The cold rolled strip undergoes great transforming of micro-organization and change in properties in continuous annealing furnace. At the same time, it is acted upon by all kinds of forces, such as tensile and compressive stresses, bending stress, thermal stress. and thus it would affect stability of the steel strip. The finite element model of steel strip and guide rollers are established, and the ANSYS software is used to study the effects on transverse stress distribution under different strip shapes that contains center buckle, double edge wave, compound buckle, quarter buckle and quality shape. Profile of guide rollers such as different crowns and straight lengths are also be researched which is intended to provide a reliable base in theory for getting reasonable profile of guide rollers and homogenizing the tensile stress to improve shape quality.