[套装书]区块链+：从全球50个案例看区块链的技术生态、通证经济和社区自治+通证学（2册）

作者
杜均 陈源 胡慧超 刘蕴如
丛书名
出版社
机械工业出版社
ISBN
9782009221014
简要
简介
内容简介书籍经济管理学书籍 ---------------------------区块链+：从全球50个案例看区块链的技术生态、通证经济和社区自治--------------------------- 随着互联网技术的发展，一个依赖于技术的全新经济模式——“数化经济”，而在数化经济发展之初，需要依赖一种安全且便捷的价值传输载体，即区块链技术。目前，区块链技术已经在多种应用场景下展现出了广泛的适用性，并且掀起了一轮又一轮的高潮。本书通过区块链实例论证了区块链经济的现状与未来，具有前瞻性，从经济现象出发，结合实际案例总结分析了区块链的经济体系，并且结合各行业特点预测了未来的发展方向，论证了健康的区块链经济的三个层次。本书收录了经典案例，精选了全球50个区块链应用案例，涵盖了10多个行业，每个子类都挑选了若干典型案例进行对比和总结分析。 ---------------------------通证学--------------------------- 本书深入、系统地探讨了通证学方面的知识，有作者个人独特的观点和看法。全书共13章，分为5篇。第1篇通证学基础，涵盖的主要内容有通证经济学的起源、通证学基础、通证经济学的内涵、通证生态商业体的价值树；第2篇通证动力学，涵盖的主要内容有共识经济学、通证社群经济、通证生态自组织、通证平台经济；第3篇通证制度学，涵盖的主要内容有通证制度经济学、通证博弈论；第4篇新物种——通证生态商业体，涵盖的主要内容有通证生态商业体和通证经济的产业应用；第5篇主要是作者关于区块链的终极思考。 本书适合创业公司社群运营人员、企业社群架构师、公司级别的产品总监阅读，也适合希望了解社群发展趋势的读者和研究人员阅读。
目录



---------------------------区块链+：从全球50个案例看区块链的技术生态、通证经济和社区自治---------------------------


前言
第1章　价值互联网时代的新经济模式 001
第1节　开放式商业系统的出现 002
第2节　个人成为独立的经济体 005
第3节　应运而生的区块链新经济 008
第2章　区块链经济的三个层次 013
第1节　技术生态系统 015
第2节　通证经济系统 016
第3节　社区自治系统 019
第4节　三者之间的“X”关系 021
第3章　区块链+金融 025
第1节　现状 026
第2节　案例分析 031
第3节　发展前景 047
第4章　区块链+证券 049
第1节　现状 050
第2节　案例分析 069
第3节　目前的问题及发展前景 082
第5章　区块链+保险 085
第1节　现状 086
第2节　案例分析 097
第3节　总结讨论 111
第6章　区块链+票据 115
第1节　现状 116
第2节　案例分析 122
第3节　发展前景 128
第7章　区块链+电商 133
第1节　现状 134
第2节　案例分析 143
第3节　发展前景 158
第8章　区块链+医疗 161
第1节　现状 162
第2节　案例分析 174
第3节　发展前景 188
第9章　区块链+游戏 191
第1节　现状 192
第2节　案例分析 201
第3节　发展前景 218
第10章　区块链+内容娱乐 221
第1节　现状 222
第2节　案例分析 227
第3节　总结讨论 246
第11章　区块链+农业 249
第1节　现状 250
第2节　案例分析 255
第3节　发展前景 261
第12章　区块链+供应链 263
第1节　现状 264
第2节　案例分析 272
第3节　发展前景 280
第13章　区块链+公益 283
第1节　现状 284
第2节　案例分析 287
第3节　发展前景 295
第14章　区块链+数字营销 299
第1节　现状 300
第2节　案例分析 305
第3节　发展前景 312
第15章　区块链+电子政务 315
第1节　现状 316
第2节　案例分析 321
第3节　总结讨论 334
第16章　区块链+法律版权 335
第1节　现状 336
第2节　案例分析 340
第3节　面临的挑战与机遇 345
第17章　区块链与前沿科技的融合 347
第1节　区块链与物联网的融合 349
第2节　区块链与大数据的融合 358
第3节　区块链与人工智能的融合 367
第4节　区块链与前沿科技的融合总结 373
第18章　区块链产业技术服务 375
第1节　产业技术服务概述 376
第2节　案例分析 378
第3节　区块链产业技术服务前景 388
附录A　侧链/跨链行业研究报告 390
附录B　状态通道专题研究 409



