基于CiteSpace的我国虚拟品牌社区研究知识图谱分析

Knowledge Mapping Analysis of Virtual Brand Community Research in China Based on Citespace

运用CiteSpace软件对2007-2019年间核心以上期刊文献进行知识图谱分析,探究虚拟品牌社区研究现状、主题演进和发展方向,得出以下结论:虚拟品牌社区是企业进行客户关系管理的新型营销渠道,是数字化时代的新兴研究领域,未来有很大研究空间。研究热点包括虚拟品牌社区环境下价值共创、品牌忠诚、顾客参与等行为的影响机制。未来建议是将研究视角从消费者个体层面拓展到企业、社区等多方共融共创的集体层面,探寻虚拟品牌社区在线上线下双方面的价值融合机制,并加强定量研究和定性研究的有机结合。通过对研究成果的梳理,以期为未来进一步研究提供较为可靠的参考,同时为企业成功运营虚拟品牌社区提供理论参考。

By using CiteSpace software to analyze the knowledge map of core journals during the year from 2007 to 2019,it explored the research status,topic evolution and development direction in this paper,and drew the conclusions that Virtual brand community is a new marketing channel for enterprises to carry out customer relationship management,the virtual brand community is a new research field in the digital era,and there is a lot of research space in the future.The influence mechanism of value co-creation,brand loyalty and customer participation in virtual brand community environment are research hotspots.In the future,it will be suggested to expand the research perspective from the individual level of consumers to the collective level of enterprises and communities,to explore the online and offline value integration mechanism of virtual brand community,and strengthen the organic combination of quantitative research and qualitative research.By combing the research results,it expected to provide a more reliable reference for future scholars to further research,and also provide theoretical reference for enterprises to successfully operate virtual brand community.