The present invention discloses a method and an apparatus for data retransmission in an enhanced multimedia broadcast and multicast service; and the method includes: dividing all user terminals into different user groups according to service priorities of the user terminals, and setting retransmission parameters for the different user groups; and in a particular time period, if the number of times of data retransmission requests received from user terminals in one user group by a base station is not less than a preset value of the set retransmission parameter, performing data retransmission for the user terminals in the user group and retiming; otherwise, when the particular time period expires, performing the data retransmission for the user terminals in the user group and retiming. The present invention improves the data retransmission efficiency of the enhanced multimedia broadcast and multicast service on the premise of ensuring a certain level of impartiality.