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A cardinal number of a population is big, and the aging of said population is speeding up rapidly in China. The traditional family supporting model has been challenged. Based on the research method of documentation, interviews, field analysis, and mathematical statistics, the elderly endowment situation of Yichang west rural was taking as the research object in this paper. The results showed that the rural empty-nesters quantity is high. From institutional level, because of the lace of unified operative standard, elderly life quality is low at this endowment mode. On the basis of the traditional pattern of old-age support and the new model, physical endowment was needed to be introduced to rural in order to improve the elderly life satisfaction. First, the elderly can increase happiness by participating in national fitness. Secondly, the rural government purchase of public endowment services is an effective way to improve the public sports purchase system, and it also is an important measure to promote sustainable development of old-age service. Keywords—Rural areas; Sports endowment; Public service

Discussion on the Improvement of the Rural Old Age Service System by Physical Endowment