Abstract: Based on 356 sample data of farmers in Xinjiang, the relative importance and difference of the effect of cost-benefit and policy environment on cotton planting intention of large growers and small farmers were compared by using the advantage analysis method based on binary Logit regression model, and the factors affecting the formation of farmers′ target price was further explored.The results showed that, 1) both large growers and small farmers′ willingness to plant cotton was affected by cost-benefit and policy environment, but small farmers′ willingness to plant cotton was affected by the latter, among which whether the subsidy policy was satisfactory, cotton yield per unit area, whether the subsidy was timely and their own land area play a large role, while large growers are more affected by agricultural net income, whether the subsidy was timely, the number of plots whether to pay attention to the impact of policy trend.2) The formation of the target price of large growers was affected by the cotton price, unit yield and the future trend of the policy, while the formation of the target price of small farmers is affected by whether the subsidy was paid in time, whether the subsidy policy was satisfied and the net agricultural income.Therefore, it was proposed to implement differentiated policy support for large growers and small farmers, and establish a mutual promotion and symbiosis mechanism between them; scientifically define the target price; and continuously broaden the channels for increasing income.