Abstract: In order to investigate the residents′ consumption preference of fresh beef in Urumqi, a total of 132 consumers were surveyed and interviewed by using random sampling method. The results showed that 84.09% of the surveyed consumers liked eating beef, but only 8.33% of them consumed beef every day;50.00% of the consumers preferred beef without packaging;the monthly mean consumption of beef for most households was about 3 kg. Based on the above survey results, some suggestions were put forward as follows: expanding the scale of high -quality beef cattle breeding, strengthening brand building and improving packaging design of fresh beef product, optimizing beef segmentation, and improving the quality of fresh beef.