Abstract The report of the 19th National Congress of the Communist Party of China proposed the implementation of the rural revitalization strategy, defining the countryside as "a regional complex with natural, social and economic characteristics, with multiple functions of production, living, ecology and culture", which reflected the diversified rural value. Rural value is the meaning given to rural objects by human subjects according to their needs, and reflects the most essential attributes that distinguish rural areas from cities. In the process of urbanization, the cognition of rural value is constantly changing due to the changes in the external environment of urban-rural relationship and the needs of the cognitive subjects. In the context of new urbanization, it is necessary to comprehensively re-examine rural values, carry out rural value re-cognition, and guide rural villages to choose appropriate policies and carry out healthy and effective construction practices. Based on the original and dynamic attributes of rural value, the research re-examines people's cognition of the characteristics, connotation and key points of rural value in the process of urbanization. Aiming at the characteristics of the new urbanization period, a re-cognition framework of rural value with the entire area and all elements, and the spatial level of "rural region-village-rural settlements" and the value type of "production-ecology-life-society-culture-space" are clarified. It is proposed that the rural value cognition under the background of new urbanization needs to form the vertical connection relationship of three types of spatial levels and clarify the horizontal relationship of the six value types. Based on the re-cognition of rural values, rural development suggestions are put forward, in order to realize the full-scale activation of rural values and the comprehensive revitalization of rural areas.
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