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| Title: | 企業如何創造有價值及保值的NFT： 以NFT屬性、價格成因及影響價格波動因素探討
How do companies create valuable and value-preserving NFTs：Discussion on NFT attributes, price causes and factors affecting price fluctuations |
| Authors: | 賴辰瑀
Lai, Chen-Yu |
| Contributors: | 陳恭
邱奕嘉
Chen, Kung
Chiu, I-Chia
賴辰瑀
Lai, Chen-Yu |
| Keywords: | NFT
非同質化代幣
NFT保值方法
主題分析法
NFT
Non-fungible tokens
NFT value preservation method
Topic Analysis Method |
| Date: | 2023 |
| Issue Date: | 2023-09-01 15:02:02 (UTC+8) |
| Abstract: | 自2021年以來，NFT的蓬勃與衰退成為市場上炙熱的話題，NFT可改善數位資產市場、並提高用戶參與以加深顧客黏著度，為了要活化消費者體驗並展現企業創新的精神，許多企業相繼投入NFT發展，並希望從中獲得不錯的獲利，而如何創建與維護保值的NFT即成為企業的課題。文獻探討中發現，NFT的價格組成原因及價格波動因素複雜，維繫具有價值的NFT倚賴縝密的面向規劃。
本研究以個案分析法與主題分析法，探討成功的企業如何賦予其NFT價值，並避免其NFT價格波動。研究結果發現，企業需具明確定義其NFT所欲帶來的目標，以建構完整的策略及戰略規劃來建立有價值的NFT，同時也需培育可持續的生態及社群系統來維持NFT的長久價值，結論供企業欲應用NFT作為新的獲利來源方式時，作為其基礎思考，並協助企業打造體質良好且具競爭力的NFT。
Since 2021, the prosperity and decline of NFT has become a hot topic in the market. NFT can improve the digital asset market and increase user participation to deepen customer stickiness. In order to activate the consumer experience and demonstrate the spirit of corporate innovation, many companies have successively invest in the NFT development and hope to get good profits from it, in the meantime, how to create and maintain value-preserving NFT has become a topic for enterprises. In the literature review, it was found that the price composition and price fluctuation factors of NFT are complex, and maintaining valuable NFT depends on careful planning.
This study uses case analysis and thematic analysis to explore how successful companies endow their NFTs with value and avoid fluctuations in their NFT prices. The results of the research found that enterprises need to clearly define the goals that their NFTs want to bring, in order to construct a complete strategy and strategic planning to build valuable NFTs, and also need to cultivate sustainable ecological and community systems to maintain the long-term longevity of NFTs Value, the conclusion is for companies to use NFT as a new source of profit, as a basis for thinking, and to help companies create NFTs with good physique and competitiveness. |
| Reference: | 中文文獻
廖劭雨 (2023)，消費者對NFT商品購買意願之因素探討，未出版碩士論文，中原大學資訊管理學系，台灣桃園。
楊采妮 (2021)，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，未出版碩士論文，國立政治大學企業管理研究所MBA學位學程，台灣台北。
金鴻瑋 (2022)，NFT：以採訪為架構進行消費者行為之探討，未出版碩士論文，國立中山大學管理學院國際經營管理碩士學程，台灣高雄。
鄭敬錞 (2021)，NFT社會網絡分析初探：以CryptoPunks為例，未出版碩士論文，國立台灣大學工業工程學研究所，台灣台北。
姚文山 (2021)，一張JPEG要一千萬：為什麼NFT的價格這麼高？未出版碩士論文，國立台灣大學企業管理碩士專班，台灣台北。
莊順麟 (2021)，無聊猿：NFT商務發展個案分析，未出版碩士論文，國立陽明交通大學企業管理碩士學程，台灣新竹。
吳啟誠、張瓊云 (2020)，主題分析在教育研究上的應用Applying a Thematic Analysis in Educational Research. 特殊教育發展期刊69 2020.06[民109.06]，頁29-42。
Joe.(2023)，無聊猿是什麼？最成功的藍籌NFT生態整理、BAYC巨鯨為何屢傳拋售？動區動趨。https://www.blocktempo.com/what-is-bayc-nft-and-ecological-arrangement/，擷取日期：2023年4月21日。
Alex.(2022)，NFT價值是什麼？找出6大NFT種類背後的價值！0xCRYPTO。
https://0xcryptoez.com/nftvalue/，擷取日期：2023年4月21日。
Christies.(2021)，Beeple創意傑作：佳士得首次呈獻純數碼藝術品。佳士得官網。
