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

The Application of Blockchain Technology in Digital Marketing: Potential of Non-Fungible Tokens

許誠(Paul Huh)

指導教授 ： 劉秀明

國立政治大學/商學院/國際經營管理英語碩士學位學程(IMBA)/碩士(2021年)

https://doi.org/10.6814/NCCU202101137

摘要

本論文以英文書寫，作者無提供中文摘要。

關鍵字

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

並列摘要

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.

並列關鍵字

blockchain ； non-fungible token ； digital marketing ； Dapper Labs ； NBA Top Shot

參考文獻

References

Analysis: Dapper Lab’s NBA Top Shot tops $100 million blockchain collectible sales. (2021, February). Ledger Insights. https://www.ledgerinsights.com/analysis-dapper-labs-nba-top-shot-tops-100-million-blockchain-collectible-sales-nft/

Armstrong, G. M., Kotler, P., Harker, M., & Brennan, R. (2018). Marketing: an introduction. Pearson UK.

Balmer, J. M. T. (2009). Corporate marketing: apocalypse, advent and epiphany. Management Decision, 47(4), 544–572.

Bambysheva, N. (2021a, April). Amid Slowing NFT Demand NBA Top Shot Creator Raises Capital Again, Tripling Valuation. Forbes. https://www.forbes.com/sites/ninabambysheva/2021/04/20/amid-slowing-nft-demand-nba-top-shot-creator-raises-capital-again-tripling-valuation/?sh=598773907611