以湖北省当阳市“一户三化”活动为个案,探讨文明村镇创建的市场化模式。从理论上说,文明村镇创建市场化运作之所以可能,是因为市场经济与道德文明具有内在的一致性。从实践上说,创建文明村镇关键在于要积极培育农民群众的文化需求市场,要努力提升文明中心户的市场竞争力,要认真搭建文明中心户与农民群众互动的市场平台。 Taking Dangyang City, Hubei Province as an example, this paper explores the marketization mode created by civilized villages and towns. In theory, the reason why civilized villages and towns create market-oriented operation is that there is inherent consistency between market economy and moral civilization. Practically speaking, the key to creating a civilized village and town lies in actively cultivating the market for cultural needs of the peasants and masses. It is imperative to strive to enhance the market competitiveness of civilized families and conscientiously establish a market platform where the civilized center households interact with peasant masses.