Embodiments of the invention provide an audience obtaining method and server equipment. The audience obtaining method comprises the steps of obtaining entity information of advertised goods and user offline behaviors to form offline information, obtaining online browsing behaviors of users to form online information, and storing the offline information and the online information in a user behavior data warehouse; obtaining first offline information and first online information of a first user specific to at least one advertised goods from the user behavior data warehouse; performing normalization on the first offline information and the first online information; and working out interest index of the first user on the at least one advertised goods in a current sampling period according to the normalized data. Compared with the conventional Internet-based advertisement audience positioning technology, the audience obtaining method provided by the invention is suitable for operators and also can be fused with the offline commercial system to form all-around excavating of a single content source, so as to realize transformation of the operators.