Abstract: The strategic identity of rural revitalization refers to the process in which the public， especially the farmers recognize， approve and actively participate in the implementation of the rural revitalization strategy and its policy system based on their own interests and needs. The main body of rural revitalization is farmers. Only when the rural revitalization strategy is approved by the peasant group can they stimulate their subjectivity and endogenous motivation to participate in rural revitalization. The farmers’ identification of the rural revitalization strategy is affected by the subject and object of identification， the social dissemination of the rural revitalization strategy， the performance of implementation， the public psychological expectations and other synergistic factors， which restrict the implementation process of the rural revival strategy.

Key words: rural revitalization strategy, identity, formation mechanism, influencing factor

摘要： 乡村振兴战略认同是指社会公众尤其是农民群体基于自身利益和需要，对乡村振兴战略及其政策体系进行认知、认可并积极参与政策实施的社会政治活动。乡村振兴的主体是农民，乡村振兴战略只有得到农民群体的认同，才能激发他们参与乡村振兴的主体性和内生动力。农民对乡村振兴战略的认同状况，受认同主体和认同客体，乡村振兴战略的社会传播、实施绩效，大众心理预期及其他协同因素的影响，制约着乡村振兴战略的实施进程。

关键词: 乡村振兴战略, 认同, 生成机理, 影响因素