Based on the institutional settings of recent Urban and Rural reform of Chinese, this paper analyses the impact of Land Price on the reform of Urban and Rural. It also can as a reference for reforms of Urban and rural. Using the data in Chongqing, we find that Urban and Rural reform decreases the land price. It also increases sensitivity of population density、economic growth and industrial structure compensation to land price. Moreover, we also research the factors of the way use land、the location of land and the way sell land. These results show the same as beginning.