Abstract: The marketization of collective-owned commercial construction land is a landmark reform for restoring and empowering collective land rights and promoting the integration of urban-rural land markets. As the reform gradually deepens, however, the market-entry model supported by point-based land supply poses adaptation challenges for rural territorial development and for planning formulation and implementation. It has also generated three forms of planning-logic failure: scale mismatch, boundary misalignment, and insufficient dynamic coordination. Against the background of China's land-system reform and the reconstruction of the territorial spatial planning system, this paper proposes the site-area coupled unit as a core planning concept and an intermediary governance object. It further develops a planning strategy system that translates parcel compliance into network coordination and specifies a three-level operational pathway at the county, township, and project levels. The aim is to provide theoretical and practical guidance for the orderly marketization of collective-owned commercial construction land, the allocation of urban-rural land factors, and improvement of China's land-rights system.