Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/148476
|
| Title: | 非同質代幣(NFT)於推廣行銷運用之個案分析
A Case Study on the Applying Non-Fungible Token (NFT) for Marketing Promotion Strategy |
| Authors: | 朱恩廷
Ju, En-Ting |
| Contributors: | 邱奕嘉
朱恩廷
Ju, En-Ting |
| Keywords: | NFT
品牌商業價值
行銷推廣
社群參與
Web3
元宇宙
NFT
marketing promotion
community engagement
Web3
metaverse |
| Date: | 2023 |
| Issue Date: | 2023-12-01 10:36:15 (UTC+8) |
| Abstract: | 近年來，隨著區塊鏈技術的進步，非同質代幣（Non-Fungible Tokens）作為區塊鏈的一項重要應用，已引起廣泛關注。儘管NFT在藝術、音樂、遊戲等領域取得許多驚人商業成就，然而對品牌行銷價值的影響尚未有廣泛深入研究。本研究旨在探討NFT對品牌商業行銷價值的影響，並著重於近年企業使用NFT作為品牌行銷策略的分析。本研究以個案研究法，深入分析NFT在品牌行銷中的應用。並具體地用Nike品牌為例，探討其使用NFT的策略和效果，同時本論文也進一步點出NFT運用在行銷推廣方面的潛力。
在個案研究中，Nike成功運用NFT商品吸引全球消費者參與，跨越地域形成虛擬社群。這種社群參與潛力打破地域限制，增強了社群參與度和二次銷售市場活躍度。同時，NFT也帶來虛擬消費商機，吸引了傳統消費者和加密貨幣愛好者，改變消費方式，並提升消費者與品牌的情感聯繫。NFT的運用在行銷推廣領域展現出巨大的潛力，為品牌帶來獨特的優勢。NFT不僅是作為新型態行銷推廣策略，更應成為品牌長期佈局Web3和元宇宙的一部分。這種佈局能探索創新行銷策略，建立品牌社群、提高市場觸及，為消費者提供參與性的行銷體驗，實現品牌價值的再塑。
In recent years, the advancement of blockchain has brought Non-Fungible Tokens (NFT) to the forefront of innovation. Despite NFT gaining impressive traction in art, music, and gaming, their impact on brand value remains a less explored area. This study aims to uncover how NFT influence brand value, specifically by examining how busi-nesses have employed them as branding and marketing strategies. The research focuses on two key inquiries: Understanding how NFT address marketing challenges and in-vestigating how NFT aid brands in shaping marketing and promotional strategies. Through a case study approach, this research critically dissects NFT utilization in brand marketing, using Nike as a prime example to scrutinize strategies and outcomes. Con-currently, the paper unveils the potential of harnessing NFT for marketing purposes. In the Nike case study, NFT products have adeptly engaged global consumers, forming transcendent virtual communities. This community potential transcends geographic bar-riers, enhancing participation and invigorating secondary sales markets. NFT also in-troduce prospects for virtual consumption, captivating traditional consumers and cryp-tocurrency enthusiasts alike, thereby transforming consumption dynamics and bolster-ing emotional bonds between consumers and brands. The application of NFT in mar-keting unveils remarkable potential, offering brands distinct advantages. NFT are more than just a marketing tactic; they should be woven into a brand's long-term Web3 and metaverse strategies. Such a holistic approach unlocks avenues for innovative marketing tactics, the cultivation of brand communities, participatory marketing experiences and a redefinition of brand value. |
| Reference: | Aaker, D. A. (1996) Measuring Brand Equity across Products and Markets. California Management Review, Vol. 38, No. 3, pp. 102-120.
