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題名 第三代互聯網時代下非同質化代幣於企業對消費者之行銷上的應用研究
A Study on the Application of NFT-as-a-Service for B2C Marketing in the Web 3.0 Era
作者 陳顥宜
Chen, Hao-Yi Holly
貢獻者 何富年
Ho, Foo-Nin
陳顥宜
Chen, Hao-Yi Holly
關鍵詞 第三代互聯網
元宇宙
區塊鏈
非同質化代幣
企業對消費者之行銷
Web 3.0
Metaverse
Blockchain
Non-Fungible Token
B2C Marketing
日期 2022
上傳時間 1-Jul-2022 16:17:37 (UTC+8)
摘要 For the past few years, consumer behavior has dramatically shifted due to digitalization and the abruptness of the COVID-19 pandemic. All industries have had to adjust to cater to these new shifts to meet bottom line and sustain growth. One major shift has been the increase of e-commerce across multiple B2C industries. Additionally, NFTs and the metaverse have taken the consumer markets by storm with exponential growth and have presented enormous value to consumers. This thesis takes the case study approach to explore the intricacies of the Web 3.0 era, mainly focusing on the metaverse, blockchain technologies, and NFTs. Through understanding these three core technologies of the Web 3.0 era and secondary data analysis, the report further shows the potential values of endless applications and benefits the technologies can pose for B2C companies, mainly when applied to marketing and branding strategies. More so, narrowing the focus on three B2C industry sectors (FMCG, Arts & Entertainment, Fashion) and closely analyzing current case examples within these sectors on the applications of NFTs, a feasible business model based on ‘NFT-as-a-Service’ was born and proved to provide a unique selling proposition as the current market is quite scattered and goes beyond just digital NFT art. However, whether the market is long-lasting will primarily depend on consumer reception and accessibility of the technologies to the mass public.
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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)
109933028
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109933028
資料類型 thesis
dc.contributor.advisor 何富年zh_TW
dc.contributor.advisor Ho, Foo-Ninen_US
dc.contributor.author (Authors) 陳顥宜zh_TW
dc.contributor.author (Authors) Chen, Hao-Yi Hollyen_US
dc.creator (作者) 陳顥宜zh_TW
dc.creator (作者) Chen, Hao-Yi Hollyen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-Jul-2022 16:17:37 (UTC+8)-
dc.date.available 1-Jul-2022 16:17:37 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2022 16:17:37 (UTC+8)-
dc.identifier (Other Identifiers) G0109933028en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140638-
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) 109933028zh_TW
dc.description.abstract (摘要) For the past few years, consumer behavior has dramatically shifted due to digitalization and the abruptness of the COVID-19 pandemic. All industries have had to adjust to cater to these new shifts to meet bottom line and sustain growth. One major shift has been the increase of e-commerce across multiple B2C industries. Additionally, NFTs and the metaverse have taken the consumer markets by storm with exponential growth and have presented enormous value to consumers. This thesis takes the case study approach to explore the intricacies of the Web 3.0 era, mainly focusing on the metaverse, blockchain technologies, and NFTs. Through understanding these three core technologies of the Web 3.0 era and secondary data analysis, the report further shows the potential values of endless applications and benefits the technologies can pose for B2C companies, mainly when applied to marketing and branding strategies. More so, narrowing the focus on three B2C industry sectors (FMCG, Arts & Entertainment, Fashion) and closely analyzing current case examples within these sectors on the applications of NFTs, a feasible business model based on ‘NFT-as-a-Service’ was born and proved to provide a unique selling proposition as the current market is quite scattered and goes beyond just digital NFT art. However, whether the market is long-lasting will primarily depend on consumer reception and accessibility of the technologies to the mass public.en_US
dc.description.tableofcontents 1. Introduction 1
