The present disclosure relates to a customer flow line and customer flow hot zone determining method and apparatus. The customer flow line determining method comprises: receiving coordinate data sent from multiple mobile devices, wherein an environment in which the multiple mobile devices are located is divided into a plurality of grids; on the basis of the coordinate data of each mobile device, determining the grid to which each mobile device belongs; determining the number of the mobile devices in each grid; and on the basis of the number of the mobile devices in each grid, outputting a customer flow line distribution map.