To enable a stable, high-accuracy temperature control.

In the plate temperature control method of a continuous rolling equipment 4 equipped with a cooling unit, a plurality of temperature estimation models are set and at least one is selected from the plurality of the models according to the plate temperatures. The plate temperature is calculated from the selected temperature estimation model and the evaluation function using the calculated plate temperature as a parameter is set. An amount of the valve correction of the cooling unit 2 at each estimation time is calculated so as to minimize the evaluation function through the entire estimation period.