The invention relates to a self-cleaning enhanced heat transfer device by turbulent flow of axially reciprocating rotors, and belongs to the fields of the enhanced heat transfer taking fluid as power in a heat transfer pipe and on-line automatic cleaning devices. The device comprises a left fixed mount, rotation pieces, support shafts, a movable limit piece, a fixed limit piece, a right fixed mount and elastic components, wherein the support shafts in the heat transfer pipe are divided into two sections, three sections or multiple sections; the elastic components are connected among the support shafts; the elastic components extend and retract axially under the condition that the acting force of a flowing medium is changed, so that the rotation pieces on the support shafts are driven to rotate and axially reciprocate in the heat transfer pipe; and the amplitude and rotational speed of the reciprocating motion of the rotation pieces are realized by regulating the pressure and flow rate of the medium. Impurities are not easy to deposit and remain on each part under the action of the disturbance; and the device can be used in a bent heat transfer pipe through the flexibility of the elastic components. Structures such as tooth-shaped grooves or hairbrushes and the like arranged on edges of the rotation pieces are favorable for improving the effects of inhibiting and removing scales and enhancing heat transfer.