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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 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
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, Sandraen_US
dc.contributor.author (Authors) 許誠zh_TW
dc.contributor.author (Authors) Paul Huhen_US
dc.creator (作者) 許誠zh_TW
dc.creator (作者) Huh, Paulen_US
dc.date (日期) 2021en_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) G0108933046en_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) 108933046zh_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 CONTENTS
1. Introduction 1
1.1. Problem background 1
1.2. Research rationale 2
1.3. Research objectives 2
1.4. Research methodology 3
2. Digital Marketing 4
2.1. Marketing industry: overview 4
2.2. History of digital marketing 5
2.3. Current trends in digital marketing 7
3. Non-Fungible Tokens (NFTs) 13
3.1. Blockchain technology 13
3.1.1. Ethereum, Flow, smart contracts 13
3.2. Non-fungible tokens: An overview 15
3.3. History of NFTs 18
3.4. Market research: NFTs 28
4. Company and Product Analysis 33
4.1. Dapper Labs: An overview 33
4.2. Product analysis 34
5. Findings and Discussion 41
5.1. Business model analysis 41
5.1.1. Customer segments 41
5.1.2. Value proposition 43
5.1.3. Channels 45
5.1.4. Customer relationships 48
5.1.5. Revenue streams 48
5.1.6. Key activities 49
5.1.7. Key resources 50
5.1.8. Key partners 51
5.1.9. Cost structure 51
5.2. Unique selling point 52
5.3. Competitor analysis 52
5.4. 4P’s marketing mix 52
5.5. Challenges and limitations 56
6. Recommendations and Conclusion 58
7. References 61
8. Appendix 66
8.1. 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/#G0108933046en_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) blockchainen_US
dc.subject (關鍵詞) non-fungible tokenen_US
dc.subject (關鍵詞) digital marketingen_US
dc.subject (關鍵詞) Dapper Labsen_US
dc.subject (關鍵詞) NBA Top Shoten_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 Tokensen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 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
zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202101137en_US