In allusion to the problem that the existing joint's parameters identification methods cannot accurately identify the dynamic characteristic parameters of rolling joints in assembled ball screw feed drive unit, a novel method to identify axial stiffness and damping parameters of the rolling joints in assembled ball screw feed drive unit is proposed. This method firstly simplifies the screw as an elastic rod and deduces the axial vibration equations of the feed drive unit with harmonic exciting force exerted on its workbench, and establishes the identification model of the joints' axial stiffness and damping parameters based on the equations; then builds the identification equations by measuring the distance between supporting points of the screw, frequency and amplitude of the harmonic exciting force, and amplitude of axial vibration velocity of the screw end section; finally identifies the axial stiffness and damping parameters of the rolling joints by solving the identification equations using genetic algorithm. With a self-designed ball screw feed drive table determined as research object, the axial stiffness and damping parameters of its ball screw assembly, left and right bearing groups were identified based on the proposed method, and the correctness of identified results was verified by experiment. Experimental results demonstrate that the proposed method is correct and effective, and the absolute error of axial vibration velocity between calculated values of screw end section and tested values is within 7.7 um/s, which achieves high identification accuracy.