Abstract: [Purpose/Significance] The implementation of the rural revitalization strategy is an important decision of the 19th National Congress of the Communist Party of China. It is worth discussing that university libraries should tap the potential of existing resources, better serve the knowledge and information transfer services of rural revitalization, and provide farmers with the necessary knowledge and information transfer services to improve farmers' cultural and information quality, increase agricultural labor productivity, and enrich farmers' spiritual and material lives. [Method/Process] From the perspective of knowledge and information transfer, this paper analyzes the main reasons that affect farmers' knowledge absorption at present, the changing characteristics of knowledge information transfer of university libraries in serving rural revitalization, and the main pathways and shortcomings of universities in serving rural revitalization at present. In order to effectively realize the knowledge information transfer service for most farmers, the study selects university libraries, rural libraries, agriculture-related enterprises and farmers as the subjects and nodes in the knowledge information transfer process and discusses the construction of two knowledge and information transfer pathway models. The first pathway is from libraries to rural libraries (intermediary platforms) to farmers, which mainly transfers general cultural knowledge to improve farmers' cultural quality and information quality. The second pathway is from libraries to agriculture-related enterprises (intermediary platforms) to farmers. This pathway mainly transfers agricultural science and technology, market and other information knowledge to improve farmers' labor productivity. At the same time, the roles and functions of the four participants in the pathway model are analyzed and expounded. In addition, in order to further implement the two new pathways, according to the four processes of knowledge socialization, externalization, integration and internalization described in the SECI theoretical model of knowledge transfer, as well as the transfer contents, transfer methods, transfer objects and the types of knowledge information in the two designed pathway models, the author constructs four knowledge information transfer process models, in which the transfer objects of model 1 and model 2 are rural libraries and farmers, and the transfer objects of model 3 and model 4 are agricultural enterprises and farmers. [Results/Conclusions] Finally, some suggestions are put forward, such as innovating the system and mechanism of university libraries to serve the rural revitalization of knowledge and information transfer, constructing the accurate knowledge information resource base and dissemination system for agriculture, countryside and farmers, improving the ability of rural personnel to obtain knowledge and information, tapping the potential of rural libraries, expanding the channels of knowledge and information transfer, giving play to the role of agriculture-related enterprises, and narrowing the gap of knowledge transfer situation, so as to realize the maximum transfer of knowledge and information to farmers and contribute to the implementation of China's rural revitalization strategy.

Key words: rural revitalization, university library, knowledge transfer mode, farmers, knowledge service