Abstract: Under the background of the new urbanization, China's diversified consumption era has been formed, the local culture takes the village as the carrier, the farmers as the main body, with the rich local color. With the help of market operation, a lot of rural cultural forms have gained a broader living space and a certain degree of social identity. However, with the continuous advancement of modernization, the disappearance of villages, the migration of rural population and the prevalence of consumption culture, the development of rural culture is in a dilemma. It is the only way to realize the integration and innovation of rural culture to protect, inherit and increase the value of rural culture. The integration and innovation of rural culture must be carried out by the way of industrialization, organization and market operation, which makes a difference in concept innovation, strategic innovation, technological innovation and organizational innovation