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題名 區塊鏈技術—非同質化代幣（NFT）應用於行銷之關鍵成功因素探討
The Key Success Factors of Application of Non-Fungible Token in Marketing作者 楊采妮
Yang, Tsai-Ni貢獻者 洪為璽<br>季延平
楊采妮
Yang, Tsai-Ni關鍵詞 NFT
非同質化代幣
區塊鏈
關鍵成功因素
主題分析法
Non-fungible token
Blockchain
Key success factors
Thematic analysis日期 2022 上傳時間 2-Sep-2022 15:49:42 (UTC+8) 摘要 NFT為一種在區塊鏈中註冊的獨特數位證書，用於記錄藝術品或收藏品等資產的所有權。2021年NFT熱潮興起與其龐大市場潛力、千倍回報引起了全世界的極大關注。然而NFT生態系統的發展還處於早期階段， NFT的商業應用仍在探索、發展階段。本研究以多重個案研究法，探討個案成功的行銷手法與關鍵因素。針對應用NFT於行銷已有成效的六個國外案例加以分析比較，搭配目前區塊鏈產業趨勢概況進行主題分析，歸納出應用NFT於行銷的行銷手法與關鍵成功因素。研究結果發現，關鍵成功因素分別為「強大品牌權益」、「創造稀缺性」、「良好的消費者體驗」、「創造超額報酬」、「策略合作夥伴協助」，可供企業欲應用NFT於行銷時能夠奠基於此思考，將企業資源集中投入，以取得競爭優勢，建立領先地位。
Non-Fungible Token (NFT) as “a unique digital certificate, registered in a blockchain, is used to record ownership of an asset such as an artwork or a collectible.” The incredible momentum of the NFT market has attracted significant attention and sparked a new wave of cross-arts NFT practices. However, the development of the NFT ecosystem is still in an early stage, and the commercial application of NFT is still in the exploration and development stage. This study used thematic analysis and multiple case analysis methods to explore marketing tactics and the key success factors. It focuses on the analysis and comparison of six cases where the applications of NFT have been effective in marketing, and it trends to identify the current trend of the blockchain industry and the key success factors. The results of the research show that the key success factors were "strong brand equity", "creating scarcity", "good consumer experience", "creating excess compensation", and "strategic partner assistance", which can be used by companies to apply NFT in marketing. Based on this study, the company will concentrate its resources to gain a competitive advantage and establish a leading position.參考文獻 參考文獻Aaker, D. A. (1984). Strategic Marketing Management. New York: John Wiely&Sons Inc.Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.Adegeest, D. A. (2021, 8 5). fashionunited. Retrieved from Burberry unveils first NFT as part of gaming collaboration: https://fashionunited.uk/news/fashion/burberry-unveils-first-nft-as-part-of-gaming-collaboration/2021080556981Allick, C. (n.d). NFT: What It Stands For, What It Means, and Why the Creative Opportunities Could Be Endless. 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國立政治大學
企業管理研究所(MBA學位學程)
109363060資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363060 資料類型 thesis dc.contributor.advisor 洪為璽<br>季延平 zh_TW dc.contributor.author (Authors) 楊采妮 zh_TW dc.contributor.author (Authors) Yang, Tsai-Ni en_US dc.creator (作者) 楊采妮 zh_TW dc.creator (作者) Yang, Tsai-Ni en_US dc.date (日期) 2022 en_US dc.date.accessioned 2-Sep-2022 15:49:42 (UTC+8) - dc.date.available 2-Sep-2022 15:49:42 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2022 15:49:42 (UTC+8) - dc.identifier (Other Identifiers) G0109363060 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141852 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 109363060 zh_TW dc.description.abstract (摘要) NFT為一種在區塊鏈中註冊的獨特數位證書，用於記錄藝術品或收藏品等資產的所有權。