The invention provides a merchant information recommendation method and a mobile terminal. The method comprises the steps of acquiring at least one piece of target item feature information in a targetphoto by performing image recognition on the target photo in the mobile terminal; utilizing the target item feature information to construct a user portrait model, and generating a target user portrait; matching preset product information of at least one merchant with the target user portrait, determining the target merchants matched with the target user portrait, and displaying the information of the target merchants. By means of the merchant information recommendation method, in the process of recommending the information of the merchants to a user by the mobile terminal, the user portraitcan be automatically constructed according to the item feature information in the photo, the information of the merchants matched with the user portrait can be recommended to the user, the operation is convenient, and the time is saved.