Abstract: In the face of severe rural social problems, the characteristic rural construction,as a new type of rural development model, has been practiced in many areas under the promotion of relevant national policies. Under the background of characteristic rural construction, the demand for old-age care services is increasing, and because of the individual differences in the health status and ideology of the elderly group, the demand for old-age care services presents a variety of characteristics. But from the current supply situation of the rural old-age service, whether the supply pattern, the supply total quantity or the supply quality can not effectively satisfy the old age pension demand. Taking the Shitangrenjia village located in Jiangning District of Nanjing city as an example, the current pension service supply situation in detail and the existing problems were analysed. It is concluded that breaking through the dilemma of the old-age service supply in the characteristic countryside needs to guide social forces to participate in the provision of the old-age service, build the village nursing home, increase the government's purchasing of the home endowment service and strengthen the professional construction of pension service personnel.

Key words: characteristic rural construction, factors of endowment demand, strj, service supply