Study and Practice on

“

WEB +

”

Agro-Technique Extension

Method

Beijing Agricultural Science and Technology Information Consulting Service

Center for Example

Chengzhong Cao

1,2,3

, Changshou Luo

1,2,3

*, Qingfeng Wei

1,2,3

, Junfeng Zhang

1,2

Institute of Agricultural Sci-tech Information, Beijing Academy of Agriculture and Forestry Sciences,

Beijing, 100097 China

Rural Distance Information Service Engineering Technology Research Center of Beijing, Beijing, 100097 China

Beijing Agricultural Science and Technology Information Consulting Service Center, Beijing, 100097,China

Keywords: Internet, “WEB+”, Agro-technique Extension, Method.

Abstract: The new extension ways are needed to develop constantly for agricultural science technique service. The

connotation of “Internet (WEB) +” agro-technique extension method, the participants, clients and services,

platform and system components etc. are studied in this research. The WEB+ agro-technique extension

method is summarized and analyzed in the case study of Beijing Agricultural Science and Technology

Information Consulting Service Center. It is considered that the method could accelerate the promotion of

agricultural scientific and technological achievements 1.5-2 years averagely, reduce the cost of promotion

50%-70%, support agriculture industry development and improve the quality of farmers. Because it is fully

used the advantages of information technology in the dissemination of technology diffusion, combined with

the offline services of traditional agricultural extension, the method fits with the current national

information development strategy and national basic conditions. There is also some limited factors and

obstacles for the development of this method, which need continue to explore through the mechanism and

management innovation, and continuous development and improvement. It can promote the transformation

of agricultural science and technology achievements, and also is useful for promoting the innovation of

agricultural technology extension method.

1 INTRODUCTION

Following the continuous progress of the national

strategy of information, the Internet and information

technology in the field of agricultural science and

technology service are rapidly develop and widely

used. The "last mile" problems of science and

technology information service in the rural areas

have been solved constantly (Gaochao Yang, et. al,

2000, Wei Chen, et. al, 2013). However, most of

farmers could just accept the information service

passively due to their various limitations. The more

convenient information services are needed to

enable them to fully access the modern information

service (Qijie Gao, 2008, Shuiling Zhang, 2014).

* Corresponding author, Associate Professor of Institute of

Agricultural Sci-tech Information, Beijing Academy of

Agriculture and Forestry Sciences, engaged in Agriculture

information technology research. Email: luocs@agri.ac.cn

Beijing Agricultural Science and Technology

Information Consulting Center has been set up based

on the abundant science and technology resources of

Beijing Academy of Agriculture and Forestry

Sciences. It has been supplied a range of agricultural

science and technology information services in

recent years, and also has achieved positive results

in promoting the transformation of agricultural

scientific and technological achievements by using

the "Internet +" agro-technique extension method.

1.1 Concept of "WEB+"

Agro-Technique Extension Method

"Internet +" (hereinafter referred to as the WEB+)

technology extension method, is to "Internet" as the

main channel, with Internet and information

technology, build service platforms and systems,

through the allocation of resources + offline

Luo C., Wei Q., Zhang J. and Cao C.

Study and Practice on â

AIJWEB +â

I Agro-Technique Extension Method - Beijing Agricultural Science and Technology Information Consulting Service Center for Example.

DOI: 10.5220/0006019200650072

In Proceedings of the Information Science and Management Engineering III (ISME 2015), pages 65-72

ISBN: 978-989-758-163-2

services, to deliver to the farmers of agricultural

scientific and technological achievements, to reach

to the results falling into effect to achieve the

purpose of the promotion of agricultural science and

technology.

1.2 Connotation of

“

WEB+

”

Agro-

Technique Extension Method

With the advancement of rural informationi-zation,

the Internet application in the field of agriculture

increased greatly. "WEB +" agro-technique

extension method is using the current extremely

developed Internet and information technology to do

the agro-technique extension works in electronic

way. Among the method, the core part is the

application of agricultural scientific and

technological achievements, and "WEB +" is the

extension way.

In this method, the "WEB" refers to the

information network related services, "+" refers to

the "WEB" outside the promotion supports and

offline services, such as base model, expert

guidance, technology training, etc.. Among them,

"WEB" includes varieties of channels connecting the

extension of supply and demand. Through these

channels, on the one hand, the agricultural science

and technology achievements spread out, on the

other hand, through the need to investigate, feedback

and docking, to grasp the needs of farmers' scientific

and technological promotion. "+" is a useful

supplement to "WEB". By the experts as the core of

a variety of ways to support WEB underline, to

promote the full service. The two is a good

combination of modern information technology and

traditional agricultural technology promotion,

complement each other.

