Embodiments of the present application provide a positioning method and a positioning system. The method comprises: obtaining a reference direction corresponding to a user; determining that an eye of the user is gazing at an auxiliary positioning object; acquiring position information of the auxiliary positioning object; acquiring a distance of the user relative to the auxiliary positioning object; acquiring an angle of a sight line direction of the user relative to the reference direction; and obtaining position information of the user according to the position information of the auxiliary positioning object, the distance of the user relative to the auxiliary positioning object, the reference direction, and the angle of the sight line direction of the user relative to the reference direction.