基于文献计量与SNA的品牌延伸研究分析

Brand Extension Research Analysis Based on Literature Metrology and SNA

基于CNKI数据库1995~2015年期间的959篇品牌延伸领域的文献,运用文献计量和社会网络分析方法（SNA）以及关键词共现等方法,从高频作者群、高被引文献、文献关键词共现、关键词的时间演进等角度,对国内品牌延伸发展的基本态势、研究热点以及趋势进行定量化研究.研究发现,国内品牌延伸研究的发文量整体上升后近几年呈现下降趋势.同时,品牌延伸基本理论、品牌延伸策略、品牌延伸评估（评价）成为品牌延伸领域的主要研究热点.目前,国内品牌延伸研究趋势倾向于品牌延伸对品牌资产的影响、消费者对品牌延伸的感知契合度、消费者品牌延伸评价等方面.

Using the bibliometric analysis, social network analysis and key words co-occurrence methods, 959 papers from 1995 to 2015 published in China National Knowledge Internet （CNKI） are analyzed a-bout brand extension, and the basic situation of domestic brand extension, hotspots and frontier are ex-plored by quantitative research, based on the research of the high-frequency group, highly cited papers, keyword co- occurrence, the time evolution of keywords. The study shows that the issued amount of do-mestic brand extension research had an overall upward trend, and then got down in recent years. The main areas of brand extension research focus on the basic theory of brand extension, brand extension, brand extension assessment. At present, the hotspots and main areas of domestic brand extension focus on the old brand activation, brand extension fit and consumer brand extension evaluation.