From the perspective of individualization transformation, peasants' profit-seeking protest motivation and action strategy are shaped by the state authority, social network and nuclear family in the process of individualization in China. Through the analysis of the public facilities protest of L town, we can find, firstly, peasants' profit-seeking orientation is formed by the imbalance of rights and obligations and the lack of welfare provided by countries in the development of rural social individualization, which make the disadvantaged peasants who have the risk of "no morality individuals" have to strengthen the nuclear family economic strength to improve their feeling of security in the risk society. Secondly, due to the dominant position of the country and the instrumentalization of social relations in the process of rural individualization, the peasants have to take the strategic actions of packing the interests with justice, legalizing protest means and Instrumentalizing cooperation network to improve the effectiveness of the protest. The public interest gives way to the individual interest in the individualization transformation of rural society, which needs to be improved in the positive interaction between the state and rural society.