With the popularization of mobile phones, a new type of advertisement medium- -'SMS advertisement' becomes eminent. Compared with traditional advertisement medium, this new medium concept has already been considered as the most prospective medium by commercial circles, proved to be of notable superiority. However, SMS advertisement development in China has become stagnant. Its main reasons includes a low acceptance of SMS advertisement, limited technological methods, lacking of relevant policies, supervision and management, illegal or inefficient application of SMS advertisement by advertisers, negative attitudes towards advertisement issuing rules by mobile service operators, etc..
In order to overcome these obstacles and to smooth the development of SMS advertisement in China, the changing of user’s attitudes is the out-breaking of the development of SMS advertisement. Then we should establish a series of profit models that suit the China national situation and its sustainable development, adopt reasonable marketing methods and reinforce the awareness of management, supervision and law and regulation. Finally, we should protect the privacy of consumers of SMS advertisement by means of technology and laws.
【keyword】SMS advertisement; Profit model; Laws and regulations; Operators
