According to the conditions (temperature and holding time) of cold chain logistics of different temperature sensitive products, the selection of PCM in thermal insulation packaging box are analyzed to improve the utilization efficiency. The finite element model of the cooler box is established to analyze the transient temperature field inside the incubator and effective holding time in the two refrigeration modes of refrigeration and freezing, and the reliability of the model is verified by theoretical calculation. Under the condition that the external environment temperature and all parameters of the box are unchanged, the design parameters (phase change temperature and phase change latent heat) of PCM are taken as the research object. The temperature control chart of PCM during refrigeration and freezing is fitted, and the selection of PCM in incubator under different cold chain logistics conditions is discussed. The simulation results show that the temperature field in the incubator is evenly distributed. The simulation results are close to the theoretical values, and the maximum deviation is 6.58%. Based on the simulation data, the reasonable selection range of design parameters of PCM in the box under three common cold chain logistics conditions is obtained. Under different cold chain logistics conditions, reasonable selection of design parameters of PCM can ensure the temperature control effect of cooler box, which provides theoretical basis for the selection of PCM and optimization design of temperature control packaging in cold chain logistics transportation.