A transmission method and apparatus are provided for use in a wireless communication system in which a cell includes a plurality of sub-cells. A Transmission Point (TP) in the wireless communication system includes a transmitter configured to transmit a signal to each of the plurality of sub-cells through a plurality of antennas; a receiver configured to receive uplink control information from a User Equipment (UE) located within at least one of the plurality of sub-cells; and a controller configured to determine a virtual matrix for each of the plurality of sub-cells, to select a precoding matrix according to the virtual matrices of the plurality of sub-cells, to determine a cooperative transmission mode or a normal transmission mode, based on the received uplink control information, and to control the transmitter to perform downlink transmission on a sub-cell basis through the virtual matrices of the sub-cells according to the determined transmission mode.