The invention provides an alternative-operation control device and a process of a tubular furnace. The alternative-operation control device comprises a first pipeline, a second pipeline and a switching mechanism, wherein the first pipeline is used for connection with a first inlet and outlet opening of a radiation-section furnace tube of the tubular furnace; the second pipeline is used for connection with a second inlet and outlet opening of the radiation-section furnace tube of the tubular furnace; and the switching mechanism is arranged on the first pipeline and the second pipeline and is used for alternatively changing the flowing direction of coal tar at the first inlet and outlet opening and the second inlet and outlet opening of the radiation-section furnace tube of the tubular furnace. The alternative-operation control device and the process provided by the invention have the advantages that the heating trend of the coal tar in the radiation-section furnace tube of the tubular furnace can be changed, and alternative operation of the tubular furnace can be realized by periodically changing the moving direction of a medium, so that the adhesion of coking materials in the tubular tube can be effectively reduced, the adhering positions of the coking materials can be dispersed and the operation cycle of the tubular furnace can be prolonged.