This paper proposes a cooling stop temperature control(CST) and a phase transformation control(PTR) which aim at obtaining the uniform temperature and quality along the longitudinal direction of the high strength steel on the run-out table(ROT) process. The problems of the temperature control are analyzed for the conventional steel and the new control concepts are derived from a time-temperature transformation(TTT) diagram. The proposed control technologies are verified from the simulation results under the temperature prediction model by the heat transfer governing equation, and the temperature estimation simulator. It is shown through the field test of the hot strip mills that the phase transformation ratio of the high strength steel is considerably improved by the proposed temperature controls.