Research On Innovation Value Of Yangling Danongquan Information Service Platform

Under the background of the transformation of China's agriculture into modern agriculture,the pace of agricultural industrialization has been accelerating.At the same time,higher requirements have been placed on the agricultural information resources involved in all aspects of the industry chain.Most of the traditional agricultural information services are divided according to the content of information,focusing on a single part of information services,without targeted,same standard,no differentiation,flood-filling agricultural science and technology promotion,and it takes a lot of labor costs,material resources and time costs.Since agricultural producers don't have the habit of getting information from computers,most of the agricultural information service websites have not played an effective role and the “last mile” still needs to be solved.Coupled with recent years,the agricultural “difficulty in buying and selling” has become increasingly prominent,information transmission is not smooth,information asymmetry is one of the main factors.Therefore,how to provide effective agricultural information services and how to achieve effective delivery of information has become a major issue that must be resolved in the process of agricultural development.With the advent of the mobile Internet era,the popularity of various mobile devices,making it the traditional way to get information from newspapers,television,the Internet comprehensive move to mobile terminal,the channel for obtaining information is changed from mainstream media to self-media of various social and informational APPs.It is more convenient and personalized,and you can obtain information you want anytime,anywhere.In terms of WeChat alone,the current total users have surpassed one billion mark,the number of users,and the wide audience,the traditional Internet platform cannot reach in the short term.Coupled with the increase in the mobile phones utilization rate in rural areas,this provides a new channel for agricultural information services.How to combine agricultural information services with the mobile Internet,and give full play to its greatest advantages,how to make good use of the existing user base and spread influence of the mobile Internet requires constant practice and exploration.The Yangling Danongquan Information Service Platform was developed and operated by Shaanxi Huimin Agricultural Science and Technology Communication Consulting Co.,Ltd.Located in the "Agricultural City",rich in all kinds of agricultural science and education resources.Combining agricultural information services and mobile internet,the company explored an innovative agricultural information service mode of “service platform + self-media dissemination”.In less than five years,the subscribers have grown rapidly,it has achieved success in solving agricultural information dissemination,agricultural product sales,and agricultural science and technology promotion,and has a strong reference for future agricultural information services and service platforms.As a company,not only is the product effect sought,but more importantly the profit model,as the core product of Huimin Company,there are still problems in the profitability of the Danongquan information platform.With regard to the exploration of agricultural information services and mobile internet innovation in agricultural information services of Danongquan,how it can effectively combine the two,how to carry out agricultural information services,how this innovation solves the existing problems of agricultural information services,what reference can be made to the future development of agricultural information services,and what issues need to be improved will be the focus of this study.In order to study the above issues,this paper researches the “service platform + self-media dissemination” innovative agricultural information service method,with businesses as the main service subject.By relevant theories and methods,the service mechanism of Danongquan information service platform is systematically analyzed and compared with other existing agricultural service methods to find out where the innovation value is and to explain the advantages and problems of the new approach,providing practical experience for the combination of agricultural information services and mobile Internet,and providing development direction for future agricultural information services.Through analysis,to make agricultural information service combined with the mobile Internet to maximize their effectiveness,The emphasis is on the application of various technologies,the overall operational design of the platform,and the subsequent operations.The most important innovation point of the Danongquan information platform is the selection of the “service platform + self-media dissemination” approach,which is in line with the user's behavioral habits of access,the strong interoperability of the platform,and the rapid dissemination from the media,to achieve the rapid growth of subscribers,high acceptance,and low promotion difficulty,low cost,becoming effective measures for solving the “last mile” of agricultural information and have provided a new path for the promotion of agricultural science and technology.In addition,the use of big data technology to achieve accurate information docking has become an effective channel for the sale of agricultural products.Through the continuous expansion of the influence of the platform,precision agricultural information services can also have a great effect on the promotion of regional agricultural brands and poverty alleviation.However,to keep the platform active,it is also necessary to constantly apply new technologies,develop new products,and adapt to market demands.And for agricultural information service companies,the balance between excessive public service and business income will constrain the development of the platform,and for agricultural information service companies,the balance between excessive public service and business income will constrain the development of the platform.It is necessary to strengthen cooperation with regional governments,and on the other hand,strengthen the development of market-oriented products and explore feasible profit models.