A
heat transfer printing printer comprises a
machine base, a printing rubber roller, a printing head bracket, a printing head, a
thermal transfer ribbon mechanism, a paper supplying trough, a paper dividing mechanism and a paper feeding mechanism. A lifting mechanism is additionally arranged, first fastening pieces are directly mounted on the
power output end of the lifting mechanism, and the lifting mechanism drives the first fastening pieces to lift and drop, so that the printing head and the printing rubber roller are in a
closed state or a separation state; meanwhile, a take-up gear and a drive gear are in a meshing state or a separation state; and in the separation state, winding of a
thermal transfer ribbon is suspended, so that
thermal transfer ribbon waste caused by thermal transfer ribbon empty winding at the time of printing blank data is avoided, the thermal transfer ribbon is saved by a large margin, and printing cost is reduced. Limit partition boards and limit adjustment mechanisms are arranged on the two sides of a paper feeding belt and paper feeding pinch rollers, when the printing head is locally damaged and needs to change the printing position, the positions of the limit partition boards are changed by adjusting the limit adjustment mechanisms of the corresponding limit partition boards, so that the printing head can still print normally under the condition of local damage, and the printing cost is reduced.