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摘要：移动广告的发展正在改变着人们的生活方式。蓝牙广告是一种工具，使营销人员获得消费者无论他们在哪里。蓝牙采用无线传输技术在一定的距离，对某些群体的广告。相对于传统的广告类型，蓝牙广告更方便，准确，无成本。然而，这种新型的广告也可能导致如垃圾邮件，技术难度大，移动设备之间的兼容性等问题，因此消费者的烦恼，本文旨在讨论了蓝牙广告的作用对消费者的烦恼，以及其他因素可能会影响消费者对蓝牙广告的接受。

ons would exceed one billion in 2010 after reaching 600 million in 2009. Meanwhile, the ranks of cell phone subscribers will achieve five billion people this year due to the rapid growth of smartphones in developed nations and mobile services in poor nations (GSerrano, 2010). In 1997, the users of mobile sets were 297 millions. In less than ten years, this number has achieved 4.1 billion worldwide (Vetter, 2009). The services from mobile suppliers have expanded from basic voice business to short message services (SMS), multiMedia Messaging Services (MMS) and mobile network, etc. Therefore, mobile phones and mobile network become more convenient for operation. As an important part of marketing, mobile marketing has been applied in many domains (Pear, 2006). Many large-scale companies and corporations have already put emphasis on mobile marketing, such as Coca-cola, NBC, IGN, Gawker, etc ((Marieke K. de Mooij, 2004). Since Bluetooth is a wireless technology that enables short-distant communication and requires the use of mobile equipment, it is quite possible that Bluetooth enabled advertisement will form a new trend and establish a big market.

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