Abstract: Rural revitalization is a strategic initiative to achieve the great rejuvenation of the Chinese nation, and the business environment is an important external factor affecting rural revitalization. In this paper, 192 cities at prefecture level or above are divided into 9 business environment regions and 4 regionally typical business environment areas: the east vs. the west and the south vs. the north. Based on the theory of coordinated development, a new happiness index is constructed and the gray correlation degree method is used to test the compound linkage effect of business environment heterogeneity on rural revitalization. The results show that the coordinated and optimized development of hard business environment and soft business environment can steadily improve the new happiness value, and then promote the implementation of rural revitalization strategy. Coordinated development of factors within the area of rural revitalization is the fundamental driving force to improve the overall effectiveness of rural revitalization, and coordinated optimization of the business environment is conducive to enhancing the correlation of various factors. It is proposed to establish an effective regional coordinated development mechanism, radiate the coordinated development of towns and cities, coordinate the reasonable allocation of regional advantages, pay attention to the transformation of agricultural modernization, and strive to explore a new practical path of rural revitalization.

Key words: business environment, rural revitalization, coordinated development theory, new happiness