In order to solve the problem of failure on clipping-seedling type transplanting mechanism of rice plug-seedling during seedling pick-up and not fully push-pull pushing that affect the upright degree of seedling, according to the design requirement of rice plug-seedling transplanting mechanism, a kind of clipping-plug type transplanting mechanism of rice plug-seedling was proposed. Firstly, according to the kinematic model of transplanting mechanism, an auxiliary analysis and optimization software of this kind of rice potted-seedling transplanting mechanism was independently developed with Visual Basic 6.0, and the influence of main parameters on the transplanting trajectory was also analyzed by the software. With the method of human-computer interaction based on visualization, a set of structural parameters satisfying the transplanting requirements was carried out. Then, according to the optimized parameters of mechanism, the overall structural design of the transplanting mechanism was completed. The correctness of the theoretical model and design of the transplanting mechanism was verified by the virtual simulation analysis of the transplanting mechanism. Finally, the test-bed for rice plug-seedling transplanting was designed, on which the seedling experiment of the transplanting mechanism was carried out. When the rotational speed of the transplanting mechanism was 50r/min, the average success rate of seedling pick-up was 93.06%, which was decreased with the increase of rotational speed. When the rotational speed was 80r/min,the average success rate of seedling pick-up dropped to 88.89%. It was showed that the mechanism had high seedling transplanting efficiency and high seedling success rate, so it can be applied to rice plug-seedling transplanting machine.