Abstract: In view of the current irregularities in the construction and operation of elderly care service institutions in rural areas, based on the deep analysis of its causes and from the perspective of principal-agent, this study designed three operation models for rural unlicensed old-age care center with potential development, which included regular chain mini-nursing homes,old-age service stations, and family nursing beds. This study put forward the countermeasures from four aspects: policy guidance, financial support,team building and risk prevention and control.

Key words: principal-agent, rural unlicensed old-age care center, governance countermeasures