Oilseed rape (Brassica napus L.) is a crucial source of edible oil and livestock feeding, and is a promising biofuel crop. The increasing demand for oilseed rape requires strategies to increase yield while retaining quality. Field experiments were performed in southern China to evaluate the impacts of fertiliser level and planting density on dry matter accumulation, seed oil and protein content (%) and yield (per ha), oil quality, and the profitability of oilseed rape. Fertiliser treatments contained nitrogen (N), phosphorus (P), potassium (K), sulfur (S) and boron (B) at four increasing rates, compared with nil fertiliser, and there were six planting densities (range 7.5–45 × 104 plants ha–1). Dry matter accumulation significantly (P < 0.05) increased in response to increasing plant population and fertiliser level, whereas harvest index decreased, suggesting that increasing the production of oilseed rape is limited to improvement of population quality. Seed oil and protein contents were significantly affected by fertiliser level rather than planting density. Increasing the fertiliser rate increased seed protein content, simultaneously slightly decreasing oil content. Glucosinolate content of rapeseed slightly decreased with increasing fertiliser but erucic and oleic acid contents were not affected, indicating that increasing the fertiliser rate might not reduce oilseed rape quality. Manipulation of fertiliser level was more effective than altering planting density for increasing seed oil and protein yields. Highest seed oil and protein yields resulted from the highest fertiliser application of 240 kg N, 52.4 kg P, 174.3 kg K, 15 kg S and 1.2 kg B ha–1, under a planting density of 22.5 × 104 plants ha–1. Maximum economic gain occurred with the two highest fertiliser levels, whereas planting density has no significant effect on profitability. A balanced application of NPKSB fertilisers should be employed with direct-sowing cultivation of oilseed rape, aimed at building a suitable population structure that balances plant population density and individual growth.