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

楊采妮(Yang Tsai-Ni)

指導教授 ： 洪為璽 ； 季延平

國立政治大學/商學院/企業管理研究所(MBA學位學程)/碩士(2022年)

https://doi.org/10.6814/NCCU202201292

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。

關鍵字

NFT ； 非同質化代幣 ； 區塊鏈 ； 關鍵成功因素 ； 主題分析法

並列摘要

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.

並列關鍵字

Non-fungible token ； Blockchain ； Key success factors ； Thematic analysis

參考文獻

參考文獻

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