In order to avoid transmission collisions and improve energy efficiency for periodic report Wireless Sensor Network (WSN), a Medium Access Control (MAC) protocol with network utility maximization and collision avoidance called UM-MAC was proposed. UM-MAC used Time Division Multiple Access (TDMA) scheduling mechanism and introduced the utility model into the slot assignment process. A utility maximization problem of joint link reliability and energy consumption optimization based on utility model was put forward. To handle it, a heuristic algorithm was proposed to make the network to quickly find out a slot scheduling strategy which maximize network utility and avoid transmission collisions. Comparison experiments among UM-MAC, S-MAC and CA(Collision Avoidance)-MAC protocols were conducted under networks with different nodes, where UM-MAC got larger network utility and higher average packet successful delivery ratio, the lifetime of UM-MAC was between S-MAC and CA-MAC, while its average transmission delay increased under networks with defferent loads. The simulation results show that UM-MAC can achieve collision avoidance and improve network performance in terms of packet successful delivery ratio and energy efficiency; meanwhile, the TDMA-based protocol is not better than competition-based protocol in low load networks.