---------------------------通证学---------------------------


序言一
序言二
前言
与读者交流
第 1篇通证学基础
第1章通证学的起源........................................002
1.1 通证的由来 ··············································003
1.1.1 缘起 ················································003
1.1.2 第一次亲密接触 ····································003
1.2 互信网爆款应用：通证 ····································005
1.3 通证与区块链的关系 ·······································007
1.3.1 生产关系与生产力 ············································007
1.3.2 彼此独立 ·············································007
1.3.3 相互支撑 ·············································008
1.4 通证学简史 ···········································009
1.4.1 房地产与区块链、通证 ·········································009
1.4.2 通证的史前史 ·······································012
1.4.3 代币史 ················································013
1.4.4 通证史 ················································013
1.5 通证认知上的几个误区 ····································014
1.5.1 Token与Coin的区别 ···································014
1.5.2 通证与法币的区别 ······································016
1.5.3 通证与积分的区别 ······································017
第2 章 通证学基础 ........................................020
2.1 通证概述 ··································· 021
2.1.1 通证学的概念 ······································· 021
2.1.2 通证生态经济体的概念 ········································ 021
2.2 通证的属性 ·········································· 022
2.2.1 首要属性：通 ······································· 022
2.2.2 核心属性：证 ······································· 024
2.2.3 市场属性：值 ······································· 024
2.3 通证的分类 ·············································· 025
2.3.1 证券类通证 ·········································· 025
2.3.2 实用类通证 ·········································· 027
2.3.3 凭证类通证 ·········································· 028
2.3.4 总结 ··················································· 028
2.4 通证思维 ··········································· 028
2.4.1 共享、共赢（分享、分利）精神 ···································· 029
2.4.2 共治（分权）、共建（众包）的分布式思维 ····························· 029
2.4.3 代码即通证世界的“法律” ········································· 030
2.4.4 共识性思维 ·········································· 030
2.5 通证学知识图谱 ············································· 031
第3 章 通证学的内涵 ........................................035
3.1 通证经济学的本质 ·········································· 035
3.2 通证的基本原则 ············································· 036
3.2.1 通证价值生长原则 ······································ 036
3.2.2 通证发行原则 ······································· 037
3.2.3 激励原则：即时 ···································· 038
3.2.4 组织原则 ············································· 039
3.3 通证与虚拟世界：红色药丸 ··································· 040
3.3.1 数字孪生 ············································· 040
3.3.2 第三平行空间 ······································· 045
3.4 通证生态经济体的竞争优势 ··································· 050
3.4.1 开启自金融时代 ···································· 050
3.4.2 多维价值体系及价格发现功能 ····································· 051
3.4.3 激励相容 ············································· 054
3.4.4 实时透明激励 ······································· 055
3.4.5 非盈利的盈利性生态 ··································· 055
3.4.6 人人都是平台 ······································· 056
3.4.7 行为挖矿 ············································· 056
3.4.8 消费即挖矿 ·········································· 057
3.4.9 C2F 商业模式 ······································· 058
3.4.10 道德上的优势 ······································ 060
第4 章 通证生态商业体价值树 ........................................061
4.1 古典互联网股权VS 新锐区块链通证 ····································· 061
4.2 胖协议：互联网与互信网的价值分配法则 ································· 062
4.2.1 技术栈的变化 ······································· 063
4.2.2 协议层通证的升值逻辑 ·········································· 064
4.2.3 对生态的影响 ······································· 065
4.3 通证生态经济体的估值模型 ··································· 065
4.3.1 J 曲线（J Curve）原理 ········································ 065
4.3.2 费雪方程式 ·········································· 068
4.3.3 梅特卡夫定律 ······································· 069
4.3.4 相对估值法 ·········································· 073
4.3.5 期权定价估值法 ···································· 073
4.4 通证的燃烧模型 ············································· 074
4.4.1 新的分红方式 ······································· 075
4.4.2 支付交易手续费 ···································· 075
4.5 总结 ································· 076
第2 篇 通证动力学
第5 章 共识经济学 ........................................078
5.1 共识与社群 ············································· 078
5.2 共识的概念 ·············································· 078
5.2.1 一致性问题 ·········································· 078
5.2.2 共识的界定 ·········································· 080
5.3 共识与熵的关系 ············································· 081
5.4 熵资产与通证的关系 ······································· 082
5.5 熵减的最优路径 ············································· 082
5.6 通证归零的风险 ············································· 084
第6 章 通证社群经济 ........................................086
6.1 社区和社群 ··········································· 087
6.2 通证：原生社群属性 ······································· 088
6.3 邓巴数字序列图 ············································· 090
6.3.1 邓巴数字概述 ······································· 090
6.3.2 社交圈层 ············································· 091
6.3.3 相信相信的力量：共识 ········································ 093
6.4 三元闭包的社群分类 ······································· 094
6.4.1 产品型社群 ·········································· 094
6.4.2 兴趣型社群 ·········································· 095
6.5 社群经济的特点 ············································· 095
6.5.1 复杂网络 ············································· 096
6.5.2 社团结构 ············································· 104
6.5.3 关系比个体更重要：结构洞 ········································· 105
6.5.4 弱关系下的多元传播 ··································· 106
6.5.5 幂律分布 ············································· 107
