Abstract: There are several small-scale rivers with typical fractal features in the eastern coast of Laizhou Bay. The fluvial landform character are deeply influenced by regional land-ocean interaction. Most previous researches on Laizhou Bay focused on the southern coast, mainly including landform descriptions, saltwater intrusion, coastal erosion, sedimentary environment and dynamics and so on. There were few quantitative studies on fluvial landform of the eastern coast. Besides, the fractal features of large-scale rivers have been well-studied, but not the small-scale rivers. In this study, based on the contour data of the eastern coast of Laizhou Bay in 1969 (because there are few anthropic activities at that time), the fluvial landform features are quantitatively analyzed by applying fractal methods, including Overlay Method and Horton’s Law, and GIS technology to three typical small-scale rivers (the Huangshuihe River, the Wanghe River and the Jiehe River) in the region.On the basis of Overlay Method’s results and He’s standard of classification of fluvial landform, the fluvial landform in the eastern coast of Laizhou Bay is on the primary stage, not well-developed; and the river channel fractal dimension data of the Wanghe River is the largest, which demonstrates that its evolution is deeply influenced by historical migration of the river channel. According to Horton’s Law, the fractal dimension data show that the evolution of rivers in the eastern coast of Laizhou Bay are natural and normal, and are influenced by the intensity of tectonic movements and the number of fault zones in this region or adjacent area. The fractal dimension data of the Jiehe River is the smallest, because there are only a few fault zones in its drainage area and it is less influenced by the famous Tancheng-Lujiang Fault Zone. Compared with our field work, the fractal methods can better reveal the fluvial landform features of the eastern coast of Laizhou Bay, and both the fractal dimension data and regional Digital Elevation Model (DEM) information are in accordance with the actual fluvial landform features in the region. The fluvial landform features in the eastern coast of Laizhou Bay are related to sustained marine regression process since the Holocene high sea level and the lowering of erosion base level and response to the land-ocean interaction of coastal zone (LOICZ) in this region．The fractal methods are suitable to apply to small-scale rivers,and the final conclusion will be more accurate and comprehensive if more small-scale rivers in the coastal zone are studied．