本文认为,手机媒体应以尊重用户为前提,一方面要明确移动运营商为手机广告产业链的领导者地位,带动产业链的协同发展;另一方面要凸显数据库营销的广告核心价值,针对定向的目标受众进行精准的广告投放。以监管保驾,以自律护航,在提升自身优良形象的同时,以公信力的深入人心作为媒体核心价值追求的终极目标。 This paper argues that the mobile media should respect the user as a prerequisite, on the one hand to clear mobile operators as the leader in the mobile advertising industry chain, and promote the synergy of the industrial chain development; the other hand, to highlight the core values ​​of database marketing advertising, targeting Of the target audience for accurate advertising. To protect the escort, to self-protection escort, while enhancing their good image at the same time, to win the trust of the people as the core values ​​of the pursuit of the ultimate goal.