콜라보레이션을 통한 캐릭터 콘텐츠 비교 연구 (Research Consisting of Comparison of Character Contents through Collaboration)

서지정보

· 발행기관 : 한국디지털정책학회
· 수록지 정보 : 디지털융복합연구 / 14권 / 10호 / 449 ~ 454페이지
· 저자명 : 임리나, 김승인

초록

본ﾠ연구는 효과적인ﾠ캐릭터와 브랜드ﾠ이미지ﾠ활성화와 홍보를 위하여 경쟁력ﾠ있는ﾠ시장에서ﾠ효과를ﾠ창출할ﾠ수ﾠ있는ﾠ방안을ﾠ제시하는데ﾠ목적이ﾠ있다. 콜라보레이션으로ﾠ가장ﾠ많은ﾠ관심을ﾠ끌고ﾠ있는ﾠ카카오와ﾠ라인을ﾠ연구대상으로ﾠ선정하여, 정의ﾠ및ﾠ서비스ﾠ특징에ﾠ대한ﾠ문헌적인ﾠ조사를ﾠ통해ﾠ서비스의ﾠ개념과ﾠ유형을ﾠ분석하였고, 캐릭터의 개념을ﾠ통해ﾠ캐릭터ﾠ사업에ﾠ관한ﾠ진행사항을ﾠ살펴보았다. 피터 모빌(Peter morville)의 허니콤(honeycomb)의ﾠ원칙을ﾠ재구성하여ﾠ사용자ﾠ경험을ﾠ위한ﾠ척도의ﾠ기준을ﾠ설정하고ﾠ현재ﾠ캐릭터ﾠ콜라보레이션ﾠ상품을ﾠ이용하고ﾠ있는ﾠ사용자를ﾠ중심으로ﾠ심층면접인터뷰를ﾠ시행하였다. 연구결과, 카카오와ﾠ라인의ﾠ특화한 캐릭터를 중심으로 분석하여 선호도ﾠ조사함으로써 효과적인ﾠ마케팅ﾠ기법과 효과를ﾠ창출ﾠ할ﾠ수 있는ﾠ가이드라인을ﾠ제시한 것에ﾠ의의가ﾠ있다.

영어초록

Characters have been frequently used as a symbol or an icon in above the line advertising for generations. It has become an essential factor for companies to research about the experience that consumers have by engaging with the products that are partnered with famous or brand characters before introducing a product to the market. The character trademark has become more popular and interesting than the product itself. Therefore, products have become dependent on its character trademark. The ultimate purpose of this research is to find effective ways of increasing the value of the brand by observing various characters and how people interact with these characters, depending on the consumer’s age, gender, and so forth. One would be able to collect data or information from documents as a method of this research and grasp different contents, components, concepts, and contexts of character collaboration and affiliate characters from well-known messengers, such as Kakaotalk and Line. In addition, by re-analyzing Peter Morville’s Honeycomb tool, its method would set the scale of the user experience and one would be able to conduct interviews with those who are using collaboration products. This study reveals extensive guidelines for character partnership or collaboration that have been successful and creating effective marketing skills.

참고자료

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