dc.description.abstract | Crowdfunding in Taiwan has exponentially increased in popularity over the last few years. While Taiwan was under level 3 alert during the Covid pandemic, the territory of crowdfunding was greater than ever, and amounting to the scale of TWD 330 million in 2021. Compared to past years, successful funding was over 1,500 projects, and the quality was also growing stably and maturely. In terms of campaign category, house cleaning products and high-tech household appliances are classified as the best-selling projects. There were eight import products out of top 10 highest funding projects in 2021, so crowdfunding has become an actively-invested platform for those Taiwanese brand owners and agents. Besides new brands, more and more well-known international brands or local celebrities have participated in the crowdfunding campaigns. Therefore, the attempt of studying the model and strategy of successful crowdfunding in Taiwan is rather significant.
This paper seeks the strategy and factors of those highly successful crowdfunding projects in Taiwan in 2021. Five highly-successful campaigns present from different backgrounds: Brand agent, charity and original works; and from various platforms: ZecZec, WaBay and Independent funding. In the beginning, the internal strengths and weaknesses and external opportunities and threats of each crowdfunding project is analyzed by SWOT. In addition, STP marketing and Marketing strategy analysis contribute to the same victorious factors and strategy of those highly-successful campaigns. Finally, it closes by drawing five conclusions as below:
1. Master its advantages and grab opportunities.
2. Explore the segmentation market that is not satisfied but close to sufficiency.
3. Position and diversify the product.
4. Build up the brand trust of product by promotional strategy.
5. Introduce the exposure and success of funding by appropriate channels or marketing company. | en_US |