The invention relates to an online strip shape target curve adjusting method for a cold-rolled strip, and belongs to the technical field of steel rolling. The method comprises the following steps: performing filtering processing on strip shape instrument data, extracting corresponding strip shape defects, determining a control strategy and modifying a strip shape target curve according to an established knowledge base and a self-learning database, and performing self-learning and re-adjustment according to a feedback result to form a closed-loop control model so as to complete adjustment of the strip shape target curve.