注意力经济下网络广告的发展现状及完善措施

在信息爆炸和产品日益丰富的社会中，当前的注意力已经变成了稀缺资源和经济源泉，其带来的新的市场经济环境使得社会商业行为对注意力的需求不断增大，这为网络广告的进一步发展提供了更为广阔的空间，忸注意力经济下的网络广告在发展过程中存在着相关的法律制度不完善、广告人才和广告创意的缺乏、网络技术的落后等问题。针对这些问题，分析其现状，并提出我国网络广告的相应完善措施。

The Current Situation and Improvement Measures of Network Advertisement in Attention Economy

In a society with expanding information and huge number of products, the current attention has become a scarce resource and economic source. The new environment of market economy makes the demand of attention increase for the social business behavior and offers more opportunities for the development of network advertisement. However, net- work advertisement in attention economy exists some related problems, such as the legal system is not perfect, the lack of advertising talent and advertising creation, backward network technology etc. This article analyses the current situation and then puts forward improvement measures of network advertisement in China.