政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141852

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141852

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51012673 線上人數 : 896

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

搜尋範圍

查詢小技巧：

您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果

若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料

進階搜尋

主頁 ‧ 登入 ‧ 上傳 ‧ 說明 ‧ 關於政大典藏 ‧ 管理

到手機版

政大機構典藏 > 商學院 > 企業管理研究所（MBA學位學程） > 學位論文 > Item 140.119/141852

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/141852

題名:	區塊鏈技術—非同質化代幣（NFT）應用於行銷之關鍵成功因素探討 The Key Success Factors of Application of Non-Fungible Token in Marketing
作者:	楊采妮 Yang, Tsai-Ni
貢獻者:	洪為璽季延平楊采妮 Yang, Tsai-Ni
關鍵詞:	NFT 非同質化代幣區塊鏈關鍵成功因素主題分析法 Non-fungible token Blockchain Key success factors Thematic analysis
日期:	2022
上傳時間:	2022-09-02 15:49:42 (UTC+8)
摘要:	NFT為一種在區塊鏈中註冊的獨特數位證書，用於記錄藝術品或收藏品等資產的所有權。2021年NFT熱潮興起與其龐大市場潛力、千倍回報引起了全世界的極大關注。然而NFT生態系統的發展還處於早期階段， NFT的商業應用仍在探索、發展階段。本研究以多重個案研究法，探討個案成功的行銷手法與關鍵因素。針對應用NFT於行銷已有成效的六個國外案例加以分析比較，搭配目前區塊鏈產業趨勢概況進行主題分析，歸納出應用NFT於行銷的行銷手法與關鍵成功因素。研究結果發現，關鍵成功因素分別為「強大品牌權益」、「創造稀缺性」、「良好的消費者體驗」、「創造超額報酬」、「策略合作夥伴協助」，可供企業欲應用NFT於行銷時能夠奠基於此思考，將企業資源集中投入，以取得競爭優勢，建立領先地位。 Non-Fungible Token (NFT) as “a unique digital certificate, registered in a blockchain, is used to record ownership of an asset such as an artwork or a collectible.” The incredible momentum of the NFT market has attracted significant attention and sparked a new wave of cross-arts NFT practices. However, the development of the NFT ecosystem is still in an early stage, and the commercial application of NFT is still in the exploration and development stage. This study used thematic analysis and multiple case analysis methods to explore marketing tactics and the key success factors. It focuses on the analysis and comparison of six cases where the applications of NFT have been effective in marketing, and it trends to identify the current trend of the blockchain industry and the key success factors. The results of the research show that the key success factors were "strong brand equity", "creating scarcity", "good consumer experience", "creating excess compensation", and "strategic partner assistance", which can be used by companies to apply NFT in marketing. Based on this study, the company will concentrate its resources to gain a competitive advantage and establish a leading position.
參考文獻:	參考文獻 Aaker, D. A. (1984). Strategic Marketing Management. New York: John Wiely&Sons Inc. Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press. Adegeest, D. A. (2021, 8 5). fashionunited. Retrieved from Burberry unveils first NFT as part of gaming collaboration: https://fashionunited.uk/news/fashion/burberry-unveils-first-nft-as-part-of-gaming-collaboration/2021080556981 Allick, C. (n.d). NFT: What It Stands For, What It Means, and Why the Creative Opportunities Could Be Endless. Retrieved 12 10, 2021, from Deutsch La: https://deutschla.com/insights/taco-bell-nft Anue鉅亨. (n.d). ETH 以太幣價格走勢. 2022年1月擷取自 Anue鉅亨 - 虛擬貨幣: https://crypto.cnyes.com/ETH/24h Blankos. (n.d). Blankos. Retrieved from Blankos: https://blankos.com/ Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), pp. 77-101. Braun, V., & Clarke, V. (2012). Thematic analysis. In P. M. In H. Cooper, APA handbook of research methods in psychology (Vols. Vol. 2. Research designs: Quantitative, qualitative, neuropsychological, and biological, pp. 57–71). American Psychological Association. Braun, V., & Clarke, V. (2013). Successful Qualitative Research. SAGE Publications Ltd. Bricken, R. (2021, 3 12). DC Comics Tells Artists to Stay Out of NFT Business or Else. Retrieved 12 10, 2021, from gizmodo: https://gizmodo.com/dc-comics-tells-artists-to-stay-out-of-nft-business-or-1846466427 Burberry. (2021, 8 4). Burberry Drops NFT Collection in Mythical Games’ Blankos Block Party. Retrieved 12 10, 2021, from Burberry: https://www.burberryplc.com/en/news/brand/2021/Blankos.html Burberry. (n.d.). 