The invention discloses equipment for performing transfer printing on a plate surface. The equipment comprises a rack and a central processor; a coining mechanism comprises a pressure-bearing roller at the lower part and a hot pressing roller at the upper part; the pressure-bearing roller is driven by a first motor to rotate; a delivery belt is arranged in the front of the coining mechanism and driven by a second motor to rotate; at least two small holes are formed on the surface of the pressure-bearing roller; a telescopic block is mounted at the orifice of each small hole; a telescopic block driving mechanism for driving the telescopic block to extend out of or retract into the small hole is mounted in the pressure-bearing roller; a first photoelectric eye for monitoring the rotation position of the pressure-bearing roller is arranged beside the pressure-bearing roller and connected with the central processor through a signal wire; and the central processor is connected with the telescopic block driving mechanism, the first motor, the second motor, a transfer printing film unwinding mechanism and a transfer printing film winding mechanism through a signal wire. The equipment disclosed by the invention can automatically perform accurate positioning of the longitudinal position and placing angle of a printing plate. The invention also provides a method for performing transfer printing on the plate surface.