China Mobile 12582 Rural Information Communication Research On Agricultural Communication

In recent years,with the increasing popularity of mobile phones in rural areas,its influence has drawn the attention of many people in media.With the gradual development and improvement of media technology,mobile media has growingly become the priority of agricultural communications with its own advantages and characteristics.In this paper,the present author carries out a case study of China Mobile 12582 agricultural ICT for the purpose of detecting the rise of agricultural communications under mobile media,and its current state and restraining factors in the course of it's popularity,on which several strategies for the development will be put forward.First part presents the background information,which will study the reasons mobile media influencing on the rise of agricultural communication.form the perspective of technology advancement,business transformation and rural economic and social development;then,the cause of China Mobile as Telecom operators entering the agricultural communicating market will be analyzed form the Wider perspective,which is followed by the detailed study of the thriving of China Mobile 12582 agricultural ICT form the micro perspective.The main part of this paper firstly the present development situation of China Mobile 12582 agricultural information were analyzed,the study found information acquisition of agricultural communication production system is relatively perfect,but the business structure more complicated,multiple cross;information dissemination way is relatively rich,but the communication contents lack of personalization and localization;information transmission channels are relatively more,but there is still a lack of effective business model.Secondly,the causes of these problems from the media itself--the audience market--three dimensions of the deep analysis on the external environment,found that mobile phone media content production outsourcing,farmers own information acquired habits and external environmental factors influencing the development of mobile phone media.Finally,based on the present development situation of the China Mobile 12582 agricultural information and the constraints faced by,it puts forward the development strategy:to constantly enrich the content,improve the dissemination of information technology service platform construction,attention to the use of market development and marketing strategy,but also further improve the profit pattern,strengthen cooperation on agricultural on the industry chain.