品牌歷史. Retrieved 12 10, 2021, from Burberry: https://cn.burberry.com/our-history/ Choi, S. Y., Stahl, D. O., & Whinston, A. B. (1997). Economics of Electronic Commerce. Indianapolis: IN: Macmillan Technical Publishing. Clinique. (n.d). Clinique. Retrieved 12 10, 2021, from Estee Lauder companies: https://www.elcompanies.com/en/our-brands/clinique Clinique. (n.d). Enter for a chance to win Clinique’s first NFT. Retrieved 12 10, 2021, from Clinique: https://www.clinique.com/nft Collinsdictionary. (n.d). Definition of `NFT`. Retrieved from Collinsdictionary: https://www.collinsdictionary.com/dictionary/english/nft Entriken, W., Shirley, D., Evans, J., & Sachs, N. (2018, 1 24). EIP-721: Non-Fungible Token Standard. Retrieved from ethereum: https://eips.ethereum.org/EIPS/eip-721 FATF. (2021, 10 28). Updated Guidance for a Risk-Based Approach to Virtual Assets and Virtual Asset Service Providers. Retrieved 12 10, 2021, from FATF: https://www.fatf-gafi.org/media/fatf/documents/recommendations/Updated-Guidance-VA-VASP.pdf Guo, Y., & Barne, S. (2007, 10 28). Why people buy virtual items in virtual worlds with real money. Computer Science, 38(4), pp. 69-76. Harper, J. (2021, 3 23). Jack Dorsey`s first ever tweet sells for $2.9m. Retrieved 1 2022, from Business reporter, BBC News: https://www.bbc.com/news/business-56492358 Harvey, C. R., Moorman, C., & Toledo, M. (2018, 9 28). How Blockchain Will Change Marketing As We Know It. SSRN 3257511. Herrera, P. (2021, 10 1). Dapp Industry Report: Q3 2021 Overview. Retrieved from dappradar: https://dappradar.com/blog/dapp-industry-report-q3-2021-overview/ Hofer, W., C., & Schendel, D. E. (1978). Strategy Formulation：Analytical Concepts. Minnesota: West Publishing Co. HuangYahsin. (2018年4月7日). 區塊客. 2021年12月10日擷取自不可不知淺談 ERC721與ERC20: https://blockcast.it/2018/04/07/erc721-erc20-ethereum-token-standard/ Jain, D. (2021, 11). How is Blockchain used in marketing: A review and research agenda. International Journal of Information Management Data Insights. Kim, H. W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), pp. 228-234. Kramer, M., Phillips, D., & Graves, S. (2021, 10 23). Beginner`s Guide to NFTs: What Are Non-Fungible Tokens? Retrieved from decrypt: https://decrypt.co/resources/non-fungible-tokens-nfts-explained-guide-learn-blockchain Lehdonvirta, V. (2009, 3 10). Virtual item sales as a revenue model: identifying attributes that drive purchase decisions. Electronic Commerce Research, 9(1), pp. 97–113. Leidecker, J. K., & Bruno, A. V. (1984, 2). Identifying and using critical success factors. Long Range Planning, 17(1), pp. 23-32. LiangSimon. (2021年9月29日). 從NBA Top Shot看NBA的區塊鏈熱潮. 擷取自 The Clutch Time關鍵時刻: https://clutchgtime.com/nba-top-shot/ Lopatto, E. (2022, 6 7). NBA TOP SHOT Seemed Like a Slam Dunk— So Why are Some Collectors Crying Foul? Retrieved from theverge: https://www.theverge.com/23153620/nba-top-shot-nft-bored-ape-yacht-club louisvuitton. (n.d.). a-legendary-history. Retrieved from louis vuitton: https://tw.louisvuitton.com/zht-tw/magazine/articles/a-legendary-history#the-begining Lydia. (2020年12月8日). 「區塊鏈」到底是什麼？專業懶人包在這裡. 