Study On Demand And Supply Of Agricultural Information Service

At present, China is in a critical period of building comprehensive well-off society, on the whole,China has entered the stage of promoting agriculture with industry promotion and developing rural area with city develpment.However, the barriers between urban and rural areas have not been really broken. "Three Rural Issues" is still the bottleneck of modernization and social development.Under the conditions of market economy,agricultural information is the important means to regulate and control agricultural production for the government,and is also the important basis for scientific decision-making of agriculture producter.Whether it is the development of agriculture and rural progress,or the farmer's richness,we can not do without timely, accurate and effective information service. Only by accelerating the development and improvement of agricultural information service,and promoting the industrialization of agriculture with agricultural informationization,can we gradually narrow the "digital divide" between urban and rural areas,and promote the building of new rural reconstruction and the harmonious development of economy and society.At present, the development of agricultural information service of China is restricted by both insufficient effective demand and the lack of effective supply,the supply and demand of agricultural information service are only at a low equilibrium state.Starting with "dual structure" of demand and supply,using the combination of empirical analysis and normative analysis, quantitative analysis and qualitative analysis,Westera Economics,Information Economics, Information Communications,Institutional Economics and other areas of learning theory, This paper comprehensively and systematically analysed the supply and demand of agricultural information service with theoretical and empirical analysis.On this basis,the paper revealed the underlying causes of constraining the development of agricultural information service,and then made some countermeasures to realize the high equilibrium state of supply and demand of agricultural information service according to the farmers' requirements and the present rural development.In order to fully reveal the behavior characteristic of the supply and demand of agricultural information service,the paper made survey and analysis to the information demand of 273 farmers and 169 agricultural information service departments in Hebei Province,built ELES model to analyse farmers' capacity to pay for information service and the logit model to analyse farmers' willingness to pay for information service.And using the game theory discussed the influence which the government management and the service quality of agricultural information service intermediary organization brought to agricultural information service development,and revealed the main body interaction of agricultural information service development.The results show that there are nearly 6.98 percent farmers unable to pay for the cost of information service in China,under the current consumption structure,about one-third farmers lack the capacity to pay for information service.Farmers' willingness to pay for information service is still not high, and the willingness is influenced by the education of farmer,the agricultural labor proportion of farmers,the risk bearing capacity of farmers on agricultural information, per capita household income of farmers,and many other factors.By their own factors and the external environment constraints,farmers still lack the subjective conditions of transforming "potential demand" to "real demand",resulting in relatively insufficient demand of agricultural information service.At the same time, the game's repeatability decided the information service which can meet market demands and bring economic benefits to farmers will eventually be accepted by farmers.At this stage,the government and the market has not yet to find an appropriate pattern in the agricultural information service,the basic unit department of agricultural information service is still facing many difficults such as the lag of service facility construction,the lack of personnel,the fund shortage and so on.The supply of agricultural information service still has some significant deficiencies in the content, structure, form and mechanisms,and it difficult to adapt to the farmers' diversified and multi-level demands in new era,all these resulting in relatively insufficient supply of agricultural information service.To achieve high equilibrium state of supply and demand of agricultural information service, on the one hand,the government must play a reasonable leading role in the agricultural information service,we should also strengthen agricultural standardization of the information, innovate the pattern of agricultural information service, train the professionals of agricultural information, and gradually reform and standardize agricultural information service system, raise the supply level of agricultural information service; On the other hand we must strengthen the education and training to farmers, raise farmers' information consciousness, providing the sufficient demand power for the development of agricultural information service.