In order to understand the vocational value structure of college graduates in the urbanization process,18 college gradu- tes were interviewed in depth. The results show that the vocational value structure of college graduates has 8 dimensions and 44 items. he 8 dimensions are as following: self - trait needs,growth and development needs,welfare and security needs,work environment eeds,reputation and status needs,self - worth needs,family emotional needs and cultural needs. The occupational value structure odel formed on this basis shows that the welfare security needs are the basis of the vocational values of graduates. After being satis- ed,the remaining six dimensions appear progressively,and self - value realization will become the ultimate value needs.