The invention relates to the field of communications, in particular to a user matching and power allocation method and apparatus for improving the cell throughput. The method comprises the steps of conducting similarity grouping of all user terminals in a control range based on channel state associated information of the user terminals, wherein, in the same similarity group, the difference of the channel state associated information between any two terminals does not exceed a preset threshold; performing at least one round of selection, matching the user terminals in each similarity group, and selecting one user terminal at most from each similarity group to form a matching group during each round of selection; and each time one matching group is formed, allocating transmitting power for each user terminal in the matching group. Thus, the invention can effectively achieve multi-user non-orthogonal multiple access multiplexing based on power distinguishing, further improves the cell throughput significantly, and is low in complexity and higher in accuracy as compared with an exhaustive search user matching method.