Abstract: Issues concerning agriculture, rural areas and farmers is one of the shortcomings of the national development in the new era. To avoid “short board effect” and promote the rural overall development, the party and government carry on rural revitalization strategy with the “three changes” reform as the institutional support. The “three changes” reform upgrades to an institutional reform from a development mode, becoming the institutional design for comprehensively promoting rural revitalization.Its regulatory, normative and culture-cognitive elements, with the “joint matching of the operation logic of similar systems” , work together to build a “integration of self-rule, rules of law and virtue” , “three wins of ecology, life and production” and civilized rural society. When promoting the “three changes” reform, it’ s necessary to solve the structural and functional problems of path fusion embedability under the guide of institutional elements to optimize and reform the institutional value of rural revitalization.