Rural and agricultural information service is the fundamental condition for agricultural information development. Moreover, it is a effective way to narrow the effectiveness of the “digital divide” and integrate the urban and rural development. In this study, taking Shandong Province as an example, the service platform, service tools, service support and service teams etc. are described. And, the rural agricultural information service model based on “Service platform as the core, service means as basic, service carrier as link, service team as support and public and market integration” is put forward in this study. This rural agricultural information service model is benefit for the agricultural information; accelerate the pace of rural agricultural information construction.