The Research Of Regulation On Rural Information Service Station From A Supply-Demand-Based Perspective

Rural informatization construction is an important component of information society construction in China, and Rural Information Service Station(RISS for short) is the indispensable part in the whole rural informatization construction and the solid fortress to solve the "last mile" problem in rural information service. However, the development of RISS faces a shortage of supply and demand. For the prosperity of RISS, the government should take regulation on them.In order to effectively help the construction of RISS and give useful regulation suggestion to the government, this paper does a research of regulation on RISS from a supply-demand-based perspective. On the demand side, through empirical research the third part surveys rural inhabitants’real needs and barriers during the process of using information products and services, then gives some recommendations; On the supply side, from the perspective of government’s incentive regulation, the fourth part puts forward a game model between construction subjects to find the Nash equilibrium in two-side cooperation as well as the key impact factor, then proposes some suggestions on establishing a long-term & win-win construction mechanism.The main conclusions of this paper are as follows:(1)through the investigation the paper found that rural inhabitants have some barriers during the process of using information products and services, such as "income barriers"," perceived usefulness barriers", "risk propensity barriers" and " perceived availability barriers", these barriers are inverse related with "willingness to consume".(2) the RISS has unique advantages in solving and eliminating rural inhabitants’obstacles when they are using information products and services, thus to build RISS will become an important task of rural informatization at the present.(3) the lack of construction funds is the biggest problem in the development of RISS, and the essence of government’s incentive regulation is to carry out market-oriented reforms on them, that is, through establishing a long-term mechanism to introduce multiple investors with sufficient funds for RISS construction. (4) Factors affecting the cooperation mechanism between the government and enterprises are cost-beard ratio a and tax-cutting ratioβ, and ratioβis dominated. In the case of non-cooperative game, the government and enterprise are seeking to maximize their own benefit, which failures to reach an agreement on tax-cutting ratioβ, cooperation can’t be processed. In the case of cooperative game, the government adopts an incentive regulation, and develops the best tax-cutting ratioβby maximizing social benefits, on which a win-win cooperation mechanism is based.