PURPOSE: To provide a device for automatically conducting reel winding of an embossed tape for electronic part conveying and replacement of a reel which has completed winding.

CONSTITUTION: This device is constituted of a drawing-out unit 6 to interpose a tip of an embossed tape 1 for drawing out; an insertion board for inserting the tip of the tape 1 into an insertion port of an empty reel 7 attracted to a tape winding shaft 11; a flattening and cutting device 3 which crushes an embossed part at a tape rear end after completion of winding of the tape 1 by means of rotation of the tape winding shaft 11 and cuts the tape 1 at a forward part of the crushed embossed part; reel conveying arms 13, 16 for storing a reel which has completed winding on a winding reel storage shaft 15 and taking out the new empty reel 7 from an empty reel fitting shaft 17 to attract it to the tape winding shaft 11.