擷取自 mile.cloud: https://www.mile.cloud/zh/resources/blog/what-is-blockchain-here-is-the-blockchain-for-dummy_187 Malletier, L. V. (2021, 8 3). Louis The Game. Retrieved 12 10, 2021, from Apple app store: https://apps.apple.com/us/app/louis-the-game/id1574401807 Mankiw, N. G. (1997). Principles of Economics. Cengage Learning. Mcdowell, M. (2021, 10 19). Clinique’s first NFT ties to loyalty and products as uses expand. Retrieved from voguebusiness: https://www.voguebusiness.com/technology/cliniques-first-nft-ties-to-loyalty-and-products-as-uses-expand Merriam, S. B. (1988). Case Study Research in Education: A Qualitative Approach. San Francisco: Jossey-Bass. Milkx. (2019年4月19日). BURBERRY每月17日的B SERIES 你收集到了幾個？. 擷取自 Milkx: https://www.milkxtw.com/2019/04/burberry-17-b-series/ Nadini, M., Alessandretti, L., Giacinto, F. D., Martino, M., Aiello, L. M., & Baronchelli, A. (2021, 9 21). Mapping the NFT revolution: market trends, trade networks and visual features. Scientific Reports, 11(1), pp. 1-11. Nakamoto, S. (2008, 10 31). Bitcoin: A Peer-to-Peer Electronic Cash System. Retrieved from bitcoin: https://bitcoin.org/bitcoin.pdf NBA台灣. (2016年09月20日). NBA小知識. 2021年09月29日擷取自 NBA台灣: https://nba.udn.com/nba/story/6780/1197314 NBPA. (2019, 7 31). NBA, NBPA and Dapper Labs Bring First-of-Its-Kind Blockchain Game To Basketball Fans Around The Globe. Retrieved from NBPA: https://nbpa.com/news/nba-nbpa-and-dapper-labs-bring-first-of-its-kind-blockchain-game-to-basketball-fans-around-the-globe Park, B. W., & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), pp. 2178-2185. Patton, M. Q. (1980). Qualitative Evaluation Methods. SAGE Publications. Peitza, M., & Waelbroeckb, P. (2006, 11). Piracy of digital products: A critical review of the theoretical literature. Information Economics and Policy, pp. 449-476. Prempeh, C. (2021, 7 30). Louis Vuitton gets its game face on. Retrieved from Financial Time: https://www.ft.com/content/e21a8cf6-5ad0-4245-a656-8ca74787d40a RAJ, P. (2021, 4 30). How the rise of hyper-real digital fashion can change the future . Retrieved from vogue: https://www.vogue.in/fashion/content/how-the-rise-of-hyper-real-digital-fashion-can-change-the-future Reyburn, S. (2021, 3 11). JPG File Sells for $69 Million, as `NFT Mania` Gathers Pace. Retrieved 1 2022, from The New York Times: https://www.nytimes.com/2021/03/11/arts/design/nft-auction-christies-beeple.html Rockart, J. F. (1979, 3 1). Chief executives define their own data needs. Harvard Business Review, 57(2), pp. 81-93. Ronald, D. D. (1961). Management Information Crisis. Harvard Business Review, 39, 111-121. Sharma, T. K. (n.d). Public vs. Private Blockchain : A Comprehensive. Retrieved from blockchain-council: https://www.blockchain-council.org/blockchain/public-vs-private-blockchain-a-comprehensive-comparison/ Shin, D. H. (2008, 9). Understanding purchasing behaviors in a virtual economy: Consumer behavior involving virtual currency in Web 2.0 communities. Interacting with Computers, 20(4-5), pp. 433-446. Sotheby. (2021年4月9日). Sotheby`s. 擷取自數碼藝術新紀元：非同質化代幣（NFTs）的降臨: https://www.sothebys.cn/zh-hant/文章/數碼藝術新紀元-非同質化代幣nfts的降臨 Stake, R. E. (1995). The Art Of Case Study Research. Sage Publications. Swan, M. (2015). Blockchain: Blueprint for a new economy. O’Reilly Media. Swant, M. (2021, 7 28). As Coca-Cola Auctions Its First NFT, More Brands Are Entering The Metaverse. Retrieved from Forbes: https://www.forbes.com/sites/martyswant/2021/07/28/as-coca-cola-auctions-its-first-nft-more-brands-are-entering-the-metaverse/?sh=213a353e1051 Taco-Bell. (n.d). Taco Bell - Profile \| Rarible. Retrieved 12 10, 2021, from Rarible: https://rarible.com/tacobell Taco-Bell. (n.d). yum. Retrieved from our-brands: https://www.yum.com/wps/portal/yumbrands/Yumbrands/company/our-brands/taco-bell The-coca-cola-company. (2012, 1 1). The Chronicle Of Coca-Cola: The Candler Era. Retrieved