The process of urbanization issues in the analysis of rural information service

Abstract: We focused on creating a new pattern of urban and rural economic integration, narrowing the gap between urban and rural economic development, while not ignoring the existence of another gap, the digital divide, because the knowledge, Information will be the result of poor income gap, poverty Another important source of disparity between the rich, providing Information services to the urban-rural integration, the inherent requirements of the times, is the equalization of public services in rural and urban integration of the inherent requirements of the urban-rural integration management requirements inherent in a unified urban and rural planning As modern Information services should be an important, first of all to strengthen the rural health care and Education Information services supply at the same time, Education should increase outreach efforts to raise farmers' Information literacy, to encourage farmers to self distinctive rural website, give full play the dual role of government and market, to support rural development of electronic commerce.

Keywords: rural; information services, digital divide, e-government, public services

First, the urban and rural residents in major gaps in Internet applications
First of all, the latest figures released by CNNIC, China's rural netizens is 1.0681 billion, while the national total of 420 million Internet users, Internet users in rural areas 25% of the total number of Internet users, while the rural population is currently over 60% of the total population. From the perspective of urban and rural Internet penetration, Internet penetration rate in urban 44.6% in rural areas only 15% [1] in less than a decade (ie 2020 popular Internet applications in rural areas, rural residents have to adapt information society access to information and ability, a difficult task. Second, the means of access from rural users to analyze, the problem is more prominent, mainly in rural areas the way the Internet through the mobile Internet, mobile Internet users in rural areas is about 7189 people, accounted for 67.3% of rural Internet users [1] from the Internet content, the majority of Internet users in rural areas than from the network access to knowledge, access to rich information but addicted to online games and other entertainment items from the gap between rural and urban use, most network applications utilization rates in urban than rural areas, and entertainment applications on the network, the utilization of Internet users in rural and urban areas are closer to, or even higher than the towns, cities and towns online game usage by 1.3% higher than [1] The Internet for the majority of farmers from the network to attract more leisure and entertainment.

The distribution and structure of rural Internet users, the majority of Internet users for the less educated, younger generation of farmers and many local government investment, the construction of the telecommunications sector, the local villagers in rural information service contract management station became a network of game sites, particularly led to many young people were abandoned school completely changed the government's original intention. This is likely to make our new generation of farmers lost their traditional farmers' hardship, hard work, thrift, hard virtue, and to meet the basic food and clothing and the spirit of enjoyment, lack of entrepreneurial spirit. If the Internet network applications in rural development in this direction, not only does not reduce the urban-rural digital divide, but will become a serious factor impeding the development of farmers, hindering farmers through the Internet to improve their social and economic status of the development path.

Many Chinese cities face of the city and the people living close to or reach the level of some developed countries, while most rural areas is still quite poor, low income levels, poor infrastructure, poor health Education in Europe's rural areas was praised as "paradise "sparsely populated in the majority of Canadian farmers have post-graduate Education, the rural United States is the modern facilities. China can realize basic modernization in 2020, and overall well-off, the key to see whether the construction of China's rural areas modernization of rural areas, can create a modern peasant farmers, while the modern can not be divorced from the application of modern information Technology and the popularity of its main support is the Internet The Internet is not only the interconnection of modern information network platform, but a resource platform is to provide development information and opportunities for development of the platform is fully reflects the democratic management, scientific management platform, is the ordinary people directly involved in community development and construction of platform, but also to solve many social conflicts and disputes, a platform for building a harmonious and civilized society.

Second, the urban-rural integration of the inherent requirements of the rural information service
In essence, the urban-rural integration is to seek win-win symbiosis of urban and rural areas and coordinated development of urban and rural social, cultural, economic interpenetration and integration in today's information society, information, objectivity, dynamic sex, transfer, share, incomplete and false information about the organization determines the guarantee-based management, decision-making and control based on the soul [2]. Moreover, in the information society, human beings pay more attention to human society their harmony and the harmony between man and nature, human needs and diversity of increasingly personalized, if not full access to information resources, use of information resources, many problems can not be solved.

