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題名 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作者 許誠
Huh, Paul貢獻者 劉秀明
Liu, Sandra
許誠
Paul Huh關鍵詞 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日期 2021 上傳時間 4-Aug-2021 15:06:03 (UTC+8) 摘要 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. 參考文獻 ReferencesAnalysis: 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=598773907611Bambysheva, 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=69f48be67019Buterin, 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-changeChaffey, 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.htmlChovanová, 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=11d4fc3b4de4Definitions 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-futureFAQ. (n.d.). Flow. https://www.onflow.org/faqHackl, 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=517e0906222fHissong, 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/18nram5ye1ub01hres3lkk3xvdKalra, 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-storeLaMarca, 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-lillardLau, 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.pdfLilNoobie. (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-outLopatto, E. (2021, March). The NBA on NFT. The Verge. https://www.theverge.com/22348858/nba-nft-top-shot-dapper-labsMatney, 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.pdfO., E. (2021, March). NFT Market Research. Ask Wonder. https://askwonder.com/research/nft-market-research-3ymeht7fpOsterwalder, 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/#productsReyburn, 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.htmlRovell, 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-marketplaceSchrader, 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-erc1155-3106f1e3f2f3Steinwold, A. (2019, October 7). The History of Non-Fungible Tokens (NFTs). Medium. https://medium.com/@Andrew.Steinwold/the-history-of-non-fungible-tokens-nfts-f362ca57ae10Then 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 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
108933046資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108933046 資料類型 thesis dc.contributor.advisor 劉秀明 zh_TW dc.contributor.advisor Liu, Sandra en_US dc.contributor.author (Authors) 許誠 zh_TW dc.contributor.author (Authors) Paul Huh en_US dc.creator (作者) 許誠 zh_TW dc.creator (作者) Huh, Paul en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-Aug-2021 15:06:03 (UTC+8) - dc.date.available 4-Aug-2021 15:06:03 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2021 15:06:03 (UTC+8) - dc.identifier (Other Identifiers) G0108933046 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136436 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 108933046 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents TABLE OF CONTENTS1. Introduction 11.1. Problem background 11.2. Research rationale 21.3. Research objectives 21.4. Research methodology 32. Digital Marketing 42.1. Marketing industry: overview 42.2. History of digital marketing 52.3. Current trends in digital marketing 73. Non-Fungible Tokens (NFTs) 133.1. Blockchain technology 133.1.1. Ethereum, Flow, smart contracts 133.2. Non-fungible tokens: An overview 153.3. History of NFTs 183.4. Market research: NFTs 284. Company and Product Analysis 334.1. Dapper Labs: An overview 334.2. Product analysis 345. Findings and Discussion 415.1. Business model analysis 415.1.1. Customer segments 415.1.2. Value proposition 435.1.3. Channels 455.1.4. Customer relationships 485.1.5. Revenue streams 485.1.6. Key activities 495.1.7. Key resources 505.1.8. Key partners 515.1.9. Cost structure 515.2. Unique selling point 525.3. Competitor analysis 525.4. 4P’s marketing mix 525.5. Challenges and limitations 566. Recommendations and Conclusion 587. References 618. Appendix 668.1. Use cases for NFTs 66 zh_TW dc.format.extent 3449144 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108933046 en_US dc.subject (關鍵詞) 區塊鏈 zh_TW dc.subject (關鍵詞) 非同質化代幣 zh_TW dc.subject (關鍵詞) 數位行銷 zh_TW dc.subject (關鍵詞) Dapper Labs遊戲開發公司 zh_TW dc.subject (關鍵詞) NBA官方授權卡牌蒐藏平台 zh_TW dc.subject (關鍵詞) blockchain en_US dc.subject (關鍵詞) non-fungible token en_US dc.subject (關鍵詞) digital marketing en_US dc.subject (關鍵詞) Dapper Labs en_US dc.subject (關鍵詞) NBA Top Shot en_US dc.title (題名) 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 zh_TW dc.title (題名) The Application of Blockchain Technology in Digital Marketing: Potential of Non-Fungible Tokens en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) ReferencesAnalysis: 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=598773907611Bambysheva, 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=69f48be67019Buterin, 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-changeChaffey, 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.htmlChovanová, 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=11d4fc3b4de4Definitions 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-futureFAQ. (n.d.). Flow. https://www.onflow.org/faqHackl, 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=517e0906222fHissong, 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/18nram5ye1ub01hres3lkk3xvdKalra, 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-storeLaMarca, 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-lillardLau, 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.pdfLilNoobie. (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-outLopatto, E. (2021, March). The NBA on NFT. The Verge. https://www.theverge.com/22348858/nba-nft-top-shot-dapper-labsMatney, 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.pdfO., E. (2021, March). NFT Market Research. Ask Wonder. https://askwonder.com/research/nft-market-research-3ymeht7fpOsterwalder, 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/#productsReyburn, 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.htmlRovell, 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-marketplaceSchrader, 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-erc1155-3106f1e3f2f3Steinwold, A. (2019, October 7). The History of Non-Fungible Tokens (NFTs). Medium. https://medium.com/@Andrew.Steinwold/the-history-of-non-fungible-tokens-nfts-f362ca57ae10Then 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 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202101137 en_US