from coca-colacompany: https://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-the-candler-era The-coca-cola-company. (2021, 6 8). Coca-Cola NFT Auction on OpenSea Fetches More than 575000. Retrieved from The-coca-cola-company: https://www.coca-colacompany.com/news/coca-cola-nft-auction-fetches-more-than-575000 The-coca-cola-company. (n.d.). Collectibles. Retrieved 7 2022, from The-coca-cola-company: https://us.coca-cola.com/store/goods/collectibles?product_list_order=price&product_list_dir=desc The-coco-cola-company. (2021, 07 28). Coca-Cola to Offer First-Ever NFT Collectibles in International Friendship Day Charity Auction. Retrieved from coca-colacompany.: https://www.coca-colacompany.com/news/coca-cola-to-offer-first-ever-nft-collectibles Trajcevski, M. (2022, 5 3). Louis Vuitton’s NFT Game, ‘Louis: The Game’, Hits Landmark 2 Million Downloads. Retrieved from dailycoin: https://dailycoin.com/louis-vuittons-nft-game-louis-the-game-hits-landmark-2-million-downloads/ Tran, K. C. (2019, 1 29). What is ERC721 Token Standard? Retrieved 12 10, 2021, from decrypt: https://decrypt.co/resources/erc721-what-is-it-guide-ehtereum-token Wang, Q., Li, R., Wang, Q., & Chen, S. (2021, 10 25). Non-Fungible Token (NFT): Overview, Evaluation, Opportunities and Challenges. Scientific Reports. wenew. (2021, 8 4). Louisvuitton. Retrieved 12 10, 2021, from wenewmoments: https://wenewmoments.com/louisvuitton Wilson, K. B., Karg, A., & Ghaderi, H. (2021, 10 29). Prospecting non-fungible tokens in the digital economy:Stakeholders and ecosystem, risk and opportunity. Business Horizons. Yordanova, H. (2021, 8 12). Burberry x Blankos NFTs Sold Out in 30 Seconds. Retrieved from DappRadar: https://dappradar.com/blog/burberry-x-blankos-nfts-sold-out-in-30-seconds Yum!, B. (n.d). Taco Bell. Retrieved 12 10, 2021, from Yum! Brands: https://www.yum.com/wps/portal/yumbrands/Yumbrands/company/our-brands/taco-bell 大前研一. (1985). 策略家的智慧. (黃宏義, 譯者) 臺北市: 長河出版社. 古硯偉. (n.d). NBA》炒作或是新大陸？NBA-TOP-SHOT數位球員卡的數位革命. 擷取自 basketballlab: https://basketballlab.cc/2021/03/15/nba》炒作或是新大陸？nba-top-shot數位球員卡的數位革命/ 司徒達賢. (2021). 策略管理新論. 臺北市: 智勝文化. 吳元熙. (2021年6月15日). 風靡NBA、籃球之神也下注，NFT如何成為運動圈的數位興奮劑？. 2021年12月10日擷取自數位時代: https://www.bnext.com.tw/article/62988/nft-sports-trading-cards 吳思華. (1998). 策略九說. 臺北市: 麥田出版社. 周文賢. (1999). 行銷管理：市場分析與策略規劃. 臺北市: 智勝文化. 周汶昊. (2021年09月30日). 「NBA Top Shot」爆紅之後數位球員卡真能成為新趨勢？. 擷取自聯合新聞網: https://nba.udn.com/nba/story/7445/5781164 邱憶惠. (1999年7月). 個案研究法：質化取向:Case Study Research: A Qualitative Approach. 教育研究, 頁 113-127. 高靖鈞, 丁川偉, 陳耀鑫, 馬金溝, & 陳澤世. (2017年5月9日). 區塊鏈簡介與技術探討. 擷取自電腦與通訊: https://ictjournal.itri.org.tw/Content/Messagess/contents.aspx?MSID=744257557510131250&MmmID=654304432061644411 陳冠婷. (2020年7月24日). 區塊鏈技術發展與應用介紹. 2022年1月擷取自 MOST 科技部: https://getmost.tier.org.tw/Datafile/Download/20200724151748585.pdf 陳美菊. (2008年3月). 次級房貸風暴對全球經濟之影響. 經濟研究年刊, 頁 249-271. 辜騰玉. (2016年4月23日). 區塊鏈運作原理大剖析：5大關鍵技術. 擷取自 iThome: https://www.ithome.com.tw/news/105374 黃耿誼. (2021年7月0日). 柯瑞新秀球員卡創天價打破詹皇紀錄. 擷取自 nba.udn: https://nba.udn.com/nba/story/6780/5589325 楊相合. (2009). 虛擬商品的特點與價值分析. 商業時代, 89-91. 楊晨欣. (2021年9月1日). NBA Top Shot 掀 NFT 熱潮，背後開發團隊 Dapper Labs 有何來頭？. 擷取自未來商務: https://fc.bnext.com.tw/articles/view/1660 龔鳴. (2017). 寫給未來社會的新帳本-區塊鏈: 人類的新型貨幣、終極信任機器與分散治理革命. 大寫出版.
描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 109363060
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0109363060
資料類型:	thesis
DOI:	10.6814/NCCU202201292
顯示於類別:	[企業管理研究所（MBA學位學程）] 學位論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
306001.pdf		3211Kb	Adobe PDF2	0	檢視/開啟

在政大典藏中所有的資料項目都受到原著作權保護.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - 回饋