Providing information services within the times in which the urban-rural integration requirements of urban and rural integration, social objectives in the information into the characteristics of the knowledge economy era, information has become an important resource for economic development. Can effectively use information resources, whether they have a higher information literacy for every citizen has a direct and indirect effects. The information age to the information of mass and is characterized by immediate supply, in order to access and use information effectively characterized. scientific and cultural knowledge in the information society to accelerate the accumulation, the formation and spread, if not effective use of network information resources, they can not keep pace with the times, always in a passive state, of course, can not be productive to develop their own economic development.

Provide information services in urban and rural integration within the public service equalization requirements clearly the Third Plenary Session, 2020, one of the basic objectives of rural reform, the equalization of basic public services in urban and rural areas was significantly promoted. To achieve demand and supply of public services The information sharing mechanism is conducive to effective public service equalization [3]. equalization of public services is an important part of urban-rural integration, in today's society, public services, both public infrastructure, cultural and Educational facilities, recreational facilities supply, should also include the supply of information services in China's peasant family as the unit scattered groups, every family, every person has a unique social awareness and demand, only the supply of services through modern information and use, in order to effectively meet the diversity, individual needs.

Third, at this stage the main supply of information services in rural areas means and Problems
1. Rural e-government. According to Chinese e-government construction plan, the following sub-provincial system of relying on e-government platform for the Internet, the main task is to provide basic services, achieved through the information managed by the government to change service-oriented government. Grassroots e-government The main mode of providing information services to the government website, the information through government websites, such as release to the public a variety of policies, work processes, etc. In addition, through interactive information services, to real-time to solve some social problems, such as many of Cixi, Zhejiang township (street party information network extends to the villages by government web sites, communicate directly with the government, reflecting the public opinion the people can understand the government's work content, work efficiency and effectiveness; can be found in various government departments procedures, forms to download and work results. One of its innovative application of e-government is a "farmers-mail." city of more than 300 villages to establish village-level point of contact, "the farmer-mail" users of more than 20,000 households [4] As the knowledge of farmers is still in the initiation stage of the network and difficult for the complicated information selection, processing, handling, and "farmer-mail," just as they provide a good platform for a better solution to the long-standing existence of asymmetric information, such as supply and demand sides is difficult docking problem, At the same time it is real-name system to manage the mailbox, each user in the system's message has been recorded, in order to effectively solve the problems of online information that is untrue.

2. Rural e-commerce in rural areas of information Technology is an important part of China's information work, one of China's economic development as the focus of the period, mainly in rural areas of information Technology also provides technical support for the rural economy since 1994, agricultural information network and the China Agricultural Science and Technology Information Network have opened, the Chinese e-commerce into the slow stage of development in rural areas In 2009 the use of online shopping in rural areas was 17.6%, 31.7% of urban Internet users, Internet users in rural banks in the utilization rate of 15.2%, 27.7 urban Internet users % rural rate of 15.1% using online payment, urban users and 27.7% [1]. Beijing Daxing District, a famous Watermelon Association, the Association through their own websites to the local production of watermelon watermelon sales to smooth over. Watermelon Association's role is responsible for the acquisition and sale of watermelon Watermelon, Watermelon peace of mind that produced so rural Electronics Business services, though there are some, but less developed rural areas of logistics, lack of online payment, online banking services and other services, slow development. In addition, rural e-commerce can really start services based on the actual situation of the farmers organization or unit little chain of transactions and The pathway is more complex and transparency, transaction information symmetry is poor, some rural e-commerce business enterprises to survive the harsh conditions. Lack of market recognition and support from relevant government departments [5]. 2010 Central 1st paper continue to increase investment in agricultural subsidies, rural finance and rural logistics of the building, which will provide e-commerce development in rural China to provide strong support 3. Department or information services in rural areas within the industry supply in the form of other agriculture-related fields and industry sectors to provide their information in the form of rural services, such as the telecommunications sector, IT industry to expand the rural market and provide information services, agriculture-related institutions for their own business and information services, and even some rural organizations and individuals to develop their own services provided since 1994, China's "gold farming" project, through these years of development, the formation of a number of information services in rural areas the supply of forms. three basic telecommunications companies' agricultural ICT "," Information Pastoral "," McKinnon pass "and so on and integrated information platform has covered." one village, an information service station, a village an information service point, a village an Internet station, a Village, an online agricultural information section "of the" four "goals of information Technology in rural areas played a significant role in promoting present mainly in the form of providing information services: information kiosks in rural areas, rural information machine," agricultural ICT " Information Caravan, mobile + rural information machines.

