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[Objective] The coupling relationships and change mechanisms between rural land consolidation projects and rural beautification construction were studied in order to provide a theoretical basis for implementing plans for land consolidation projects in the context of rural beautification construction. [Methods] Eleven rural land consolidation projects at Jingbian County of Shaanxi Province were selected as cases. An evaluation index system for rural land consolidation projects and an evaluation system for rural beautification construction were established. The entropy weight method was used to determine the index weight. The relative coefficient evaluation method was used to process the basic data and to calculate index scores. A correlation analysis curve was determined using Sigmaplot 10.0 software to estimate a regression model in order to explore the coupling relationship between rural land consolidation projects and rural beautification construction. [Results] ① Coupling relationships between economic benefit and village appearance, living standard, rural civilization, and production development followed the order of living standard > production development > rural civilization > village appearance. The coupling relationship between economic benefits and village appearance was not significant; ② Coupling relationships between grain production capacity and village appearance, living standard, rural civilization, and production development followed the order of production development > living standard > rural civilization > village appearance. As grain production capacity increased, village appearance score initially increased, then decreased, and finally increased, but the fluctuation range was narrow (between 50 and 70). The change trend between grain production capacity and both living standard and rural civilization increased with increasing grain production capacity score, and living standard initially decreased and then increased. ③ The coupling relationships between cultivated land grade and village appearance, living standard, rural civilization, and production development followed the order of production development > living standard > rural civilization > village appearance. The relationships between cultivated land grade and village appearance, rural civilization, and production development initially decreased, then increased, and finally decreased. The fluctuation ranges were 50—70, 20—80, and 30—80 points, respectively. The coupling relationship between cultivated land grade and village appearance was the lowest. [Conclusion] Through the analysis of the coupling function curve and the correlation coefficient, it can be concluded that for rural land consolidation, economic benefits, grain production capacity, and cultivated land have good coupling relationships with living standard and production development for the evaluation index of rural beautification construction, followed by the relationship with rural civilization. The coupling relationship with village appearance needs to be further improved to provide new solutions for subsequent land consolidation project innovations and system innovations that will ultimately achieve mutual benefits between the two systems.