The urbanization model of south Jiangsu is a practical paradigm of endogenous development of rural revitalization.It provides a theoretical framework for understanding the strategy of rural revitalization in China’s new era.It indicates that in the discourse of rural revitalization and regional coordinated development,the urbanization in south Jiangsu has experienced essential changes in terms of the driving force of economic growth,the form of property rights structure,the way of economic growth and the rural development goals.The new characteristics are mainly driven by institutional innovation to dispel the unbalanced development between the urban and rural areas.The idea of rural revitalization is to accelerate the urban-rural integration through the reform of household registration system,employment mechanism and social security mechanism.The means to achieve rural revitalization is to fulfill effective governance through the strategy of three centralization.The direction of rural revitalization lies in a marriage between multi-cooperation and highly-networked development,building a “village-central community-urban area” multi-centered system integrating urban area and rural area.