The invention relates to a mobile internet cross-platform user management method and apparatus. The apparatus comprises mobile internet account user equipment and an authentication and management system, wherein the mobile internet account user equipment is used for sending an access request to the authentication and management system, sending a login request to the authentication and management system according to OpenID, and pushing information through the authentication and management system after logging in the authentication and management system, wherein the authentication and managementsystem is used for obtaining basic information of the mobile internet account user equipment for authorization, binding an authorized mobile internet account user with the OpenID, sending the OpenIDto the mobile internet account user equipment, obtaining a mobile phone number of the mobile internet account user according to the OpenID, performing matching and grouping the successfully matched OpenID according to different management permissions.