feat: 리포트·플랜 다운로드 버튼 → PDF/CSV 드롭다운 + CSV 포맷 Excel 친화적으로 개선

- KPIDashboard / PlanCTA: 단일 다운로드 버튼 → DropdownMenu(PDF로 저장 / CSV로 저장)
- useExportPlanCSV / useExportCSV: '=== Section ===' 헤더 → 빈 행 + 섹션 제목 행 구분
  (Excel/Numbers 에서 자연스럽게 보이도록)
- 캘린더 dayOfWeek 인덱스(0~6) → 한글 요일(월~일) 출력

src/features/plan/components/PlanCTA.tsx

@@ -1,14 +1,30 @@
 import { motion } from 'motion/react';
 import { useNavigate, useParams } from 'react-router';
+import { FileText, FileSpreadsheet, ChevronDown } from 'lucide-react';
 import { RocketFilled, DownloadFilled } from '@/shared/icons/FilledIcons';
 import { Button } from '@/shared/ui/button';
 import { PageContainer } from '@/shared/ui/page-container';
+import {
+  DropdownMenu,
+  DropdownMenuTrigger,
+  DropdownMenuContent,
+  DropdownMenuItem,
+} from '@/shared/ui/dropdown-menu';
 import { useExportPDF } from '@/features/report/hooks/useExportPDF';
+import { useExportPlanCSV } from '@/features/plan/hooks/useExportPlanCSV';
+import type { MarketingPlan } from '@/features/plan/types/plan';
 
-export default function PlanCTA() {
+interface PlanCTAProps {
+  /** 전체 기획 — CSV 내보내기에 사용 */
+  plan?: MarketingPlan;
+}
+
+export default function PlanCTA({ plan }: PlanCTAProps = {}) {
   const { exportPDF, isExporting } = useExportPDF();
+  const { exportPlanCSV } = useExportPlanCSV();
   const navigate = useNavigate();
   const { id } = useParams<{ id: string }>();
+  const baseFilename = 'INFINITH_Marketing_Plan';
 
   return (
     <motion.section
@@ -44,23 +60,40 @@ export default function PlanCTA() {
               콘텐츠 제작 시작
             </Button>
 
-            <Button
-              type="button"
-              variant="outline"
-              onClick={() => exportPDF('INFINITH_Marketing_Plan')}
-              disabled={isExporting}
-              className="inline-flex items-center justify-center gap-2 rounded-full bg-white border-slate-200 px-6 py-3 h-auto text-sm font-medium text-brand-purple-deep shadow-sm hover:shadow-md hover:bg-white transition-shadow disabled:opacity-60"
-            >
-              {isExporting ? (
-                <svg className="w-4 h-4 animate-spin" fill="none" viewBox="0 0 24 24">
-                  <circle className="opacity-25" cx="12" cy="12" r="10" stroke="currentColor" strokeWidth="3" />
-                  <path className="opacity-75" fill="currentColor" d="M4 12a8 8 0 018-8v4a4 4 0 00-4 4H4z" />
-                </svg>
-              ) : (
-                <DownloadFilled size={16} />
-              )}
-              플랜 다운로드
-            </Button>
+            <DropdownMenu>
+              <DropdownMenuTrigger asChild>
+                <Button
+                  type="button"
+                  variant="outline"
+                  disabled={isExporting}
+                  className="inline-flex items-center justify-center gap-2 rounded-full bg-white border-slate-200 px-6 py-3 h-auto text-sm font-medium text-brand-purple-deep shadow-sm hover:shadow-md hover:bg-white transition-shadow disabled:opacity-60"
+                >
+                  {isExporting ? (
+                    <svg className="w-4 h-4 animate-spin" fill="none" viewBox="0 0 24 24">
+                      <circle className="opacity-25" cx="12" cy="12" r="10" stroke="currentColor" strokeWidth="3" />
+                      <path className="opacity-75" fill="currentColor" d="M4 12a8 8 0 018-8v4a4 4 0 00-4 4H4z" />
+                    </svg>
+                  ) : (
+                    <DownloadFilled size={16} />
+                  )}
+                  플랜 다운로드
+                  <ChevronDown size={14} className="opacity-70" />
+                </Button>
+              </DropdownMenuTrigger>
+              <DropdownMenuContent>
+                <DropdownMenuItem onSelect={() => exportPDF(baseFilename)}>
+                  <FileText size={14} className="text-slate-500" />
+                  <span>PDF로 저장</span>
+                </DropdownMenuItem>
+                <DropdownMenuItem
+                  disabled={!plan}
+                  onSelect={() => plan && exportPlanCSV(baseFilename, plan)}
+                >
+                  <FileSpreadsheet size={14} className="text-slate-500" />
+                  <span>CSV로 저장</span>
+                </DropdownMenuItem>
+              </DropdownMenuContent>
+            </DropdownMenu>
           </div>
         </div>
       </PageContainer>

src/features/plan/hooks/useExportPlanCSV.ts

@@ -3,7 +3,7 @@ import type { MarketingPlan } from '@/features/plan/types/plan';
 
