Abstract: Seed is the core element in the process of rice production, and new varieties play a particularly prominent role in the increases of crop production and income of agriculture industry; therefore, agricultural promotion is the key to bring into play the function of new rice varieties. This paper, according to the statistical analysis of the data collected in terms of the usable area of rice promotion between 2009 and 2011, pointed out the current promotion situation of new rice varieties in Sanming City, Fujian Province: a wide variety, restricted promotion areas and slow promotion process. The author analyzed those existing problems in the promotion process of new rice varieties in Sanming City, put forward some policy proposals such as the enforcement of supervision and control on the quality of rice seed to optimize the promotion of new rice varieties, and suggested developing the commercial breeding, establishing core demonstration zones for new rice varieties and enhancing sci-tech support to peasant household.