Acoustic metamaterials have the advantages of designability, strong pertinency, small size and good effect, and have good application value in solving the problem of sound insulation and noise reduction. Phononic crystals with wide bandgap and multi-bandgap can inhibit elastic wave propagation to some extent. In this paper, a 3D phononic crystal model with self-similar properties is designed by using fractal method. First, an initial unit is constructed, and then the arm of the initial unit is replaced with its own structure to form a unique self-similar structure. The self-similar model can block sound waves in the wide band and multi-band range. By changing the structure shape and size of phononic crystal, the sound wave blocking in different frequency range is also studied. At the same time of continuous optimization of the structure, the variation rules of the model band structure under different parameters are summarized. To find the good parameters of broadband and multi-band sound wave blocking, so as to achieve the effect of vibration isolation and noise reduction. The finite element method (FEM) is used to simulate the vibration of the model to verify the existence of elastic wave bandgap. Phononic crystals have a good prospect in the field of sound insulation and noise reduction.