ABSTRACT
China has 745.44 million peasants, 57% of the total population. But the vast rural area is still at the other side of the information gap. Therefore, how to make ICT beneficial to peasants and agriculture has become the urgent affair of Chinese government and Chinese telecom operators. At present, Chinese rural ICT development has started but whose effect and efficiency are still not satisfied. This paper will describe and analyze the information gap between rural and urban area, and then shows the active strategies which are run by the four leading operators and summarize whose commonness and characteristics. After that, several similar cases abroad are chosen for the sake of getting reference and fresh ideas. At the end the paper points out some suggestions for Chinese telecom operators on running the rural information market.
