我国无线广告的可持续发展研究

国家工信部3G牌照的颁发标志着我国即将步入3G时代，也为手机媒体的发展提供了更为广阔的空间。在对3G时代下无线广告市场发展机遇及潜在问题进行分析的基础上，借鉴国外市场运作的成功经验，对我国移动运营商及无线广告代理商的运营模式和收费模式等进行分析，提出加强政策引导、创新无线广告代理模式及运营模式、建立以数据库管理为核心的管理模式等发展对策。

Study on Sustainable Development of Wireless Advertising in China

With the Ministry of Information Industry issuing the 3G licenses, it indicates that China is about to enter the 3G era and provides a wider space ofdevelopment for Mobile Media. In this paper, based on the analysis ofthe wireless advertising market opportunities for development in the age of 3G and potential problems, and learning from the foreign successful experience of market operation, the paper will analyzes the operating mode and charging mode of China＇s mobile operators and wireless advertising agencies, etc. Finally this paper will propose that we strengthen the policy guidance, innovative wireless advertising agency model and op- erating model, establish management models with the database as the core for the development of wireless advertising.