This application provides a positioning method and a positioning apparatus, and pertains to the field of intelligent driving technologies. The method includes: obtaining first positioning information, second positioning information, and third positioning information, where the first positioning information is obtained based on inertial navigation data, the second positioning information is obtained based on satellite positioning data, and the third positioning information is obtained based on visual positioning data; and when a vehicle travels in a first environment, performing first fusion processing on the first positioning information and the second positioning information, to obtain a first positioning result, where satellite signal quality in the first environment meets a preset quality requirement; or when a vehicle travels in a second environment, performing second fusion processing on the first positioning information and the third positioning information, to obtain a second positioning result, where satellite signal quality in the second environment does not meet a preset quality requirement. The foregoing method can be used to implement accurate, stable, and reliable positioning of the vehicle, and therefore improves driving safety of the vehicle.