As an important phenomenon of rural politics in the 21st century,the governance of villages by rich people has both the tendency of oligarchization of elite groups and the altruistic action of enhancing the level of public goods supply and improving the rural living environment.Through regional comparative method and indepth case analysis,this paper probes into the institutional environment and process mechanism through which the rich village cadres play a positive role in village governance.It is found that the strategies of village governance adopted by the rich village officials in different regions depend on whether institutional environment they live in is formal or not.When the partygovernment system and social system are both effective,the rich village officials will adopt different zonal action strategies that alternate between moral logic (altruism) and market logic (self-interest).The governance of villages by the rich may also enhance the organizational and institutionalized level of rural social governance,and effectively avoid the disadvantages of oligarchy and monetization of the governance of villages by the rich,which concern the academic community a lot.Therefore,it is suggested that in the process of rural revitalization,rural elites should be encouraged by appropriate institutional regulations,and rural endogenous human resources should be transformed into a supporting force for the implementation of the policies of the Party,the government and the state.