基于农户视角的涉农经营信息需求取向分析与思考

根据对农户进行问卷访谈调查得到的第一手资料，首先,分析了对农户涉农经营信息需求的影响因素,主要包括文化程度、发展水平、经营规模、信息成本、性别差异等方面；其次,还分析了农户在信息素养、信息搜寻能力、信息类型、服务满意度、获取渠道等方面对涉农信息需求的特点与取向；最后认为，涉农信息资源要与农业产业化经营水平相适应，通过建立适合农户需要的信息服务体系，加大涉农信息资源开发力度，加强农户信息技术培训等，全面推进新农村信息化建设，缩小乡村信息鸿沟，为改善农业产业结构提供可靠保障。

Demand-orientation Analysis and Thinking of Agriculture-related Management Information Based on Farmer’s Viewpoint

According to the first hand information obtained from questionnaire survey and interview survey over farmers, firstly, the influencing factors of the agriculture-related management information demand of farmers are analyzed, including education background, development level, management scale, information cost, gender difference, etc.; secondly, the characteristics and orientation of the agriculture-related information demand of farmers from the aspects of information literacy, information-seeking competence, information type, service satisfaction, acquisition channel, etc. are analyzed; finally, the paper believes that the agriculture-related information resources shall fit in with the agriculture industrialization level and it is necessary to establish an information service system suiting the needs of farmers, intensify the efforts to develop agriculture-related information resources, strengthen the information technology training for farmers, fully promote the new rural informatization construction and narrow the rural information gaps, thereby providing reliable guarantee for the improvement of agricultural industrial structure.