The Countermeasures Analysis About China’s Rural Science Popularization Based On The Marketing Theory

With the rapid development of science and technology, science also gets increasingly thewide attention of social all circles. Public support of science and technology, understand,grasp and application also become important factors to promote the progress of science andtechnology. Our country is agricultural big country, agriculture is the forerunner of scienceand technology of agriculture, the development of science and technology and innovation is topromote the economic development of agriculture and the agricultural modernization and thesource of power. Accelerate the progress of agricultural science and technology, raise rate ofcontribution of progress of agricultural science and technology, improve agriculturalproductivity and production efficiency, promote the development of modern agriculture, it issociety of our country economy development important task. Begin rural popular sciencework in the construction of new socialist countryside is important link, improve farmerscientific literacy is to quicken the development of rural economy and the construction ofspiritual civilization of the necessary means. Through rural popular science influencecharacter by environment to promote the development of rural economy, rural bring economicbenefits, to build a stable and harmonious social environment good countryside, increasefarmers’ spiritual enjoyment, contented farmer popular spiritual homeland, improve farmer ’shappiness, happiness of rural construction. Develop rural science popularization in the ruraleconomic development and farmers’ spiritual home building role, construction of happy rural,promote new rural area to build pace.China’s rural residents population, wide geographic distribution, rural population’s culturallevel is generally not high. Although the Chinese science popularization in the rural areas inthe past decades, obtained the result that attract worldwide attention, popular scienceagricultural project, spark plan, science and Technology110, the prairie fire program such asrural science project to promote rural development of science has made enormouscontribution. In the rural popular science work despite the large number of scientific andtechnological personnel play a crucial role, but in practice there are still a lot of problems in. For example in rural science popularization process due to the imbalance of economicdevelopment in regional difference, in the practical work of targeted is not strong, scienceprojects have little effect. During the period of social transition, due to rural labour force ismany outflow, women become rural main labour force, the empty nest elderly, childrenbecome new vulnerable groups. They learn in life in all areas of work is facing manydifficulties, special background to make them popular with special needs, especially in theeducation of children, empty nest elderly soothe the spirit etc.. Take care of these groups,targeted to carry out the work of popular science, is to create a good atmosphere of happinessis an important task of rural.This paper on these issues, the marketing theory, according to our rural environment, ruralscience popularization and combine the characteristics of rural science and technologypopularization in China the status quo, attempts to use the theory of market segmentation, therural popular science object segmentation, rural popular science audience in accordance withthe demand of difference, which is divided into different have the same or similar demandmarket segments, and according to the needs of market segments, formulate correspondingscience programme, to the limited manpower resource on the foundation that enhances ourcountry rural popular science in China, improve the efficiency of rural popular science.This paper is divided into three parts: the first part is our country rural popular sciencedevelopment present situation analysis, in the introduction of the theory foundation, proposedour country rural popular science facing main problems. The second part is based on themarketing theory of China’s rural popular science market segmentation analysis, mainly inmarketing theory, think we should set up scientific workers to audience oriented concept,proper research, media selection, evaluation etc.. To understand China’s rural popular scienceobject features, reasonable selection of variables for segmentation, and the use of someeffective variables to be China’s rural popular science subjects are classified, and the relevantanalysis, choose the main segments. The third part is our country rural popular science majorsegments of the scientific countermeasure analysis, in view of the East, in the westerndivision, Puqu targeted development; to strengthen rural elderly of empty nest elderly innursing science especially care; rural women from change idea proceed with popular science; care children staying behind, make science to guide the future and other aspects wereanalyzed.