借着奥运的东风,手机报一跃成为新媒体集团的“标志人物”。体验式营销让电信运营商“数千万用户”的梦想成为现实,下一步发展的重点落到了能开启手机报盈利金矿的“广告精准营销”上。然而,调研显示,目前手机报的主流用户大多不具备消费能力。广告营销在风生水起的表象后,似乎依旧路漫漫其修远兮。本文试图从现阶段手机报的用户营销战略入手,探索其未来的发展形态。 By the Olympic Games Dongfeng, mobile newspaper has become the new media group’s “icon”. The experiential marketing has made the dream of telecom operators “tens of millions of users ” become a reality, and the focus of the next step of development falls on the “Advertising Precise Marketing ” which can open the profitable gold mine of mobile phone. However, research shows that most of the mainstream mobile phone newspaper users do not have the spending power. Advertising marketing in the wind and water appearance, it seems still long way to repair it Xi Xi. This article attempts to start from the current mobile marketing strategy of mobile newspaper to explore its future development patterns.