https://www.christies.com/features/monumental-collage-by-beeple-is-first-purely-digital-artwork-nft-to-come-to-auction-11510-7.aspx?sc_lang=zh，擷取日期：2023年4月26日。
何渝婷編譯 (2022)，收購RTFKT一年後，Nike正式推出Dot Swoosh，為消費者大開Web3.0城門。Yahoo。https://tw.stock.yahoo.com/news/%E6%94%B6%E8%B3%BCrtfkt-%E5%B9%B4%E5%BE%8C-nike%E6%AD%A3%E5%BC%8F%E6%8E%A8%E5%87%BAdot-swoosh-%E7%82%BA%E6%B6%88%E8%B2%BB%E8%80%85%E5%A4%A7%E9%96%8Bweb3-045000780.html，擷取日期：2023年4月26日。
Crumax. (2023)，Nike NFT 即將整合進入 EA Sports 多款遊戲！角色將能換上個人化穿戴套件？鏈新聞。https://abmedia.io/nike-nft-partnred-with-ea-sports，擷取日期：2023年4月27日。
Perry.(2023)，NBA Top Shot推出手機APP！2023年季後賽期間限時開放，還有手機限量獨家卡包。鏈新聞。https://abmedia.io/nba-top-shot-app-on-mobile擷取日期：2023年5月11日。
外文文獻
Economics Design Newsletter. (2022). Building an NFT Economy: Mistakes to Avoid and Best Practices to Follow, May 11. https://www.newsletter.economicsdesign.com/p/building-an-nft-economy-mistakes-f
Jeff Roberts. (2019). Non-fungible Tokens.
Diakopoulos, N. A. (2021). NFTs and Blockchains: Key Considerations for Digital Media Archiving.
De Filippi, P., & Loveluck, B. (2021). The Rise of Crypto Art: Assessing the Impact of Blockchain on the Art Market.
Evgeny Lyandres, Daniel Rabetti. (2018). Are Tokens Securities? An Anatomy of Initial Coin Offerings.
JT Hamrick, Farhang Rouhi, Arghya Mukherjee, Amir Feder, Neil Gandal, Tyler Moore, and Marie Vasek. (2018). The Economics of Cryptocurrency Pump and Dump Schemes.
Nicola Borri, Yukun Liu, and Aleh Tsyvinski. (2022). The Economics of Non-Fungible Tokens.
Paul P. Momtaz. (2019). The Pricing and Performance of Cryptocurrency.
Daniele Bianchi. (2020). Cryptocurrencies As an Asset Class? An Empirical Assessment.
Jiasun Li, William Mann. (2018). Initial Coin Offering and Platform Building.
Clara E. Fernandes, Ricardo Morais. (2022). Do NFTs Sound Good? An Exploratory Study on Audio NFTs and Possible Avenues.
Harvard Business Review. (2021). How NFTs Create Value, Nov 11. https://hbr.org/2021/11/how-nfts-create-value
Kelly Ann Coulter. (2022). The impact of news media on Bitcoin prices: modelling data driven discourses in the crypto-economy with natural language processing.
Tiffany & Co. (2022). NFTiff. https://nft.tiffany.com/
NFT.NYC. (2019). Nike’s Dec 2019 patent reveals revolutionary NFT use: patent. https://patents.google.com/patent/US10505726B1
Nate Maddrey, Kyle Waters. (2022). Coin Metrics` State of the Network: Issue 141, Feb 8. https://coinmetrics.substack.com/p/state-of-the-network-issue-141?utm_campaign=post&utm_medium=email
Nicholas Vlahos. (2023). NIKE’S .SWOOSH PLATFORM LAUNCHES OUR FORCE 1 TOURNAMENT, Nov 29. https://www.soleretriever.com/news/articles/nikes-dot-swoosh-platform-nft-web3-launches-our-force-1-tournament
NFT Tech. (2021). A Deep Dive into the CryptoPunks Mania, Sep 26. https://www.nfttech.com/newsroom/a-deep-dive-into-the-cryptopunks-mania
Art and Collectibles. The block. (2023). https://www.theblock.co/data/nft-non-fungible-tokens/art-collectibles |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363086 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110363086 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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