品牌营销的研究热点及趋势——基于知识图谱的量化研究

Research Focus and Trend of Brand Marketing:Quantitative Research Based on Knowledge Graph

本文以中国知网的核心期刊及CSSCI文献为数据源,结合社会网络分析和多维尺度分析方法,运用Citespace、SATI、Ucinet等文献计量软件以及SPSS软件分析我国2010-2020年品牌营销的研究热点、主题以及趋势。结果表明,品牌营销、营销策略、品牌形象和网络营销等属于研究热点关键词;研究的主题主要聚焦于三个模块,但整体上围绕营销的策略方法以及营销媒介和营销理念相结合进行研究;未来的研究可以围绕粉丝营销、精益营销、KOL营销、网络直播、短视频等主题进行。

Based on the core journals and CSSCI literature of CNKI as data sources,combined with social network analysis and multi-dimensional scaling analysis,this paper analyzes the research hotspots,themes and trends of brand marketing in 2010-2020 in China by using literature measurement software such as Citespace,SATI,Ucinet and SPSS.The results show that brand marketing,marketing strategy,brand image and network marketing are the hot research keywords.The research mainly focuses on the three modules,but on the whole,it focuses on the strategies and methods of marketing and the part combining with marketing media and marketing ideas.Future research can be carried out around the themes of fan marketing,lean marketing,KOL marketing,webcasting,short videos,etc.