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研究生:許誠
研究生(外文):Paul Huh
論文名稱: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
論文名稱(外文):The Application of Blockchain Technology in Digital Marketing: Potential of Non-Fungible Tokens
指導教授:劉秀明
指導教授(外文):Liu, Sandra
口試委員:林月雲陳春龍
口試委員(外文):Lin, CarolChen, Samuel
口試日期:2021-07-20
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:英文
論文頁數:66
中文關鍵詞: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
外文關鍵詞:blockchainnon-fungible tokendigital marketingDapper LabsNBA Top Shot
相關次數:
  • 被引用被引用:4
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  • 下載下載:264
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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.
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
References
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