Abstract: Based on the survey data of 350 households in 7 counties of Fujian Province, this paper analyzed the influencing factors of the potential demand of forest right mortgage loan with Logistic model. It is said that the age of householder, the proportion of family labor population, awareness of related financial products, family income per capita, expenses of forestry production and management, forestland area of issued forest tenure certificate,are important factors that affects the peasant's potential demand to the forest right mortgage loan. Therefore, this paper proposed to clear the positioning of target group, promote the proper circulation of forest land, simplify the procedures of forest right mortgage loan, and improve the efficiency of forest assets evaluation and management.