手机媒介广告发展研究

Study on Advertisement Marketing of Handset Medium

手机的普及给人们带来了通信的便捷，同时随着技术的发展，手机逐渐成为继电视、广播、报刊、互联网后的全新媒介形式，即“第五媒体”。本文重点阐述了在目前现代技术消费时代，手机媒介广告的市场特征、主要形式及手机媒体广告发展面临的瓶颈，并且提出手机媒体广告的发展对策，强调了手机媒体广告存在的价值就在于提供个人生活沟通便利和娱乐、资讯消费和信息智能服务。

Handset＇ s popularization has brought the correspondence convenience to the people. Simultaneously along with the technical development, the handset gradually becomes new medium form after the television, the broadcast, the publication, Interact＇ s brand, namely ＂the fifth media＂. This article elaborates with emphasis in the present modem technology expense time, the handset medium advertisement＇ s market eharacteristie, the main form and the bottleneck that the handset media advertisement faces, and proposes the of the development of handset media advertisement＇ s, and stresses that the existence＇ S value of the handset media ad- vertisement lies in providing the convenience for communication in the individual life, the entertainment, the information expense and the service of the information intelligence.