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題名 平台後進者之競爭策略個案分析
A Case Study on Competitive Strategies of a Platform Latecomer作者 許宇涵
Hsu, Yu-Han貢獻者 邱奕嘉
Chiu, Yi-Chia
許宇涵
Hsu, Yu-Han關鍵詞 NFT 市場
平台經濟
後進者策略
競爭優勢
Blur
NFT market
Platform economy
Latecomer strategy
Competitve advantage日期 2025 上傳時間 3-三月-2025 13:59:14 (UTC+8) 摘要 隨著區塊鏈技術的發展，相關應用如雨後春筍般不斷湧現，其中，NFT 市場的快速成長尤為顯著。儘管交易平台之間的競爭日益激烈，OpenSea 作為先行者仍長期穩居市場主導地位。然而，新興平台 Blur 的迅速崛起在短短時間內改變了市場格局。Blur 不僅憑藉創新策略快速提升市場佔有率，還成功吸引大量專業交易者的關注與參與。因此，本研究以 Blur 作為個案，深入探討其作為市場後進者，如何在競爭激烈的環境中找到切入點，並透過哪些策略實現突破，進一步構築競爭優勢，成長為市場領導者。 本研究結合平台競爭策略、後進者策略及 NFT 市場的相關文獻與數據資訊，旨在了解並解構 Blur 如何識別市場缺口，以及其所採取的具體策略與措施。 研究圍繞以下核心命題展開： 一、個案公司如何識別並利用市場領導者（OpenSea）的弱點，構建自身競爭優勢？ 二、個案公司如何建立用戶吸引與留存策略，實現後發先至，成為市場領導者？ 最後，本研究提出了一套後進者競爭策略的分析框架，總結 Blur 的成功經驗，並為未來欲探討 NFT 市場競爭動態或後進者競爭策略的學者與實務工作者提供重要的參考基礎，助力相關領域研究與實踐的進一步拓展。
With the rapid development of blockchain technology, various applications have emerged at an unprecedented pace. Among them, the growth of the NFT market has been particularly remarkable. Despite the intensifying competition among trading platforms, OpenSea, as a first-mover, has long maintained its dominant position in the market. However, the swift rise of the emerging platform Blur has reshaped the market landscape in a short period. Leveraging innovative strategies, Blur not only rapidly increased its market share but also successfully attracted the attention and participation of numerous NFT traders. Therefore, this study takes Blur as a case to deeply explore how it, as a market latecomer, identified opportunities in a highly competitive environment, implemented breakthrough strategies, and established competitive advantages to become a market leader. This research integrates literature on platform competition strategies, latecomer strategies, and the NFT market, aiming to understand and deconstruct how Blur identified market gaps and developed corresponding strategies and actions. The study is guided by two core research questions: (1) How did the case company identify and exploit the weaknesses of the market leader (OpenSea) to build its competitive advantage? (2) How did the case company establish user acquisition and retention strategies to achieve a latecomer-to-leader transition? Ultimately, this study proposes an analytical framework for latecomer competitive strategies, summarizing Blur’s success, and provides valuable insights for future researchers and practitioners interested in the dynamics of NFT market competition or latecomer competitive strategies. This framework serves as an important reference, contributing to the further exploration of related academic and practical domains.參考文獻 Ansoff, H. I. (1965). "Corporate strategy: An analytic approach to business policy forgrowth and expansion." (No Title). Armstrong, M. (2006). "Competition in two‐sided markets." The RAND Journal of Economics 37(3): 668-691. Baldwin, C. Y. and C. J. Woodard (2008). "The Architecture of Platforms: A Unified View." SSRN Electronic Journal. Boudreau, K. J. and L. B. Jeppesen (2015). "Unpaid crowd complementors: The platform network effect mirage." Strategic Management Journal 36(12): 1761-1777. Bresnahan, T. F. and M. Trajtenberg (1995). "General purpose technologies ‘Engines of growth’?" Journal of econometrics 65(1): 83-108. Chalmers, D., et al. (2022). "Beyond the bubble: Will NFTs and digital proof of ownership empower creative industry entrepreneurs?" Journal of Business Venturing Insights 17. Chen, X., et al. (2023). "Market insights exploration and product technology build-up: latecomer firms’ catch-up strategies." Asian Journal of Technology Innovation: 1-27. Chen, Y. and S. L. Sun (2023). "Leapfrogging and partial recapitulation as latecomer strategies." Journal of Open