Fractal manufacturing system (FrMS) distinguishes itself from other manufacturing systems by the fact that there is a fractal repeated at every scale. A fractal is a volatile organization which consists of goal-oriented agents referred to as AIR-units (autonomous and intelligent resource units). AIR-units unrestrictedly reconfigure fractals in accordance with their own goals. Their goals can be dynamically changed along with the environmental status. Since goals of AIR-units are represented as fuzzy models, an AIR-unit itself is a fuzzy logic controller. This paper presents a goal regulation mechanism in the FrMS. In particular, a reinforcement learning method is adopted as a regulating mechanism of the fuzzy goal model, which uses only weak reinforcement signal. Goal regulation is achieved by building a feedforward neural network to estimate compatibility level of current goals, which can then adaptively improve compatibility by using the gradient descent method. Goal-oriented features of AIR-units are also presented.