Abstract: Perfecting the management system of county-level football association is the policy requirement of implementing the overall plan for the reform and development of Chinese football and the internal requirement of promoting the popularization and development of Chinese football. Different from national and provincial football associations, county-level football associations have the characteristics of system independence, non-governmental members, business autonomy, self-sufficiency in funds and amateur work time. The county-level football association with a short development cycle has many problems, such as lagging behind in updating the development concept, incomplete leadership quality, unclear internal responsibility and authority management, imperfect member services and lack of credibility. However, the county-level football association rooted at the grass-roots level has four endogenous growth forces: Political force based on official recognition, economic force based on demands satisfaction, social force based on regional identity and strategic force based on long-term development. Therefore, the county-level football association should update its development concept based on mutual benefit; improve the quality of leaders based on capacity building; based on the perfection of the articles of association, build a power balance system; improve member services based on mission orientation; based on the establishment of authority, improve the self-discipline mechanism; promote capital integration of county-level football association based on regional identity, a series of changes such as the construction of social marketing and promotion system have taken the road of endogenous development.