An electronic price tag positioning method, characterized by comprising: generating, by an electronic price tag positioning apparatus, a control instruction, wherein the control instruction comprises a positioning inspection time window and an information return time window; transmitting, by the electronic price tag positioning apparatus, the control instruction to electronic price tags under coverage of a base station through the base station, wherein the electronic price tags comprise electronic price tags whose location are known and electronic price tags whose location are unknown; receiving, by the electronic price tag positioning apparatus, first identity information returned by the electronic price tags through the base station within the information return time window, wherein the first identity information comprises identity information of an electronic price tag itself and identity information of other electronic price tags that are able to be received within the positioning inspection time window, and the other electronic price tags comprise electronic price tags whose location are known and electronic price tags whose location are unknown; determining, by the electronic price tag positioning apparatus, a neighborhood relationship among the electronic price tags according to the first identity information returned by all the electronic price tags; and determining, by the electronic price tag positioning apparatus, location information of the electronic price tags whose location are unknown according to the neighborhood relationship and location information of the electronic price tags whose location are known. generating, by an electronic price tag positioning apparatus, a control instruction, wherein the control instruction comprises a positioning inspection time window and an information return time window; transmitting, by the electronic price tag positioning apparatus, the control instruction to electronic price tags under coverage of a base station through the base station, wherein the electronic price tags comprise electronic price tags whose location are known and electronic price tags whose location are unknown; receiving, by the electronic price tag positioning apparatus, first identity information returned by the electronic price tags through the base station within the information return time window, wherein the first identity information comprises identity information of an electronic price tag itself and identity information of other electronic price tags that are able to be received within the positioning inspection time window, and the other electronic price tags comprise electronic price tags whose location are known and electronic price tags whose location are unknown; determining, by the electronic price tag positioning apparatus, a neighborhood relationship among the electronic price tags according to the first identity information returned by all the electronic price tags; and determining, by the electronic price tag positioning apparatus, location information of the electronic price tags whose location are unknown according to the neighborhood relationship and location information of the electronic price tags whose location are known.