 /**
  * 마케팅 기획의 표 데이터 전체를 단일 CSV로 내보내는 훅.
- * 섹션마다 `=== Section Title ===` 헤더로 구분.
+ * 섹션 사이는 빈 행 하나 + 섹션 제목 행으로 구분 (Excel에서 자연스럽게 보이도록).
  * Excel/Numbers에서 한글 안 깨지도록 UTF-8 BOM 포함.
  */
 
@@ -11,6 +11,12 @@ type Cell = string | number | boolean | null | undefined;
 type Row = Cell[];
 type Section = { title: string; rows: Row[] };
 
+// 캘린더 dayOfWeek 인덱스 → 한글 요일 (월=0, 화=1, ..., 일=6)
+const DAYS_KO = ['월', '화', '수', '목', '금', '토', '일'] as const;
+function formatDayOfWeek(idx: number): string {
+  return DAYS_KO[idx] ?? String(idx);
+}
+
 function escapeCell(value: Cell): string {
   const s = String(value ?? '');
   if (/[",\n\r]/.test(s)) {
@@ -137,7 +143,7 @@ function buildPlanCsv(plan: MarketingPlan): string {
       title: 'Content Pillars',
       rows: [
         ['Title', 'Description', 'Related USP', 'Example Topics'],
-        ...cs.pillars.map((p) => [p.title, p.description, p.relatedUSP, (p.exampleTopics ?? []).join(' | ')]),
+        ...cs.pillars.map((p) => [p.title, p.description, p.relatedUsp, (p.exampleTopics ?? []).join(' | ')]),
       ],
     });
   }
@@ -177,7 +183,7 @@ function buildPlanCsv(plan: MarketingPlan): string {
       w.entries.forEach((e, i) => {
         rows.push([
           i === 0 ? w.label : '',
-          e.dayOfWeek,
+          formatDayOfWeek(e.dayOfWeek),
           e.channel,
           e.contentType,
           e.title,
@@ -264,10 +270,11 @@ function buildPlanCsv(plan: MarketingPlan): string {
   }
 
   // ─── 조립 ───
+  // Excel에서 보기 좋도록: 섹션 사이에 빈 행 + 섹션 제목(한 셀) → 컬럼 헤더 → 데이터
   const lines: string[] = [];
   sections.forEach((sec, idx) => {
     if (idx > 0) lines.push('');
-    lines.push(`=== ${sec.title} ===`);
+    lines.push(escapeCell(sec.title));
     sec.rows.forEach((row) => lines.push(row.map(escapeCell).join(',')));
   });
 

src/features/report/components/KPIDashboard.tsx

@@ -1,14 +1,22 @@
 import { motion } from 'motion/react';
 import { useParams, useNavigate } from 'react-router';
-import { TrendingUp, ArrowUpRight, Download, Loader2 } from 'lucide-react';
+import { TrendingUp, ArrowUpRight, Download, Loader2, FileText, FileSpreadsheet, ChevronDown } from 'lucide-react';
 import { SectionWrapper } from './ui/SectionWrapper';
-import { Button } from '@/shared/ui/button';
+import {
+  DropdownMenu,
+  DropdownMenuTrigger,
+  DropdownMenuContent,
+  DropdownMenuItem,
+} from '@/shared/ui/dropdown-menu';
 import { useExportPDF } from '@/features/report/hooks/useExportPDF';
-import type { KPIMetric } from '@/features/report/types/report';
+import { useExportCSV } from '@/features/report/hooks/useExportCSV';
+import type { KPIMetric, MarketingReport } from '@/features/report/types/report';
 
 interface KPIDashboardProps {
   metrics: KPIMetric[];
   clinicName?: string;
+  /** 전체 리포트 — CSV 내보내기에 사용 */
+  report?: MarketingReport;
 }
 
 function isNegativeValue(value: string | number): boolean {
@@ -30,10 +38,12 @@ function formatKpiValue(value: string | number): string {
   return str;
 }
 