Innovation: Technology, Market, and Complexity 9(3). Christensen, C. M. (2015). The innovator's dilemma: when new technologies cause great firms to fail, Harvard Business Review Press. Creswell, J. W. and J. D. Creswell (2017). Research design: Qualitative, quantitative, and mixed methods approaches, Sage publications. Eisenmann, T., et al. (2006). "Strategies for Two-Sided Markets." Harvard Business Review. Eisenmann, T., et al. (2011). "Platform envelopment." Strategic Management Journal 32(12): 1270-1285. Evans, D. S. (2003). "The antitrust economics of multi-sided platform markets." Yale J. on Reg. 20: 325. Evans, D. S., et al. (2008). Invisible engines: How software platforms drive innovation and transform industries, The MIT Press. Goldemberg, J. (1998). "Leapfrog energy technologies." Energy policy 26(10): 729-741. Hagiu, A. (2006). "Pricing and commitment by two‐sided platforms." The RAND Journal of Economics 37(3): 720-737. Hagiu, A. and J. Wright (2015). "Multi-sided platforms." International journal of industrial organization 43: 162-174. Katz, M. L. and C. Shapiro (1985). "Network externalities, competition, and compatibility." The American economic review 75(3): 424-440. Kim, L. (1997). "Imitation to innovation: The dynamics of Korea’s technological learning." Harvard Business School Press, Boston, MA. Lieberman, M. B. and D. B. Montgomery (1988). "First‐mover advantages." Strategic Management Journal 9(S1): 41-58. Markides, C. C. and P. A. Geroski (2004). Fast second: How smart companies bypass radical innovation to enter and dominate new markets, John Wiley & Sons. Nadini, M., et al. (2021). "Mapping the NFT revolution: market trends, trade networks, and visual features." Sci Rep 11(1): 20902. Parker, G. G. and M. W. Van Alstyne (2005). "Two-sided network effects: A theory of information product design." Management Science 51(10): 1494-1504. Pisano, G. (2006). "Profiting from innovation and the intellectual property revolution." Research policy 35(8): 1122-1130. Porter, M. E. (1997). "Competitive strategy." Measuring business excellence 1(2): 12- 17. Rochet, J.-C. and J. Tirole (2003). "Platform competition in two-sided markets." Journal of the european economic association 1(4): 990-1029. Rysman, M. (2009). "The economics of two-sided markets." Journal of economic perspectives 23(3): 125-143. Smirnov, V. and A. Wait (2021). "Preemption with a second-mover advantage." Games and Economic Behavior 129: 294-309. Staykova, K. S. and J. Damsgaard (2015). A typology of multi-sided platforms: the core and the periphery. ECIS 2015 Proceedings, Association for Information Systems. AIS Electronic Library (AISeL): 174. Suarez, F. F. and G. Lanzolla (2007). "The role of environmental dynamics in building a first mover advantage theory." Academy of Management Review 32(2): 377-392. Tiwana, A., et al. (2010). "Research commentary—Platform evolution: Coevolution of platform architecture, governance, and environmental dynamics." Information Systems Research 21(4): 675-687. Wang, Q., et al. (2021). "Non-fungible token (NFT): Overview, evaluation, opportunities and challenges." arXiv preprint arXiv:2105.07447. Wilson, K. B., et al. (2022). "Prospecting non-fungible tokens in the digital economy: Stakeholders and ecosystem, risk and opportunity." Business Horizons 65(5): 657-670. Yin, R. K. (2009). Case study research: Design and methods, sage. Yoffie, D. B. and M. A. Cusumano (2021). Strategy Rules: Five Timeless Lessons from Bill Gates, Andy Grove, and Steve Jobs. Zeng, J. and K. W. Glaister (2015). "Competitive Dynamics between Multinational Enterprises and Local Internet Platform Companies in the Virtual Market in China." British Journal of Management 27(3): 479-496. Zhu, F. and M. Iansiti (2011). "Entry