A stratified cluster random sampling and logit models were used to analyze the situation and type selection, demand levels and effect factors of social security for rural households practicing family planning policy in developed coastal area. Results proved more perfect social security systems had been established in this area, however its satisfaction was low. The old-age security, medical security, children's schooling and employment were the most expectation that them hoped receive, but there exist huge differences among them. They hoped receive high pensions quotas, pay less insurance premium, obtain early pensions and prolong length of time to pay off. Therefore, in order to resolve supply-demand contradiction, local government should improve the range and quality of social security, emphasize individual difference and prolong length of time to pay off.