크라우드 펀딩의 바이럴 마케팅 효과 사례 및 분석-디자인 브랜드 창업을 중심으로-

There are many variables and situations in the start-up market. But what is common to success in business startup is money, distribution channels, and marketing strategies. Basically, operating a company requires funds, distribution channels that can implement a business model, and marketing strategies that can inform consumers of the business model. In recent years, more and more entrepreneurs are raising money through crowd funding. This has a virtuous cycle in which projects are validated and funded by the public before being released to the market, and the public participating in the project voluntarily promotes and market as a fandom effect. Use crowd funding to reduce time and cost, efficiency in project production, and capture consumer data to identify customer demand to lower entry barriers to the startup market. Crowd funding in Korea is mainly a cultural and artistic project. This can be seen as an opportunity for the creation of a design brand and by promoting the idea with less capital, initial market response can be observed. For the long term effect, this study used crowd funding as a strategic channel for launching a domestic design brand, and the sponsors of the project promoted the brand through voluntary viral marketing. The company's success in the crowd funding platform is expected through case studies in the design brand start-up field as it provides direction for future businesses, such as market entry, brand value, and not one-time projects.