Dissertation > Economic > Agricultural economy > China 's agricultural economy > Principle of policy and its elaborate > Agricultural modernization path,mode

The Application of Mobile-commerce in Rural Informatization Construction of Hunan Province

Author ZhouYang
Tutor GuoLingBing
School Central South University of Forestry Science and Technology
Course Rural and Regional Development
Keywords rural informatization mobile commerce Nong Xin Tong Recomme-nded and countermeasures
CLC F320.1
Type Master's thesis
Year 2012
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Since the1990s, China’s information industry has witnessed a rapid development. With the upgrade and renewal of information technology and equipment, informatization has brought about great convenience into our lives. Informatization in rural areas, as part of the information society, has changed the lives of farmers, agricultural production and grass-roots government office. Mobile commerce, as the development and extension of e-commerce, has been accepted by more and more farmers with the great popularity and a wide range of applications of mobile phones and other terminal equipment, which has brought new direction for the rural construction and development of informatization and is gradually playing an increasingly important role in the informatization construction in rural areas.In China currently the studies on mobile commerce are focused on the value chain and acceptance model and that on the applications, especially the applications in rural areas are nothing much.At present, study of mobile commerce concentrated in mobile commerce va lue chain and accepted model of mobile commerce,but study of mobile comme rce in rural areas less. At the very beginning, this thesis outlines the applicatio ns of mobile commerce home and abroad as well as the researches on rural in formatization. Next, some analyses on the current situation of the rural informa tization in Hunan Province have been made on the basis of the survey data.Th at the rural informatization construction in Hunan Province to obtain certain results, the farmers’ information needs, their access to information is diversified,mobile ph ones become widely available in rural areas and gradually replaced by otherinfor mation media. In the paper also found that the Hunan Province rural information construction have some problems,such as farmers lack of information awarenes s, the limited roleof rural information service stations, the information can not be e fficient use and so on.This thesis carries on analysis on the applications of mobile commerce ho me and abroad and on the application mode, the status quo in Hunan Province in rural areas and on the factors mobile commerce affecting the construction and applications of rural informationization from the perspective of the environ ment, technology, enterprise and consumer. Based on the value chain theory, Pro posed application model for mobile commerce in the construction of rural informati on—The timely transmission of information model.In this application model,conte nt providers to use the microblogging platform to build a in teractive informatio n platform that farmer actively participate in it. By this model change the current situation of the farmers’ passive acceptance of information, and mobile operator’s c ommitment to provide mobile network support services. Under this mode,further pr oposed the mobilebusinessto promote the development of rural information in a num ber of policy recommendations,in Hunan Province At last, studies are made with Hunan Mobile’s NONG XING TONG (it serves agriculture, rural areas and far mers) as the case. With the continuous advance of the construction of mobile commerce in Hunan Province, the role that mobile operators play will be more and more important in the informatization, especially in rural areas. With the price advantage and operation convenience the e-commerce, the market of mobile commerce in rural areas is huge; meanwhile, it will also bring new development direction and mode for the rural informatization, therefor driving the pace of rural informatization’ construction.

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