본 연구는 기존 문헌연구들을 중심으로 엔터테인먼트 산업 분야의 대학생 창업의도 특성들을 파악하고자 하였다. 이를 바탕으로 대학 창업담당 관계자들과 국가 창업지원 정책 담당자들에게 대학생 창업을 위한 현실적인 교육 대안 및 창업 경영에 관한 시사점을 제시하고자 하였다. 따라서 본 연구의 시사점은 다음과 같다. 첫째, 엔터테인먼트 산업에 필수적인 요소인 아이디어 창출 교육을 위한 기술(아이템) 아이디어와 제품으로의 연결 방법, 컨텐츠 가치를 높일 수 있는 기술 방법, 엔터테인먼트 산업 내 사용자 특성 교육을 지속적으로 해야 할 것이다. 또한 아이디어 교육과 함께 자금조달, 인적자원관리, 마케팅, 운영관리 등 창업 경영관리에 대한 이해도를 높이고, 나아가 엔터테인먼트 창업에 대한 성공가능성 및 새로운 일에 대한 모험심이 생길 수 있도록 자신감 교육도 함께 이루어져야 할 것이다. 둘째, 창업에 관심이 있는 학생 의견조사를 중심으로 창업에 필요한 공간 및 장비제공(동아리실, 학생창업실, 엔터테인먼트관련 장비확보 등)이 이루어져야 하고, 학생 창업을 위한 대학 및 정부의 각종 규제들을 완화해야 할 것이다. 또한 학내 외 창업 지식형성을 위한 교육과 전문가 특강 및 자문, 현장 교육 등을 통해 보다 실용적인 창업 지식이 만들어질 수 있도록 노력해야 하고, 다양한 지원들을 바탕으로 학생들의 창업에 대한 자신감도 형성할 수 있도록 만들어 주어야 할 것이다. 셋째, 엔터테인먼트 산업에 대한 창업을 희망하는 학생들에게는 가족들에게 엔터테인먼트 산업에 대한 현장 상황을 정확히 알려줌으로써 자녀들이 창업분야를 선택하는데 있어 부정적인 인식보다는 긍정적인 인식이 발생할 수 있도록 적극 알릴 필요가 있다. 또한 대학생들이 창업 후 성공한 다양한 사례들을 가족들에게 홍보함으로써 자녀가 창업에 대한 도전정신이 발생할 수 있도록 가족들이 힘을 보태게 해야 할 것이다. 넷째, 엔터테인먼트 산업 분야 쪽으로 창업을 희망하는 친구들과의 지속적인 동호회나 모임들이 형성 될 수 있도록 만들어 주어야 하고, 나아가 이런 모임을 통해 실제로 창업한 친구들의 의견을 청취하는 기회도 마련해야 할 것이다. 또한 모임과 친구 형성으로 인해 사업계획서 작성, 창업 성공 방법, 창업 경영관리에 대한 논의의 자리가 형성되도록 만들어 주어야 하고, 서로 창업에 대한 의지가 발생할 수 있도록 심리적 자극활동도 이루어져야 할 것이다. 다섯째, 창업과 관련한 다양한 지식(자금 확보 방안, 창업조직 관리, 창업하고자 하는 시장에 대한 정보 파악 등)들이 배양될 수 있도록 노력해야 할 것이고, 자신들이 창업하고자 하는 다양한 엔터테인먼트 산업 분야에 대한 사업계획서 작성 방법도 실무에 맞도록 학습 시켜야 할 것이다. 또한 이런 지식 형성을 밑바탕으로 학생들 스스로가 창업에서 발생할 수 있는 위험과 변화에 대응할 수 있도록 만들어 주어야 할 것이다. 마지막으로 창업 경영관리에 대한 이해도를 높여 주어야 하고, 창업에 대한 자신감과 두려움이 사라지게 할 수 있는 다양한 심리적 자극 활동이 필요하다.
At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.