The Research On Information Supply Based On The Demand Of Farm Households

Based on economic theory, the article focuses on goals and emphasis of the current rural informationization, combined with the present situation in Suixi County, analyze the information demand and supply of farm households. First of all, the article describe the current situation and characteristics of information demand in Suixi from the farm households of cognitive awareness, ability to use information, preferences to the information content, access to information and willingness to pay for information, and focus on an analysis of many factors to impact on willingness to pay for information, and discusses the main approach, the achievements and problems to supply the information for farm households in Suixi County. On this basis, the article analyzes supplier of farm households' information and its main factor. Finally, the paper builds a demand-driven information supply mechanism for farm households. The main conclusions are as the following through the study:1. Currently, farm households in Suixi County have a higher awareness of information, willingness to pay for information, but have the lower ability to use information and the narrower access to information. The content of the demand information of farm households in Suixi County is closely linked to agricultural production and market-oriented.2. Through the analysis, we found the characteristics of information demand of farm households in Suixi County are seasonal, practical, different and comprehensive.3.The different characteristics (such as education, main source of income in the family, family income levels, information costs, training status) of the farm households have significant difference in willingness to pay for information, and these characteristics affected the willingness to pay for the farm households information.4. As the three main supplier of information demanded by farm households: the government, enterprises the third sector, each have themselves different advantages and shortcomings. So it is necessary to mutual co-operate in order to continuously push forward the rural informationization in Suixi County.5.The major factor of influencing the supply for the farm households information are grass-roots intermediaries, the participation in rural community and financial sustainability, which are the key element to construct of rural informationization project.6. Although there are the some achievements of rural informationization in Suixi County, a lot of problems still restrict its development. These problems as are following: it is still relatively difficult in information technology taking into farm households; inputs and use of information resources are still inadequate; the informationization professionals are deficient. So it is greatly necessary to build demand-driven multivariate supply mechanism.