The invention provides a two-dimensional code-based data analysis anti-counterfeiting traceability marketing management method and system. After a two-dimensional code of a product is scanned, whether the two-dimensional code of the product is scanned for the first time or not can be judged; when the judgment result is negative, a consumer can be reminded that the product can be a counterfeited product; and the consumer can conveniently and accurately know the authenticity of the purchased product. A point exchange platform, an awarding platform, a game platform, a big data platform, an O2O mall and logistics platform and a wechat public account are also constructed. After the consumer purchases the product, the consumer is stimulated employing anti-counterfeiting tracing as an entry in manners of presenting points, participating in game raffling and the like; the consumer interacts with an enterprise, so that the viscosity of the consumer is strengthened; the loyalty index is improved; the range of the consumer group is expanded; when the consumer participates in interaction, the system collects large data of the consumer, carries out data mining and analysis, provides a big data support for the enterprise, draws a portrait of the consumer, and carries out accurate precision marketing and secondary product marketing.