Conical coil has the comprehensive characteristics of planar spiral coil and cylindrical spiral coil and can be used in magnetic coupling mechanism of wireless power transmission system. In this paper, a model is established based on circuit theory, and the relationship between the magnetic coupling mechanism parameters and system output parameters is deduced. Then, Maxwell software was used to analyze and compare the traditional planar spiral coil and cylindrical spiral coil from the perspective of magnetic induction intensity and mutual inductance, and two kinds of conical coils with different turns spacing were proposed. Ferrite plate and ferrite strip were used for the two kinds of coils respectively. Finally, an experimental prototype of the wireless power transmission system is built. Experimental and simulation results show that compared with the cylindrical spiral coil, when the conical coil is used as the transmitting coil, the power transmission efficiency of the receiving coil is up to 85.5% when the offset distance is 0 ~ 75mm, and the power transmission efficiency is up to 4.9%. When the offset distance is 0 ~ 50mm, the output power is also high, up to 264W, which increases by 15.3%.