2021年NFT熱潮興起與其龐大市場潛力、千倍回報引起了全世界的極大關注。然而NFT生態系統的發展還處於早期階段， NFT的商業應用仍在探索、發展階段。本研究以多重個案研究法，探討個案成功的行銷手法與關鍵因素。針對應用NFT於行銷已有成效的六個國外案例加以分析比較，搭配目前區塊鏈產業趨勢概況進行主題分析，歸納出應用NFT於行銷的行銷手法與關鍵成功因素。研究結果發現，關鍵成功因素分別為「強大品牌權益」、「創造稀缺性」、「良好的消費者體驗」、「創造超額報酬」、「策略合作夥伴協助」，可供企業欲應用NFT於行銷時能夠奠基於此思考，將企業資源集中投入，以取得競爭優勢，建立領先地位。 zh_TW dc.description.abstract (摘要) Non-Fungible Token (NFT) as “a unique digital certificate, registered in a blockchain, is used to record ownership of an asset such as an artwork or a collectible.” The incredible momentum of the NFT market has attracted significant attention and sparked a new wave of cross-arts NFT practices. However, the development of the NFT ecosystem is still in an early stage, and the commercial application of NFT is still in the exploration and development stage. This study used thematic analysis and multiple case analysis methods to explore marketing tactics and the key success factors. It focuses on the analysis and comparison of six cases where the applications of NFT have been effective in marketing, and it trends to identify the current trend of the blockchain industry and the key success factors. The results of the research show that the key success factors were "strong brand equity", "creating scarcity", "good consumer experience", "creating excess compensation", and "strategic partner assistance", which can be used by companies to apply NFT in marketing. Based on this study, the company will concentrate its resources to gain a competitive advantage and establish a leading position. en_US dc.description.tableofcontents 目次謝辭 I摘要 IIAbstract III目次 IV圖次 VII表次 VIII第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 1第三節 研究流程 2第二章 文獻探討 4第一節 區塊鏈之定義與內容 4第一項 區塊鏈起源 4第二項 區塊鏈核心技術 5第三項 區塊鏈特徵 6第四項 區塊鏈類型 7第五項 區塊鏈相關應用 7第二節 非同質化代幣NFT 8第一項 NFT起源 8第二項 NFT特徵 9第三項 NFT生態系 10第四項 NFT相關應用 10第五項 NFT風險與挑戰 10第三節 虛擬商品行銷 12第四節 關鍵成功因素 13第一項 關鍵成功因素之定義與來源 13第二項 關鍵因素分析方法 14第三項 小結 15第三章 研究方法 16第一節 研究方法 16第一項 質性研究法 16第二項 多重個案研究法 16第三項 主題分析法 17第四項 小結 17第二節 研究對象 18第四章 NFT行銷個案分析 19第一節 Coca-Cola行銷手法 19第二節 Burberry行銷手法 21第三節 Louis Vuitton行銷手法 23第四節 Clinique行銷手法 25第五節 NBA行銷手法 26第六節 Taco Bell行銷手法 29第五章 關鍵成功因素分析 31第一節 主題分析法結果 31第二節 NFT行銷關鍵成功因素 37第六章 結論 42第一節 研究建議與貢獻 43第二節 限制與未來研究 44參考文獻 46附錄一 、次級資料索引表 55附錄二 、個案內容段落摘要編碼 58 zh_TW dc.format.extent 3288699 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363060 en_US dc.subject (關鍵詞) NFT zh_TW dc.subject (關鍵詞) 非同質化代幣 zh_TW dc.subject (關鍵詞) 區塊鏈 zh_TW dc.subject (關鍵詞) 關鍵成功因素 zh_TW dc.subject (關鍵詞) 主題分析法 zh_TW dc.subject (關鍵詞) Non-fungible token en_US dc.subject (關鍵詞) Blockchain en_US dc.subject (關鍵詞) Key success factors en_US dc.subject (關鍵詞) Thematic analysis en_US dc.title (題名) 區塊鏈技術—非同質化代幣（NFT）應用於行銷之關鍵成功因素探討 zh_TW dc.title (題名) The Key Success Factors of Application of Non-Fungible Token in Marketing en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 參考文獻Aaker, D. 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