6.6 社群价值 ····································· 113
6.6.1 次友决定你的世界 ······································ 113
6.6.2 社群新形态“阿米巴”模式 ········································ 114
6.6.3 开启C2F 商业模式 ······································ 116
第7 章 通证生态自组织 ........................................ 117
7.1 自组织的概念 ············································· 117
7.2 他组织与自组织的特征 ···································· 119
7.2.1 结构：从多层级到扁平化、无边界 ··································· 119
7.2.2 奖惩：从绩效主义到去KPI，从利益分配的不透明到透明 ···················· 122
7.2.3 人员：从灌输到甄选 ··································· 124
7.3 如何转型为自组织 ·········································· 125
第8 章 通证平台经济 ........................................127
8.1 平台经济的定义 ············································· 127
8.2 平台经济的特征 ············································· 129
8.2.1 交叉网络的外部性 ······································ 129
8.2.2 需求的互补性 ······································· 130
8.2.3 定价的不对称性 ···································· 131
8.2.4 非排他性 ············································· 131
8.3 如何转变成平台商业模式 ······································ 132
8.3.1 平台竞争：赢家“通吃” ······································· 132
8.3.2 平台冷启动 ·········································· 133
第3 篇 通证制度学
第9 章 通证制度经济学 ........................................138
9.1 几何分形学下的组织 ······································· 139
9.2 从交易费用看组织演化 ···································· 140
9.2.1 企业与市场交易成本分析 ······································ 140
9.2.2 国家的交易成本分析 ··································· 143
9.2.3 从交易费用看国家、企业和市场 ······································· 149
9.3 社会实验：DAO ············································· 150
第10 章 通证博弈论 ........................................153
10.1 演化博弈论 ················································ 153
10.1.1 合作演化难题 ······································ 153
10.1.2 演化博弈动力学 ··································· 155
10.1.3 合作演化机制研究 ····································· 155
10.1.4 复杂网络上的合作演化 ········································ 157
10.2 机制设计 ···································· 158
10.2.1 激励相容 ············································ 158
10.2.2 竞价拍卖机制的特点 ··········································· 159
第4 篇 通证生态商业体
第11 章 新物种：通证生态商业体 ........................................168
11.1 生态商业体 ············································ 168
11.2 生产力决定生产关系 ······································ 169
11.3 组织进化论 ·············································· 170
11.3.1 公司是伟大的发明 ····································· 170
11.3.2 高管兵变：核心雇员创业之痛 ···································· 171
11.3.3 合伙人模式再度崛起 ······································· 173
11.3.4 公司的边界 ········································· 174
11.4 新物种：通证经济生态体 ····································· 175
11.4.1 自由人的自由联合：U 盘化生存 ····························· 175
11.4.2 比特币的通证生态经济体 ········································· 177
11.4.3 分布式自治组织：DAO ·········································· 178
11.4.4 新物种：通证生态商业体 ········································· 179
第12 章 通证经济的产业应用 ........................................181
12.1 知识产权应用：图片确权和交易平台 ··································· 181
12.1.1 市场空间 ············································ 181
12.1.2 行业痛点 ············································ 181
12.1.3 解决方案 ············································ 182
12.1.4 通证生态经济体系设计方案 ································· 182
12.1.5 评价 ··············································· 184
12.2 财险应用：智能车险 ······································ 184
12.2.1 保险的起源 ········································· 184
12.2.2 保险行业的痛点 ··································· 185
12.2.3 解决方案 ············································ 186
12.2.4 项目目标实现 ······································ 187
12.2.5 评价 ·················································· 188
12.3 玩客云和链克 ··············································· 188
12.3.1 什么是链克 ········································· 188
12.3.2 链克的价值 ········································· 188
12.3.3 链克的挖矿规则 ··································· 189
12.3.4 链克的获取途径 ··································· 190
12.3.5 链克的使用场景 ··································· 190
12.3.6 评价 ·················································· 190
12.4 IPFS 星际文件系统 ········································ 192
12.4.1 IPFS 的使命 ········································ 192
12.4.2 IPFS 的特点 ········································ 192
12.4.3 IPFS 如何运作 ····································· 193
12.4.4 IPFS 的主要价值 ······································· 193
12.4.5 IPFS 挖矿收益构成 ···································· 194
12.5 数字资产与数据资产 ······································ 195
12.5.1 数字世界与公地的悲哀 ······································ 195
12.5.2 基于区块链的数据共享模型破解数据（信息）产权困局 ····················· 196
12.6 与通证的第一次亲密接触：FCoin ································· 198
12.6.1 FCoin 概述 ·········································· 198
12.6.2 交易即挖矿 ········································· 198
12.6.3 持币即分红 ········································· 199
12.7 通证经济体机制设计的困惑 ········································ 199
12.7.1 通证发行速度 ······································ 199
12.7.2 极简思维 ············································ 201
12.7.3 单币的困惑 ········································· 201
12.7.4 总量恒定是死穴吗 ····································· 202
第5 篇 终极思考
第13 章 关于区块链与通证的终极思考 ........................................204
13.1 货币会消失吗 ············································· 204
13.1.1 货币的必要性 ······································ 205
13.1.2 货币的本质 ········································· 205
13.1.3 货币的历程 ········································· 206
13.1.4 货币的未来 ········································· 207
13.1.5 重新定义经济学 ··································· 208
13.2 通证是硅基世界的意识 ··································· 208
13.3 数字理想国 ············································· 209
参考文献 ........................................210
后记 ........................................ 211



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