A service advertisement message transmission method, comprising: receiving a second service advertisement message sent by the at least one second device, wherein the second service advertisement message comprises the second service information; adding the second service information to a carrying candidate list, wherein the carrying candidate list is used to store non-local service information that can be carried in the first service advertisement message for sending; generating, by a first device, a first service advertisement message, wherein the first service advertisement message comprises first service information of the first device and second service information of at least one second device; the second service information is obtained by the first device from the received message sent by the at least one second device; the first service information is used to enable a device in a communication range of the first device to learn service information of the first device; and the second service information is used to enable a device in a communication range of the at least one second device to learn service information of the at least one second device; and sending, by the first device, the first service advertisement message; wherein if the second service advertisement message further carries third service information, the method further comprises: determining whether the third service information is a service needed by the first device, and if the third service information is a service needed by the first device, returning a service response message to a third device that generates the third service information; wherein the returning a service response message to a third device that generates the third service information is specifically: sending the service response message to the third device at first power, wherein the first power is higher than second power used by the at least one second device to send the second service advertisement message. receiving a second service advertisement message sent by the at least one second device, wherein the second service advertisement message comprises the second service information; adding the second service information to a carrying candidate list, wherein the carrying candidate list is used to store non-local service information that can be carried in the first service advertisement message for sending; generating, by a first device, a first service advertisement message, wherein the first service advertisement message comprises first service information of the first device and second service information of at least one second device; the second service information is obtained by the first device from the received message sent by the at least one second device; the first service information is used to enable a device in a communication range of the first device to learn service information of the first device; and the second service information is used to enable a device in a communication range of the at least one second device to learn service information of the at least one second device; and sending, by the first device, the first service advertisement message; wherein if the second service advertisement message further carries third service information, the method further comprises: determining whether the third service information is a service needed by the first device, and if the third service information is a service needed by the first device, returning a service response message to a third device that generates the third service information; determining whether the third service information is a service needed by the first device, and if the third service information is a service needed by the first device, returning a service response message to a third device that generates the third service information; wherein the returning a service response message to a third device that generates the third service information is specifically: sending the service response message to the third device at first power, wherein the first power is higher than second power used by the at least one second device to send the second service advertisement message.