The cultivation of innovative talents has a profound significance for China in transition. The paper analyzes innovative talent training mechanism and universities based on the theory of planned behavior (TPB) to explore how to cultivate talents to satisfy the needs of the society under the existing circumstances in China. The paper analyzes the influence factors of creative talents training from the subjective norm, behavioral attitude and perceived behavior control three aspects respectively. And then it constructs the innovative talent cultivation mechanism based on TPB model and puts forward the improvement suggestions and countermeasures of cultivating innovative talents in colleges and universities.