手机短信广告的发展现状分析及对策研究

手机短信广告的发展现状分析及对策研究
摘  要
近年来，随着手机的普及，以手机为载体、以手机短信息为传播方式的手机短信广告成为了新兴的广告传播形式。由于手机短信广告覆盖面广、到达率高、价格低廉等优势，越来越受到企业及商家的青睐。
    作为一个新生事物，手机短信广告的产生和发展不仅对人们的消费起到了引导作用，也难免存在一些问题。
    本文在对手机短信广告发展历程进行回顾的基础上，对手机短信广告的现状及市场机遇进行了分析。同时，也指出了手机短信广告在发展过程中出现的行政监管不力、广告发送缺乏策划、广告信息质量良莠不齐、商业短信息广告泛滥、侵害消费者利益等问题。结合调研并考虑到手机短信广告在我国发展的历史阶段，提出了未来手机短信广告发展的相关对策，旨在为企业及商家运用手机短信广告时提供参考。

关键词： 手机短信广告    垃圾短信    第五媒体

   Research on Present Situation and Countermeasures of SMS Advertising

ABSTRACT
In recent years, with the popularization of mobile phones, SMS (Short Message Service ) advertising what takes the mobile phone as carrier and is transmitted by SMS became the new advertising communication form. SMS advertising gets more and more favour from enterprise and businesses because of its advantage of wide spread, high arrival rate and low price.
As a new thing, emergence and development of SMS advertising has played a guiding role on people's consumption. But there are also some problems.
In this paper, current situation and market opportunities of SMS advertising are analyzed based on the review of developing process of SMS advertising. At the same time, it points out some problems appeared in the developing process of SMS advertising, such as ineffective administrative supervision, lack of advertising send planning, uneven quality of ad information, overflow of commercial SMS ads and against the interests of consumers. Based on the the investigation and the development of historical stage of SMS advertising in China, this paper puts forward the related countermeasures for the development of SMS advertising. The aim is to make a reference for the use of SMS advertising to enterprises and businesses.

Key Words:  SMS Advertising  Spam Messages  Fifth Media

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