-export default function KPIDashboard({ metrics, clinicName }: KPIDashboardProps) {
+export default function KPIDashboard({ metrics, clinicName, report }: KPIDashboardProps) {
   const { id } = useParams<{ id: string }>();
   const navigate = useNavigate();
   const { exportPDF, isExporting } = useExportPDF();
+  const { exportReportCSV } = useExportCSV();
+  const baseFilename = `INFINITH_Marketing_Report_${clinicName || 'Report'}`;
 
   return (
     <SectionWrapper id="kpi-dashboard" title="KPI Dashboard" subtitle="핵심 성과 지표 목표">
@@ -97,33 +107,49 @@ export default function KPIDashboard({ metrics, clinicName }: KPIDashboardProps)
             INFINITH와 함께 데이터 기반 마케팅 전환을 시작하세요. 90일 안에 측정 가능한 성과를 만들어 드립니다.
           </p>
           <div className="flex flex-col sm:flex-row items-center justify-center gap-4">
-            <Button
+            <button
               type="button"
               onClick={() => navigate(`/plan/${id || 'live'}#branding-guide`)}
-              className="inline-flex items-center gap-2 bg-gradient-to-r from-brand-purple to-brand-purple-deep text-white font-semibold px-8 py-4 h-auto rounded-full hover:from-brand-purple hover:to-brand-purple-deep hover:shadow-xl"
+              className="inline-flex items-center gap-2 bg-gradient-to-r from-brand-purple to-brand-purple-deep text-white font-semibold px-8 py-4 rounded-full hover:shadow-xl transition-all"
             >
               마케팅 기획
               <ArrowUpRight size={18} />
-            </Button>
-            <Button
-              type="button"
-              variant="outline"
-              onClick={() => exportPDF(`INFINITH_Marketing_Report_${clinicName || 'Report'}`)}
-              disabled={isExporting}
-              className="inline-flex items-center gap-2 bg-white border-slate-200 text-brand-purple-deep font-semibold px-8 py-4 h-auto rounded-full hover:bg-slate-50 shadow-sm hover:shadow-md disabled:opacity-60 disabled:cursor-not-allowed"
-            >
-              {isExporting ? (
-                <>
-                  <Loader2 size={18} className="animate-spin" />
-                  내보내는 중...
-                </>
-              ) : (
-                <>
-                  <Download size={18} />
-                  리포트 다운로드
-                </>
-              )}
-            </Button>
+            </button>
+            <DropdownMenu>
+              <DropdownMenuTrigger asChild>
+                <button
+                  type="button"
+                  disabled={isExporting}
+                  className="inline-flex items-center gap-2 bg-white border border-slate-200 text-brand-purple-deep font-semibold px-8 py-4 rounded-full hover:bg-slate-50 shadow-sm hover:shadow-md transition-all disabled:opacity-60 disabled:cursor-not-allowed"
+                >
+                  {isExporting ? (
+                    <>
+                      <Loader2 size={18} className="animate-spin" />
+                      내보내는 중...
+                    </>
+                  ) : (
+                    <>
+                      <Download size={18} />
+                      리포트 다운로드
+                      <ChevronDown size={14} className="opacity-70" />
+                    </>
+                  )}
+                </button>
+              </DropdownMenuTrigger>
+              <DropdownMenuContent>
+                <DropdownMenuItem onSelect={() => exportPDF(baseFilename)}>
+                  <FileText size={14} className="text-slate-500" />
+                  <span>PDF로 저장</span>
+                </DropdownMenuItem>
+                <DropdownMenuItem
+                  disabled={!report}
+                  onSelect={() => report && exportReportCSV(baseFilename, report)}
+                >
+                  <FileSpreadsheet size={14} className="text-slate-500" />
+                  <span>CSV로 저장</span>
+                </DropdownMenuItem>
+              </DropdownMenuContent>
+            </DropdownMenu>
           </div>
         </div>
       </motion.div>

src/features/report/hooks/useExportCSV.ts

@@ -3,7 +3,7 @@ import type { MarketingReport } from '@/features/report/types/report';
 
 /**
  * 리포트의 표 데이터 전체를 단일 CSV로 내보내는 훅.
- * 섹션마다 `=== Section Title ===` 헤더로 구분.
+ * 섹션 사이는 빈 행 하나 + 섹션 제목 행으로 구분 (Excel에서 자연스럽게 보이도록).
  * Excel/Numbers에서 한글이 깨지지 않도록 UTF-8 BOM 포함.
  */
 
@@ -217,11 +217,11 @@ function buildReportCsv(report: MarketingReport): string {
     }
   }
 
-  // ─── 출력 조립: 섹션 사이 공백 행 한 줄 ───
+  // ─── 출력 조립: Excel에서 보기 좋도록 빈 행 + 섹션 제목(한 셀) + 데이터 ───
   const lines: string[] = [];
   sections.forEach((sec, idx) => {
     if (idx > 0) lines.push('');
-    lines.push(`=== ${sec.title} ===`);
+    lines.push(escapeCell(sec.title));
     sec.rows.forEach((row) => lines.push(row.map(escapeCell).join(',')));
   });