2 RESEARCH OF "WEB+"

AGRO-TECHNIQUE

EXTENSION METHOD

2.1 Participants

Agricultural extension is the activity of science

technique education, with farmers as objects,

education as the means, and the main contents

include new knowledge, new technology, new skills

and new achievements. Therefore, it needs all

subjects of agricultural science technique extension

to participate (Qijie Gao, 2008). In general,

agricultural technology extension system is

consisted with government, universities, research

institutions, enterprises related to agriculture, rural

cooperative organizations and farmers (Juan Liu,

2007). In the "WEB+" agro-technique extension

method, "WEB" is the main line connecting the

supply and demand of extension. The main body of

the method mainly includes:

(1) Objects related to “WEB” promotion,

including the object who make the agricultural

achievements, mainly is the universities, scientific

research institutions and other units related to the

agricultural science and technology achievements.

Web system organizers includes government,

research institutions, enterprises, cooperative

organizations etc.. All of them participate the

construction of agricultural information networks.

The agribusiness, cooperative organizations,

associations, agricultural workers and individual

farmers with the web application conditions are the

service objects.

(2) The object related to the underline service.

This part is for the people that not use or use very

few WEB services, mainly includes the experts who

give the agricultural technique service, organizers

(such as governments, enterprises, cooperative

organizations, etc.) and individual farmers. The main

body of the WEB related objects may coincide, or

may be part of the separation or partial of the object

related to the underline services.

2.2 Service Objects and Contents

2.2.1 Service Objects

“WEB+” agro-technique extension method is a

development of traditional agricultural technology

promotion methods, the service objects include all

agricultural production operators, including industry

farmers, members of agricultural cooperatives,

employees of agricultural enterprises, agricultural

technicians, agricultural employees, agricultural

production and operation management personnel. It

also includes the service agronomists who are

engaged in agricultural technology, basic

agricultural science and technology personnel, local

experts and other social public.

In this method, these people who can receive

technical achievements and extend the achievements

to rural areas, play important roles in the agricultural

technique extension works by using the "WEB+" in

a variety of ways. Many technologies need to be

received and digested by them, and then are spread

to ordinary farmers, therefore, they are the objects of

this method focus on.

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ISME 2015 - International Conference on Information System and Management Engineering

2.2.2 Service Contents

In practice this method covers not only traditional

agricultural extension services, such as application

of new varieties and new varieties, practical

agricultural technology extension service,

agricultural technical FAQ (Qijie Gao, 2008), but

also includes that originally not belonging to the

traditional agricultural extension service category,

including: Agricultural related policy and advisory

of development planning etc. agricultural products,

market services such as advisory service about

market information and marketing of agricultural

products, marketing promotion of agricultural

products using public platform like network or

WeChat, and so on. A timely response and post

disaster self-help services for agricultural natural

disasters are also part of the works. Besides, food

safety issues and other major issues of agricultural

public consultation and supervision and organization

of agricultural science and technology exhibition,

observation and learning activities and other public

communication are also an important part of the

services.

2.3 Service Platforms and Ways

2.3.1 Service Platforms

(1) Internet platforms and systems based on WEB,

including: agricultural database, agricultural

information service websites, agricultural expert

service systems, remote video service systems, etc..

(2) Hotline service systems based on Internet and

telecommunication network. Through Internet and

the traditional telephone network to carry out

services. The telephone service is combined with

computer technology, to achieve "listen to the

network", Such as, Agricultural Technology 110,

12396 Spark Technology Hotline.

(3) Service platform systems based on mobile

communication network, including rural mobile

information network, Wechat, mobile QQ, etc..

2.3.2 Service Ways

The service system includes the following services

based on "WEB" and the offline services based on

experts. The online services based on the "WEB"

include:

(1) Website promotion and online consultation.

They work through agricultural website online

advice column or function module, to promote

commercial varieties, planting and breeding

technology, and answer questions raised by the

online users.

(2) Remote video Q & A service. It works

through the remote two-way video consultation

system of Internet, to answer the users’ questions

and help them solve the technical problems in the

extension work and production, and give a scientific

and reasonable solution.

(3) Instant communication solutions. According

to the demands, the questions related to the user's

technology could be real-time answered by using

QQ, Wechat and other instant messaging tools. With

the popularity of smart phones, mobile terminal APP

has entered the field of science and technology

services.

(4) Short message service. The production

related technical guidance, information query, and Q

& A are provided to the farmers through mobile

phone text messages or network messages. And

market and warning information for agricultural

production are also provides to farmers according to

farming season.

