Study On Agricultural Information Service Model In Inner Mongolia Based On Information Needs Of Farmers

Agricultural informatization has become the inevitable choice to construct the new countryside and new pasture in Inner Mongolia. But the agriculture information service turns into a strategic resource. Construction of the agricultural information service system plays an important role in the advancement of agriculture informatization. Problems about " The Last kilometer ", the inconsistent of information supplies and information needs, Information asymmetry in the information market can affect the Construction of the agricultural information service. What is more, there exists other problems as a result of Inner Mongolia's localization and herdsman's own characteristic, for example, farmers and herdsmen information awareness is not strong, very backward means of access to information, access is limited and so on. Therefore, Study on Agricultural Information Service Model in Inner Mongolia becomes very necessary and important.The key issues of system construction is the information needs of farmers and herdsmen, which is to establish a model for farmers and herdsmen,considering about how to use the main force of society and integrating various types of agricultural information resources in order to get farmers and herdsmen quickly and efficiently access to what they need, so that we can provide effective service for the farmers and rural and pastoral areas.As their characteristics and advantage, agricultural universities and research institutes can play a role as a bridge when provide information services to agriculture. Therefore, this paper tries to put forward such an information service model as "universities and research institutes", further it illustrates its main features and operation mechanism, finally it provide some advices for improving the model.1. To summarizes some common types of agriculture information service models, which are :"Government + Farmers", "Government + Association + Farmers", "Government + Enterprise + Farmer", "Enterprise + Association + Farmers", " Agricultural Enterprises + Farmers ",and so on.2. To analyze types, characteristics and influence factors of farmers and herdsmen'information needs. The result is, farmers and herdsmen need more diverse types of information, but the number of various types of information needs is not the same. The main types contain information about policy and regulatory, market, science and technology, other information (such as employment). And their information needs manifest the traits of regionality, seasonal nature, timeliness, breadth, individuality and reciprocity. And herdsmen's information awareness, information capacity and their economic level, information search costs, information market and other factors will affect their demand.To put forward some exploratory innovation model, which is "Universities + Research Institutes" model. In this mode, the roles of the main bodies are not the same: government is mainly in the leading role, agriculture-related enterprises are mainly involved in the role of participating, and the communication enterprises show a boosting role. The specific operation modes are mainly as follows: "Universities + Research Institutes" + Farmers, Government + "Universities + Research Institutes" + Farmers, Enterprise + "Universities + Research Institutes" + Farmers, Government + Enterprise + "Universities + Research Institutes" + Farmers, Government+ communication enterprises+ "Universities + Research Institutes"+ Farmers. Furthermore, there are three aspects to improve the model: the integration of agricultural information; the innovation of diverse main bodies; the improvement of quality of information services.