我国品牌影响力研究的内涵与趋势——基于文献分析视角

The Connotation and Trend of Research on Brand Influence in China——Based on the Perspective of Literature Analysis

品牌影响力是品牌建设的重要分支。随着经济发展,诸多领域愈加重视品牌建设的重要性,努力提高自身品牌影响力,以期在市场竞争中获得更多的优势,因此研究品牌影响力和各学科领域之间的关系至关重要。本文选取中国期刊网文献作为源数据,通过社会网络分析、共词分析等方法,对数据进行分组测度并描述。探索品牌影响力发展的趋势及与其密切关联的研究领域,并预测其发展前沿。分析结果显示:品牌影响力最初是从企业管理研究中引申出的研究分支,因伴随着企业研究而繁荣壮大。在阶段一,品牌影响力主要与商业领域关联最为密切,后随着品牌影响力的发展,其与新闻媒体领域开始互动频繁;观察品牌影响力的理论研究脉络,其先向深度挖掘后向广度扩展。

The influence of brand is an important branch of brand-building. With the development of economy, more and more attention has been paid to the importance of brand building in many fields, so as to enhance its brand influence and gain more advantages in market competition. Therefore, it is very important to study the relationship between brand influence and each subject field. Besides, it is also necessary to explore the trend of the development of brand influence and the research fields which is closely related to it, and to predict its future development.The analysis results show that brand influence is originally a branch of research derived from the study of enterprise management, which is prosperous and growing with the study of enterprise. In the first stage, brand influence is closely related to the business field. Later, with the development of brand influence, it has begun to interact with the news media frequently. By observing the theoretical research context of brand influence, the trend is to extend to the depth first and the breadth later.