近年来，随着Web3的出现以及区块链服务和应用的普及，空投作为一种新型的市场营销策略已经兴起。空投通过区块链技术将可替代代币（Fungible token）和不可替代代币 (Nonfungible token)分发到用户的钱包地址，达到了市场营销、去中心化、激励和治理等多种效果；同时，空投价值可高达到数亿美元，体量庞大，引起了学术界的广泛关注本研究聚焦于任务型空投，这些空投旨在通过认可有价值的用户行为来促进用户参与、奖励社区成员和促进增长。任务型空投分为两个主要类别：回顾性空投和非回顾性空投。回顾性空投通过捕捉空投公告前符合条件的用户快照来认可用户的历史参与；非回顾性空投则鼓励用户在空投期间采取行动，能否获得被空投的资格取决于用户在空投期间的行动。本文通过对回顾性和非回顾性空投进行比较分析，研究两者在逻辑设计、资格要求和分发方式之间的区别。研究采用SWOT分析方法分析特性，结合市场营销组合（7Ps）分析和营销度量分析来得出结论。研究结果表明，回顾性空投更擅长间接促进长期用户参与度，而非回顾性空投更擅长促进用户直接的、积极的参与。公司从空投中获得的价值取决于其所处行业和发展阶段，通常情况下，回顾性空投对于较大、更成熟的项目更具价值。本研究为商业管理领域中的空投策略学术论述做出了贡献，特别是在迅速发展的加密货币和区块链行业内，为致力于寻找市场营销战略和去中心化战略的项目方提供了借鉴思路。

In recent years, the emergence of Web3 and the proliferation of blockchain services and applications have given rise to airdrops as a novel marketing and decentralization strategy. Airdrops involve the direct distribution of fungible token or non-fungible tokens to users‘ wallet addresses via blockchain technology, serving various objectives such as marketing, decentralization, incentivization, and governance. The increasing prevalence of airdrops has attracted significant scholarly attention, as some instances have involved distributing tokens valued at hundreds of millions of dollars to users and communities.This study focuses on task-based airdrops, which are designed to stimulate engagement, reward community members, and foster growth by acknowledging valuable user behaviors. Retrospective airdrops recognize users‘ historical engagement, often through a snapshot of eligible users captured before the airdrop‘s announcement, whereas non-retrospective airdrops encourage active engagement, with eligibility contingent upon users‘ actions during the airdrop period.By conducting a comparative analysis of retrospective and non-retrospective airdrops, this master‘s dissertation examines their respective designs, eligibility criteria, and distribution methods. The study employs the SWOT analysis to discern key components of the two companies, and utilizes Marketing Mix (7Ps) Analysis and marketing metrics analysis to derive conclusions of the airdrops. The findings suggest that retrospective airdrops, such as Optimism airdrops are more adept at fostering indirect, long-term user engagement, while non-retrospective airdrops excel at promoting active engagement. The value that companies derive from airdrops is contingent upon their industry and developmental stage, with retrospective airdrops typically proving more valuable for larger, more established networks.This dissertation contributes to the academic discourse on airdrop strategies in the context of marketing and Web3, and provides crucial insights for organizations seeking to develop effective marketing practices in this domain.