Value innovation of mobile communication industry in China rural area:A case study on “Tianfu Agriculture Information Network”

With the application of theoretical analysis, questionnaire, statistical analysis and case study, this research proposes the strategic basis of the development of rural mobile communication market from the viewpoint of demand and supply based on the latent information demand of rural consumers and the cost - benefit characteristics of mobile communication in rural area. Then the author applies the value innovation model to design the strategic framework from the microscopic aspect. Combined with the practice of construction of information system in rural area illustrated by the case of “Tianfu Agriculture Information Network”, the author develops the discussion on strategy implementation and works out a strategic system of sustainable development in rural mobile communication market in an innovative way. It is a successful business model when developing the mobile communication service in a market especially which are short of consumption capacity.