Abstract: With the deepening degree of aging population and urbanization, a large number of rural labors flow to the city so that rural family endowment service supply function gradually weaken, which is established in the traditional kinship. Further, it is more and more difficult to satisfy the high demand for pension services due to the number of elderly population increasing significantly. Therefore, how to implement the pension service high efficiency, improve the rural old-age service system quality and meet the needs of rural aging population become an urgent need of social development. Based on this background, in the investigation foundation, this article mainly solve the contradiction between supply and demand rural old-age service problem from the supply side and put forward relevant countermeasures and suggestions of the development of rural pension services. This paper gives an analysis on the rural endowment service supply situation in Hebei province. What’s more, it explores the causes of rural endowment service supply imbalance problems. Finally, the paper put forward corresponding countermeasures for the problems existing in the development. Consolidating the social order of the center of services for the aged, paying attention to the multi power incorporated into the endowment supply network, innovating pension supply policy, this paper constructs the rural old-age service supply system and strives to achieve the goal that every old people can live in peace, meditation and comfortable residential environment.

Key words: Supply-side, Population aging, Service for old-age in rural area, Quality of service for old-age