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題名 非同質代幣(NFT)於推廣行銷運用之個案分析
A Case Study on the Applying Non-Fungible Token (NFT) for Marketing Promotion Strategy作者 朱恩廷
Ju, En-Ting貢獻者 邱奕嘉
朱恩廷
Ju, En-Ting關鍵詞 NFT
品牌商業價值
行銷推廣
社群參與
Web3
元宇宙
NFT
marketing promotion
community engagement
Web3
metaverse日期 2023 上傳時間 1-十二月-2023 10:36:15 (UTC+8) 摘要 近年來，隨著區塊鏈技術的進步，非同質代幣（Non-Fungible Tokens）作為區塊鏈的一項重要應用，已引起廣泛關注。儘管NFT在藝術、音樂、遊戲等領域取得許多驚人商業成就，然而對品牌行銷價值的影響尚未有廣泛深入研究。本研究旨在探討NFT對品牌商業行銷價值的影響，並著重於近年企業使用NFT作為品牌行銷策略的分析。本研究以個案研究法，深入分析NFT在品牌行銷中的應用。並具體地用Nike品牌為例，探討其使用NFT的策略和效果，同時本論文也進一步點出NFT運用在行銷推廣方面的潛力。 在個案研究中，Nike成功運用NFT商品吸引全球消費者參與，跨越地域形成虛擬社群。這種社群參與潛力打破地域限制，增強了社群參與度和二次銷售市場活躍度。同時，NFT也帶來虛擬消費商機，吸引了傳統消費者和加密貨幣愛好者，改變消費方式，並提升消費者與品牌的情感聯繫。NFT的運用在行銷推廣領域展現出巨大的潛力，為品牌帶來獨特的優勢。NFT不僅是作為新型態行銷推廣策略，更應成為品牌長期佈局Web3和元宇宙的一部分。這種佈局能探索創新行銷策略，建立品牌社群、提高市場觸及，為消費者提供參與性的行銷體驗，實現品牌價值的再塑。
In recent years, the advancement of blockchain has brought Non-Fungible Tokens (NFT) to the forefront of innovation. Despite NFT gaining impressive traction in art, music, and gaming, their impact on brand value remains a less explored area. This study aims to uncover how NFT influence brand value, specifically by examining how busi-nesses have employed them as branding and marketing strategies. The research focuses on two key inquiries: Understanding how NFT address marketing challenges and in-vestigating how NFT aid brands in shaping marketing and promotional strategies. Through a case study approach, this research critically dissects NFT utilization in brand marketing, using Nike as a prime example to scrutinize strategies and outcomes. Con-currently, the paper unveils the potential of harnessing NFT for marketing purposes. In the Nike case study, NFT products have adeptly engaged global consumers, forming transcendent virtual communities. This community potential transcends geographic bar-riers, enhancing participation and invigorating secondary sales markets. NFT also in-troduce prospects for virtual consumption, captivating traditional consumers and cryp-tocurrency enthusiasts alike, thereby transforming consumption dynamics and bolster-ing emotional bonds between consumers and brands. The application of NFT in mar-keting unveils remarkable potential, offering brands distinct advantages. NFT are more than just a marketing tactic; they should be woven into a brand's long-term Web3 and metaverse strategies. Such a holistic approach unlocks avenues for innovative marketing tactics, the cultivation of brand communities, participatory marketing experiences and a redefinition of brand value.參考文獻 Aaker, D. A. (1996) Measuring Brand Equity across Products and Markets. California Management Review, Vol. 38, No. 3, pp. 102-120. 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國立政治大學
企業管理研究所(MBA學位學程)
109363081資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363081 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.author (作者) 朱恩廷 zh_TW dc.contributor.author (作者) Ju, En-Ting en_US dc.creator (作者) 朱恩廷 zh_TW dc.creator (作者) Ju, En-Ting en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-十二月-2023 10:36:15 (UTC+8) - dc.date.available 1-十二月-2023 10:36:15 (UTC+8) - dc.date.issued (上傳時間) 1-十二月-2023 10:36:15 (UTC+8) - dc.identifier (其他 識別碼) G0109363081 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/148476 - 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) 109363081 zh_TW dc.description.abstract (摘要) 近年來，隨著區塊鏈技術的進步，非同質代幣（Non-Fungible Tokens）作為區塊鏈的一項重要應用，已引起廣泛關注。儘管NFT在藝術、音樂、遊戲等領域取得許多驚人商業成就，然而對品牌行銷價值的影響尚未有廣泛深入研究。本研究旨在探討NFT對品牌商業行銷價值的影響，並著重於近年企業使用NFT作為品牌行銷策略的分析。本研究以個案研究法，深入分析NFT在品牌行銷中的應用。並具體地用Nike品牌為例，探討其使用NFT的策略和效果，同時本論文也進一步點出NFT運用在行銷推廣方面的潛力。 在個案研究中，Nike成功運用NFT商品吸引全球消費者參與，跨越地域形成虛擬社群。這種社群參與潛力打破地域限制，增強了社群參與度和二次銷售市場活躍度。