政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136436

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136436

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113648/144635 (79%)
Visitors : 51684719 Online Users : 589

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

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大典藏 > College of Commerce > International MBA > Theses > Item 140.119/136436

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/136436

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.
Reference:	References Analysis: Dapper Lab’s NBA Top Shot tops $100 million blockchain collectible sales. (2021, February). Ledger Insights. https://www.ledgerinsights.com/analysis-dapper-labs-nba-top-shot-tops-100-million-blockchain-collectible-sales-nft/ Armstrong, G. M., Kotler, P., Harker, M., & Brennan, R. (2018). Marketing: an introduction. Pearson UK. Balmer, J. M. T. (2009). Corporate marketing: apocalypse, advent and epiphany. Management Decision, 47(4), 544–572. Bambysheva, N. (2021a, April). Amid Slowing NFT Demand NBA Top Shot Creator Raises Capital Again, Tripling Valuation. Forbes. https://www.forbes.com/sites/ninabambysheva/2021/04/20/amid-slowing-nft-demand-nba-top-shot-creator-raises-capital-again-tripling-valuation/?sh=598773907611 Bambysheva, N. (2021b, April). Dapper Labs Reveals Plans For Next NFT Marketplace After NBA Top Shot. Forbes. https://www.forbes.com/sites/ninabambysheva/2021/04/28/dapper-labs-reveals-plans-for-next-nft-marketplace-after-nba-top-shot/?sh=69f48be67019 Buterin, V. (2013). Ethereum Whitepaper. https://ethereum.org/en/whitepaper/ Calma, J. (2021, March). The climate controversy swirling around NFTs. The Verge. https://www.theverge.com/2021/3/15/22328203/nft-cryptoart-ethereum-blockchain-climate-change Chaffey, D. (2021, May). What is digital marketing? Tools and templates to define the scope of digital today. Smart Insights. https://www.smartinsights.com/digital-marketing-strategy/what-is-digital-marketing/ Cheng, E. (2017, December). Meet CryptoKitties, the $100,000 digital beanie babies epitomizing the cryptocurrency mania. CNBC. https://www.cnbc.com/2017/12/06/meet-cryptokitties-the-new-digital-beanie-babies-selling-for-100k.html Chovanová, H. H., Korshunov, A. I., & Babčanovác, D. (2015). Impact of Brand on Consumer Behavior. Procedia Economics and Finance. International Scientific Conference: Business Economics and Management (BEM2015), 34, 615–621. Conti, R., & Schmidt, J. (2021, May 14). What You Need To Know About Non-Fungible Tokens (NFTs). Forbes Advisor. https://www.forbes.com/advisor/investing/nft-non-fungible-token/ Damiani, J. (2021, March). Beeple’s ‘The First 5000 Days’ Sold To Metakovan, Founder Of Metapurse, For $69,346,250. Forbes. https://www.forbes.com/sites/jessedamiani/2021/03/12/beeples-the-first-5000-days-sold-to-metakovan-founder-of-metapurse-for-69346250/?sh=11d4fc3b4de4 Definitions of Marketing. (n.d.). American Marketing Association. https://www.ama.org/the-definition-of-marketing-what-is-marketing/ The Evolution of Digital Marketing: 30 Years in the Past & Future \| DMI. (2016, October 4). Digital Marketing Institute. https://digitalmarketinginstitute.com/blog/the-evolution-of-digital-marketing-30-years-in-the-past-and-future FAQ. (n.d.). Flow. https://www.onflow.org/faq Hackl, C. (2021, March 4). Five Things Brands Need to Know About NFTs (Non-Fungible Tokens). Forbes. https://www.forbes.com/sites/cathyhackl/2021/03/04/four-things-brands-need-to-know-about-nfts-non-fungible-tokens/?sh=517e0906222f Hissong, S. (2021, March). Kings of Leon Will Be the First Band to Release an Album as an NFT. Rolling Stone. https://www.rollingstone.com/pro/news/kings-of-leon-when-you-see-yourself-album-nft-crypto-1135192/ Irving, K. (2021, April). What is NBA Top Shot? Explaining the Blockchain NBA highlight collectables. NBA. https://ca.nba.com/news/what-is-nba-top-shot-explaining-the-blockchain-nba-highlight-collectables/18nram5ye1ub01hres3lkk3xvd Kalra, J. (2020, October). Dapper’s NBA Top Shot Launches Out of Beta