(5) Telephone voice service. Mainly through

Internet, the fixed telephone, mobile phone and other

communication tools, it provides the relevant

information about agricultural science and

technology, technology and other services for

telephone users. Even in non-duty hours, it can also

be achieved through the three party calls.

Offline services based on expert resources

includes:

(1) Trial base model guidance: It can help the

transformation of the technology achievements.

Demonstration content not only includes the

traditional new varieties, agricultural application

technology, but also includes specifically for the

application of information technology, like a

precision agriculture demonstration base,

information service demonstration base.

(2) Field consultation: Experts go to the field to

solve the complex problems which cannot be solved

online, and also make the timely understanding of

the objects’ needs become possible.

(3) Agricultural science technology training: The

technical training could improve the promotion

efficiency, and also develop farmers’ vision, to

enhance scientific and technological awareness, and

promote the application of new technologies, new

results of the enthusiasm. The training includes

practical technical seminars, as well as the field

practical guidance, technical application drills, etc.

(4) Survey on agricultural science technology

demands: Technicians are organized to the

Study and Practice on “WEB +” Agro-technique Extension Method - Beijing Agricultural Science and Technology

Information Consulting Service Center for Example

Study and Practice on â

AIJWEB +â

I Agro-Technique Extension Method - Beijing Agricultural Science and Technology Information

Consulting Service Center for Example

production line and the fields to guarantee online

service met the needs and works effectively.

2.4 Experts Team and the Service

System

Expert is human base or important resource of

WEB+" agricultural extension. The experts team

need to cover all of the professional field, to provide

full services, and also a relatively stable personnel.

Considering the practical and complex problems of

agricultural science and technology, the experts

should have rich practical experience in addition to a

solid theoretical foundation. It is also needed to pay

attention to the cultivation of young experts, to take

a new way to build up a reasonable distribution of

the ages and technical titles. The service system also

need to work continuity.

Considering service system construction, this

method requires higher technician levels. On one

hand, application of the method needs to employee

with the Internet and information technology. On the

other hand, the system playing a key role in rural

areas and need messenger and staff to carry out

technical communication service in different objects,

they need to understand the rural area very well.

Therefore, it is necessary to make more Inter-

disciplinary talents to participate in implementation

technology.

3 APPLICATION OF "WEB+"

EXTENSION METHOD

3.1 Beijing Agricultural Science and

Technology Information Consulting

Service Center "WEB+"

Agro-Technique Extension System

Construction

3.1.1 Platforms Construction

Beijing Agricultural Science and Technology

Information Consulting Service Center relies on the

abundant agricultural science and technology

resources of Beijing Academy of Agriculture and

Forestry Sciences. The modern information

technology has been used as the carrier, and we have

created a comprehensive, multi-level and three-

dimensional agricultural technology extension

service system (He Meng, 2009) (Figure 1), which is

composed of scientific and technological

information resource construction system, "WEB+"

agro-technique extension system and receiving

transformation system. These systems use modern

information technology such as communication

technology, multimedia technology, information

technology, network development technology,

software and hardware system development

technology, etc., with the assistant of the Internet,

telecom network, mobile communication network,

and finally are used by the production and business

groups. At the same time, feedback information,

service and demand feedback are received

constantly by using the system architecture, which is

useful to promote transformation of agricultural

scientific and technological achievements.

Figure 1: Beijing Agricultural Science and Technology

Information Consulting Service Center "WEB+" Agro-

technique Extension System Framework.

3.1.2 Experts Team and the Service System

Construction

In Beijing Academy of Agriculture and Forestry

Sciences, experts of 14 research institutes (Centers)

act as key players, we also absorb the scientists of

Beijing agriculture related institutions, China

Agricultural University, Beijing University of

agriculture, Beijing Vocational College of

Agriculture and other agricultural universities, and

expert resources of Chinese Academy of

Agricultural Sciences and other central Research

Institutes in Beijing, Beijing Agricultural Science

and Technology Information Consulting Service

Center has constructed agricultural extension service

experts team according to the demands, through a

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standardized procedures "department recommended

- professional assessment - monitoring and

evaluation ", which covering policy, engineering,

markets information and agricultural science and

technology of planting, breeding and other multiple

categories of more than 20 categories, and up to

more than 150 people till now.

In the system construction, fully cooperating

with government, relying on the existing rural

scientific and technological information service

system, a clear framework comprehensive service

system has been established in the suburb of Beijing

County, township, village community,. With "City,

county, township and village" four level network

skeleton, and more than 600 information service

sites and two-way video terminal nodes which set up

in the rural areas of Beijing. It has achieved efficient

operation with more than 4000 omnipotent

agricultural technicians throughout villages of

Beijing suburbs, the establishment of the improve

the dissemination of agricultural science and

technology, diffusing and service network. Take the

omnipotent agricultural technicians at the grass-roots

as the servicing key body, according to their own

situation, with no increase of the hardware, suitable

technology services are customized for them, to

make the agricultural technology popularization into

the villages, households, to personnel anytime and

anywhere.

