통합 멤버십 브랜드의 일상 연계성 시각화 및 광고 효과 연구

초록

The Jisanhak Capstone Design Program of the D University RISE Project Group strengthens students' problem-solving capabilities through practical project-based learning through industry-academia cooperation and links local industries and education to contribute to fostering socially customized talents and regional development. In the second semester of 2025, 24 students from the engineering college collaborated with mentors from local companies to carry out practical projects such as AI-based advertising video production for 15 weeks, and systematically evaluated the cooperation process and results by qualitatively analyzing the results of eight teams' Generative AI advertisements. The purpose of this study is to investigate the task objectives, execution process, operation results, and evaluation, and to propose a five-step structuring process to promote corporate brand value and participation. As a result of the study, each team effectively visualized the core functions and benefits of CJ ONE membership using original concepts and AI technology, and greatly improved brand immersion and message delivery. This study proposed an integrated process to strengthen corporate brand value and increase participation by analyzing the task performance goal, process, and operation result of region-linked geosanhak capstone design in three stages. In the first step, user needs and current issues are identified through problem recognition, and emotional story strategies are established, and in the second step, AI-based optimized content production and strategic concept design were performed. Finally, a strategy was derived to strengthen brand competitiveness and consumer sentiment connection with a cyclical three-step structure that increases completeness through feedback and mentoring, and increases brand value and user participation.

키워드