Empirical Study on Communication Features and Trend of Mechanized Rice Harvesting Technique and Transplanting Technique

To solve contradictions between the low level of mechanized rice transplanting technique and the development of rice production，social background，technical features and communication strategies of the communication of rice harvesting machinery and transplanting machinery were analyzed.And by illustrating the case of extending mechanized rice harvesting and transplanting technique in Zhejiang province，the communication features and trend of rice harvesting technique and transplanting technique were compared on the basis of communication theory.Effects of technique extension superiority，communication media and the reach way of critical technique adoption rate on communication effect was also discussed.Results showed that two key reasons resulting in mechanized rice transplanting technique failing to realize rapid self sustaining communication when technique adoption rate reached critical quantity in S type curve（technique communication），including the contradictions between the cost of rice seedlings technique and farmers’economic level and the slightly effect of farmers’independent choice behavior on growth of technique adoption rate.Therefore，to realize rapid advance of communication of mechanized rice transplanting technique，key measures should be taken，that are strengthening the relevant research of mechanized rice transplanting technique，reducing the cost of rice seedlings technique，enhancing technique extension superiority and investing more financial support.