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.