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Rural industrialization a hot issue, which a lot of scholars have been exploring. They mainly focus on the analysis of its feasibility and its ways. The investment behavior of farmers has almost been ignored in their analysis. With the continuous development of rural industrialization, the investment behavior of farmers has become more and more important. Therefore, the in-depth analysis of their investment behavior in the process of rural industrialization undoubtedly makes a big sense to the formulation of the policies related to agriculture and rural economy.This paper, based on a great deal of relevant literature and previous research, puts forward a detailed systematic structure of the investment behavior of farmers, and deeply analyses its formation, factors and changes. The conclusion is that facing up to different economic environments, the investment behavior of farmers will vary a lot in the process of industrialization. The author thinks that the behavior has "limited rationality", and that the trend is "long-term", "monetization", "non-agriculture" and "industrialization". In the course, the farmers should choose the direction, scale and structure of its investment and make right investment decisions in the principle of maximization of their interests, priority of science and technology, diversity, and minimization of their risk. In the process of rural industrialization, the external economical environment, internal resources and farmers’subjective factors will affect their investment decision and behavior.Under this consideration, the state should adopt a series of macro-measurements to regulate the investment behavior of farmers, to continue to strengthen policy support, to take a new road in in rural dustrialization, to cultivate a new type of human resources in rural areas, to support the building of major cooperatives and development of top enterprises, and positively lead the investment behavior of farmers to be more rational, standard, and scientific.
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