A target object controlling method, applied to a target object controlling apparatus on a terminal, wherein the target object controlling apparatus on the terminal presents a real scene image and a virtual control, and the virtual control is used to receive a movement control operation so as to control a target object to move; wherein the method comprises: in response to the movement control operation triggered for the target object in the real scene image, determining a control direction corresponding to the movement control operation; obtaining a photographing direction of the real scene image; and controlling the target object to move in the real scene image according to the control direction and the photographing direction; wherein the photographing direction is used to indicate a pointing direction of a photographing device for capturing the real scene image in a geographic coordinate system; and the control direction is used to indicate an operation direction of the movement control operation in an image orthogonal coordinate system; wherein controlling the target object to move in the real scene image according to the control direction and the photographing direction comprises: performing a direction fusion processing on the control direction and the photographing direction to obtain a moving direction of the target object; and controlling the target object to move along the moving direction; wherein performing the direction fusion processing on the control direction and the photographing direction to obtain the moving direction of the target object, and controlling the target object to move along the moving direction comprises: realizing the direction fusion processing, wherein a direction angle of the moving direction is obtained by subtracting a direction angle of the photographing direction from a direction angle of the control direction; and controlling the target object to move along the moving direction based on the direction angle of the moving direction. in response to the movement control operation triggered for the target object in the real scene image, determining a control direction corresponding to the movement control operation; obtaining a photographing direction of the real scene image; and controlling the target object to move in the real scene image according to the control direction and the photographing direction; wherein the photographing direction is used to indicate a pointing direction of a photographing device for capturing the real scene image in a geographic coordinate system; and the control direction is used to indicate an operation direction of the movement control operation in an image orthogonal coordinate system; wherein controlling the target object to move in the real scene image according to the control direction and the photographing direction comprises: performing a direction fusion processing on the control direction and the photographing direction to obtain a moving direction of the target object; and controlling the target object to move along the moving direction; wherein performing the direction fusion processing on the control direction and the photographing direction to obtain the moving direction of the target object, and controlling the target object to move along the moving direction comprises: realizing the direction fusion processing, wherein a direction angle of the moving direction is obtained by subtracting a direction angle of the photographing direction from a direction angle of the control direction; and controlling the target object to move along the moving direction based on the direction angle of the moving direction. performing a direction fusion processing on the control direction and the photographing direction to obtain a moving direction of the target object; and controlling the target object to move along the moving direction; wherein performing the direction fusion processing on the control direction and the photographing direction to obtain the moving direction of the target object, and controlling the target object to move along the moving direction comprises: realizing the direction fusion processing, wherein a direction angle of the moving direction is obtained by subtracting a direction angle of the photographing direction from a direction angle of the control direction; and controlling the target object to move along the moving direction based on the direction angle of the moving direction. realizing the direction fusion processing, wherein a direction angle of the moving direction is obtained by subtracting a direction angle of the photographing direction from a direction angle of the control direction; and controlling the target object to move along the moving direction based on the direction angle of the moving direction.