Abstract: It is an urgent need in the practice of rural revitalization to finely classify each village for implementing precise policies, and at the same time, the development of rural culture is also an indispensable part of rural revitalization. Therefore, new requirements are put forward for the characteristic protected villages as the carrier of rural characteristic culture. This paper takes the Ancient Matou Tusi Village in Kaiyang County, Guiyang City, Guizhou Province as the research object. From the trinity of culture, society and material of the village, we analyze the evolution of the village and find that the lack of industrial sustainability, cultural practicality and selfidentity make the local conservation and development present a game situation of active government and passive villagers. By using Schumpeter's innovation theory, the old and new elements inside and outside the village are traded off, absorbed and reconstructed. It seeks to build a new balance model in its conservation and development process and promote the implementation of rural revitalization strategy scientifically and smoothly.