2. What is Web 3.0 3
2.1. Introduction to Blockchain 7
2.1.1. History of Blockchain Technology 7
2.1.2. How Blockchain Technology Works 9
2.1.3. Importance and Advantages of Blockchain 12
2.1.4. The Uses of Blockchain Technology 15
2.2. Brief Overview of the Metaverse 16
2.2.1. History of the Metaverse 18
2.2.2. The Technological Foundation, Functionality, and Uses of the Metaverse 20
2.2.3. Current & Future Market Trends of the Metaverse 24
2.3. Brief Overview on the Concept Behind this Paper 26
2.3.1. Ties Between: Metaverse, Blockchain, NFTs 26
2.3.2. Why the Focus on NFTs 28
2.3.3. Study on the Applications of NFT-as-a-Service for B2C Companies 29
3. A Detailed Overview of NFTs 31
3.1. History of NFTs 31
3.2. The Technology Behind NFTs 34
3.3. Market Potential and Trend of NFTs 36
3.4. Setbacks of Web 3.0 Technologies (Metaverse, Blockchain, NFTs) 38
3.4.1. Weaknesses and Disadvantages 39
3.4.2. Environmental and Ethical Impacts 41
4. Case Study: Marketing Applications of NFT-as-a-Service 43
4.1. Overview of the Case Problem 43
4.2. Rationale Behind the Case Study 43
4.3. Case Study Objectives 44
4.4. Case Study Methodology 44
5. B2C Industries: Background Overview 46
5.1. Fast-Moving Consumer Goods Industry (FMCG) 46
5.1.1. FMCG: Current and Future Market Trends 48
5.1.2. FMCG: Notable Case Examples 50
5.2. Arts and Entertainment Industry 51
5.2.1. Arts & Entertainment: Current and Future Market Trends 53
5.2.2. Arts & Entertainment: Notable Case Examples 55
5.3. Fashion Industry 57
5.3.1. Fashion: Current and Future Market Trends 59
5.3.2. Fashion: Notable Case Examples 62
6. Branding and Marketing Overview 63
6.1. Branding & Marketing: Industry Background 63
6.2. Branding & Marketing: Current and Future Market Trends 67
6.3. Branding & Marketing: Notable Case Examples 70
7. Deep Dive – Current Applications & Uses of NFTs 73
7.1. FMCG Industry: B2C Case Examples 73
7.1.1. FMCG Product Category: Essentials 73
7.1.2. FMCG Product Category: Food 78
7.1.3. FMCG Product Category: Beverages 80
7.2. Arts & Entertainment Industry: B2C Case Examples 85
7.2.1. Arts & Entertainment Product Category: Digital Artworks 85
7.2.2. Arts & Entertainment Product Category: Online Platforms 89
7.2.3. Arts & Entertainment Product Category: Music Sector 91
7.2.4. Arts & Entertainment Product Category: Service Sector 94
7.2.5. Arts & Entertainment Product Category: Media Sector 97
7.2.6. Arts & Entertainment Product Category: Sports Sector 100
7.2.7. Arts & Entertainment Product Category: Gaming Sector 105
7.3. Fashion Industry: B2C Case Examples 107
7.3.1. Fashion Product Category: Luxury (High-Fashion) 108
7.3.2. Fashion Product Category: Mass (Fast-Fashion) 111
8. Case Study Findings and Understandings 116
8.1. Additional Data Support of the Case Study 116
8.2. Summary on the Findings of the Case Study 120
8.2.1. Analysis on the Feasibility and Market Potential of NFT-as-a-Service 124
8.3. Review of Case Study Objectives 125
9. Proposal of a Potential Business Model 127
9.1. Unique Selling Points of NFT-as-a-Service 128
9.2. Proposed Business Model: NFT-as-a-Service Marketing & Branding Solutions Agency & Platform 130
9.2.1. Key Activities 130
9.2.2. Channels 131
9.2.3. Key Partners 132
9.2.4. Revenue Stream 134
9.2.5. Competitors and Market Analysis 134
10. Overall Conclusion 136
References 137
Appendix 149
I. The Uses of Blockchain Technology 149
A. Blockchain Functions by Industry & Sector (Source: Various) 149
B. Blockchain-based Companies by Use Type (Source: Various) 150		zh_TW
dc.format.extent 43839821 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109933028en_US
dc.subject (關鍵詞) 第三代互聯網zh_TW
dc.subject (關鍵詞) 元宇宙zh_TW
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) 企業對消費者之行銷zh_TW
dc.subject (關鍵詞) Web 3.0en_US
dc.subject (關鍵詞) Metaverseen_US
dc.subject (關鍵詞) Blockchainen_US
dc.subject (關鍵詞) Non-Fungible Tokenen_US
dc.subject (關鍵詞) B2C Marketingen_US
dc.title (題名) 第三代互聯網時代下非同質化代幣於企業對消費者之行銷上的應用研究zh_TW
dc.title (題名) A Study on the Application of NFT-as-a-Service for B2C Marketing in the Web 3.0 Eraen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202200495en_US