AAX（2021）。走入「Bored Ape」的 NFT 世界：是什麼讓「無聊猿」不無聊？。https://blockcast.it/2021/12/22/aax-bored-apes-yacht-club-explained/。
Amazon Ads（2021）。What is brand marketing? A complete guide。https://advertising.amazon.com/library/guides/brand-marketing#:~:text=Brand%20marketing%20is%20the%20process,that%20support%20the%20brand's%20promise.。
An Overview of Non-Fungible Tokens (NFT)（2020）。An Overview of Non-Fungible Tokens (NFT) 。India，International Journal of Advanced Research in Science, Communication and Technology (IJARSCT) 。
Bakery Kung（2022）。https://www.gq.com.tw/gadget/article/NFT-%E6%98%AF%E4%BB%80%E9%BA%BC。
BINANCE ACADEMY（2020）。https://academy.binance.com/zt/articles/the-evolution-of-the-internet-web-3-0-explained。
BINANCE ACADEMY（2021）什麼是CryptoPunks？。 https://academy.binance.com/zt/articles/what-are-cryptopunks。
BLOCKTEMPO（2022）。NFT市場走熊，Nike、Tiffany、Gucci…卻進場埋伏？看懂虛實互換的3種路徑。https://www.blocktempo.com/Nike-tiffany-gucci-released-NFT-projects-in-2022/。
Carole Hafner（2012）。Qualitative Research Methods Overview。https://course.ccs.neu.edu/is4800sp12/resources/qualmethods.pdf。。
Frank Rocchio（2021）。Nike's Brand Positioning: Just Do It, But Differently。https://www.lonefircreative.com/blog/Nikes-brand-positioning-just-do-it-but-differently#known-for-one-thing。
Gene Yen（2022）。行銷人必備：8 個 NFT 品牌行銷功能身為WEB3.0不可不知！。https://vocus.cc/article/62fbe42efd8978000156a6b9。
Grace Kay（2021）。'Nyan Cat' flying Pop-Tart meme sells for nearly $600,000 as one-of-a-kind crypto art。https://www.businessinsider.com/ethereum-NFT-meme-art-nyan-cat-sells-for-300-eth-2021-2。
Gurjot Dhanda（2023）。How Nike won with NFT。https://www.covalenthq.com/blog/how-Nike-won-with-NFT/。
Hadiyati E. (2016). Study of marketing mix and AIDA model to purchasing on line product in Indonesia. British Journal of Marketing Studies, 4(7), 49-62.
Hawra Hashem（2021）。5 Things We Can Learn from Nike’s Brand Identity and Advertising Strategy。https://www.kubbco.com/5-things-we-can-learn-from-Nikes-brand-identity-and-advertising-strategy/#:~:text=Inspiration.,words%20that%20describe%20Nike%27s%20branding。
IBM（2023）。What is blockchain technology? 。https://www.ibm.com/topics/blockchain。
JEX EXMUNDO（2023）。Quantum: The Story Behind the World’s First NFT。https://NFTnow.com/art/quantum-the-first-piece-of-NFT-art-ever-created/#:~:text=So%20what%20was%20the%20first,NFT%20by%20Kevin%20in%202014.。
Joachimsthaler, E., & Aaker, A. (2000). Brand leadership. New York.
JOLENE CREIGHTON（2022）。NFT Timeline: The Beginnings and History of NFT。https://NFTnow.com/guides/NFT-timeline-the-beginnings-and-history-of-NFT/。
Justine Lu（2019）。炒鞋如何辨真偽？Nike 的區塊鏈球鞋專利 — NFT 球鞋登場！。https://www.inside.com.tw/article/18338-blockchain-patent-for-Nike-sneakers-cryptokicks。
Kapferer, J. (2008) The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, 4th Edition. London: Kogan Page.
Karen Garces（2023）。Nike Brand Strategy: 5 Advertising Secrets Disclosed。https://penji.co/Nike-brand-strategy/。
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22.
Kono S. (2009). From the marketers’ perspective: The interactive media situation in Japan. In Gerbarg D. (Ed.), Television goes digital (Vol. 1, pp. 57-59). New York, NY: Springer.
Kotler P., Kartajaya H., Setiawan I. (2017). Marketing 4.0: Moving from traditional to digital. Hoboken, NJ: John Wiley.
