Abstract: The aging situation in rural areas was becoming increasingly serious. The shortage of socialized old-age service supply in rural areas, the strong demand for community home-based old-age service and the low purchasing power of rural elderly provided space for social enterprises to intervene in rural old-age service. The involvement of social enterprises in the “rural pension service chain” had comparative advantages of operation, public welfare and professionalism, which could effectively complement the shortcomings of rural pension service. However, there were still difficulties such as the lack of a relevant legal system and supervision mechanism, the lack of identity, and the lack of sustainable development capacity of social enterprises. In order to meet the needs of rural elderly care services and help rural revitalization, it was necessary to strengthen top-level design, build intelligent platforms, strengthen government support, enhance the vitality of social enterprises, stabilize the position of rural communities, gather talents and constantly optimize the path for social enterprises to get involved in rural elderly care services.

Key words: rural elderly care services, service chain, social enterprises