Bamboo Forest Management Technology Communication Model In Zhejiang Province And Analysis Of Its Influencing Factors

The thesis uses the system theory, the uses and gratifications theory, and innovation diffusiontheory as the theoretical basis and combines the studies on agricultural science and technology, bambootechnology dissemination mode at home and abroad. this study takes Lin' an and Longyou county ascase studies. The thesis summarizes certain amount of sample–based on field survey. The thesis makesan analysis of these factors on the bamboo business technology in the view of the mode of transmission,as well as to improve the shortcomings of the existing models to design new and more effective mode oftransmission, and make recommendations to improve the existing technology dissemination mode. Itsmain contents and conclusions are as follows:(1)The transmission mode of bamboo forest management technology in ZhejiangProvince has8kinds, but4of them play main roles in it. They are forestry promotion agencytransmission mode which is leaded by the government, forestry research institutes and educationdepartment for the main transmission mode, with friends and neighbors demonstration householdsprimarily rural grassroots transmission mode and with TV broadcasting, newspapers and magazines,network and so on mass media give priority to the transmission mode.(2) Still as the main transmission mode, the government leading forestry promotion agencytransmission mode can't acquire the ideal result; in the auxiliary status, the second transmission modeplay a role, but the influence is small. The level of town has already been in the edge of technicalcommunication fault. Experts and professors in agricultural universities mainly focus on bamboo foresttechnology research, and the technology transfer activities are few; lack of special bamboo foresttechnology promotion organization.(3)The second transmission mode with friends and neighbors demonstration households'primarily rural grassroots transmission mode is lively, and plays a key role. Especially demonstrationhouseholds with science and technology as a representative which is called the "opinion leaders," whosebehaviors and words have a great influence to other common peasant in the village. The effect of thefourth transmission mode isn't equal to idea.(4)The working ability and quality of the spreader can also affect the communication effect,including the knowledge structure, the intelligence structure, business ability, work efficiency and otherfactors, farmers were more likely to choose the spreader whose reliability is higher, knowledge degree is higher, business ability is better, higher working efficiency and knowledge structure is higher; thepractical applicability of the spread content, which has direct or indirect influence to the result ofspreading; Media influences the farmers convenience of getting technical information and the costs ofgetting information, thereby affects the bamboo farmers`willing of accepting the technical informationand the communicating effects. As the target of transfer, the age, the educational level and the economicposition of the bamboo farmers also have a great influence on adopting new technologies.