With Samsung Galaxy Store Deal. Coindesk. https://www.coindesk.com/nba-top-shot-samsung-galaxy-store LaMarca, M. (2021, April). What is NBA Top Shot? Buy Moments & Packs with These Tips to Make Money. Draft Kings. https://dknation.draftkings.com/playbook/2021/4/1/22340791/what-is-nba-top-shot-own-moments-and-buy-packs-these-tips-make-money-damian-lillard Lau, K. (2020, November). Non-Fungible Tokens: A Brief Introduction and History. https://assets.ctfassets.net/hfgyig42jimx/6A8K5H6VrTydTDuEFHXQ5P/3cca896ad77bd967859a7a1256a5a91f/Crypto.com_Macro_Report_-_Non-Fungible_Tokens.pdf LilNoobie. (2021, April). Showcasing Showcases: What They Are, How to Make Them, and What My Favorite Ones Are So Far. NBA Top Shot & NFT Blog. https://www.topshotnoobie.com/post/showcasing-showcases-what-they-are-how-to-make-them-and-the-best-ones-out Lopatto, E. (2021, March). The NBA on NFT. The Verge. https://www.theverge.com/22348858/nba-nft-top-shot-dapper-labs Matney, L. (2021, May). Dapper Labs backs art hardware startup Infinite Objects in $6 million seed raise. Tech Crunch. https://techcrunch.com/2021/05/27/dapper-labs-backs-art-hardware-startup-infinite-objects-in-6-million-seed-raise/ McNulty, C. (2017, January 18). Industry Guide: An Introduction to Marketing, Advertising & PR. Intern(al) Affairs: The CI Blog. https://blog.city-internships.com/industry-guide-marketing-advertising-pr/ Muchoki, S. (2020, October). Dapper Labs Partners with Samsung Galaxy Store, NBA Top Shot Beta to All Fans. Coin Speaker. https://www.coinspeaker.com/nba-top-shot-samsung-galaxy-store/ Nike Patents ‘CryptoKicks’ Blockchain Shoes. (2019, December). PYMNTS. https://www.pymnts.com/innovation/2019/nike-patents-cryptokicks-blockchain-shoes/ NonFungible.com & L’Atelier BNP Paribas. (2020). NFT Yearly Report 2020. https://observatorioblockchain.com/wp-content/uploads/2021/02/NFT-YEARLY-REPORT-2020-FREE-EN.pdf O., E. (2021, March). NFT Market Research. Ask Wonder. https://askwonder.com/research/nft-market-research-3ymeht7fp Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley. Our Products. (n.d.). Dapper Labs. https://www.dapperlabs.com/#products Reyburn, S. (2021, March). JPG File Sells for $69 Million, as ‘NFT Mania’ Gathers Pace. The New York Times. https://www.nytimes.com/2021/03/11/arts/design/nft-auction-christies-beeple.html Rovell, D. (2021, January). What Is NBA Top Shot? Blockchain NBA Highlight Market Explodes With 5-Figure Sales. Action Network. https://www.actionnetwork.com/news/nba-top-shot-blockchain-nba-highlight-marketplace Schrader, C. (2021, May). Setting Effective SMART Marketing Goals. Spotlight Conductor. https://www.conductor.com/blog/2018/05/smart-marketing-goals-examples/ Shieber, J. (2021, March). NBA Top Shot maker Dapper Labs is now worth $2.6 billion thanks to half of Hollywood, the NBA and Michael Jordan. Tech Crunch. https://techcrunch.com/2021/03/30/nba-top-shot-maker-dapper-labs-is-now-worth-2-6-billion-thanks-to-half-of-hollywood-the-nba-and-michael-jordan/ Srivastava, R. (2021, April 5). Token Standards: ERC20 vs ERC721 vs ERC1155. Medium. https://medium.com/coinmonks/token-standards-erc20-vserc721-vs-erc1155-3106f1e3f2f3 Steinwold, A. (2019, October 7). The History of Non-Fungible Tokens (NFTs). Medium. https://medium.com/@Andrew.Steinwold/the-history-of-non-fungible-tokens-nfts-f362ca57ae10 Then and Now: The Evolution of Digital Marketing. (2020, June 19). Compose.ly. https://compose.ly/strategy/evolution-of-digital-marketing/ Turner, J. (2016, August 16). What is Nonlinear Marketing? We Have the Answer. 60 Second Marketer. https://60secondmarketer.com/2016/08/28/definition-of-nonlinear-marketing/ What Is OpenSea? (n.d.). CoinMarketCap. https://coinmarketcap.com/alexandria/glossary/opensea
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:	[International MBA] Theses

Files in This Item:

File	Description	Size	Format
304601.pdf		3368Kb	Adobe PDF2	135	View/Open

All items in 政大典藏 are protected by copyright, with all rights reserved.

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 © - Feedback