3.2 Extension of the Method

3.2.1 Multi Way Extension

Media propaganda, the magazine cooperation

construction column and so on have been used for

promote the method. The "Science and Technology

Daily", "Farmer daily", "Beijing Daily", "Beijing

Suburb Daily" reported more than 10 times. And

sections like "you have questions to answer",

"practical hotline" have been held more than 40

times in "Beijing Suburb Daily". A section of

"Consultation Hotline" has been hold in the journal

"Vegetables" for more than 30 times. The modern

media, such as the website link, website floating

windows, Baidu Library, Baidu entry, Mobile two-

dimensional code, etc. are also used for promotion

of the services.

Face to face publicity. Leaflets, brochures,

promotional stickers, promotional bags, are assigned

directly to the users, using of agricultural technology

training, and technical services, organizing science

and technology markets, and agricultural exhibitions

to demands. More than 60000 copies promotional

materials have been issued to the users.

3.2.2 Actively Promote the Application

The first is to promote the application of this method

in rural areas of Beijing through the service center.

Since 2009 the center has established more than 600

demonstration bases and more than 20 service sites

in suburbs of Beijing. More than 10 million people

have been served through telephone hotline, website,

mobile phone text message, two-way video, Wechat,

QQ and other various channels service means. The

service has covered all of the villages in Beijing.

The County suburbs agriculture cooperatives, key

agricultural enterprises, base etc. all kinds of

organizations to more than 8000 have been fully

covered.

The second is to promote the application through

cooperation between Beijing Academy of

Agricultural and Forestry Sciences (BAAFS) and

districts (county) or between BAAFS and

government departments, because they play different

roles in the scientific and technological promoting

works. In these programs the districts play roles of

organization and coordination, BAAFS plays the

role of providing technical supports, and jointly

promote the promotion of applications in the county,

to meet the demands of science and technology of

rural farmers. The cooperation between BAAFS and

Beijing Agriculture Bureau of promoting

agricultural engineering technology, both has

enhanced the village technical team, and promoted

demonstration and application of the service method,

has achieved double win cooperation.

The third is based on Beijing-Tianjin-Hebei area,

radiation across all over the country. It has

established cooperative relations with part of the

Tianjin and Hebei's counties. With taking co-

exhibition or other models, we promoted the service

in Beijing-Tianjin-Hebei area. Users in the area have

reached 75% according to statistics. With the

advantage of internet and other nets' wide coverage,

the service has covered our country's 31 provinces

and autonomous regions up to now.

3.3 Effects of Extension

3.3.1 Economic Effects

The method has been applied for five years by using

websites, telemarketing and experts, automatic

speech, two-way video, mobile phone text messages,

Wechat, QQ and other web related service ways.

More than 18 million users have been serviced,

Study and Practice on “WEB +” Agro-technique Extension Method - Beijing Agricultural Science and Technology

Information Consulting Service Center for Example

Study and Practice on â

AIJWEB +â

I Agro-Technique Extension Method - Beijing Agricultural Science and Technology Information

Consulting Service Center for Example

covering the national 32 provinces’ 300 multiple

local city. Nearly 300 times scientific and technical

advisory service and training have been carried out,

more than 15 thousand farmers have been trained, 60

thousand copies technical materials, more than 5000

books have been provided to the farmers, more than

30000 scie-tech production questions have been

solved; promoting more than 120 vegetable, fruit

trees, crops varieties, more than 30 livestock and

poultry, aquatic breeding varieties, more than 420 of

the advanced and applicable technologies have been

popularized. Service has covered about 2 000 000

acres of planting, 3 700 000 breeding individuals,

achieved economic benefits of more than RMB 300

million.

3.3.2 Social Benefits

The first is to accelerate the promotion of

agricultural scientific and technological

achievements. According to estimates, Beijing

Academy of Agricultural and Forestry Sciences

promoting its own practical technology through the

"WEB+" approach, and an average of 1.5-2 years

could be saved during the promotion. And for the

new seeds 2-3 years could be saved.

The second is to reduce the cost of promotion of

science and technology. Fully using the advantages

of network of its rapid spread, "WEB+" agro-

technique extension method has made many experts

don't need to on the site to solve the problems, can

greatly saved time and cost about 50% - 70%.

The third is to support the industry development.

