1. 喜好；偏好；偏爱
    If you have a preference for something, you would like to have or do that thing rather than something else.

preference的近义词

    e.g. Parents can express a preference for the school their child attends...
           父母可以表达对自己孩子所上学校的偏好。
    e.g. Many of these products were bought in preference to their own.
           这些产品中有很多是因为认为自己的产品不佳才购进的。

2. 优惠；优待；优先权
    If you give preference to someone with a particular qualification or feature, you choose them rather than someone else.

preference的反义词

    e.g. The Pentagon will give preference to companies which do business electronically.
           美国国防部将会优先考虑那些能够进行电子商务的公司。