電子錢幣之行銷策略

Marketing strategy of e-coin

白若敏(Nomin Bayaraa)

指導教授 ： 李旭華

淡江大學/商管學院/商管學院經營管理全英語碩士學位學程/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00790

摘要

此篇論文中，探討加密貨幣及花費數年進入市場的最新加密貨幣OneCoin之市場發展。雖然市場非最嶄新，仍有許多人對於加密貨幣了解不深。加密貨幣市場是數位化最新的應用，越來越受注目進入市場之門檻更是逐年增高。本研究之起因源於OneCoin對全球的影響。
OneCoin是個準備進入市場之新興貨幣，且對於發展快速的貨幣市場深耕多年。本研究目的探討即使不在市場內，人們仍買 OneCoin之理由。且基於OneCoin的行銷策略，找出進入市場的新方法。為更深入研究OneCoin，從學術角度使用SWOT進行分析。

關鍵字

OneCoin ； 加密貨幣 ； 行銷策略 ； SWOT

並列摘要

In this paper, the author is researching about new market such as cryptocurrency market and the new upcoming cryptocurrency (OneCoin) that is spending years to enter this market. Even though this market is not that new, but still there are a lot of people still don’t know what does cryptocurrency is.
Cryptocurrency market is new level of digitalization, which is getting more and more popular. Entrants to this market increases every year. Basically the main reason to study in this area is the attractiveness of OneCoin all over the world with its positive and negative aspects. OneCoin is e-coin that is preparing to enter, and spending many years to catch up the fast grooving development of the market.
This research is about to find out what is the reason that people buy this e-coin OneCoin while it is not in the market, and based on its marketing strategy to find how the new entrants could survive in this market. To study OneCoin, author uses the experts interview to provide SWOT Analysis to answer research questions.

並列關鍵字

OneCoin ； cryptocurrency ； marketing strategy ； SWOT

參考文獻

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Friesner, T. (2011). History of SWOT analysis. Marketing Teacher, 2000-2010.