into platform‐based markets." Strategic Management Journal 33(1): 88-106. Evans, D. S., & Schmalensee, R. (2008). Markets with two-sided platforms. Issues in Competition Law and Policy, 1(28), 667–693. Katz, M. L., & Shapiro, C. (1985). Network externalities, competition, and compatibility. The American Economic Review, 75(3), 424–440. Rochet, J. C., & Tirole, J. (2003). Platform competition in two-sided markets. Journal of the European Economic Association, 1(4), 990–1029. Tiwana, A., Konsynski, B., & Bush, A. A. (2010). Research commentary—Platform evolution: Coevolution of platform architecture, governance, and environmental dynamics. Information Systems Research, 21(4), 675–687. Blur [@blur_io]. (2022). https://x.com/blur_io/status/1587827427744440320. Blur [@blur_io]. (2022). https://x.com/blur_io/status/1592203740924157954. Blur.io (2023). "How to earn royalties on Blur." https://mirror.xyz/blurdao.eth/vYOjzk4cQCQ7AtuJWWiZPoNZ04YKQmTMsos0NN56 q_hYs. CoinDesk (2023). “'Pacman' Gobbled NFT Sales With Blur. ” From https://www.coindesk.com/consensus-magazine/2023/12/04/pacman-nfts-blur-opensea CoinGecko (2023). "Top NFT Marketplaces by Market Share & Trading Volume." from https://www.coingecko.com/research/publications/market-share-nft-marketplaces. CoinMarketCap and NFTGo (2023). "2023 NFT Market Analysis." from https://s3.coinmarketcap.com/uploads/2023-NFT-Market-Analysis-NFTGo-CMC.pdf. Cointelegraph (2023). “Blur founder Pacman puts the NFT marketplace war into perspective” from https://cointelegraph.com/news/blur-founder-pacman-puts-the-nft-marketplace-war-into-perspective Cointelegraph (2023). “Blur runs after OpenSea market share, but its success depends on upcoming governance proposals” from https://cointelegraph.com/news/blur-runs-after-opensea-market-share-but-its-success-depends-on-upcoming-governance-proposals DappRadar (2022). Dapp Industry Report 2022. DappRadar (2023). NFT Marketplace War Doubles Trading Volume in First Quarter. DappRadar (2024). Dapp Industry Report 2023. DappRadar (2021). 2021 Dapp Industry Report. NFTNow (2022). "NFT Timeline: The Beginnings and History of NFTs." from https://nftnow.com/guides/nft-timeline-the-beginnings-and-history-of-nfts/. Foundation, B. (2023). "Governance." from https://docs.blur.foundation/governance. Foundation, B. (2023). "Tokenomics." from https://docs.blur.foundation/tokenomics. The Block (2023). "A brief history of NFTs: From CryptoPunks to Bored Apes." from https://www.theblock.co/learn/251477/a-brief-history-of-nfts. 孫瑞隆，2021。平台領先者及後進者之競爭策略與覆蓋策略研究。國立台灣大學管理學院國際企業學研究所，碩士論文。 区块律动，2023。Blur 創辦人解密如何篡位 Opensea：我們就要提高 NFT 市場流 動 性 ！ 。 https://www.blocktempo.com/blur-pacman-interview-with-bankless/。搜尋日期：2024 年 8 月。 区块律动，2023。全面剖析 Blur 發展史，超越 OpenSea 後如何獲得長期成功？。https://www.theblockbeats.info/tw/news/35146。搜尋日期：2024 年 8 月。 加密城市，2024。NFT 怎麼買？NFT 平台有哪些？附 2024 熱門 NFT 平台清單。https://www.cryptocity.tw/news/what-is-nft-platform-buy-sold。 搜 尋 日期：2024 年 10 月。 链捕手 ChainCatcher，2023。一文详解 Blur 空投始末和代币经济模型。 https://www.chaincatcher.com/article/2087608。搜尋日期：2024 年 10 月 動 區 動 趨 ， 2023。 Messari 報 告 ： 解 讀 Blur 空 投 模 型 的 成 功 之 處 。https://www.blocktempo.com/messari-blur-token-incentive-model/。 搜 尋日期：2024 年 10 月 動區動趨，2023。深度研究 Blur》加密行銷、項目團隊能從空投中學到什麼？https://www.blocktempo.com/crypto-founders-learn-from-the-blur- airdrop/。搜尋日期：2024 年 9 月。 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363054資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363054 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, Yi-Chia en_US dc.contributor.author (作者) 許宇涵 zh_TW dc.contributor.author (作者) Hsu, Yu-Han en_US dc.creator (作者) 許宇涵 zh_TW dc.creator (作者) Hsu, Yu-Han en_US dc.date (日期) 2025 en_US dc.date.accessioned 3-三月-2025 13:59:14 (UTC+8) - dc.date.available 3-三月-2025 13:59:14 (UTC+8) - dc.date.issued (上傳時間) 3-三月-2025 13:59:14 (UTC+8) - dc.identifier (其他 識別碼) G0110363054 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/155957 - 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) 110363054 zh_TW dc.description.abstract (摘要) 隨著區塊鏈技術的發展，相關應用如雨後春筍般不斷湧現，其中，NFT 市場的快速成長尤為顯著。