Abstract: Pipeline transportation technology of high-pour-point and viscous crude oils is an advantageous field of China's pipeline industry, and rheology is an important theoretical basis of the technology. This field was firstly researched and has also been one of the major research fields of China's discipline of oil & gas storage and transportation in universities, which has played an important role in the progress of science and technology of this field in the past 70 years. Herein, the typical achievements in fundamental research and industry-demand-oriented technology development were reviewed, including characterization and mechanism of crude oil rheology and rheological measurement, development and applications of crude oil flow improvement technology, the flow assurance and flow safety assessment of crude oil pipelines, etc. Besides, some experience and lessons of R&D were summarized based on the 40 years of research in this field. The development trend and key topics of future research were prospected, and strategic recommendations were proposed for the fundamental research and technological development. Industry-demand-oriented technology R&D, problem-orientated fundamental research, rising to challenges, innovation, strict and practical research attitude, perseverance, collaboration between universities and the industry, multi-discipline combination, and active communications with academic communities have guaranteed the previous success and will continue to be the key of future success.