ERIS 모델에 따른 예술분야 스타트업의 성공 요인 분석: 뉴이스트아트(舊 믐)을 중심으로

This study attempted to analyze the success factors of startups in the art field based on the ERIS model. To this end, NEW EAST ART was selected as a research case, and data such as related press articles, interviews with founders, and in-depth interviews with related parties were conducted. As a result of the study, the founder of NEW EAST ART has exhibition planning and programming skills as a Z-generation artist in his early 30s, and the rapid expansion of the business to the B2B area through the rapid capture of market and technology changes and the use of start-up support programs. In terms of resource factors, funds were secured by supporting start-ups and attracting seed money investment, and the fact that the organization was composed of technology and planning experts was identified as a success factor. In terms of the industrial environment, it confirmed a surge in demand for online and metaverse services triggered by the COVID-19 pandemic and increased support at the government level. Finally, in terms of management strategy, reasonable use prices, user-centered provision of exhibition items, and differentiated marketing strategies between B2C and B2B were analyzed as success factors. As an artistic factor, the founder created demand by commercializing the needs of artists, and more closely grasped the convenience of artists, who are the main users of the service. Above all, NEW EAST ART does not overlook the fact that art is the content that should be fundamentally focused on while promoting the convenience of artists.