儘管交易平台之間的競爭日益激烈，OpenSea 作為先行者仍長期穩居市場主導地位。然而，新興平台 Blur 的迅速崛起在短短時間內改變了市場格局。Blur 不僅憑藉創新策略快速提升市場佔有率，還成功吸引大量專業交易者的關注與參與。因此，本研究以 Blur 作為個案，深入探討其作為市場後進者，如何在競爭激烈的環境中找到切入點，並透過哪些策略實現突破，進一步構築競爭優勢，成長為市場領導者。 本研究結合平台競爭策略、後進者策略及 NFT 市場的相關文獻與數據資訊，旨在了解並解構 Blur 如何識別市場缺口，以及其所採取的具體策略與措施。 研究圍繞以下核心命題展開： 一、個案公司如何識別並利用市場領導者（OpenSea）的弱點，構建自身競爭優勢？ 二、個案公司如何建立用戶吸引與留存策略，實現後發先至，成為市場領導者？ 最後，本研究提出了一套後進者競爭策略的分析框架，總結 Blur 的成功經驗，並為未來欲探討 NFT 市場競爭動態或後進者競爭策略的學者與實務工作者提供重要的參考基礎，助力相關領域研究與實踐的進一步拓展。 zh_TW dc.description.abstract (摘要) With the rapid development of blockchain technology, various applications have emerged at an unprecedented pace. Among them, the growth of the NFT market has been particularly remarkable. Despite the intensifying competition among trading platforms, OpenSea, as a first-mover, has long maintained its dominant position in the market. However, the swift rise of the emerging platform Blur has reshaped the market landscape in a short period. Leveraging innovative strategies, Blur not only rapidly increased its market share but also successfully attracted the attention and participation of numerous NFT traders. Therefore, this study takes Blur as a case to deeply explore how it, as a market latecomer, identified opportunities in a highly competitive environment, implemented breakthrough strategies, and established competitive advantages to become a market leader. This research integrates literature on platform competition strategies, latecomer strategies, and the NFT market, aiming to understand and deconstruct how Blur identified market gaps and developed corresponding strategies and actions. The study is guided by two core research questions: (1) How did the case company identify and exploit the weaknesses of the market leader (OpenSea) to build its competitive advantage? (2) How did the case company establish user acquisition and retention strategies to achieve a latecomer-to-leader transition? Ultimately, this study proposes an analytical framework for latecomer competitive strategies, summarizing Blur’s success, and provides valuable insights for future researchers and practitioners interested in the dynamics of NFT market competition or latecomer competitive strategies. This framework serves as an important reference, contributing to the further exploration of related academic and practical domains. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與研究問題 3 第三節 研究流程與架構 4 第二章 文獻探討 5 第一節 平台經濟與競爭策略 5 第二節 後進者優勢及策略 9 第三節 NFT 平台市場 14 第四節 文獻小結 17 第三章 研究方法與架構 18 第一節 研究方法. 18 第二節 個案研究設計 21 第四章 個案介紹 22 第一節 NFT 市場分析 22 第二節 個案公司介紹 31 第五章 研究與發現 40 第一節 個案分析 40 第二節 研究發現 45 第六章 結論 48 第一節 分析結果 48 第二節 研究貢獻 50 第三節 研究限制與建議 51 第七章 參考文獻 53 zh_TW dc.format.extent 1515921 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363054 en_US dc.subject (關鍵詞) NFT 市場 zh_TW dc.subject (關鍵詞) 平台經濟 zh_TW dc.subject (關鍵詞) 後進者策略 zh_TW dc.subject (關鍵詞) 競爭優勢 zh_TW dc.subject (關鍵詞) Blur zh_TW dc.subject (關鍵詞) NFT market en_US dc.subject (關鍵詞) Platform economy en_US dc.subject (關鍵詞) Latecomer strategy en_US dc.subject (關鍵詞) Competitve advantage en_US dc.title (題名) 平台後進者之競爭策略個案分析 zh_TW dc.title (題名) A Case Study on Competitive Strategies of a Platform Latecomer en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Ansoff, H. I. (1965). "Corporate strategy: An analytic approach to business policy forgrowth and expansion." (No Title). Armstrong, M. (2006). "Competition in two‐sided markets." The RAND Journal of Economics 37(3): 668-691. Baldwin, C. Y. and