According to the rural logistics distribution problem, a multi-target vehicle routing planning model with satisfaction evaluation is constructed. First, the basic assumptions and descriptions of the problem are given. The goal is to minimize the total mileage and the number of vehicle's departure times with a highest overall satisfaction. Considering the constraints of vehicle load, the delivery time of orders, customer satisfaction and so on, a multi-objective 0-1 nonlinear programming model is constructed, then an improved genetic algorithm is designed according to the characteristics of the model. Furthermore, with an example, the effectiveness of the improved genetic algorithm is illustrated. Then, an accurate algorithm is used to prove the illustration, and the result shows the improved genetic algorithm is effective in solving the problem.