Bibliometric method and content analysis method are used to analyze the authors, institutions and hotspots of 404 research papers on rural collective operating construction land entering the market from three major databases, namely, CNKI, WANFANG DATA and CQVIP, and to outlook the key directions and frontier trends based on the current research status. It is found that, firstly, researchers and institutions have a weak sense of cooperation and fail to form a more obvious research community due to academic and geographical factors; secondly, the periods of three pilot projects of the rural land system reform show a blossoming research trend with a sharp rise in the number of relevant research literature, and the period from 2019 to the present is a period of consolidation of reform results; thirdly, existing research focuses on the themes of three pilot projects of the rural land system reform, institutional arrangement, local practices, and income distribution of rural collective operating construction land entering the market. Practice exploration and system optimization of income distribution of rural collective operating construction land entering the market from the perspective of interest balance, the conditions and approaches of realizing the same right and price for the same land under the perspective of urban and rural integration development, the legal balance and institutional design of the three reforms of rural land system, the local model and development experience of rural collective operating construction land entering the market to promote rural revitalization, etc. still need to continue to deepen the research and are the main research directions in the future.