If the countryside wants to be revitalized,the industry must be revitalized.Industrial revitalization is an important cornerstone of Rural Revitalization Strategy,and industrial prosperity is the primary premise of Rural Revitalization Strategy.At the moment of consolidating and expanding the achievements of poverty alleviation and effectively connecting with Rural Revitalization Strategy,excavating characteristic resources,exploring cooperation models and developing characteristic industries in the vast rural areas has become an important starting point to promote Rural Revitalization Strategy in an all-round way.Focusing on the unique significance of rural characteristic industry in promoting Rural Revitalization Strategy,this paper puts forward countermeasures and suggestions by investigating the current situation and existing problems in the development of Morchella industry in a rural area in the northwest plain of Shandong Province,to provide reference for promoting the high-quality development of rural characteristic industry.