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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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    中文文獻
    1. 江明晏、吳家豪（2022/09/09）。NFT 去中心化精神無價？政府納管與否考驗智慧。科技新報。https://technews.tw/2022/09/09/nft-government/。檢索日期：2022/12/09
    2. 林妍溱（2023/07/14）。Google允許區塊鏈及遊戲類Android App整合NFT。iThome。https://www.ithome.com.tw/news/157775。檢索日期：2023/07/31
    3. 周世惠（2021/3/12）。 Beeple 苦畫 14 年爆紅，作品拍賣 19 億元引加密收藏熱。科技新報。https://technews.tw/2021/03/12/beeple-everydays-the-first-5000-days-69-million-usd-auction/。檢索日期：2022/04/20
    4. 高敬原（2022/04/06）。交易所出問題有法可管嗎？從幣託經營權風波，看幣圈投資人自保的3原則。數位時代。https://www.bnext.com.tw/ article/68421/cryptocurrency -taiwan。檢索日期：2022/08/10
    5. 陳冠榮（2022/10/04）。華碩進軍元宇宙特別組新公司，首發NFT平台進攻Web3。科技新報。https://technews.tw/2022/10/04/asus-metaverse-inc/。檢索日期：2022/10/10
    6. 陳依旻、吳佳穎（2022/03/15）。買NFT被割韭菜「只能認了」 金管會：太早監理可能扼制發展。ETtoday財經雲。http://finance.ettoday.net/news/2208812#ixzz7UdRP3fsr。檢索日期：2022/04/20
    7. 陳婉玉（2022）。從NFT內涵、應用談相關法律爭議，智慧財產權月刊，286，40-70．
    8. 陳鈞煥（2022/03/31）。NFT 如何衝擊藝術拍賣市場？解析史上最高價 NFT 拍賣事件之一：佳士得與 Beeple《Everydays: The First 5000 Days》。1% Style。https://onepercent.storm.mg/article/4263663。檢索日期：2022/04/20
    9. 傅珮晴、侯品如（2021/12/01）師園鹽酥雞成「全球第一家NFT炸雞店」！上架大漲134倍、每次交易可到店換雞吃。數位時代。https://www.bnext. com.tw/article/66495/nft-fried-chicken-shih-yuan。檢索日期：2022/10/10
    10. 傅珮晴、錢玉紘（2022/02/23）。外匯貨幣 NFT 平台 | 9大 NFT 平台整理！國內外NFT 平台比較！。數位時代。https://www.bnext.com.tw/article/67816/nft-tw-highest-pw。檢索日期：2022/04/20
    11. 黃敬翔（2020）。激情以後, 藏器待時 -台灣區塊鏈投資變化。臺灣經濟研究月刊，43(11)，32-39。
    12. 黃齡玉（2021）。NFT 之著作權相關問題初探（上）。司法周刊，2079，2-3。
    13. 劉常勇（2004）。為新事業設計商業模式。財金資訊。
    14. 錢玉紘（2021/12/01）。師園鹽酥雞成「全球第一家NFT炸雞店」！上架大漲134倍、每次交易可到店換雞吃。數位時代。https://www.bnext.com.tw/article/66495/nft-fried-chicken-shih-yuan檢索日期：2022/04/01
    15. 魏喬怡（2021/11/18）。NFT淘金熱爆夯應納管？金管會緊盯兩點。工商時報。https://ctee.com.tw/news/finance/550731.html。檢索日期：2022/04/20
    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:[Graduate Institute of TIPM] Theses

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