A large number of agricultural scientific and

technological achievements of BAAFS have been

transformed through WEB+ by the center, especially

for vegetables, fruit, facility agriculture

achievements, have been widely used in the suburbs

of Beijing, Hebei, Tianjin and North China area.

The fourth is to improve the skill level of

farmers. In the process of “WEB+” application,

through the promotion of a variety of modern

information technology and technology training,

farmers' perspective has been expanded, some new

technologies have been applied, effectively improve

the overall technique level of farmers.

4 ANALYSIS AND DISCUSSION

4.1 Innovative Analysis of the Method

4.1.1 Multi Channel Innovation of

Agricultural Technology Extension

Service Mode with Low Cost

Formed a multi channel of agricultural extension

service with “phone + computer + mobile + mobile

terminal + offline services” collaborative

application, with the widely used Internet,

telecommunication network and mobile

communications network. Low cost service has been

set up and one of the ways can be access by the user,

and effective extension of the science and

technology promotion service channels and improve

the coverage.

4.1.2 Standardized Progress of Sci-Tech

Achievements Promoting

With the existing four level technology promotion

system in county, township, village, and households,

drive on the application of “Propaganda+

Cooperation+Application+Feedback” standardized

process to promote agricultural information

integration service platform and the application of

agricultural technology.

4.1.3 Innovation of Agricultural Extension

Service Mode of Multi-level

In practice, this method has created five kinds of

technology promotion service mode, which should

be in season, meet the demand, directional docking,

cooperation driven, and the radiation driven.

4.2 Discussion

4.2.1 Development of the Method

The agricultural technology demand is fundamental

direction of "WEB+" extension method. The

technology requirement of production is

fundamental power of its development and

application. Therefore, regardless of how the

development of web related information technology,

agricultural science and technology demand is

fundamental motivation of the application of the

method. We should avoid one-sided pursuit of

application divorced from reality.

Information technologies are the technology

supports of the application of this method. No

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modern information technology to build varieties of

new communication channels, platforms and

systems, has the method no advantage in the

application of the conditions.

The convenience application is the premise of

the development of this method. Rapid and

convenient communication are its advantages of

modern information technology. Considering the lax

of the traditional agricultural extension system and

low efficiency of the promotion work, there is a very

good prospect for this method application.

4.2.2 Management Mechanism Analysis

The "WEB+" extension method and service is

essentially a public service. In the case of ample

funds, it is needed to actively expand the business, to

seek new service objects and open up new service

areas according to the needs of service development.

And it’s difficult to profit as a public service.

Therefore, this method is actually the extension of

the government science and technology extension

service function, so it must get supports of the

government.

The service system and operation mechanism

involved in the method need to be explored for a

long time. This method is based on the existing

functional system and personnel, although in the

process we have built our own service stations and

terminals, but they are mostly relied on the

construction of scientific and technological projects,

lack of continuous operation and maintenance

funding is obvious. In order to solve the problem of

funding, personnel and other mechanisms involved

in the process, we should actively promote social

services to explore ways to promote more social

organizations to participate in the process.

5 CONCLUSIONS

"WEB+" Agro-technique Extension Method is fully

used the advantages of information technology in the

dissemination of technology diffusion. It combines

with the offline services of traditional agricultural

extension, fits with the current national information

development strategy and national basic conditions.

Therefore, the method has a certain space of survival

and development needs. With the research and

practice of big data, cloud computing and mobile

Internet, the application of the WEB related

information technology in the field of agricultural

science and technology is becoming more and more

extensive. The application of this method will help

to further promote the innovation of agricultural

technology extension method. There is also some

limiting factors and obstacles for the development of

this method, which is consistent with China's current

basic agricultural conditions. In practice, we need

continue to explore through the mechanism and

management innovation, and continuous

development and improvement. It is needed to

promote the field application of agricultural

technology by using modern information

technology.

ACKNOWLEDGMENTS

This research was financially supported by,

1. The National Sci-Tech Support Plan

“Construction and application of provincial rural

information service platform in developed area”

(NO.2014BAD10B02).

2. The condition and platform construction

project of Beijing Academy of Agriculture and

Forestry Sciences: “Rural distance information

service engineering technology research center of

Beijing”.

3. The innovation fund of BAAFS:

Demonstrative project of water-saving agricultural

technology training and consulting services

4. Agricultural science and technology extension

project of Beijing Academy of agricultural and

Forestry Sciences: Enhance Scientific and

technological capabilities of Zhuge Ying Cun in

Beizangcun Town, Beijing Daxing District.

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I Agro-Technique Extension Method - Beijing Agricultural Science and Technology Information

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