Marketing Study Of Agriculture Mobile Informatization

Information gap is one of the key factors which cause the differences between city and countryside. In allusion to the national conditions of China, it is important to study how to effectively solve the asymmetric information problem between city and countryside by practical methods and lower cost. To solve the information problem of countryside, mobile communication networks is superior to the fixed network. In China, China Unicom carried on the agriculture mobile informatization firstly. "TianFu agriculture net" of Sichuan Unicom has been 5 years since 2002, which has been awarded the prize of "world information summit congress" of UN in 2005 , and regarded as "national demonstration project of E-commerce" by National Development and Reform Committee.This paper aimed to analyze the project of agriculture mobile informatization of China Unicom, and analyzed its competitive environment by using such methods of SWOT analysis, PEST analysis and "Five Forces Model" analysis. This paper also expatiated 4P,value chain and business model of this project. Based on above analyses, suggestions from microscopic and macroscopic views have been proposed to develop agriculture mobile informatization. Especially for the problems of poor pertinence when transmitting information and inaccuracy content, this paper put forward "mass-division dissemination" and "information matching subsystem" to solve the two problems.