C. J. Woodard (2008). "The Architecture of Platforms: A Unified View." SSRN Electronic Journal. Boudreau, K. J. and L. B. Jeppesen (2015). "Unpaid crowd complementors: The platform network effect mirage." Strategic Management Journal 36(12): 1761-1777. Bresnahan, T. F. and M. Trajtenberg (1995). "General purpose technologies ‘Engines of growth’?" Journal of econometrics 65(1): 83-108. Chalmers, D., et al. (2022). "Beyond the bubble: Will NFTs and digital proof of ownership empower creative industry entrepreneurs?" Journal of Business Venturing Insights 17. Chen, X., et al. (2023). "Market insights exploration and product technology build-up: latecomer firms’ catch-up strategies." Asian Journal of Technology Innovation: 1-27. Chen, Y. and S. L. Sun (2023). "Leapfrogging and partial recapitulation as latecomer strategies." Journal of Open Innovation: Technology, Market, and Complexity 9(3). Christensen, C. M. (2015). The innovator's dilemma: when new technologies cause great firms to fail, Harvard Business Review Press. Creswell, J. W. and J. D. Creswell (2017). Research design: Qualitative, quantitative, and mixed methods approaches, Sage publications. Eisenmann, T., et al. (2006). "Strategies for Two-Sided Markets." Harvard Business Review. Eisenmann, T., et al. (2011). "Platform envelopment." Strategic Management Journal 32(12): 1270-1285. Evans, D. S. (2003). "The antitrust economics of multi-sided platform markets." Yale J. on Reg. 20: 325. Evans, D. S., et al. (2008). Invisible engines: How software platforms drive innovation and transform industries, The MIT Press. Goldemberg, J. (1998). "Leapfrog energy technologies." Energy policy 26(10): 729-741. Hagiu, A. (2006). "Pricing and commitment by two‐sided platforms." The RAND Journal of Economics 37(3): 720-737. Hagiu, A. and J. Wright (2015). "Multi-sided platforms." International journal of industrial organization 43: 162-174. Katz, M. L. and C. Shapiro (1985). "Network externalities, competition, and compatibility." The American economic review 75(3): 424-440. Kim, L. (1997). "Imitation to innovation: The dynamics of Korea’s technological learning." Harvard Business School Press, Boston, MA. Lieberman, M. B. and D. B. Montgomery (1988). "First‐mover advantages." Strategic Management Journal 9(S1): 41-58. Markides, C. C. and P. A. Geroski (2004). Fast second: How smart companies bypass radical innovation to enter and dominate new markets, John Wiley & Sons. Nadini, M., et al. (2021). "Mapping the NFT revolution: market trends, trade networks, and visual features." Sci Rep 11(1): 20902. Parker, G. G. and M. W. Van Alstyne (2005). "Two-sided network effects: A theory of information product design." Management Science 51(10): 1494-1504. Pisano, G. (2006). "Profiting from innovation and the intellectual property revolution." Research policy 35(8): 1122-1130. Porter, M. E. (1997). "Competitive strategy." Measuring business excellence 1(2): 12- 17. Rochet, J.-C. and J. Tirole (2003). "Platform competition in two-sided markets." Journal of the european economic association 1(4): 990-1029. Rysman, M. (2009). "The economics of two-sided markets." Journal of economic perspectives 23(3): 125-143. Smirnov, V. and A. Wait (2021). "Preemption with a second-mover advantage." Games and Economic Behavior 129: 294-309. Staykova, K. S. and J. Damsgaard (2015). A typology of multi-sided platforms: the core and the periphery. ECIS 2015 Proceedings, Association for Information Systems. AIS Electronic Library (AISeL): 174. Suarez, F. F. and G. Lanzolla (2007). "The role of environmental dynamics in building a first mover advantage theory." Academy of Management Review 32(2): 377-392. Tiwana, A., et al. (2010). 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