新世代來臨:探討餐旅業發行 NFT 下一步之可能性

Abstract

根據CryptoSlam數據顯示，目前以太坊 (Ethereum) 上的非同值化代幣NFT (Non-Fungible Token) 交易總量為15,700,577筆，由此可知NFT交易市場的蓬勃活躍。從2021年開始，由Google Trends提供全球搜尋關鍵字趨勢，顯示NFT和Non-Fungible Token 在全球的搜尋量迅速攀升，意味著其備受高度的關注。近年NFT廣受關注，許多餐旅業者紛紛加入這行列，從師園鹽酥雞、米其林餐廳RAW到臺北西華飯店都發行了NFT。由前述所提，NFT驚人的交易量和市值，造成臺灣餐旅業者發行NFT的風潮。但在2022年NFT面臨了熊市及泡沫化，NFT市場交易量低迷，根據The Block數據統計，從2022年1月之後的數月開始下滑，截止在5月前，單月交易量僅37.6億美元，相較1月高峰下滑77%。這促使本研究想探討在熊市和NFT泡沫化期間，該如在NFT行銷層面上做出改變，以及未來應運方向。本研究以質性研究深度訪談法，以AIDA模式訪談臺灣6間有發行餐旅業NFT業者，並且有在NFT經營及行銷上做策略者。將蒐集的資料轉為逐字稿，進行歸類和編碼，邀請三位專家學者進行內容歸類和命名等步驟，檢驗研究信效度，進而探討出研究結果。經由專家分析後，得到19個類別，和101個分析單位。研究結果顯示：在注意 (Attention) 興趣 (Interest) 慾望 (Desire) 購買行動 (Action)主題當中，品牌價值、社群經營賦能優惠、限量發行、設計感、聯合行銷、賦能優惠、會員經營制和結合科技應用為主要影響因素，最後在行銷策略，可以從品牌價值、社群經營、賦能優惠、限量發行和設計感等層面經營，未來發展方向可以往聯合行銷、會員經營制和結合科技應用去發展，在本研究建議上，也可以建議品牌企業導入顧客關係管理系統 (CRM)，導入CRM系統可以透過內部資訊分析，有助於業者在經營NFT的管理。According to data from CryptoSlam, the total number of Non-Fungible Token (NFT) transactions on Ethereum is 15,700,577, indicating a vibrant and active NFT trading market. Starting from 2021, global search trends provided by Google Trends show a rapid increase in search volume for the keywords"NFT" and "Non-Fungible Token," indicating a high level of interest and attention. In recent years, NFTs have gained significant attention, with many players in the hospitality and tourism industry joining the trend. From ShiYun Fride Chicken to MICHELIN Guide Restaurants like RAW and the Taipei Sherwood Hotel, NFTs have been issued by various establishments. The astonishing transaction volume and market value of NFTs have fueled the trend of Taiwanese hospitality and tourism businesses issuingNFTs. However, in 2022, NFTs faced a bear market and bubble-like conditions, resulting in a decline in trading volume. According to data from The Block, monthly trading volume plummeted by 77% from the peak in January to just $3.76 billion by May. This prompts the present study to explore the changes that can be made in the marketing aspects of NFTs during a bear market and NFT bubble period, as well as future directions to be pursued. This study adopts a qualitative research approach using in-depth interviews based on the AIDA model, interviewing strategists from six Taiwanese hospitality and tourism businesses that have issued NFTs and are actively involved in NFT operations and marketing. The collected data will be transcribed and classified, and coding will be applied. Three expert scholars will be invited to conduct content classification and naming, among other steps, to examine the reliability and validity of the research and derive the research results. After expert analysis, 19 categories and 101 analytical units are obtained. The research results indicate that brand value, community building and empowerment, limited editions, design aesthetics, joint marketing, empowerment benefits, membership management systems, and the integration of technological applications are the main influencing factors in the Attention, Interest, Desire, and Action (AIDA) model. In terms of marketing strategies, emphasis can be placed on brand value, community building, empowerment benefits, limited editions, and design aesthetics. Future development can focus on joint marketing, membership management systems, and the integration of technological applications. As a recommendation, it is suggested that brand enterprises consider implementing Customer Relationship Management (CRM) systems. The adoption of CRM systems enables internal information analysis and assists businesses in managing NFT operations.