Abstract: By means of questionnaire, literature documentation and individual interviews, 164 farmers were taken randomly as the research subjects and the results showed: the person-to-person mode of information dissemination plays a pivotal role in the spreading of agriculture messages; many factors have a part in affecting the efficacy of the information spreading; the farmers' need of technological support are far from enough to be catered for; there exist some negative impacts in the information-spreading channels which distort the functions to some degree. Counter measures and suggestions are made as follows: the government needs to find more effective channels to spread information; the existing channels for information spreading be integrated so as to help exert the comprehensive advantages; personalized service be created for agricultural information spreading; technical staff be encouraged to go to the fields and households so as to do a better job of technical popularization; efforts be stepped up to develop farmers education to improve their ability of information gathering.