政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136436

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136436

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政大典藏 > College of Commerce > International MBA > Theses > Item 140.119/136436

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/136436

Title:	區塊鏈技術在數位化行銷上之應用：不可替代代幣之發展潛力 The Application of Blockchain Technology in Digital Marketing: Potential of Non-Fungible Tokens
Authors:	許誠 Huh, Paul
Contributors:	劉秀明 Liu, Sandra 許誠 Paul Huh
Keywords:	區塊鏈非同質化代幣數位行銷 Dapper Labs遊戲開發公司 NBA官方授權卡牌蒐藏平台 blockchain non-fungible token digital marketing Dapper Labs NBA Top Shot
Date:	2021
Issue Date:	2021-08-04 15:06:03 (UTC+8)
Abstract:	This thesis focuses on the case study of blockchain company Dapper Labs and their key product NBA Top Shot, a blockchain-based platform to buy, sell, and trade digital collectibles (NFTs). Using NBA Top Shot, the conducted business model analysis shows the value proposition Dapper Labs can deliver via its channels to its customer segments. The report draws on secondary data analysis to demonstrate the market potential of NFTs for digital marketing strategies to raise brand awareness. Per the Ansoff matrix, Dapper Labs has several strategic options it can pursue, such as market penetration via improving its position in the digital collectibles market, market development via focusing on improving its upcoming mobile game Hard Court, product development via creating platforms similar to NBA Top Shot for other sports, or diversification. The 4P’s marketing analysis suggests Dapper Labs can incorporate its blockchain technology to improve the digital market strategies for its products and promotion. Lastly, due to factors such as being the only entertainment-focused blockchain company, the exclusivity of Dapper Labs’ partnership with the NBA, and NBA Top Shot’s unique selling position, there are no direct competitors.
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Forbes. https://www.forbes.com/sites/ninabambysheva/2021/04/28/dapper-labs-reveals-plans-for-next-nft-marketplace-after-nba-top-shot/?sh=69f48be67019 Buterin, V. (2013). Ethereum Whitepaper. https://ethereum.org/en/whitepaper/ Calma, J. (2021, March). The climate controversy swirling around NFTs. The Verge. https://www.theverge.com/2021/3/15/22328203/nft-cryptoart-ethereum-blockchain-climate-change Chaffey, D. (2021, May). What is digital marketing? Tools and templates to define the scope of digital today. Smart Insights. https://www.smartinsights.com/digital-marketing-strategy/what-is-digital-marketing/ Cheng, E. (2017, December). Meet CryptoKitties, the $100,000 digital beanie babies epitomizing the cryptocurrency mania. CNBC. https://www.cnbc.com/2017/12/06/meet-cryptokitties-the-new-digital-beanie-babies-selling-for-100k.html Chovanová, H. H., Korshunov, A. I., & Babčanovác, D. (2015). Impact of Brand on Consumer Behavior. Procedia Economics and Finance. International Scientific Conference: Business Economics and Management (BEM2015), 34, 615–621. Conti, R., & Schmidt, J. (2021, May 14). What You Need To Know About Non-Fungible Tokens (NFTs). Forbes Advisor. https://www.forbes.com/advisor/investing/nft-non-fungible-token/ Damiani, J. (2021, March). Beeple’s ‘The First 5000 Days’ Sold To Metakovan, Founder Of Metapurse, For $69,346,250. Forbes. https://www.forbes.com/sites/jessedamiani/2021/03/12/beeples-the-first-5000-days-sold-to-metakovan-founder-of-metapurse-for-69346250/?sh=11d4fc3b4de4 Definitions of Marketing. (n.d.). American Marketing Association. https://www.ama.org/the-definition-of-marketing-what-is-marketing/ The Evolution of Digital Marketing: 30 Years in the Past & Future \| DMI. (2016, October 4). Digital Marketing Institute. https://digitalmarketinginstitute.com/blog/the-evolution-of-digital-marketing-30-years-in-the-past-and-future FAQ. (n.d.). Flow. https://www.onflow.org/faq Hackl, C. (2021, March 4). Five Things Brands Need to Know About NFTs (Non-Fungible Tokens). Forbes. https://www.forbes.com/sites/cathyhackl/2021/03/04/four-things-brands-need-to-know-about-nfts-non-fungible-tokens/?sh=517e0906222f Hissong, S. (2021, March). Kings of Leon Will Be the First Band to Release an Album as an NFT. Rolling Stone. https://www.rollingstone.com/pro/news/kings-of-leon-when-you-see-yourself-album-nft-crypto-1135192/ Irving, K. (2021, April). What is NBA Top Shot? Explaining the Blockchain NBA highlight collectables. NBA. https://ca.nba.com/news/what-is-nba-top-shot-explaining-the-blockchain-nba-highlight-collectables/18nram5ye1ub01hres3lkk3xvd Kalra, J. (2020, October). Dapper’s NBA Top Shot Launches Out of Beta With Samsung Galaxy Store Deal. Coindesk. https://www.coindesk.com/nba-top-shot-samsung-galaxy-store LaMarca, M. (2021, April). What is NBA Top Shot? Buy Moments & Packs with These Tips to Make Money. Draft Kings. https://dknation.draftkings.com/playbook/2021/4/1/22340791/what-is-nba-top-shot-own-moments-and-buy-packs-these-tips-make-money-damian-lillard Lau, K. (2020, November). Non-Fungible Tokens: A Brief Introduction and History. https://assets.ctfassets.net/hfgyig42jimx/6A8K5H6VrTydTDuEFHXQ5P/3cca896ad77bd967859a7a1256a5a91f/Crypto.com_Macro_Report_-_Non-Fungible_Tokens.pdf LilNoobie. (2021, April). Showcasing Showcases: What They Are, How to Make Them, and What My Favorite Ones Are So Far. NBA Top Shot & NFT Blog. https://www.topshotnoobie.com/post/showcasing-showcases-what-they-are-how-to-make-them-and-the-best-ones-out Lopatto, E. (2021, March). The NBA on NFT. The Verge. https://www.theverge.com/22348858/nba-nft-top-shot-dapper-labs Matney, L. (2021, May). Dapper Labs backs art hardware startup Infinite Objects in $6 million seed raise. Tech Crunch. https://techcrunch.com/2021/05/27/dapper-labs-backs-art-hardware-startup-infinite-objects-in-6-million-seed-raise/ McNulty, C. (2017, January 18). Industry Guide: An Introduction to Marketing, Advertising & PR. Intern(al) Affairs: The CI Blog. https://blog.city-internships.com/industry-guide-marketing-advertising-pr/ Muchoki, S. (2020, October). Dapper Labs Partners with Samsung Galaxy Store, NBA Top Shot Beta to All Fans. Coin Speaker. https://www.coinspeaker.com/nba-top-shot-samsung-galaxy-store/ Nike Patents ‘CryptoKicks’ Blockchain Shoes. (2019, December). PYMNTS. https://www.pymnts.com/innovation/2019/nike-patents-cryptokicks-blockchain-shoes/ NonFungible.com & L’Atelier BNP Paribas. (2020). NFT Yearly Report 2020. https://observatorioblockchain.com/wp-content/uploads/2021/02/NFT-YEARLY-REPORT-2020-FREE-EN.pdf O., E. (2021, March). NFT Market Research. Ask Wonder. https://askwonder.com/research/nft-market-research-3ymeht7fp Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley. Our Products. (n.d.). Dapper Labs. https://www.dapperlabs.com/#products Reyburn, S. (2021, March). JPG File Sells for $69 Million, as ‘NFT Mania’ Gathers Pace. The New York Times. https://www.nytimes.com/2021/03/11/arts/design/nft-auction-christies-beeple.html Rovell, D. (2021, January). What Is NBA Top Shot? Blockchain NBA Highlight Market Explodes With 5-Figure Sales. Action Network. https://www.actionnetwork.com/news/nba-top-shot-blockchain-nba-highlight-marketplace Schrader, C. (2021, May). Setting Effective SMART Marketing Goals. Spotlight Conductor. https://www.conductor.com/blog/2018/05/smart-marketing-goals-examples/ Shieber, J. (2021, March). NBA Top Shot maker Dapper Labs is now worth $2.6 billion thanks to half of Hollywood, the NBA and Michael Jordan. Tech Crunch. https://techcrunch.com/2021/03/30/nba-top-shot-maker-dapper-labs-is-now-worth-2-6-billion-thanks-to-half-of-hollywood-the-nba-and-michael-jordan/ Srivastava, R. (2021, April 5). Token Standards: ERC20 vs ERC721 vs ERC1155. Medium. https://medium.com/coinmonks/token-standards-erc20-vserc721-vs-erc1155-3106f1e3f2f3 Steinwold, A. (2019, October 7). The History of Non-Fungible Tokens (NFTs). Medium. https://medium.com/@Andrew.Steinwold/the-history-of-non-fungible-tokens-nfts-f362ca57ae10 Then and Now: The Evolution of Digital Marketing. (2020, June 19). Compose.ly. https://compose.ly/strategy/evolution-of-digital-marketing/ Turner, J. (2016, August 16). What is Nonlinear Marketing? We Have the Answer. 60 Second Marketer. https://60secondmarketer.com/2016/08/28/definition-of-nonlinear-marketing/ What Is OpenSea? (n.d.). CoinMarketCap. https://coinmarketcap.com/alexandria/glossary/opensea
Description:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 108933046
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108933046
Data Type:	thesis
DOI:	10.6814/NCCU202101137
Appears in Collections:	[International MBA] Theses

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