国内广告学位论文研究现状的实证分析

Empirical Analysis on Research of Status Quo of Ph.D.& Master Theses on Advertisement

此文采用文献定量分析方法，以中国国家数字图书馆、中国知网和万方数据知识服务平台中的硕博士学位论文数据库为研究平台，查询1988-2012年广告研究方向的硕博士学位论文共3967篇，分析它们的培养单位、指导教师、专业构成、学科特征、历年数量、关键词、研究内容、选题特点等方面内容，并解释其中一些特有现象的形成原因，以此从某一侧面反映当前国内广告学位教育与研究的特点。

This paper retrieves 3967 theses from National Digital Library of China, cnki. net,and wanfangdata, com, from 1988 to the end of December 2012. By studying the following aspects： training institutions, tutors, professional composition, disciplinary features, number of dissertations, key words, research content, selection of topics, etc. , and analyzing the causes for some special phenomena, the status quo of features of the research of Ph.D. ＆ Master theses on advertising is reflected from some angles.