Oriented by supply and demand management for sustainable development, the optimized model of the transportation structure was established with a comprehensive consideration from a holistic perspective. Firstly, the target system of sustainable development of traffic structure was proposed from the economic cost, the eco- logical influence and the traffic efficiency; secondly, combined with the actual conditions, the optimization model of multi-objective was established under the constraints of total travel, resources and environment, and ideal travel time and so on; finally, taking Beijing as an example, the feasibility of the model was verified. After opti- mization, the generalized cost of travel decreased by 7.65%, the cost of ecological impact decreased by 19.79% and the utility of transportation increased by 16.48%.