4. Party members and cadres in rural areas of modern distance education system. Cadres distance education system is run by China Central Organization Department and head of the country remote from the construction of the Central Party School, the Department of Information Management distance education system, under the broad e-government components of the system, because there are more specific applications, require special attention. National Party members and cadres in rural areas of modern distance education network is the central site, the center site as a portal of distance education, broadcast via the Internet-assisted front-end user-the implementation of distance education platform, users can quickly navigate through the Web site, access to relevant sites and applications, for information inquiry and application. many provinces across the country teaching sites have been built and put into use, primarily through the provincial teaching site means the Internet, according to the region, party members and cadres in rural areas of the province to implement distance education teaching sites and centers at the provincial level website information-exchange mechanism, to build a complementary, secondary education information sharing network.

5. mobile Internet information services because many farmers are not familiar with computer technology, and the purchase of computer networks and higher royalties and other reasons, most farmers chose to mobile Internet model many operators for the purpose of profit, the main network to provide mobile phone users in rural areas games, entertainment and other information services, and most cell phone users is a new generation of young farmers. As of the end of 2009, China's mobile Internet users reached 233 million, including mobile Internet users in rural areas is about 7189 million, accounting for 67.3% of Internet users in rural areas, compared to 2008 improved by nearly 20 percentage points .76.2% of mobile phone users aged 30 years of age, of which 10 to 19 age group accounted for 43.2% [1] in the students, staff, individual practitioners in rural areas of the main components of mobile Internet users group. In addition, the rural cell phone users in the laid-off, unemployed, higher proportion of the unemployed population.

Links to free download http://www.hi138.com Fourth, to further strengthen the process of urbanization in the rural information service Suggestions
1. E-government in rural areas, first to strengthen the rural health care and education information supply in rural e-government is the city extends to the modern management model in rural areas an effective way in the beginning of the construction, should be provided through e-government communication between the government and farmers information services, and online consulting, online petitions, etc. Education, health care, retirement is most concerned about the farmers, through e-government to provide information services in these areas is the most basic work of government, if e-government systems in rural areas to provide online medical information services, the network terminal to the farmers through daily health problems sent to the city's health and medical experts, medical experts through a network of cities to provide farmers with questions or to provide medical services program, farmers will accept and apply a tremendous impact on the network.

China not only in 2020 the basic well-off society, but also the modernization of education in 2020 is currently on the Internet in China already has a large number of scientific and cultural education resources, educational programs in various stages of everything. But there is no power through most of China's farmers computer access, it can not share these high-quality educational scientific and cultural resources, this is a huge waste of Internet resources for the education of farmers to meet consumer demand is great obstacles, so invested in the national financial, material and manpower support rural towns and urbanization process, requires a combination of specific local circumstances and income levels to formulate appropriate development strategies in a unified urban and rural planning in the modern information service as an important element in the provision of rural infrastructure and increase electricity telecommunications infrastructure investment, building e-government system at the grassroots level to increase for the village, the villagers of information services for, or set aside some of the interfaces for the future construction of village-level e-government basis.

2. For a variety of information services in rural areas to increase the supervision and management of the site present in many parts of the formation of a variety of forms of information services in rural areas, but to strengthen the supervision and management of information content, providing false information to severely punish the behavior and unhealthy information. For those who use farmers' lack of a high quality of their own culture and the pursuit of reality, blind to provide farmers with online games and other enterprising farmers and lax content regulation should be effective and correct. should further strengthen the supervision of Internet content management service providers and guide them production to farmers to provide some more technical information and scientific and cultural information, and can guide the farmers to continuously improve their own quality of information should be taken to create various forms of cultural learning environment in rural areas, farmers are actively promoting health education and cultural needs of information resources and effective access to .

