Objective/Meaning The huge demand for the elderly care for the disabled elderly population caused by the aggravation of aging in China has attracted the widespread attention from all sectors. The rural aging was more prevalent than the urban aging, and the implementation of long-term care insurance in rural areas has become an urgent task in the context of rural revitalization.

Methods/Procedures The urgency, application value and institutional characteristics of the development of rural long-term care insurance were analyzed in this paper. Combined with the development situation of rural long-term care insurance in Jinjiang City, one of the pilot projects for county-level integrated reform in Fujian Province, some countermeasures and suggestions for the development of rural long-term care insurance in Fujian to help the rural revitalization were put forward.

Results/Conclusions Through the theoretical analysis, it was concluded that the rural long-term care insurance was a quasi-public product, and its supply should be achieved through the path of “government+market+society”. Through the practical investigation, it was believed that the development of rural long-term care insurance in Fujian Province was constrained by the factors such as the funds, services and management. It was necessary to establish a diversified financing model for the rural long-term care insurance that was suitable for the local conditions, implement both soft and hard measures to improve the service supply capacity of rural long-term care insurance, and enhance the effectiveness of supervision and management of rural long-term care insurance through the scientific and technological empowerment.