Abstract: Rural latrine improvement is an important starting point for improving the rural living environment and the quality of life of farmers, and it is also an essential part of the implementation of the rural revitalization strategy. In order to solve the problem of latrine abandonment after rural toilet reform, this paper takes Shaanxi Province as an example, based on the data obtained from literature and field research, and uses grounded theory to extract 16 factors that affect the success of rural toilet reform project from four dimensions: farmers' characteristics, project itself, organizational planning and external environment. The interpretative structural model (ISM) and the cross-impact matrix multiplication (MICMAC) are used to construct the hierarchical structure model of key influencing factors for the success of rural toilet improvement projects and the driving force-dependence classification diagram is drawn. The results show that the government's overall coordination, village cadres' demonstration leading force, the degree of financial support, and the appropriate mode of toilet improvement are the key factors to the success of the rural toilet improvement project.