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    題名: 第三代互聯網時代下非同質化代幣於企業對消費者之行銷上的應用研究
    A Study on the Application of NFT-as-a-Service for B2C Marketing in the Web 3.0 Era
    作者: 陳顥宜
    Chen, Hao-Yi Holly
    貢獻者: 何富年
    Ho, Foo-Nin
    陳顥宜
    Chen, Hao-Yi Holly
    關鍵詞: 第三代互聯網
    元宇宙
    區塊鏈
    非同質化代幣
    企業對消費者之行銷
    Web 3.0
    Metaverse
    Blockchain
    Non-Fungible Token
    B2C Marketing
    日期: 2022
    上傳時間: 2022-07-01 16:17:37 (UTC+8)
    摘要: For the past few years, consumer behavior has dramatically shifted due to digitalization and the abruptness of the COVID-19 pandemic. All industries have had to adjust to cater to these new shifts to meet bottom line and sustain growth. One major shift has been the increase of e-commerce across multiple B2C industries. Additionally, NFTs and the metaverse have taken the consumer markets by storm with exponential growth and have presented enormous value to consumers. This thesis takes the case study approach to explore the intricacies of the Web 3.0 era, mainly focusing on the metaverse, blockchain technologies, and NFTs. Through understanding these three core technologies of the Web 3.0 era and secondary data analysis, the report further shows the potential values of endless applications and benefits the technologies can pose for B2C companies, mainly when applied to marketing and branding strategies. More so, narrowing the focus on three B2C industry sectors (FMCG, Arts & Entertainment, Fashion) and closely analyzing current case examples within these sectors on the applications of NFTs, a feasible business model based on ‘NFT-as-a-Service’ was born and proved to provide a unique selling proposition as the current market is quite scattered and goes beyond just digital NFT art. However, whether the market is long-lasting will primarily depend on consumer reception and accessibility of the technologies to the mass public.
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    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    109933028
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109933028
    資料類型: thesis
    DOI: 10.6814/NCCU202200495
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

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