The present invention relates to a technology for estimating a position of a terminal using a positioning reference signal. More specifically, the present invention relates to a method and apparatus for controlling a transmission period or transmission power of a positioning reference signal in order to accurately measure a position of a terminal. In particular, the present invention provides a method and apparatus for estimating a position of a terminal, the method comprising the steps of: receiving a positioning reference signal from each of a serving cell and one or more neighboring cells; generating reference signal time difference (RSTD) information on the basis of information on a reception time of the positioning reference signal; and estimating a position of a terminal on the basis of the RSTD information.