Abstract: Based on the perspectives of temporal changes and provincial regions, this study summarized the coordination mechanism of agricultural product market and new retail on rural consumption upgrading, and constructed a coupling model to calculate the coupling coordination among the three factors. The results showed that the coupling coordination degree of China’s agricultural product market, new retail, and rural consumption upgrading from 2012 to 2021 was 0.449~0.473. In 2016, it reached a maximum value of 0.473, with moderate coordination and little change among the agricultural product market, new retail, and rural consumption upgrading. It had a certain degree of stability, but still could not form a complementary coupling effect. The coupling coordination degree between the three factors in the eastern region was highly coordinated, and there was a close interdependence between the subsystems;the coupling coordination degree in the central region was moderate, and there were certain correlation effects between various subsystems;the coupling coordination degree in the western region was low, and there were serious imbalances between various subsystems, resulting in uneven development.This study systematically proposed suggestions based on empirical analysis results, providing a new path for the coordinated development of agricultural product markets, new retail, and rural consumption upgrading.

Key words: agricultural product market, new retail, rural consumption upgrading, coupling coordination relationship