Abstract: In the dual context of urban and rural inverted aging and rapid advance of urbanization,the rural endowment is facing severe test. Based on the actual situation of X country Z village,this paper explores the advantages and limitations of rural family endowment by means of SWOT analysis,analyzes the opportunities and challenges brought by the new urbanization strategy for the rural family endowment model. Based on SWOT analysis,this paper put forward the S-O development strategy,to fix and enhance functionality of rural family endowment from enhancing the economic level of rural areas,establishing and improving the support system for rural family endowment,improving the diversified endowment services and promoting and strengthening the filial piety culture in the new period.

Key words: rural family endowment, new urbanization, SWOT analysis