Abstract: The article analyzes the current situation of developing market in the rural area of Fujian Province and points out the existing bottleneck. Countermeasures are given from to develop rural markets from several aspects: ①Increasing the farmers’ income; ②Manufacturing the readily marketable products; ③Making rational consumption policy; ④Increasing investment and improving the rural infrastructure; ⑤Establishing a mature social insurance system; ⑥Planning and guiding on the cooperation of exploiting the rural markets.