虛擬貨幣投資之營運與行銷: 以T公司為例

Abstract

近來虛擬貨幣的熱潮席捲全球，虛擬貨幣市場蓬勃發展，卻也特別動盪，儘管如此，仍有許多新創企業如雨後春筍般創立並投入虛擬貨幣市場，亦有不少經營相關投資項目的公司轉而進軍虛擬貨幣投資領域，期望在虛擬貨幣投資的新市場搶得先機。T公司即為其中一家，希望藉由原有的投資工具，提供客戶投資虛擬貨幣的新選項。T公司積極投入資源開創新的商業模式，開發新產品並搭配行銷策略，期望進入新藍海並創造公司的第二曲線。然而，在近一年的營運後，T公司卻未能在虛擬貨幣投資領域取得一席之地，甚至面臨解散團隊的窘境。本論文將探討虛擬貨幣市場的發展概況、虛擬貨幣投資領域的特性及T公司進入該領域的營運方式與行銷策略，研究其缺失及未能搶得市場先機的主要原因，並提供相關建議。

The craze for crypto currency has swept the world for years. Though the crypto currency market has flourished, it has also been dramatically changing and evolving in turbulence. Lots of new ventures, start-ups, and investment companies have sprung up and entered the battle field, in an attempt to seize the opportunity in the new market. This study attempts to explore the case of Company T, one of the entrants, which entered the market with the goal of developing a new business model and marketing strategy to provide customers with new investment options for crypto currency. However, it failed to win itself a position in the market. The research first explored the market development of crypto currency, and the characteristics of the crypto currency investment field. Then, the business model, Sigmoid curve, and marketing 4P strategy of Company T were examined, followed by the main investigation of its failure and suggestions for further improvements. Implications, limitations, and future research directions are then discussed.