被称为“第五媒体”手机短信在其广告业务上的发展中遇到了诸多问题。排除移动终端的技术及网络等外部因素,其最大的问题就是运营模式的混乱。在中国这样一个等待开垦的手机短信广告处女地上,如何让用户尝试并切实感受到手机短信广告带来的便利,是我们最亟待解决的问题。在这次课题研究中。我将对手机短信广告运营模式进行初步的试探,以及尽我的所能去平衡发挥短信优势与防止受众受扰这两者之间的关系。 Known as the “fifth media” SMS has encountered many problems in the development of its advertising business. Excluding the mobile terminal technology and network and other external factors, the biggest problem is the operational mode of confusion. In China, a mobile phone message waiting for reclamation of virgin land, how to allow users to try and really feel the convenience of mobile SMS advertising is our most pressing issue. In this research project. I will conduct a preliminary test of the mobile SMS advertising business model, and do everything I can to balance the advantages of SMS and prevent the audience from the interference between the two.