Study On Information Service Model Of Agriculture, Rural Area And Farmer Based On Mobile Newspaper

The information service of "Three Rural Issues" in China has been achieved some initial results such as the improvements of information services infrastructure, the increasing information resources and the optimizing information service system overcoming the construction late started, poor foundation, scattered resources and other unfavorable factors scarce. But we should also be clearly recognized, as the "Three Rural Issues" information service object, farmers did not get the expected benefits,"Digital divide", the "last mile" phenomenon still exists. Meanwhile, radio and television, as the representative of the traditional "Three Rural Issues" information service channels, face the challenges from the emerging "fifth media"-the phones. with the peculiarity of rapid spread and portability, the mobile news quickly accepted by the users. It has changed the way people receive information and the reading habits. How innovative "Three Rural Issues" information service model, so that the most users can enjoy a timely and effective, convenient and high-quality information service, has become a problems for today’s "Three Rural Issues" to solve.In the actual investigation and interview, fully aware of the information service and the premise of existing information service mode, in view of existing in the construction of China’s "Three Rural Issues" information service system in the theoretical and practical issues, this paper analysis mobile phone newspaper in new stereo channels of agricultural information service mode in a typical area as the research basis, summarize the experience and characteristics, puts forward the countermeasures and suggestions for the " Three Rural Issues " information service. In this paper, the main contents are as follows:The first part is the introduction, which discussed the research contents and the significance, based on the background and the significance of this paper. It also puts forward research methods and the technical route through the comparative analysis.The second part is the basis of related theoretical, which includes information service, information service of "Three Rural Issues", information service mode and mobile phone newspaper.The third part is talking about the present situation about the information service mode of "Three Rural Issues". Combined with the review of literature collection and field survey results, this chapter discusses the present situation from the perspective of support and guarantee, service mechanism and components and analyzes the problems from the four aspects of information:subject, object, channels and users. The fourth part focus on the necessity and feasibility of developing information service based on mobile phone newspaper. This paper discusses the necessity from the perspective of policy, channel, diversification and analyzes the feasibility in application status of mobile phone, early experience of mobile phone newspaper, the advantage of the phone and the demand of rural market.The fifth part is talking about the case analysis. Based on the "three rural" information services in the face of the "last mile" problem in the information service, in order to achieve the information service’s goal, we select the "Three Gorges Mobile Newspaper·agriculture edition" as a case, which is the important platform for information service in Yi Chang, analyzes its model, summary the experience and its characteristic.The sixth part is about the service mode innovation. Based on the analysis of "Three Gorges Mobile Newspaper·agriculture edition", combining with the present situation, we puts forward the enlightenment, suggestions and countermeasures for information service development.The seventh part is about the summary and outlook. Through summarizing the research, it points out the shortage and the outlook of this paper.