【Objective】The red soil region, known as a prominent rapeseed growing area in China, normally coincides with low soil pH and light texture, and hence susceptibility of leaching loss of available boron, thus resulting in boron deficiency in the soil . Rapeseed, being a high boron demanding crop, is very sensitive to boron (B) deficiency. With rapid development of the society and changes in structure of the rural labor, direct sowing of rapeseed is developing and expanding in scale and area rapidly. However, almost nothing has been done on effects of direct sowing on sensitivity of the rapeseed to boron deficiency and their mechanisms. therefore large-scaled field experiments was laid and carried out in this region in an attempt to explore effects of boron fertilizer application on yield, seed quality and economic benefits of the crop and then to provide a reasonable guidance for B management in the production of rapeseed in the red region. 【Method】During the 2017—2018 growing season, seven field experiments designed to have four treatments each in B application rate: (1) B₀ (without boron fertilizer); (2) B_4.5 (4.5 kg boron fertilizer hm^-2); (3) B_9.0 (9.0 kg boron fertilizer hm^-2); (4) B_13.5 （13.5 kg boron fertilizer hm^-2 ), were carried out in Jiangxi, Hunan, South Hubei and North Guangxi. The boron fertilizer used is a specialized slow release boron fertilizer pelletized the size of a seed and containing 10% of B. The boron fertilizer was mixed with seeds and sown together (6 kg·hm^-2). 【Result】Boron application significantly increased rapeseed yield at all the experimental sites, and the increment decreased with rising soil available boron content, and peaked in Treatment B9.0, which was1 021 kg·hm^-2 or 110.6 % higher in yield and 4 938 yuan·hm^-2 higher in economic profit than Treatment B₀ . However, the application of boron fertilizer at a higher rate did not have much effect on yield or biomass of the crop. A similar pattern, but lower in magnitude, was observed with shoot biomass. It was also found that boron application significantly improved economic indices of the crop, such as harvest intensity, number of grains per pod, number of pods per plant, and contents of oil, oleic acid and linoleic acid of the seed, except for the indices of thousand grain weight and protein content in the seeds. So it is quite obvious that boron application increases oil yield and improves quality of the harvest of the direct seeding crop. Boron application increased boron content in all the parts of the plant at the manuring stage, especially in pod shell and stem. Boron accumulation in the stem, pod shell and seed could reach up to 79.5%, 244.2% and 125.6% in the treatments applied with boron than in the treatment applied with no boron. Treatment B_9.0 was the highest in seed yield, but its boron fertilizer recovery rate was only 9.4%, which suggests that utilization efficiency of the applied boron fertilizer was still very low and a large proportion of lost via leaching and surface runoff owing to low soil pH and light texture. 【Conclusion】As the soil in the red soil region is very low in soil available boron content, boron application shows a significant yield increasing effect on direct sown rapeseed Boron application increases seed yield by increasing its per-plant productivity and harvest density of direct sown rapeseed, which is more sensitive to boron deficiency than transplanted rapeseed. Boron application also improves quality of the seeds and increases contents of oil, oleic acid and linoleic acid. Though the practice of boron application is still quite low in apparent utilization efficiency, it does promote boron adsorption and accumulation of the direct sown rapeseed crops. Considering seed yield and quality, economic profit and boron fertilizer utilization efficiency in all, the boron application rate of 9.0 kg·hm^-2 is recommended as the optimal practice of boron fertilization in the red soil region.