Accurate prediction for the deformation of the roll system is a key to improve the accuracy of the preset model and on-line control model of strip cold rolling processes. A non-linear finite element contact model to simulate the roll system deformation has been developed for the CVC-6h cold strip rolling mill. The elastic-plastic deformation of the strip and the elastic deformation of the rolls are coupled in this model by the contact and friction between the roll and strip. The effects of the work roll bending force, the middle roll bending force and the middle roll transverse shifting on the roll gap profile have been analyzed systematically. Results show that the work roll bending is the most effective mean in these strip shape controlling means. The calculated roll gap profile is close to the measured values. This model can improve the accuracy of final products through a correct preset model and on-line control model of strip shape.