Objective To explore the effect of incentive management in department of urology on junior nurses′ professional values. Methods A managerial team was set up. The team analyzed the level and factors hindering the formation of professional values among the junior nurses, and developed an incentive management plan for the nurses. At the same time, learning ability and personal growth of the nurses were included in performance appraisal to stimulate nurses′ self-learning awareness and enhance their sense of professional value. The changes in professional values, self-learning ability and nursing management efficacy of junior nurses before and after the implementation of incentive management were compared. Results After implementation of incentive management plan, professional values, self-learning ability and nursing quality checks of junior nurses saw significant improvement from before (P＜0.01 for all). The nurses achieved improvement in their research works: 5 research projects were under application, 3 patents were authorized, and 8 papers were published. Conclusion Implementation of incentive management plan stimulates the work enthusiasm of nursing staff, enhances their initiative and activeness, and improves their awareness of active learning and professional values.