2007-2012，the growth of total cultural spending of China’s urban and rural households maintains steady，the proportion of cultural and entertainment services spending rise further，and the speed increase over cultural and recreational goods speeding but the growth of cultural consumption expenditure on average is lower than which of income. At the same time，the gap between urban and rural household cultural expenditure is becoming larger but growth of gap has been slowing down. The growth rate of cultural consumption of urban and rural became reversal，there is reversal relationship between gaps of income of urban and rural area and consumption intention of rural area needs to be improved. Guiding and promoting cultural consumption，one should pay attention to the new hot spot of cultural consumption of urban residents，encourage the rapid growth of the emerging culture of consumption；Secondly，we must reduce the burden of security requirements，improve farmers’ cultural consumption will；Thirdly，we must give full play to the market as the fundamental role of showing real consumption needs and culture resources allocation；Fourthly，improve the laws and regulations of cultural consumption，construct policy system，actively create a good cultural environment for consumption.