By means of analyzing concealment mechanism of camouflage coat versus laser semi-active guidance, the laser camouflage technology approach of reducing coat laser reflectivity and controlling surficial laser spatial reflectance characteristics simultaneously is put forward. According to the actual demand of laser reflectance characteristics measurement in the process of researching camouflage coat, the measurement theory, method, characteristics of hemisphere reflectivity and bidirectional reflectance factor are analyzed, and laser reflectance characteristics of camouflage coat are studied experimentally with the measuring devices that have been developed. Experimental results show that the proposed methods can accurately and objectively measure laser reflectance characteristics of camouflage coat, and guide laser absorbefacient compound design and surface technical control of coat.