A channel measurement method performed by a receive end device, the method comprising the steps of: • for a to-be-measured frequency band, being a reporting band, that is formed by at least one reporting subband and at least one non-reporting subband, obtaining (step 502) channel state information of each reporting subband among the at least one reporting subband, wherein the channel state information of each reporting subband is obtained based on channel estimation, wherein the at least one reporting subband are reporting subbands that are contiguous in frequency domain, or the at least one reporting subband are reporting subbands that are not contiguous in frequency domain; and • sending (step 504) a measurement report of the reporting band to a transmit end device, wherein the measurement report comprises the channel state information, wherein before the obtaining the channel state information of each reporting subband among the at least one reporting subband, the method further comprises the steps of: • receiving reporting subband configuration information from the transmit end device, wherein the reporting subband configuration information is used to indicate the reporting band and those subbands in the reporting band that form the at least one reporting subband, ▪ wherein the reporting subband configuration information comprises reporting subband start position indication information and reporting subband decimation indication information, wherein: ∘ the reporting subband start position indication information is used to indicate a start position of the reporting band, and ∘ the reporting subband decimation indication information is used to instruct the receive end device to determine, from the start position of the reporting band or from an offset of O subbands from the start position, the first N subbands or the last N subbands from every M contiguous subbands as reporting subbands; and • determining the at least one reporting subband in the reporting band based on the reporting subband configuration information. • for a to-be-measured frequency band, being a reporting band, that is formed by at least one reporting subband and at least one non-reporting subband, obtaining (step 502) channel state information of each reporting subband among the at least one reporting subband, wherein the channel state information of each reporting subband is obtained based on channel estimation, wherein the at least one reporting subband are reporting subbands that are contiguous in frequency domain, or the at least one reporting subband are reporting subbands that are not contiguous in frequency domain; and • sending (step 504) a measurement report of the reporting band to a transmit end device, wherein the measurement report comprises the channel state information, • receiving reporting subband configuration information from the transmit end device, wherein the reporting subband configuration information is used to indicate the reporting band and those subbands in the reporting band that form the at least one reporting subband, ▪ wherein the reporting subband configuration information comprises reporting subband start position indication information and reporting subband decimation indication information, wherein: ∘ the reporting subband start position indication information is used to indicate a start position of the reporting band, and ∘ the reporting subband decimation indication information is used to instruct the receive end device to determine, from the start position of the reporting band or from an offset of O subbands from the start position, the first N subbands or the last N subbands from every M contiguous subbands as reporting subbands; and ▪ wherein the reporting subband configuration information comprises reporting subband start position indication information and reporting subband decimation indication information, wherein: ∘ the reporting subband start position indication information is used to indicate a start position of the reporting band, and ∘ the reporting subband decimation indication information is used to instruct the receive end device to determine, from the start position of the reporting band or from an offset of O subbands from the start position, the first N subbands or the last N subbands from every M contiguous subbands as reporting subbands; and ∘ the reporting subband start position indication information is used to indicate a start position of the reporting band, and ∘ the reporting subband decimation indication information is used to instruct the receive end device to determine, from the start position of the reporting band or from an offset of O subbands from the start position, the first N subbands or the last N subbands from every M contiguous subbands as reporting subbands; and • determining the at least one reporting subband in the reporting band based on the reporting subband configuration information.