同時，NFT也帶來虛擬消費商機，吸引了傳統消費者和加密貨幣愛好者，改變消費方式，並提升消費者與品牌的情感聯繫。NFT的運用在行銷推廣領域展現出巨大的潛力，為品牌帶來獨特的優勢。NFT不僅是作為新型態行銷推廣策略，更應成為品牌長期佈局Web3和元宇宙的一部分。這種佈局能探索創新行銷策略，建立品牌社群、提高市場觸及，為消費者提供參與性的行銷體驗，實現品牌價值的再塑。 zh_TW dc.description.abstract (摘要) In recent years, the advancement of blockchain has brought Non-Fungible Tokens (NFT) to the forefront of innovation. Despite NFT gaining impressive traction in art, music, and gaming, their impact on brand value remains a less explored area. This study aims to uncover how NFT influence brand value, specifically by examining how busi-nesses have employed them as branding and marketing strategies. The research focuses on two key inquiries: Understanding how NFT address marketing challenges and in-vestigating how NFT aid brands in shaping marketing and promotional strategies. Through a case study approach, this research critically dissects NFT utilization in brand marketing, using Nike as a prime example to scrutinize strategies and outcomes. Con-currently, the paper unveils the potential of harnessing NFT for marketing purposes. In the Nike case study, NFT products have adeptly engaged global consumers, forming transcendent virtual communities. This community potential transcends geographic bar-riers, enhancing participation and invigorating secondary sales markets. NFT also in-troduce prospects for virtual consumption, captivating traditional consumers and cryp-tocurrency enthusiasts alike, thereby transforming consumption dynamics and bolster-ing emotional bonds between consumers and brands. The application of NFT in mar-keting unveils remarkable potential, offering brands distinct advantages. NFT are more than just a marketing tactic; they should be woven into a brand's long-term Web3 and metaverse strategies. Such a holistic approach unlocks avenues for innovative marketing tactics, the cultivation of brand communities, participatory marketing experiences and a redefinition of brand value. en_US dc.description.tableofcontents 謝辭 II 摘要 III Abstract IV 目次 V 圖次 IX 表次 X 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題 2 第三節 研究目的 3 第四節 研究流程 4 第二章 文獻探討 6 第一節 基礎核心 6 第一項 起源-Web 3.0 6 第二項 技術-區塊鏈 11 第二節 NFT概念 17 第一項 定義 17 第二項 特點 18 第三項 特殊術語 19 第四項 交易原理 21 第三節 NFT初期應用 23 第一項 Quantum (2014) 23 第二項 CryptoPunks (2017) 25 第三項 Beeple’s “Everydays: the First 5000 Days” (2021) 26 第四節 NFT衍生議題 27 第一項 機會 27 第二項 小結 28 第五節 行銷策略 29 第一項 4Ps行銷策略 29 第二項 顧客購買旅程模型 33 第三章 研究方法 38 第一節 質化研究法 38 第一項 定義 38 第二項 種類 38 第二節 個案研究法 40 第一項 選擇動機 40 第二項 研究步驟 40 第三節 個案研究架構 43 第四節 選擇個案 45 第一項 選擇動機 45 第二項 個案公司概要 46 第四章 個案分析 50 第一節 Nike 原有品牌之行銷策略 50 第一項 Nike 品牌識別與意象 50 第二項 Nike 自身品牌定位 53 第三項 Nike 進入不同市場模式 55 第二節 Nike NFT發展 57 第一項 Nike NFT前期 57 第二項 虛擬球鞋收藏平台 RTFKT 58 第三項 Nike進軍元宇宙並實現O2O概念 — Nikeland 60 第四項 Nike佈局NFT動機 61 第五項 整體時尚服飾產業NFT使用概況 62 第六項 最大競爭對手之一Adidas以NFT為進入元宇宙基礎 63 第七項 小結 63 第三節 Nike的NFT行銷推廣策略分析 65 第一項 認知階段-跳脫地域侷限接觸廣泛接觸消費者 65 第二項 訴求階段-對主要客群投其所好 66 第三項 詢問階段- Web3社群增加消費者接觸場域 67 第四項 行動階段-虛擬影響實體 68 第五項 倡導階段-培養新型態顧客忠誠度 69 第五章 研究結論 71 第一項 研究發現 71 第二項 研究命題 75 第三項 研究結論與建議 77 參考文獻 80 zh_TW dc.format.extent 3039587 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363081 en_US dc.subject (關鍵詞) NFT zh_TW dc.subject (關鍵詞) 品牌商業價值 zh_TW dc.subject (關鍵詞) 行銷推廣 zh_TW dc.subject (關鍵詞) 社群參與 zh_TW dc.subject (關鍵詞) Web3 zh_TW dc.subject (關鍵詞) 元宇宙 zh_TW dc.subject (關鍵詞) NFT en_US dc.subject (關鍵詞) marketing promotion en_US dc.subject (關鍵詞) community engagement en_US dc.subject (關鍵詞) Web3 en_US dc.subject (關鍵詞) metaverse en_US dc.title (題名) 非同質代幣(NFT)於推廣行銷運用之個案分析 zh_TW dc.title (題名) A Case Study on the Applying Non-Fungible Token (NFT) for Marketing Promotion Strategy en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Aaker, D. 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