Abstract:This paper makes an empirical analysis on value elements of rice seed and its importance from the peasant's point of view. The result shows that the rice seed value can be divided into six elements: the intrinsic core value, the intrinsic general value, appearance, brand, publicity security and service, among which the intrinsic core value is the most important, followed by the intrinsic general value, service, brand, publicity security and appearance. This paper finally puts forward several suggestions on how to develop rice seed enterprises in China, including focusing on the research and development on hwo to improve the yield of rice, resistance and rice quality of rice seed, formulating effective promotion plan according to the demand and package is considered mainly by function, accelerating the commercialization process of private seed enterprises and enhancing the threshold of seed research and business enterprises.