Abstract: The paper explores the causes of the variation collocation of modern Chinese measure words from the following perspectives: 1) the multidimensional features of the object，2) the large number，the dense additional shades，the strong ambiguity，and the ample spatiality of the measure words themselves，3) the features of the Chinese characters，4) the linguistic typological features of the Chinese language，5) the thinking and cognitive features of the Chinese nationality，and holds that the variation collocation of the Chinese measure words is a speech variation phenomenon resulting from the comprehensive application of the Chinese words，phrases，sentences，modes of thinking，cultural psychology，and cognitive and linguistic patterns.

Key words: modern Chinese language, measure words, variation collocation, cognitive feature, cognitive linguistics