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| Title: | 探討非同質化代幣（NFT）平台之商業模式發展 – 以台灣Jcard平台為例
Exploring the Business Model Development of Non-Fungible Token Platform: A Case Study of Jcard Platform in Taiwan |
| Authors: | 汪佳蓉
JUNG, WANG CHIA |
| Contributors: | 柯玉佳
汪佳蓉
WANG CHIA JUNG |
| Keywords: | 非同質化代幣
商業模式
區塊鏈
NFT
Non-Fungible Token
Business model
Blockchain |
| Date: | 2023 |
| Issue Date: | 2023-09-01 14:49:40 (UTC+8) |
| Abstract: | 自2020年底起，「非同質化代幣」(Non-Fungible Token, NFT)一詞開始在各大媒體鋪天蓋地席捲而來，這樣的熱潮不僅在國外盛行，亦吹進了台灣。NFT 奠基在區塊鏈分散式帳本的紀錄方式，以合約與認證的機制使其具有不可替代與不可分割的特性，也因此使 NFT 可代表對特定資產獨有的所有權，促成了新市場的交易。
本研究主要目的為探討國內NFT平台的商業模式以及其差異，並探討NFT這項新科技以激進式創新進入未知需求的市場將如何演進影響平台商業模式發展，以分析相關平台發展的關鍵要素與優先順序。
本研究使用個案研究法，並以多重方法蒐集資料。研究者使用了網路上的文獻、網站、報告等次級資料、半結構式對平台內部經理與合作藝術家的訪談。此外，也透過親自參與平台辦理的對外講座活動，實際體驗 Jcard 行銷以及新市場教育大眾的關鍵活動，期望透過這些資料蒐集方式，分析整理出國內NFT平台之外部分析以及內部商業模式運作，並比較不同平台商業模式有何不同。最後，再以Exploration and Exploitation Frameworks架構理論，提出NFT的應用發展在不同階段下，平台商業模式運作的關鍵要素以及優先順序分別為何，以回應研究目的與問題。
綜合次級資料、半結構式訪談以及參與觀察法分析整理出的商業模式及其比較，研究者得出Jcard在NFT初期發展探索之際，較著重在目標客群與關鍵資源的積蓄，待市場對於NFT應用以及需求愈趨穩定進入Exploitation階段時，Jcard 則有餘裕調整關鍵活動的重心提供更多元又專業的服務，並看好NFT售出後二級市場分潤的潛在無限獲利。最後，本研究亦針對實務上NFT新進平台與現有平台提供建議，包括「新進平台應首要釐清目前的平台種類與市場區隔，並審慎思考自身的競爭優勢」，與「Jcard得以專業顧問服務、IT技術能力以及事業夥伴合作等運用多樣關鍵資源與活動，提高用戶的黏著度」。
Since the end of 2020, the term “Non-Fungible Token” (NFT) has been sweeping across the whole world. NFTs are blockchain-based tokens, which adopt Distributed Ledger Technology (DLT) to form the mechanism of contract and authentication. NFTs are hence irreplaceable and indivisible cryptographic assets, with unique identification codes and metadata that distinguish them from each other. NFTs also represent the exclusive ownership of a particular asset and facilitate new transactions in markets.
The main purpose of this study is to explore the domestic NFT platform business model, to discuss how NFTs represents a potential radical innovation and facilitate business adaptation to the new blockchain-supported technologies, and to analyze the key factor and priorities of the development of platform business models.
This study incorporated the case study method and a multi-method approach for data collection. This research adopted secondary data from online literature, websites, reports, and semi-structured interviews with internal managers and artists. In addition, this study employed participant observation of external seminars arranged by Jcard for marketing and public education. We aim to perform external and internal analyses of the domestic NFT platform and compare the differences between the business models of existing platforms. Finally, the Exploration and Exploitation Frameworks theory is used to propose the key elements and priorities of the platform business model operation at different stages of NFT development in order to respond to the research objectives.
This study concludes that Jcard focused on the accumulation of key resources and audience target during the initial exploration phase of NFT. Jcard then focuses on the provision of marketing consulting services and may gain further potential unlimited profits from the secondary market share after the sale of NFTs. Finally, this study also provides recommendations for the new entrant platform and Jcard, including “new entrant platform should clarify the market segmentation as well as its own competitive advantage”, and “Jcard could improve user stickiness by professional consulting services, IT technical capabilities, and business partner cooperation.” |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
109364102 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109364102 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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