Kotler, P. & Armstrong, G. (2018). Principles of marketing, Hoboken: Pearson higher education.
Ｍax HODGE（2022）。Canvassing the Masterpiece: Beeple’s “Everydays: The First 5000 Days”。 https://www.kazoart.com/blog/en/canvassing-the-masterpiece-beeples-everydays-the-first-5000-days/。
Natalia Wu（2021）。Nike收購虛擬球鞋品牌RTFKT : 「合作村上隆的CLONE X」衝上OpenSea銷售榜首！。https://www.blocktempo.com/metaverse-Nike-acquires-NFT-sneaker-studio-rtfkt/。
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 25-40.
Pratik S. Tayade（2023）。Nike's Growth Strategy。https://www.linkedin.com/pulse/Nikes-growth-strategy-pratik-s-tayade/。
Rachita Nayar（2022）。How Nike is changing the fashion industry with NFT。https://www.solulab.com/how-Nike-is-changing-the-fashion-industry-with-NFT/#:~:text=Nike%20is%20known%20for%20being,expect%20from%20the%20global%20brand.
Sarah Crowe, Kathrin Cresswell, Ann Robertson, Guro Huby, Anthony Avery, and Aziz Sheikh（2011）。The case study approach。https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3141799/。。
Senkus P. (2013). Marketing 3.0: The challenge for private, public and non-profit sectors, theoretical approach. Proceedings of the International Scientific Conference: RuralDevelopment,6,328-335. Retrievedfrom http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=100423344&lang=zh-tw&site=ehost-live
Stian Steinlein（2014）。Creating Strong Brand Identity – Facilitating Internationalization of Norwegian Sports-Clothing Brands。https://research-api.cbs.dk/ws/portalfiles/portal/58427068/stian_steinlein.pdf。
StudyCorgi. (2023). Nike Global Strategy & Marketing Approaches. Retrieved from https://studycorgi.com/Nike-inc-s-international-marketing-approaches/。
Tarabasz A. (2013). The reevaluation of communication in customer approach—Towards Marketing 4.0. International Journal of Contemporary Management, 12, 124-134.
Tien D. H., Rivas A. A. A., Liao Y.-K. (2018). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 23(4), 1-12.
Umino T., Benson P. (2016). Communities of practice in study abroad: A four-year study of an Indonesian student’s experience in Japan. The Modern Language Journal, 100(4), 1-18.
Verhoef P. C., Beckers S. F. M., van Doorn J. (2013). Understand the perils of co-creation. Harvard Business Review, 91(9), 28.
Verhoef P. C., Beckers S. F. M., van Doorn J. (2013). Understand the perils of co-creation. Harvard Business Review, 91(9), 28.
Kotler P., Kartajaya H., Hooi D. H. (2017). Marketing for competitiveness: Asia to the world: In the age of digital consumers. London, England: World Scientific.
Wei P. S., Lu H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29, 193-201.
Wenger E. (1998). Communities of practice: Learning, meaning and identity. Cambridge, UK: Cambridge University Press.
Wu L., Liu H. (2018). Tracing fake-news footprints: Characterizing social media messages by how they propagate. In Proceedings of the eleventh ACM international conference on Web Search and Data Mining (pp. 637-645). New York, NY: ACM.
區塊客（2021）。公鏈 Flow 打造 NFT 陣地：NBA Top Shot、Genies 等項目解析。https://blockcast.it/2021/12/24/flow-the-playground-for-NFT-projects/#:~:text=NBA%20TopShot%20%E6%98%AFFlow%20%E9%8F%88,%E9%A1%9E%E5%A4%A7IP%20%E6%95%B8%E4%BD%8D%E7%94%A2%E5%93%81%E3%80%82。
陳建鈞（2022）。Nike靠NFT吸金近2億美元，榮登最賺品牌！卻變成詐騙犯眼中的肥羊？。https://www.bnext.com.tw/article/71417/Nike-NFT-revenue。。 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363081 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363081 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 308101.pdf | | 2968Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
