent development of information service can be achieved.