DOI QR코드

DOI QR Code

A Study on Development Plan of Local Character for SNS Marketing -Focused on Korean and Japanese Local Character-

SNS 마케팅을 위한 지역 캐릭터 개발 방안 연구 -한국과 일본 지역 캐릭터 비교를 중심으로-

  • Cho, Yoon-ju (Dept. of Digital media design, Hongik Univ., International Design School for Advanced Studies) ;
  • Kim, Seung-In (Digital media design, Hongik Univ., International Design School for Advanced Studies)
  • 조윤주 (홍익대학교 국제디자인전문대학원 디지털미디어디자인전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원)
  • Received : 2016.10.11
  • Accepted : 2016.12.20
  • Published : 2016.12.28

Abstract

This study is to understand the needs of local character design for SNS marketing and find development plan. We analyzed successful cases in Korea and Japan to find out development plan of competitive local character for SNS marketing. Method of study was literature research, case study and in-depth interview, based on component of character. These are the results. First, development of local character has to consider the use in SNS marketing. Second, local character has to be more concerned with intimacy than Symbolic. Third, it should have attractive visual, reflecting the taste of people. Fourth, it should have creative design to arouse people's curiosity. Finally, name and design of the character should be intuitive. Therefore, we expect improvement of Korean local characters, which reflect SNS marketing and current trends.

본 연구는 한국과 일본의 성공적인 지역 캐릭터 분석을 통하여 국내 SNS 캐릭터 활성화를 위한 경쟁력 있는 지역 캐릭터 개발 방안을 제시하는 데 목적이 있다. 연구 방법은 1차로 문헌 조사를 통해 SNS 지역 캐릭터의 개념과 현황을 분석하였고, 2차로 성공적인 4개 지역 캐릭터의 사례를 분석한 후, SNS 이용자를 대상으로 캐릭터 구성요건에 따른 심층 면접 인터뷰를 진행하였다. 이에 따라 제안하는 개발 방안은 다음과 같다. 첫째, 지역 캐릭터는 지역 홍보와 소통 수단으로 SNS 마케팅 활용을 목적으로 하는 개발이 필요하다. 둘째, 기존 지역 캐릭터는 지역 상징물로서 상징성이 중요시되었으나, SNS 지역 캐릭터는 친밀성을 중시해야 한다. 셋째, 대중의 기호를 반영한 높은 매력성을 가져야 한다. 넷째, 화제성을 위해 궁금증을 유발하는 독창성이 있어야 한다. 마지막으로, 한눈에 알 수 있도록 디자인과 이름이 직관적이어야 한다. 본 연구를 통해 국내 지역 캐릭터들이 SNS 마케팅의 흐름을 반영하여 지역 활성화에 더욱 높은 영향을 끼칠 수 있는 방향으로 개발되기를 기대한다.

Keywords

References

  1. Won-ah Lee, "Research on the activation of public characters of local government." M.A. dissertation, Kyungpook University, 2006.
  2. Hyo-su Kim, "A Study for Analysis of Accordance Between Local Character and Local Image." M.A. dissertation, Hongik University, 2010
  3. So-young Yoon, "A Study for Verify SNS Interaction Awareness between the Individual Head of a Local Government and Public affects the Public's Relationship Awareness towards their Local Government." M.A. dissertation, Korea University, 2015.
  4. Ju-Seon Yoon, New Possibility from Local SNS: Korea and Japan case study, http://www.npoit.kr, October 29, 2014.
  5. Yang-seo, "A Study on the Urban Emblematic Character Design among Korea, China and Japan : Focused on the Character Design for NanJing City of China." M.A. dissertation, Sungkyunkwan University, 2014.
  6. Kwan-Seon Yu, "The study of character design application for regional image formation : center on city image integration as a local government." M.A. dissertation, Kangwon University, 1999.
  7. Hye-nam Min, "Study on Image Activation of Regional Character Design :Focused on Agricultural Special Products of Chungcheongbuk Province." Illustration Forum Vol. 6, pp.55-84, 2003.
  8. Hyang-me Hwang, "Development and Utilization of Local Character for the Promotion of Local Cultural Industry." Dan No. 12, pp.5-37, 2000.
  9. Eun-hui Lee, "Study of a Character design to Promote Local Activities." M.A. dissertation, Dankook University, 1998.
  10. Seung-taek Sin, "Study of a character development for characterize local culture", M.A. dissertation, Chosun University, 1999.
  11. Ju-ran Park, "A Study on the application of character design for the activation local culture : Focus on the Kwangju Biennale." M.A. dissertation, Sehan University, 2001.
  12. Jung-hwa Son, "Study of a Character Design to Promote Local Image." M.A. dissertation, Chosun University, 2001.
  13. Hye-nam Min, "A Study of the relationship between Regional Image and Character design - Focusing on the Character of Daejeon Metropolitan city-" Illustration Forum Vol. 16, pp.29-38, 2008.
  14. Jeong-eun Tak, Gyu-ho Kim, Jin-hoon Kim, "The Relation between Local Images and Tourism Characters: A Semiotic Analysis of Gyeongju City Characters" Journal of Tourism Research, 37, Vol. 7, No.113 pp.307-327, 2013.
  15. Korea Internet & Security Agency, Survey on the Mobile Internet Usage Executive, http://isis.kisa.or.kr/, 2014.
  16. Ki-sun Han, "Broadcasting contents Management System in Restricted Area", Journal of the Korea Convergence Society, Vol.4, No.1, pp 9-13, 2013 https://doi.org/10.15207/JKCS.2013.4.1.009
  17. Jun-Young Co, Keun-Ho Lee, "SNS disclosure of personal information in M2M environment threats and countermeasures", Journal of the Korea Convergence Society, Vol.5, No.1, pp 29-34, 2014 https://doi.org/10.15207/JKCS.2014.5.1.029