Abstract: Phase change of rural income and consumption in China has reflected the development of rural economy objectively.To increase rural income is the general ways of promoting rural consumption level.Taking Fujian Province as an example, the paper analyzes the change and effect factors for rural income and consumption level and discusses the influential factors over rural income and consumption including rural reform,market construction, consumption environment, monetary income,etc,which offer evidences for countermeasure research to increase rural income and consumption level.