Optimizing the supply and demand structure of rural science popularization is the key to the good development of rural science popularization practice. In the context of the comprehensive promotion of rural revitalization, modern agricultural industries are developing rapidly, and new agricultural organizations and new farmers have generated a lot of new demands for science popularization, which poses a strong challenge to the rural science popularization work system operating in the traditional supply mode at this stage. Based on the preliminary in-depth rural research and village-based interviews, this paper summarizes the four major new demand directions of rural science popularization：talent, platform, resource, and mechanism demand. From the supply and demand model of rural science popularization, we explore the current situation of its supply and demand matching and the main influencing factors and propose four optimization paths worthy of attention in the next step, such as deepening the science and technology commissioner system, establishing a socialized collaborative science popularization service platform, attaching importance to grassroots science and technology demonstration, and building a characteristic science popularization mechanism according to local conditions.

rural revitalization  /  rural science popularization  /  new agricultural business entity  /  supply and demand imbalance