1인 창업 브랜드 노출을 위한 온라인 플랫폼 활용방안 연구

As online platforms are actively utilized in today's economy, they also have brought significant changes in business platforms and activities. When the Internet and mobile-based media allowed businesses to interactively communicate with customers for marketing purposes, many new communication channels emerged, and channels that deliver contents also increased accordingly. Therefore, the importance of online platform is more emphasized since it embraces various means of communication, and as interactively communicative strategies such as promotion, marketing, and events are spotlighted, a variety of creative platforms are continuously developed. Notably, many one-person-operated businesses and their brands utilize online platforms not only interactively communicate with customers but also keep the balance between effective marketing strategies and a positive relationship with customers. Because online platforms have no time and place limitations and the low maintenance costs allow new start-up brands to conduct effective marketing through continuous exposure and exposed channels. Thus, in this study, the channel was compared to the channel of online platforms by deriving Crowdfunding, SNS and Homepage, including properties such as participation, disclosure, communication, and connection. It is meaningful to find ways to use online platforms to promote start-ups and expose the brand on a consistent basis to better establish early entry into the market for start-ups and follow-up measures. Amid the continued expansion and evolution of online platforms, it is expected that the brand's actions to regenerate brand identity and brand will bear fruit for short-term and long-term performance, profit generation and continuous development.