Abstract: With the development of economiy , people's demand of cultural consumption is increasing.Rural areas have large populations,the study on rural cultural consumption has important practical significance.I use Jiangsu Province 474 rural households survey data, from a low of cultural consumption expenditure, moderate spending, high spending three kinds of expenditure structure, the base class, entertainment, the development of class structure of three levels, consumer education, culture and entertainment consumption, three forms of cultural entertainment product consumption structure of three aspects discussed different rural areas of Jiangsu Province, structure and diversity of cultural consumption, and from the two aspects of family and community analysis of the influencing factors, proposes to strengthen investment in rural education, rural incomes continued protection steady growth, strengthen the government and relevant departments invested three aspects of the proposal in order to promote cultural consumption rationalization of the structure.