Abstract: In consideration of the mobility of rural consumers and unsaturated market, this paper proposes a rural market penetration model based on overlapping effect. Based on the principle of grounded theory, this paper extracts three kinds of elements influencing the growth of rural communication market penetration in China, which are product attributes, customer attributes and overlapping effects. The study shows that market overlapping and market differences directly influence the growth of rural communication market penetration, and also indirectly influence it through product attributes and customer attributes, while product attributes and customer attributes also have effect on market penetration growth respectively. The study shows: only by in-depth analysis of rural migrant workers and their multiple features as technology or information service recipients, can effective customer demands and value pursuits be obtained; only by accurately mining the multiple attribute values of products, can the value effect of rural markets be maximized.