1인 창조기업의 광고콘텐츠산업 적용에 관한 연구 : 기술 및 경영 자원 요인을 중심으로

초록

This study aimed to suggest plans of balanced developments of advertising industries and qualitative progress in advertising production industry by applying 'Creative Me-Company' to advertising contents industries. For this purpose, surveys were conducted to experts of Creative Me-Company and personnels of small scale advertising companies. Results are as follows. First, in respect of business feasibility it was turned out to be positive to apply Creative Me-Company to advertising contents industries. Those feasible categories were art collaboration, motion picture advertising, storytelling, contents related smart phone and internet media, ideas for brand experience. Second, data were collected to point out financial support and approvement of advertising order systems for activation of Creative Me-Company. Third, it was mentioned a supporting organization was needed to be established by both government and related industries, whose major supporting items were such as financial fields, technologies for digital contents and digital advertising production, maintenance of experts, and cooperative systems. Also, support for basic and practical managerial fields such as initial expenses was found to be prior to support for advertising contents technologies in digital environments. Integrated contents-support organization(focused on Advertising Contents Technology) was suggested in charge of digital contents as well as managerial systems based on these results.

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