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https://nccur.lib.nccu.edu.tw/handle/140.119/136436
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| Title: | 區塊鏈技術在數位化行銷上之應用：不可替代代幣之發展潛力
The Application of Blockchain Technology in Digital Marketing: Potential of Non-Fungible Tokens |
| Authors: | 許誠
Huh, Paul |
| Contributors: | 劉秀明
Liu, Sandra
許誠
Paul Huh |
| Keywords: | 區塊鏈
非同質化代幣
數位行銷
Dapper Labs遊戲開發公司
NBA官方授權卡牌蒐藏平台
blockchain
non-fungible token
digital marketing
Dapper Labs
NBA Top Shot |
| Date: | 2021 |
| Issue Date: | 2021-08-04 15:06:03 (UTC+8) |
| Abstract: | This thesis focuses on the case study of blockchain company Dapper Labs and their key product NBA Top Shot, a blockchain-based platform to buy, sell, and trade digital collectibles (NFTs). Using NBA Top Shot, the conducted business model analysis shows the value proposition Dapper Labs can deliver via its channels to its customer segments. The report draws on secondary data analysis to demonstrate the market potential of NFTs for digital marketing strategies to raise brand awareness. Per the Ansoff matrix, Dapper Labs has several strategic options it can pursue, such as market penetration via improving its position in the digital collectibles market, market development via focusing on improving its upcoming mobile game Hard Court, product development via creating platforms similar to NBA Top Shot for other sports, or diversification. The 4P’s marketing analysis suggests Dapper Labs can incorporate its blockchain technology to improve the digital market strategies for its products and promotion. Lastly, due to factors such as being the only entertainment-focused blockchain company, the exclusivity of Dapper Labs’ partnership with the NBA, and NBA Top Shot’s unique selling position, there are no direct competitors. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
108933046 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108933046 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101137 |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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