中文摘要：

以湖北省汉川、天门、潜江及仙桃等地275户水稻种植农户的调查资料为依据,了解农户对水稻种子相关因素的重视程度,运用因子分析、方差分析等方法进行实证分析。结果表明水稻种子价值要素按重要性程度排序依次为：内在核心价值、服务、内在一般价值、品牌、外观形象和广告宣传。对水稻种子销售企业的政策制定提出了3点建议：注重种子的产量、出米率等要素;提高售后服务质量;强化品牌意识。

英文摘要：

Based on the survey data from 275 rice farmers in Hanchuan,Tianmen,Qianjiang and Xiantao of Hubei province,this paper positively analyzes the degree of farmer＇s understanding about the importance of rice seed elements by using factor analysis,variance analysis and other methods.The result shows that the sequence of rice seed value element is internal core value,service,internal general value,brand,seeds appearance and advertising respectively according to their importance.Therefore,this paper proposes three suggestions on making policy for rice seed enterprises： focus on seed＇s yield and rate factors;improve after-sale service and strengthen the brand awareness.