基于Citespace的国内情感营销研究热点分析

Analysis of Domestic Emotional Marketing Research Hotspots Based on Citespace

以中国知网数据库中获取的文献为研究样本,运用Citespace知识图谱分析工具,得到与情感营销相关的关键词共现图谱和时间线图谱,从发展阶段、热点问题、前沿趋势等方面探究国内情感营销的研究发展情况。结果表明:第一,国内有关情感营销的研究不断深入,大致可以分为三个阶段,即起步阶段、快速发展阶段和平稳前进阶段;第二,国内情感营销的研究主题较为广泛,主要热点包括情感营销本质、情感营销策略、情感体验营销等;第三,研究内容多以案例研究为主,也涵盖理论研究等,新媒体、微营销等成为研究前沿问题。

Based on the literature obtained from CNKI database as research samples,this paper uses Citespace tools to obtain the keyword co-occurrence graph and time line graph related to emotional marketing.And this paper explore the research and development of domestic emotional marketing from the aspects of development stage,hot issues,frontier trends,etc.The results show that:The research on domestic emotional marketing is deepening,which can be divided into three stages:initial stage,rapid development stage and steady progress stage;Domestic emotional marketing has a wide range of research topics,including emotional marketing essence,emotional marketing strategy,emotional experience marketing and so on;The research content is mainly case studies,but also covers theoretical research,and new media,micro marketing and so on have become the forefront of the research.