Analysis And Study Of Value Chain In Market Of Rural Information Services

Information technology application in the rural areas is a major goal in building a new socialist countryside, a powerful driving force for rural development, and also an important guarantee of the economy, politics, culture and the Party in the rural areas. Due to China's dual structure in urban and rural areas, the information gap between rural and urban areas is great. In the rural areas, information technology infrastructure is weak, and more difficulties are encountered during their development. Since the start of China's major strategic plan of new socialist rural areas, in response to building a fair society of information and a socialist harmonious society, the service providers involved in information technology in the rural areas are increasing. For the lack of cooperation between service providers, resulting in duplication of information infrastructure construction in rural areas, isolated islands of information, extensive low-level information content development, inadequate training, and slow progress in demonstration projects, it constraints information application process in the rural areas.In this paper, referring to the experience of rural information services in foreign countries, according to the value chain theory, a value chain model of rural information service is given. In the model primary and support activities are discussed. Government, agricultural research institutes and universities, telecommunications service providers, hardware and software vendors, terminal manufacturers, content provider, agribusiness and agricultural cooperative economic organizations are looked as links in the value chain. Their functions and positioning are presented, and the issues in the value chain operation are discussed. Five operation models of rural information services are compared in this paper.While rural information services comprehensively being promoted in our country, this paper is of important reference value for enhancing cooperation between participants in the value chain. It can improve resource utilization efficiency to identify which activities are subject to increasing returns, and which are subject to declining returns.