3. Encourage farmers to self distinctive rural sites, e-commerce to support rural development, although the majority of poorly educated farmers, should also see through the reform and opening up 30 years of development, some farmers have been fully aware of the information in the information society importance, also have a certain amount of capital, technology and intellectual support, so have the desire and ability to undertake the required information website for farmers, especially rural business website. 2007 China's first non-government created by the "gateway to the country's first village website "ten thousand villages advancing slowly, just over a month, there are 31 provinces and cities nationwide, 21 000 villages in the site registration. Therefore, the government should encourage and support individual farmers and organizations to build rural information service activities, to These have the ability to build rich rural characteristics, rich and healthy rural sites to provide policy and financial support to enable more farmers to participate in the need for rural internet culture construction.

4. Increase outreach and education efforts to improve farmers' information literacy. With different levels of industrialization increase, the farmers growing leisure time, should provide farmers with more free or low-cost use of the network center or experience the center, through proper guidance enable them to gradually understand and utilize the rich resources of the network. community-based management of rural areas, rich and diverse community organizations through training and publicity and education activities, such as the form of various seminars on Internet functions, introduce the Internet to get rich through a typical case, abundant high-quality resources on the Internet introduced the use of methods to improve the farmers' information literacy, scientific and cultural level and the degree of civilization through the organization of Internet proficiency contest, encouraging those actively involved in the Internet culture, individuals or organizations of farmers. grass-roots administrative staff performance evaluation should be strengthened in the popularization of modern information technology and application level state assessment results, give full play to the role of grass-roots workers.

5. Full play the dual role of government and market, promote the integration of urban and rural information services in urban and rural areas to promote economic integration, we must also vigorously promote the integration of urban and rural information services, the main driver of one government, the second is the market the Government for implementation of urban and rural information services to provide policy, financial and environmental support for urban and rural areas, especially as for providing rural and urban infrastructure, public services, product and financial support. The market should demand, through free competition, to play a basic role in allocating resources only through means of modern information services to improve their quality in order to activate the rural consumer demand, stimulate the vitality of rural development, to the harmonious development of the national economy provide sufficient power in rural areas there are a lot of consumer demand content, such as farmers to urban residents in the pursuit of consumer content, the level of health care consumer demand, access to quality educational resources for the consumer demand, which is both urban and rural integration process urgent need to address the problem, but also presents tremendous business opportunities and spending power.

Market behavior leading to rich-poor divide, and therefore need the government to reverse the market conduct of macro-control and equalization of resources, namely, governance. Fast forward the integration of urban and rural areas, means that the income of farmers will soon be improved, health care, pension and other farmers social security level will rise gradually, farmers living environment and standard of living will be greatly improved, more importantly, the city's modern management practices, management and information service model will be extended to rural areas. Either form of the supply of information services, information literacy should be combined with the farmers, income levels and consumer demand to develop. At this stage particular emphasis on site navigation clarity and simplicity, focus on helping the system simplicity and integrity; attention to information content and timeliness of the authority; focus on the friendly user interface.


References:
[1] CNNIC2009 annual report (Chinese version) [EB / OL]. China Internet Network Information Center, http://www.cnnic.net.cn/html/Dir/2009/06/09/5617.htm.

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[3] Li Zeng-yuan of rural community building: governance and community building transformation [J]. Southeast Academic, 2009, (3) :29-30.

[4] Yang Xingkai. E [M]. Dalian: Dongbei University Press ,2007:261-262.

[5] Jin Yingze. E-commerce development of China's rural areas [J]. Agricultural Technology and Equipment, 2010, (3) :23-25.

[6] Wen Yan Yan, Cheng Gang, the Chinese development process of rural information [J]. Agriculture Network Information, 2008, (12) :4-6. Links to free download http://www.hi138.com