[Objective] The cooling of fresh milk is an important link in the safe production of milk. It is very important to compare the effects of different cooling modes and rates on the quality of fresh milk. [Method] In this study,the effects of quick cooling and direct cooling on the cooling time,temperature,acidity and total number of colonies of fresh milk were compared. [Result] The quick cooling mode can cool the temperature of fresh milk to 4 ℃ within 1 ~ 3 min,and the efficiency is much higher than that of the conventional direct cooling mode,and the comprehensive economic benefit is significant; In terms of temperature maintenance of milk tank,the temperature （5.12 ℃）, acidity （13.47 °T） and total number of colonies （1.58 CFU/mL） of fresh milk were significantly lower than the temperature （5.55 ℃）, acidity （12.92 °T） and total number of colonies （4.06 CFU/mL） of direct cooling mode under the 4 hour rapid cooling mode.The results of bivariate correlation analysis of temperature,acidity and total number of colonies showed that under direct cooling mode,the correlation between temperature,acidity and total number of colonies was not significant; In the rapid cooling mode,the temperature had a significant negative correlation with the acidity,but no significant correlation with the total number of colonies. [Conclusion] The rapid cooling mode can effectively reduce the total number of colonies,reduce microbial reproduction and ensure the quality of fresh milk. The comprehensive benefits are significant. It provides a feasible scheme for the transformation of traditional dairy farm and the production of high-quality milk.