The invention provides an endless rope winch rope pressing device. The endless rope winch rope pressing device comprises a supporting portion, a rope pressing assembly and a controlling assembly. The controlling assembly is arranged on the supporting portion and connected with the rope pressing assembly. The controlling assembly is used for controlling the rope pressing assembly to be switched on and switched off. When the rope pressing assembly is switched on, a winch passes. When the rope pressing assembly is switched off, a steel wire rope is pressed so that the winch can stably run. The endless rope winch rope pressing device can achieve the rope pressing effect when the endless rope winch is operated, reduce the potential safety hazards generated in the process of transportation, and avoid the phenomena that the endless rope winch disengages from a passageway due to unstable operation on the slope varying portion, thereby improving the transportation efficiency.