Information sending method and equipment

The invention discloses an information sending method which is characterized by comprising the following steps: a server acquires characteristic contents of information to be sent; the server matches a characteristic identification of a user with the characteristic contents of the information according to a preset matching strategy; the server sends the information to a corresponding user terminal according to a matching result. According to the information sending method, by the matching between the acquired characteristic contents of the information to be sent and the characteristic identification of the user, if the matching is successful, the information is sent to the corresponding user terminal, so that the aim of sending the information required by the user is fulfilled by using big data of the user.