Since the reform and opening-up, China ’ s rural consumption methods gradually evolve from the traditional consumption methods such as decentralization, individualization, closure and low level which befit the traditional agriculture to modern consumption methods such as centralization, socialization and marketization which focus on the enjoyment and development, among which the consumption of rural durable products significantly shows the feature from“poverty to ample food and clothing”, then from“ample food and clothing to all-round well-being”, then from “all-round well-being to overall all-round well-being”, and the important factors affecting rural durable product consumption methods and their evolution direction are consumption habit, self-cognition of the consumers, social hierarchy attribution, regional location, consumption system, household life cycle and family income. Consumption method evolution can directly bring the increase of consumption quantity, however, the consumption method evolution comprehensively depends on the self-factor of the peasants, rural objective environment factors and the income of the peasants, and meanwhile, the promotion of the consumption method evolution and the peasant income increase can relatively use small social reform to realize the rapid increase of rural consumption. Thus, village reconstruction should pay the same attention to “improving rural environment”,“increasing the income of the peasants” and“raising the quality of the peasants” so that rural consumption can be effectively boosted.%改革开放以来，我国农村消费方式从与传统农业生产相适应的分散化、个体化、封闭性、低层次的传统消费方式，逐步向集中化、社会化、市场化、重视享受与发展的现代消费方式转变；其中，农村耐用消费品消费从“贫困-温饱”到“温饱-小康”再到“小康-全面小康”的三个阶段特征表现得尤为明显；消费习惯、消费者的自我认同、社会分层属性、区域位置、消费制度、家庭生命周期以及家庭收入是影响农村耐用消费品消费方式及其演进方向的重要因素。消费方式的变迁可以直接带来消费量的增加，而消费方式的变迁综合地取决于农民自身因素、农村客观环境因素和农民收入；同时推动消费方式变迁和农民收入增加，可以用较小的社会变革实现农村消费的较快增长。因此，新农村建设应“改善农村环境”“增加农民收入”“提高农民素质”三者并重，才能更有效地促进农村消费。
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